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On TikTok, for example, beauty influencers uploaded over 16 times more videos than beauty brands and nearly 200 times more videos than media companies did in 2024, per Tubular Labs data. Consumer perceptions of content quality are also changing. Traditional measures of quality, like production value and trustworthiness, remain important to consumers, especially as AI slop proliferates.

Beauty brands and retailers target Gen Alpha spending as growth slows: Their beauty obsession makes them a natural focus, but companies have to tread carefully.

Uncertainty creeps into US spending: Luxury companies can no longer rely on US consumers to pick up the slack as Chinese shoppers curb their spending. While LVMH noted that the American consumer cohort has stayed fairly resilient, particularly in the fashion and leather goods segment, shoppers are spending less locally.

The Ulta and Target partnership may not last: Ulta is pausing its expansion of Target shop-in-shops this year as it looks to 鈥渦nlock value鈥� from its existing locations.

On today鈥檚 podcast episode, we discuss how department stores are getting on, how they鈥檙e evolving, and what the contemporary department store needs to do to stick around. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Vice President of Content Suzy Davidkhanian and Senior Analyst Carina Perkins.

Gen Zers and young millennials are the most likely to splurge on beauty in 2024鈥攂ut their path to purchase is anything but straightforward.

Toiletries and cosmetics include diapers, skincare such as cleansers and moisturizers, contraceptives, cosmetics and makeup, deodorant, toothpaste, razors, and haircare. Alcoholic beverages include hard seltzers, liquor, beer, wine, champagne, and cocktails/malt beverages.

Apparel surges: Apparel and beauty content engagement is trending down overall鈥攂ut not for Gen Z. Unique visitors ages 18 to 24 to apparel websites grew 26.5% from June 2024 to December 2024. Engagement was highest toward the end of seasons. Unique apparel visitors grew from 15,446 in June to 17,046 in August.

Additionally, beauty brands like e.l.f. Cosmetics, Fenty Beauty, and Maybelline, manage activations and games on the platform. Meanwhile, Walmart built out a whole marketplace called Walmart Discovered, where users can personalize their spaces, discover items, and also play games.

Ecommerce sales have returned to modest growth in Western Europe as the economic outlook brightens and more people embrace the convenience of shopping via mobile phone.

Apparel, specifically, will become an ecommerce-majority subcategory at 51.1% penetration, driven by social commerce, the rise of digital-first brands, and improved return logistics. Household & personal consumables is the sole low-penetration category gaining traction.

While 2024 saw the rise of 鈥淪ephora kids鈥�, in 2025 more beauty brands may target Gen X consumers to grow sales amid a challenging economy.