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A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5. This week, the economic blackout day made an impact, ecommerce buoys beauty, and luxury spending continues.

Ecommerce will account for nearly a quarter (24.5%) of US beauty retail sales by 2028, according to our October 2024 forecast.

Walmart announces lengthy beauty sale as it looks to protect its advantage: The retailer is expanding its assortment and refining the in-store experience to appeal to a wider variety of shoppers.

E.l.f. Beauty strikes $1 billion deal to acquire Hailey Bieber鈥檚 Rhode: The move could reignite slowing growth and boost its appeal to Gen Z and more affluent shoppers.

Tariffs imperil beauty industry just as post-pandemic boom slows: Costs are expected to spike as duties hit key imports, leaving brands scrambling to maintain sales without alienating price-conscious buyers.

Physical stores matter most for driving awareness. But online, social media platforms outrank multibrand retailers鈥� digital channels in driving product discovery, with the most pronounced impact among Gen Z shoppers.

Ecommerce penetration of beauty and personal care sales is rising: 41% of category sales take place on platforms like Amazon and TikTok Shop as consumers respond to virality and convenience.

Though beauty has remained a relatively resilient category amid rising prices, tariffs could put a damper on that as they take hold. 29% of US adults say they鈥檒l likely cut back on beauty/personal care spending if tariffs raise prices, according to February 2025 data from CivicScience. That鈥檚 why retailers like Walmart, Amazon, and Target are boosting their beauty offerings to drive sales and increase customer loyalty. Here鈥檚 how.

Est茅e Lauder partners with India鈥檚 government to boost local beauty brands: The company is the latest to invest in the country as interest in premium beauty soars.

This week, beauty buyers take action on texts, influencers have indirect influence, and podcast fandoms benefit brands.