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"A strong BPC gifting market can achieve further growth by tapping into new occasions and removing friction in purchase journeys."
Georgia Stafford, Beauty & Personal Care Analyst
BPC gifting has proven resilient, as 54% of UK adults purchased a beauty or grooming gift in the 12 months to January 2026, up from 45% the previous year, signalling that consumers see BPC as a key category for gifting, thereby laying a path to market growth.
The gifting landscape is shifting, namely with changes in the UK’s ethnic and religious makeup and the rise of singlehood. These shifts bring both momentum and volatility: romantic gifting risks decline, while events such as Eid, Diwali and Galentine’s create new, key gifting occasions that can drive volume growth.
Against this backdrop, one of the biggest growth opportunities is the expansion of authentic, culturally relevant gift sets and marketing. Lush’s co-created collections for holidays, including Lunar New Year and Eid al-Adha, meet a need and give brands a framework of how to enter gifting seasons with care and consideration.
Wider adoption of AI is also shaping the market. Brands and retailers must strike a balance between AI and human expertise to avoid isolating consumers and losing market share. Gifting is intensely personal, so while AI can ease friction in the gifting purchase journey, an emphasis on human expertise and craftsmanship will be key.
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