2025
9
US Beauty Retailing Market Report 2025
2025-12-19T20:02:17+00:00
REP61E6C046_78C5_4C44_80E1_03F8B6D8EFB5
3695
189863
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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

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.

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4.5 stars
Source: G2.com, Inc.
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    • Market scope and definition
  1. EXECUTIVE SUMMARY

    • What you need to know
    • Outlook on beauty and personal care retailing
    • Tablestakes & opportunities
    • Competitive assortment is a must
    • Lean into the multisensory value of in-store environments
    • Work with the creator economy for a foothold in online discovery
  2. THE MARKET

    • Market size and forecast
    • BPC retailing and the US economy
    • Graph 1: consumer sentiment index, 2024-25
    • Gen Alpha’s appetite for beauty is attractive for many brands and retailers
    • Graph 2: categories purchased with spending money, by age, 2025
    • Gen X and Milllennial spending power make them core audiences for premiumized shopping
    • Graph 3: after-tax income minus expenditures, annual average, by generation, 2016-22
    • Be mindful of household shopping for beauty and personal care
    • Graph 4: household beauty shopping, by gender and generation, 2025
    • Online channels become non-negotiable, even for functional categories
    • Graph 5: in-store vs online shopping, by category, 2025
    • AI platforms are poised to transform ecommerce strategies
    • Graph 6: select discovery channels of beauty and personal care products, by gender and generation, 2025
    • K-Beauty gets mainstream real estate: keep an eye on global beauty trends
    • Graph 7: reasons to buy BPC products from brands or regions outside of home country, 2025
    • Market size and forecast
    • Retail sales and forecast of beauty and personal care products
    • Graph 8: market size and forecast of the beauty and personal care products, 2019-30
    • Retail sales and forecast of beauty and personal care products, at current prices
    • Retail sales and forecast of beauty and personal care products, at inflation-adjusted prices
    • Household spending reflects slowdowns in growth ahead
  3. CONSUMER INSIGHTS & WINNING RETAIL STRATEGIES

    • Consumer fast facts
    • Key priorities & categories
    • Discretionary cutbacks are visible across core categories
    • Graph 9: BPC purchases in the past 12 months, 2021-25 (excl. 2022)
    • Women across generations drive topline declines
    • Graph 10: BPC items purchased in the past 12 months among women, 2024 vs 2025
    • Women across generations drive topline declines
    • Men’s expanding grooming routines offer an opportunity to offset cautious spending
    • Graph 11: BPC items purchased in the past 12 months among men, 2024 vs 2025
    • Men’s expanding grooming routines offer an opportunity to offset cautious spending
    • Foster men’s shopping with assortment, services and omnichannel marketing
    • Category opportunity: supplements leverage emerging consumer interest in Metabolic Beauty
    • Category opportunity: fragrances drive experiential beauty shopping
    • Competitive retail landscape: category perspective
    • Mass merchandisers have lost ground, while Amazon has gained
    • Graph 12: retailers shopped for BPC products, net, 2025
    • Competition for core beauty categories intensifies
    • Graph 13: shopping at mass merchandisers, by category, 2025
    • Graph 14: shopping at specialty beauty retailers by category, 2025
    • Specialty beauty is losing its sheen for core adult female audiences
    • Graph 15: shopping at specialty beauty retailers by gender and generation, 2024 vs 2025
    • Grocery stores – the next beauty destination?
    • Graph 16: shopping at grocers for BPC products by gender and generation, 2024 vs 2025
    • Capitalize on one-stop shopping for nutrition and beauty
    • Department stores can earn relevance through elevated personal care
    • Graph 17: shopping at department stores for select BPC categories, 2024 vs 2025
    • Continue to invest in destination beauty shopping through immersive assortments and services
    • Competitive retail landscape: consumer perceptions & priorities
    • Amazon wins on key retail drivers, including product selection
    • Graph 18: perceptions of BPC retailers, 2025
    • Product selection serves both convenience and exploration – and is crucial to setting retailers apart
    • Graph 19: perceptions of select BPC retailers, 2025
    • Graph 20: Top loyalty drivers, ranked up to three, 2025
    • Specialty beauty and department continue to own experience and curation – for both women and, increasingly, men
    • Graph 21: “I shop for BPC here to explore trending brands/products” by gender, 2025
    • Work alongside niche and emergent brands to deliver trends faster
    • Get creative with platform partnerships to add greater in-store value
    • Spotlight on social shopping: more than anything else, deals draw users in
    • Low stock, limited variety and sampling opportunities hinder select in-store retailers
    • Graph 22: in-store shopping pain points, crossed by beauty retailer shopped, 2025
    • High shipping costs and minimums are the leading pain points for online BPC shopping
    • Graph 23: online shopping pain points, crossed by beauty retailer shopped, 2025
    • Key demographic approaches to BPC shopping
    • 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
  4. 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
Download Report Summary

"Consumer shopping is marked by cautious spending, channel shifts and heightened demand for value, convenience and joy from BPC retailers."

Joan Li, Senior Analyst, Beauty and Personal Care

Joan Li, Senior Analyst, Beauty and Personal Care

US Beauty Retail Industry – Trends and Insights

  • 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 AttributesDetails
Published DateDecember 2025
Report AuthorJoan Li, Senior Analyst, Beauty and Personal Care
Market Data2019-2025 (est)
Market Forecast2026-2030
Measurement MetricsConsumer spending on beauty and personal care products in $
Market ScopeCosmetic/perfume/bath/nail preparations and implements,
hair, dental, shaving and personal care products,
electrical appliances for personal care
Consumer Data2,000 internet users aged 18+, October 2025

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