SHAPINGTHE

MARKET2O24

SHAPINGTHE

MARKET2024:THE

BRANDSDEFINING

RETAILTRENDS

TABLEOFCONTENTS

GlobalSummary3

01Evolvingessentials:ThepersistenceofAthleisure

4-16

02

K-Beauty:Thenewgoldstandard

17-27

03

Lessismore:TheriseofQuietLuxury

28-40

04

PetCarerevolution:Brandschangingthegame

41-52

LookingForward53

ShapingTheMarket2O24|2

GLOBALSUMMARY

Inthecurrenteconomicclimate,characterizedbyvolatilityand

uncertainty,consumerbehaviorisundergoingsigni?cantevolution.Thisreportwillexplorehowbrandsarerespondingtothesechangesand

drivingthelatestmarkettrends.

Economicuncertaintymeansconsumersareincreasinglyfocusedon

obtainingvaluefortheirmoney.Theyaredemandingproductsthatofferexceptionalqualitywhileensuringthatpricesarejusti?edbytheproduct’sintegrityandcraftsmanship.Thisheightenedscrutinyisdrivingbrandstoenhancetransparencyandalignpricingwiththeperceivedvalueand

qualityoftheirofferings.

TheriseofK-Beauty:

Koreanbeautyproductsaregainingglobaltractionfortheirinnovativeformulasandeffectiveness.Wewillexplorethebrandsattheforefrontofthe

K-beautymovement,showcasinghowthey

continuetoattractconsumersdespiteeconomic?uctuations.

Athleisurecontinuestothrive:

Theathleisuretrendremainsrobust,withleadingbrandsintegratingathleticwearintoeveryday

wardrobes.Thissectionwillhighlighttop

athleisurebrandsthataresucceedingbyofferingversatile,comfortable,andstylishclothingthatmeetsconsumers’evolvingneeds.

Sophisticated&personalizedPetCare:

Thepetcaresectorisevolvingwithmoresophisticatedandpersonalizedproducts.Wewillpro?lekeybrandsthatareofferingpremium,tailoredsolutionsforpets,re?ectingthegrowingconsumerfocusonhigh-quality,customizedcare.

QuietLuxuryontheupswing:

Interestinquietluxury-characterizedby

understatedeleganceandsubtleopulence-is

growing.Thisreportwillidentifyleadingbrandsthatareembodyingthisre?nedluxuryaesthetic,demonstratingresilienceandtimelessappealinachallengingeconomicenvironment.

Overall,thisreportwillillustratehowthesetrendsarereshapingconsumer

choicesandspotlightthebrandsthatareeffectivelynavigatingthesechanges.Byaligningwithevolvingconsumerpreferences,theseleadingbrandsare

well-positionedtothriveintoday’sdynamicmarketlandscapeandotherbrandscanlearnfromthem.

ShapingTheMarket2O24|3

EVOLVING

ESSENTIALS:

THE

PERSISTENCEOFATHLEISURE

SEGMENTOVERVIEW:

TRENDINGBRANDSTOWATCH:

Theathleisuresegment-beingwithinthefashionindustry-hasfacedchallengesduetorecent

economicpressures,leadingtodeclinesforsomemajorbrandswhileemergingcompetitorshave

gainedground

NewBalance

Nowoneofthebigthree,gaininggroundonbothNikeandAdidas,primarilythroughstrategic

collaborations,sponsorships,andexclusivedrops.

AloYoga

Akeyplayertowatchinthepremiumactivewear

marketalongsideLululemon,drivenbygrowth

throughcelebrityendorsements,socialmediabuzz,

andcreatingadistinctbrandexperienceandculture.

