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Report
en_GB
Beauty and personal care retailing is navigating a complex consumer and economic environment, marked by cautious spending, channel shifts and heightened demand for both value and joy. Shoppers, increasingly budget-conscious,…
US
Health and Beauty Retail
simple
US Beauty Retailing Market Report 2025
"Consumer shopping is marked by cautious spending, channel shifts and heightened demand for value, convenience and joy from BPC retailers."
The US beauty and personal care retail market is navigating a complex consumer and economic environment, marked by cautious spending, channel shifts and heightened demand for both value and joy.
Shoppers, increasingly budget-conscious, continue to prioritize convenience, affordability and assortment – areas where Amazon in particular has gained traction.
While mass and specialty retailers face attrition among core segments, growth in men’s and Gen Alpha’s engagement with BPC signals shifting audience dynamics and opportunities.
Innovation is happening across the spectrum, from immersive in-store experiences and creator-led discovery to category expansion in supplements and fragrance-led events. For retailers and brands, a competitive assortment is no longer optional: identifying product/brand trends and fostering destination retail environments is key to differentiation.
Looking ahead, the winners will be those who have a distinct proposition in the landscape of emotional BPC shopping and convenient BPC shopping, as AI platforms, social commerce and omnichannel integrations rewrite the rules of engagement.
This Report Looks at the Following Areas:
Market size and forecast of beauty and personal care retailing
The impact of macroeconomic factors on the beauty and personal care market
Key competitive strategies and innovations for beauty and personal care retailers
The competitive beauty and personal care retailer landscape
Key demographic audiences and drivers of beauty and personal care shopping channels
Consumer perceptions and penetration of beauty retail innovations and trends
Report Attributes
Details
Published Date
December 2025
Report Author
Joan Li, Senior Analyst, Beauty and Personal Care
Market Data
2019-2025 (est)
Market Forecast
2026-2030
Measurement Metrics
Consumer spending on beauty and personal care products in $
Market Scope
Cosmetic/perfume/bath/nail preparations and implements, hair, dental, shaving and personal care products, electrical appliances for personal care
Products bring in new foot traffic – assortment keeps them coming back
Men’s retail drivers: word of mouth brings new shoppers, while assortment and convenience keeps them
Graph 24: factors most influenced to shop for BPC at a new retailer among men ages 18-44, any rank up to 3, 2025
Graph 25: top factors to shop for BPC products at the same retailer among men ages 18-44, any rank up to 3, 2025
A growing demand for premiumized and exploratory shopping for male grooming products
Graph 26: BPC retailers shopped among men age 18-44, 2024 vs 2025
Women’s retail drivers: deals and exclusive products encourage new foot traffic
Graph 27: top factors to shop at a new BPC retailer among women by generation, any rank up to 3, 2025
Women’s retail drivers: loyalty is a matter of maintaining strong assortments and shopping experiences
Graph 28: top factors to shop for BPC products at the same retailer among women by generation, any rank up to 3, 2025
Don’t discount the power of store branding for younger shoppers
Graph 29: select factors to shop at the same BPC retailer, by gender and generation, 2025
Retail innovations and trends
In-store services and events attract over a third of regular Millennial and Gen Z shoppers
Graph 30: trial and interest in in-store beauty services by gender and generation, 2025
Graph 31: trial and interest in in-store beauty events by gender and generation, 2025
On-demand consultations can support men’s shopping
Graph 32: trial and interest in virtual expert consultations by gender and generation, 2025
Online replenishment has the highest opportunity with wellness and ritual-positioned products
Graph 33: trial and future interest in auto-replenishment by category shopped, 2025
BNPL is increasingly standard in younger consumers’ aspirational BPC purchases
Graph 34: trial and interest in flexible payment options by age and HHI, 2025
Align flexible payment plans with prestige and luxury categories
Graph 35: trial and interest in flexible payment options, by category shopped, 2025
Live social shopping events blur the lines between virtual entertainment, content and retail
Graph 36: trial and interest in live shopping events on social media, by gender and generation, 2025
Live shopping is attractive for deal-seeking in premium and visually oriented categories
Graph 37: trial and future interest in live shopping events on social media, by category shopped, 2025
APPENDIX
Consumer research questions
Retailers shopped by category, 2024
Retailers shopped by category, 2025
Perceptions of retailers, by retailer shopped
Categories shopped, in-store or online
Categories shopped online
Consumer research methodology
Generations
Forecast methodology
Forecast fan chart methodology
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