In the UK, 55% of UK beauty and grooming accessory users/buyers prefer retailer own-label accessories, intensifying pressure on brands to justify premium price points.
This value-driven mindset creates a challenge for brands entering the category or trying to encourage consumers to trade up or spend more in the market. Brands must focus on differentiation and added value, such as high performance, to help build trust and showcase the benefits of trading up. Meanwhile, own-label brands can revamp their accessories. Taking inspiration from Boots’ skincare brands Habi and Good Intent, a similar focus on packaging and design of accessories could work well.
The biggest opportunity lies in transforming functional tools into aspirational, gift-worthy items. By focusing on aesthetics, innovative materials, and curated sets, brands can elevate the perceived value of accessories. Strategic marketing that leverages peer reviews and solves specific consumer pain points – from hygiene concerns to usability for those with mobility challenges – can capture new market segments and drive growth beyond essential replacements.
BPC accessory brands must meet diverse needs, offer functional yet sensory products, and showcase high performance to succeed in a fast-changing market.
Shiyan Zering, Senior Beauty and Personal Care Analyst
Market Definitions
For the purposes of this Report, Mintel has used the following definitions for non-electrical beauty/grooming accessories:
- Hairbrushes and combs
- Hair rollers
- Hair cutting scissors
- Facial hair removers (eg tweezers, dermaplaning tools)
- Nail tools (eg files, scissors)
- Foot files and pumice stones
- Facial rollers and stones
- Facial cleansing accessories (eg cotton buds, washcloths)
- Facial skincare accessory (eg cryotherapy mask, microneedling tool)
- Bath accessories (eg sponges, body brushes)
- Face makeup brushes, sets and sponges
- Eyelash curlers
- Makeup bags
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EXECUTIVE SUMMARY
- What you need to know
- Outlook for beauty and grooming accessories
- Opportunities
- Drive engagement with sensorial and playful accessories
- Engage end users with authentic reviews and customer-centric NPD
- Meet diverse needs with expanded in-store ranges
- Champion inclusivity to capture underserved consumers
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THE MARKET
- A decline in financial wellbeing could impact spending
- Graph 1: the financial wellbeing index, 2016-25
- Key demographic trends that will impact the market
- The ‘TikTok effect’ is strong
- Boost the gifting appeal of accessories
- Use device engagement to unlock growth in non-electrical tools
- Adjacent categories impact how accessories perform
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THE CONSUMER
- Usage trends in the beauty and grooming accessories market
- Inclusive hair accessories can improve portability and education
- Nail tools: hygiene and cuticle care need better education
- Align facial cleansing accessories with skincare trends
- Reposition old-fashioned bath accessories in modern routines
- Graph 2: Google searches for ‘African net sponge’, 2021-25
- Brushes are the top choice for makeup applicator users
- Visual proof can improve perceptions
- The purchase journey for beauty and grooming accessories
- In-store shopping dominates accessory purchasing
- The future of the in-store purchase journey
- Improve the placement of accessories in-store
- Social gamification drives impulse purchasing
- Consider the impact of online retail on brand preferences
- Capitalise on hype throughout the purchase journey
- Engagement strategies to boost beauty and grooming accessory spending
- A split in value perceptions
- Balance price and prestige in own-label accessories
- Leverage the power of brand community
- Graph 3: factors that encourage trading up when buying non-electrical beauty/grooming accessories, by makeup applicator use, 2025
- Boost trade-up desires in functional accessories
- Showcase realistic performance and results
- Connect the dots between sustainability and performance
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PRODUCT, INNOVATION AND MARKETING
- Fix time limits affecting makeup applicator use
- Take inspiration from non-Western medicine in tools
- Heatless curlers drive social buzz, but have room to develop
- Graph 4: Google searches for ‘heatless curlers’, 2021-25
- Heatless straighteners could be the next trending accessory
- Improve functional designs for fine hair
- Turn makeup bags from function to fashion
- How the accessories trend can extend to makeup accessories
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APPENDIX
- Supplementary data
- Population estimates
- Census 2021: ethnic group population data
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Consumer research methodology
- Consumer research questions
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