ShapingTheMarket2O24|4

AthleisureOverallTrends

WebVisits&YoYGrowthofTop300GlobalAthleisureDTCSites

Worldwide,Desktop&MobileWeb,H12024vs.H12023

-3.6%YoY

AppetiteforAthleisurehasdeclined

globallyoverthe?rst6monthsoftheyearvs.lastyear.Thisisre?ectiveofageneralshiftinconsumerfocusasaresultof

continuedeconomicstruggles,with

consumersnowhavingtoprioritize

expenditureandchoosingtospendonthingslikeTraveloverFashion

Despitethisglobaldecline,thetrendisnotthesameeverywhere.BoththeUKandGermanyhaveseenanincreaseinvisitstothesesitesofaround5%year-over-year(YoY),theUShasseeninterestmoreorlessstablewithgrowthof0.7%whileFrancefollowstheglobaltrendwithdeclinesof3.3%.

WebVisits&YoYGrowthofTop300AthleisureDTCSitesbyCountry

SelectedCountries,Desktop&MobileWeb,H12024vsH12023

similarwebShapingTheMarket2O24|5

BrandsElevatingTheCategory

WhilethecategorymaynotbegrowingasfastasitoncewasinthewakeoftheCovidpandemic,somebrandsarestillpushingtheboundariesforthecategoryasawholeandusinginnovative

waystochallengethemightofthebiggestplayers.

WelookedatthetopglobalbrandsintheAthleisurespacetoseehowinterestisrisingorfallingforeachofthebrandsinthe?rsthalf(H1)of2024vs.H12023.

SearchVolume&YoYGrowthofTop12GlobalAthleisureBrands

Worldwide,Desktop&MobileWeb,H12024

WhatbecomesclearisthatsomeofthemostestablishedglobalbrandslikeNIke,AdidasandVansareallseeingdeclininginterestfromconsumersinfavorofsomenewer‘on-trend’brands.

Thischapterwillfocusontwoofthebrandsfeaturedabove-NewBalance&AloYoga-exploring

whatsetsthesebrandsapartfromthecompetition,andwhattheycanlearnfromtheircompetitorstosustaintheirupwardtrajectory.

similarwebShapingTheMarket2O24|6

NewBalance:Wheredotheysit?

WhilefoundedintheUSin1906,NewBalancehastakenit’stimetogettothetop.Originally

foundedasacompanyproducingshoeinserts,NewBalance’sbusinessevolvedovertimetoitsmoderndayfocusonrunningandsportingapparelandfootwear.

Overthepastfewyears,NewBalancehasgonefrombeingseenasa‘dad-brand’totheforefrontoftheAthleisuremarket.WhileseeingamarginaldeclinemorerecentlyinFrance,NewBalance’swebtraf?c

hasseensteadygrowthoverthepastthreeyearstobedramaticallyaheadofwhereitwasbefore.

WebVisitstoLocalizedNewBalanceWebsites

SelectedCountries,Desktop&MobileWeb,Jul2021-Jul2024

And,itisnotjustwebtraf?cthat’sincreasing.Searchesforthebrandhavefollowedasimilartrajectory,puttingtheminthetop?vemostsearchedAthleisurebrandsinallfourmarkets-surpassingAdidasintosecondinFrance-andthirdworldwidebehindjustNikeandAdidas.

WebVisitsandSearchVolume-NewBalance

SelectedCountries,Desktop&MobileWeb,H12024vs.H12023

similarwebShapingTheMarket2O24|7

NewBalance:Howdidtheydoit?

Togettothisposition,NewBalancehavebecomesmarterintheirmarketingandcollaborationstrategy.

RecentcollaborationswithAiméLeonDoreandJoeFreshgoodscontinueatrendofpartnershipswithbrands.TheserangefromJapaneselabelslikeMitaandUnitedArrowstoestablishedUSstreetwear

boutiqueslikeKith,Bodega,andConcepts.Thesecollaborationsinfusethebrandwithfreshenergy,broadeningitsappealtoaudienceswhomightnothaveconsideredNewBalancebeforeandgive

themacertain‘streetappeal’.NewBalancearenottheonlybrandtohavethesetypesof

collaborationsbutthey’vebeenparticularlyeffectiveintheirchoiceofpartners,targetingaveryspeci?caudiencewithgreatsuccess.

AudienceOverlapof,,

Worldwide,Desktop,H12024

Lookingatjusttwoofthecollaborators’direct-to-consumer(DTC)sitesoverthe?rst6monthsoftheyear,wecanseethatNewBalancehadapotentialextrareachof424Kvisitorsthatmayhaveviewedandpurchasedcollabproductsonthecollaboratorssites.Thisisequaltoaround30%additional

reachthanachievedwiththeirsitedirectly,andshowsthepowercollaborationscanhaveonbrandawarenessandeyesonproducts.

JoeFreshgoodsxNewBalance1000

collaborationfromApril2024named‘WhenThingsWerePure’

similarwebShapingTheMarket2O24|8

NewBalance:Howdidtheydoit?

NewBalanceaimedtoincreasetheirpresenceintheUKandgloballywithaforayintotheglobalsportoffootball.WhilealreadybeinginvolvedinsportsintheirhomecountryoftheUS-like

basketballandbaseball-thebrandsignedakitdealwithLiverpoolFCin2015,oneofthemosticonicfootballclubsintheworld.Thispartnershipmarkedasigni?cantmoveforNewBalance,asitaimedtoexpanditspresenceinthefootballmarket,aspacetraditionallydominatedbygiantslikeNike,Adidas,andPuma.

FollowingthesuccessoftheLiverpoolpartnership,NewBalancelookedtocontinueitsfootballportfolio

bysecuringdealswithrisingstarsandestablishedplayers,furtherenhancingcredibilityonthefootballscene.

OneofthemostnotablerecentdevelopmentsinNewBalance’sUKfootballjourneyisitssponsorshipofBukayoSaka,astandoutplayerforbothArsenalFCandtheEnglandnationalteam.Saka’syouthful

energy,skill,andrisingprominenceinthesportperfectlyalignwithNewBalance’sstrategyofappealing

toyounger,fashion-forwardconsumers.BypartneringwithplayerslikeSaka,NewBalancehaseffectivelypositioneditselfasarelevantandin?uentialplayerinthefootballworld,capableofcompetingwithmoreestablishedsportswearbrands.

SakaaddstoasuperstarrosterofcuratedathletesintheirrespectivesportslikeCocoGauffandKawhi

Leonard.ThenextsuperstaronNewBalance’sbookscouldcomeintheformofBrazilian-born

footballer,Endrick.HisrecentmovetoRealMadrid,playingalongsideglobalsuperstars,highlightshisimmensepotential,andcontinuestoalignseamlesslywithNewBalance'sstrategytoconnectwithyounger,trend-consciousaudiences.

Overall,NewBalance’sapproachwithinsportmirrorsitsstrategywithcollaborations:selectively

partneringwithindividualsandteamsthatenhanceitsbrand’sappealandinjectauniquecoolfactor,ratherthanadoptingthemorebroadandblanketapproachfavoredbyleadingfootballbrands.

SearchVolumeofSelectedNewBalanceAthletes

Worldwide,Desktop&MobileWeb,H12024

CouldEndrickbethenextBraziliansuperstar?

similarwebShapingTheMarket2O24|9

NewBalance:Whoistheiraudience?

NewBalancehascultivatedanaudiencethatisskewedmoreinthefavorofayoungerconsumerthantheFashionindustryaverage.Thiscorrelateswiththeirmoreinformalstyleofclothingbutalsofedintobythebrandimagetheyperpetuatethroughcollaborationsandsponsorships.

Theyalsoboastamorebalancedaudiencegender-wisecomparedtotheFashionindustryoverall.

Whilethismaybeexpectedgiventheirfocusonsportsclothing,theirequalappealtobothmalesandfemalesisclearlyastrategicpriority-onethatisdeliveringstrongresults.

DemographicSplitofVisitorsvs.FashionIndustry

US,Desktop&MobileWeb,H12024

It’snosurprisethatNewBalance’saudiencesigni?cantlyoverlapswiththeothertopglobalathleisurebrands,NikeandAdidas.However,thebrandalsoresonatesstronglywithusersofresaleplatformslikeStockXandGOAT,aswellasreadersoffashionandstreetweareditorialsiteslikeHighsnobiety.This

re?ectsthebrand’sgrowingappeal,drivenbyexclusivecollaborationsandlimited-editiondropsthathaveelevateditsstatusinrecentyears.

Top10AudienceOverlapofintheFashionIndustry

US,Desktop&MobileWeb,H12024

Screenshotfrom

similarwebShapingTheMarket2O24|10

NewBalancevs.NikeandAdidas

We’veseenhowNewBalancealignswiththeaudiencesofbothNikeandAdidas,buthowdotheytrulycompare?

NewBalance’sclosestcompetitorinaudienceoverlapisNike,whichreceivesover?vetimesmore

monthlyvisits.However,whileNike’svisitshavedroppedby3%,NewBalancehasincreaseditstraf?cby15%.ComparedtoAdidas,NewBalance’sperformanceisevenmoreimpressive,asAdidashas

experienceda25%declineintraf?cYoY.ThiscomparisonisparticularlyrelevantasbothAdidasandNewBalanceuseamixedstrategyofDTCandmultibrandretail,unlikeNike,whichisincreasingly

focusedonDTCsales.

WebVisitstovs.vs.&YoYGrowthinH12024

US,Desktop&MobileWeb,Jul2021-Jul2024

Whenitcomestoconversions,NewBalancehavesomeworktodotogetclosertotheirmain

competitionintheUnitedStates.Theyhavesigni?cantlyworseconversionratesthanbothNikeandAdidas,laggingbehindbyaround1percentagepoint.Whilethismightnotsoundlikealot,ifNew

BalanceweretoincreasetheirconversioninlinewithbothNikeandAdidas,theywouldseeanadditional100Kconversionsamonth.

ConversionRateandBrandedSearchComparison-vs.vs.

US,Desktop&MobileWeb,H12024

NewBalancealsoreceiveamuchhigherratiooftraf?cfrombrandedsearchvs.Nike&Adidas.Toincreasetheirtraf?c,theycouldoptimizetheirkeywordstrategytotargetmoregenerictermslike‘basketballshoes’,‘runningshoes’or‘tennisshoes’whichtheircompetitorsaregainingsigni?canttraf?cfrom.

similarwebShapingTheMarket2O24|11

AloYoga:Wheredotheysit?

FoundedinLosAngelesin2007,AloYogabeganwithamissiontospreadmindfulmovementand

wellnessthroughhigh-qualityyogaapparel.Initiallyfocusedoncreatingperformance-drivenyogawear,thebrandquicklyexpandeditsofferingstoincludeawiderangeofathleisureproducts,blendingstyleandfunction.

Inrecentyears,AlohastransitionedfromanicheyogabrandtoaleadingnameintheUSathleisure

market,alsoexpandingintoEuropeanmarketsliketheUK.Whileexperiencingsome?uctuationsin

certainregions,Alo’sonlinepresencehasseenconsistentgrowthoverthepastthreeyears,positioningthemwellaheadofwheretheywere.

YoYGrowthofVisitsto

SelectedCountries,Desktop&MobileWeb,H22022-H12024

Thisincreaseinpopularityisalsoevidentinthegrowingsearchinterestofthebrand.ItisthesixthlargestathleisurebrandbysearchvolumeintheUSandhoveringaroundthe20thmarkinthethreeEuropeanmarketsofUK,FranceandGermany.

WebVisitsandSearchVolume-Alo

SelectedCountries,Desktop&MobileWeb,H12024vs.H12023

similarwebShapingTheMarket2O24|12

AloYoga:Howdidtheydoit?

AloYogahasstrategicallypositioneditselfatthecrossroadsofwellness,fashion,andlifestyle.They’vedonethisbycraftingproductsthatseamlesslyblendtop-tierworkoutapparelwithastylish,

street-readyaesthetic-garmentsthatarecomfortable,contemporary,andfarbeyondjustyogawear.

They’veachievedthisthroughseveralkeystrategies:

Qualityandaone-size-doesn’t-?t-allapproach:

Alolookstoreallypushthequalityoftheirfabrics.Theyhavedevelopedsixsignaturefabrictypes-

threeforwomenandthreeformen-ofvaryingqualitiesaccordingtowhattypeofactivitythe

end-userisplanningonusingtheirproductsfor.RangingfromAIRLIFT-offeringcompressionand

designedforhigh-intensityworkouts-throughtoALOSOFT-offeringagreaterfocusonbreathabilityandlounging.Thisgivesthemappealtocustomersacrossthespectrumofuses,fromexerciseto

leisureandeverywhereinbetween.

Apowerfulsocialmediapresence:

Alo’scollaborationwithavarietyofin?uencersfromtop?tnessprofessionalsthroughtolifestyle

bloggersandcelebritieshelpthemreachabroadandengagedaudience-allmanagedinawaythatfeelsgenuine.Ontopofthis,theyencouragecustomerstosharetheirAloYogalooksonsocialmediawhichhashelpedbuildastrongonlinecommunity.Thebrandoftenrepoststheselooksthroughtheirownchannels,withlinkstotheitemspictured,creatingasenseofinclusionandbrandloyalty.

similarwebShapingTheMarket2O24|13

AloYoga:Howdidtheydoit?

Celebrityendorsements:

Thepowerofcelebrityendorsementsisnottobeunderestimated.Cultivatingasenseofcooland

desirabilityforyourbrandissomethingthatcelebrityendorsementsarefantasticforandAlohasbeenveryproactiveonthisfront.ThisincludesshowcasinglooksbyHaileyBieber,GigiHadid,TaylorSwift,

andKendallJennerontheirAboutUspagetocreatingan“AsSeenonKendallandKylie”sectionontheirwebsite.AloYogahasalsoengagedincelebritycollaborationswithathleteslikeJimmyButlerand

musicianslikeTylaintheirAloxBeatsFitProcampaign.Theseendorsementsandcollaborationsreinforcethattheirclothinggoesbeyond?tnessandintotheworldofFashionandLifestyle,too.

SearchVolumeofSelectedCelebritieswithanAloYogaAssociation

Worldwide,Desktop&MobileWeb,H12024

Grammyaward

winningTylainAlox

BeatsFitProcampaign

Boutique“sanctuary”storeexperience:

AloYoga’sboutiquestoresoffermuchmorethanjustashoppingdestination;theyprovidean

immersiveexperiencethatembodiesthebrand’scorevaluesofwellness,mindfulness,andstyle.Each“sanctuary”iscarefullydesignedtocreateasereneandwelcomingenvironment,oftenfeaturingyogastudios,meditationareas,andspacesforcommunityevents.Thisholisticapproachencourages

customerstoconnectwiththebrandonadeeperlevel,fosteringasenseofcommunityandlifestylebeyondtheproductsthemselves.Thestoresarenotjustaboutpurchasingapparel—they’reaboutexperiencingtheAloYogawayoflife.

similarwebShapingTheMarket2O24|14

AloYoga:Whoistheiraudience?

AloYoga’saudienceispredominantlyfemale,re?ectingtrendsseenacrossthebroaderfashion

industry.However,whereAloYogastandsoutisinitsstrongappealtothe25-34agegroup,presumablyskewedbyaf?uentmillennials.Thisagegroupisnotonlyfocusedon?tnessandwellnessbutalso

placesahighvalueonquality,style,andbrandethos.

AloYoga’sabilitytoresonatewiththismarketisakeydriverofitssuccess,positioningthebrandasapreferredchoiceamongmillennialwomenwhoseekpremium,fashion-forwardactivewearthat

seamlesslyblendsintotheirlifestyle.

DemographicSplitofVisitorsvsFashionIndustry

US,Desktop&MobileWeb,H12024

Giventheirpremiumpositioning,it’snosurprisethatAloYoga’sclosestcompetitorbrandappearstobeLululemon-agiantintheUSandthecurrentbrandtobeatinthepremiumAthleisurespace.

OutsideofotherAthleisurebrands,AloYoga’saudiencealsohasastrongoverlapwithNordstrom-anotherbrandthatlookstocatertoamoreaf?uentconsumerbydeliveringapremiumshoppingexperience-whoalsostockAloYogaproducts.

Top10AudienceOverlapofintheFashionIndustry

US,Desktop&MobileWeb,H12024

LululemonandAloYogamarkettheirproductsalmostidentically.

L:Lululemon,R:AloYoga

similarwebShapingTheMarket2O24|15

AloYogavs.Lululemon

We’veexploredhowAloYogaappealstoasimilaraudienceasLululemon,buthowdotheystackupagainsteachother?

AloYoga’sclosestcompetitorinthisspaceisLululemon,whichleadsinbrandrecognitionand,

consequently,visits.However,whileLululemon’sgrowthhasbeennotable,AloYogahasexperiencedatraf?csurge,outpacingLululemon’sgrowthbynearly3xinthe?rsthalfof2024.Thiscomparisonis

particularlytelling,asbothbrandsfocusonpremiumactivewear,yetAloYoga’srapidexpansion

underscoresitsgrowingin?uenceintheathleisuremarket,signifyingitasabrandtowatchclosely.

Websitevisitstovs.&YoYgrowthinH12024

UnitedStates,Desktop&MobileWeb,July2021-July2024

AloYogahassomegroundtocoverwhenitcomestoconversionrates,currentlytrailingLululemonby1.5percentagepoints.This

differencerepresentsasigni?cant

opportunityas,ifAloYogaweretobridge

thisgap,theycouldpotentiallygainover

65Kadditionalconvertedvisitseachmonth.

Lululemonsetsahighbenchmark,

particularlyinhoweffectivelytheyconverttraf?cfromOrganicSearch.ForAloYogatoreachsimilarheights,revisitingandre?ningtheirSEOstrategycouldenhancevisibilityandattractmoretargeted,high-intent

visitors,whichinturnwouldlikelyimproveconversionrates.

ConversionRateandBrandedSearchComparison-vs.

US,Desktop,H12024

Byaligningtheseeffortswiththeirbroadermarketinginitiatives,AloYogacannotonlyclosetheconversionrategapbutalsosolidifytheirstandingasaformidableplayerinthepremium

activewearmarket.

similarwebShapingTheMarket2O24|16

K-BEAUTY:

THENEWGOLDSTANDARD

SEGMENTOVERVIEW:

TRENDINGBRANDSTOWATCH:

TheK-Beautysectoristhriving,drivenbyastrongsocialmediain?uenceandaconsumershifttoward

natural,targetedsolutionsthatavoidharshchemicals.

ANUA

NowaleadingplayerinK-Beauty,closinginonestablishedbrandsthroughafocusonsoothing,naturalingredients,strongsocialmedia

engagement,andtargetedproductofferings.

Mediheal

Arisingforce,advancingoncompetitorsby

pivotingtoproductstrategy,andincreasinglyusedasasupplementaryor?rstskincarestep.

Affordableoptionsareparticularlyappealingtoyoungeraudiences.

ShapingTheMarket2O24|17

K-BeautyOverallTrends

K-Beautyhasalwaysbeenpopular,butthepastyearhasseenadramaticsurgeininterest.ThisrenewedfocusisdrivenbytheglobalriseofKoreanmedia,fromtheOscar-winningParasiteand

Emmy-winningSquidGametoK-PoppowerhouseslikeBLACKPINKandBTS.AsKoreanculture

permeatestheWesternmainstream,Koreanbeautyproductshavealsogainedsigni?cantattention.Atthesametime,globaleconomicpressureshavemadeconsumersmorediscerningwiththeirspending,gravitatingtowardhigh-quality,innovative,andnaturalproducts-principlesthatarecentraltothe

K-Beautyethos.

VolumeofSearchesRelatedto‘koreanbeauty’

Worldwide,Desktop&MobileWeb,Jul2021-Jul2024

TheincreasingpopularityofK-Beautyisclearlyre?ectedinthesubstantialrevenuegrowthofleadingK-BeautybrandsonAmazonintheUS.Inthe?rsthalfof2024,thesebrandssawa65%YoYrevenueincrease,reaching$209.4million.Whilethis?gureisbelowthe$315.9million

generatedinthesecondhalfof2023,it’simportanttonotethatbeautysalestraditionallyspikeinthelatterhalfoftheyearduetoholiday-drivendemand.

ThelasttwoH2periodssawrevenuemorethandouble,andifthistrendcontinues,K-Beautybrandsareontracktoexceed$600milliononAmazonaloneinthesecondhalfof2024.ThisconsistentrevenuegrowthunderscorestheenduringappealofK-Beauty,asUSconsumerscontinuetoseekouttheseproductsinincreasingnumbers.

RevenuefromLeadingK-BeautyBrandsandYoYgrowth-Amazon

US,Desktop,MobileWeb&App,H22021-H12024

similarwebShapingTheMarket2O24|18

BrandsElevatingTheCategory

K-Beauty’spopularitycontinuestosoar,withmanybrandsexperiencingimpressivegrowthastheycapitalizeontherisingglobalfascinationwithKoreanskincareandcosmetics.Thismomentumis

re?ectedintheincreasingrevenueofbrandsonAmazonUS,whereinnovativeproductsandeffectivemarketingstrategiesaredrivingsigni?cantconsumerinterest.

Tobetterunderstandthistrend,weexaminedthetopK-BeautybrandsbyrevenueonintheUS,analyzingtheirYoYgrowthinthe?rsthalfof2024comparedtoH12023.Thisanalysisshedslightonhowconsumerdemandisshiftingandwhichbrandsareleadingthechargeinthisdynamic

market.

Top12K-BeautyBrandsonAmazonbyRevenueandYoYGrowth

US,Desktop,MobileWeb&App,H12024

WhatbecomesclearisthatCOSRXcurrentlydominatesthespacewithinAmazonspeci?cally,buttherearebrandsthathavetheabilitytochallenge-andareshowingsignsofdoingso.

ThischapterwillfocusonthetwobrandsfeaturedabovewiththelargestYoYgrowth-ANUA&Mediheal-andexplorewhatitisthatsetsthesebrandsapartandwhattheycanlearnfrom

competitorstosustaintheirupwardtrajectory.

similarwebShapingTheMarket2O24|19

ANUA:Wheredotheysit?

FoundedinSouthKoreain2018,ANUAemergedwithamissiontobringbalanceandsimplicityto

skincarethroughnature-inspired,minimalistformulations.Initiallyfocusedoncreatinggentle,effectiveproductsforsensitiveskin,thebrandquicklygainedaloyalfollowingwithitssignatureHeartleafline,knownforitscalmingandsoothingproperties.

Overtheyears,ANUAhasevolvedfromanicheK-Beautybrandintoaprominentnameintheglobal

skincareindustry,expandingitsreachacrossAsiaandintoWesternmarkets.Despitefacingchallengesincertainregions,ANUA’scommitmenttotransparencyandcleanbeautyhasdrivensteadyonline

growth,solidifyingitsreputationasatrustedchoiceforthoseseekinguncomplicated,effectiveskincare.

VolumeofSearchesof‘ANUA’

Worldwide,Desktop&MobileWeb,Jul2021-Jul2024

Despitebeingaroundsince2018,worldwidegooglesearchesforthebrandwereminimaluntilthelastfewmonthsof2023whensearchvolumeincreasedmassively.ThiscorrespondsheavilywithincrediblerevenueincreasesseenforthebrandviaAmazonUSthrough2023andinto2024.

ANUARevenueandperiod-over-period(PoP)growth-Amazon

US,Desktop,MobileWeb&App,H22021-H12024

similarwebShapingTheMarket2O24|20

ANUA:Howdidtheydoit?

ThisrecentandexponentialgrowththatANUAhasexperiencedappearstobewhollyin?uencedbyaviralmarketingandcollaborationstrategy.

In?uencerendorsements:

ANUAhasskillfullyleveragedin?uencerpartnershipstosigni?cantlyenhancethevisibilityand

credibilityofitsproducts,particularlyitsHeartleafline,