THESTATEOFRETAIL2025

Explorekeyconsumertrendsandmarketdisruptionsforskincare,makeup,

fragrance,personalcare,andmore.

ConsumerEdge.com

TableofContents

Introduction03

.OverviewofRetailTrendsinEarly2025

7KeyThemesShaping2025RetailPerformance04

.SummaryofEmergingTrends

SpendTrendsbyGeography06

.USDTCSpendGrowthbySubindustry

.UKDTCSpendGrowthbySubindustry

Fastest-GrowingBrandsof2025 08

.Top40Fastest-GrowingUSBrands

.Top20Fastest-GrowingUKBrands

.Top10Fastest-GrowingEuropeBrands

SpendingbyGender,Income,andAgeGroup16

.Men’sPersonalCare&BeautyBoom.ThePowerofYoungShoppers

.InvestmentinBeautyDevices.K-BeautyExpandsWestward

Conclusion30

Introduction

As2025progresses,theretaillandscapefacessignificantchallenges,withconsumerspendingtrendsdivergingacrosskeyindustries.

ConsumerEdgeUStransactiondatarevealsaslowerstarttotheyearforDTCBeautyspendasawhole,withtheBeautyProducts,Beauty

Retail,andBeautyServicessubindustrieslaggingintheUS,and

performancemixedintheUK.Butunderthehood,brand-levelanalysisrevealsstarkdivergencesamongwinnersandlosers,withsomebrandsthrivingastheycapitalizeonthehottestbeautytrendswhileothersfailtokeeppacewithrapidlyevolvingconsumerpreferences.

ThisreportexploresthelatestDTCBeautyspendingtrends,highlightingtopbrandsacrosstheUSandEurope,anddivesintotheevolving

behaviorsofkeydemographicgroupstoprovidedecisionmakerswith

criticalintelligenceonthestateoftheDTCBeautymarketsofarin2025.

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7KeyThemesShaping2025RetailPerformance

1.BeautyRetailersOutperformDTCBeautyBrands

OurindustryaggregatesshowthatoverallBeautyProductsDTC

spendgrowthhasbroadlytrailedgrowthintotalspendinboththeUSandUKsofarthisyear-BeautyProductsRetail(encompassingbrandslikeSephoraandUlta)howeverhasfaredbetter,laggingbyonlyafewpointsintheUSandoutpacingtotalgrowthintheUK.

2.CelebritiesandSocialViralityPropelNewBrands

RHODE,MA?LYS,andPHLURtoppedourUSbrandrankings,

exemplifyinghowstrongfoundernarrativesandTikTok-poweredwordofmouthcontinuetopropelnewerbrandsaheadoflegacyplayers,especiallyamongGenZandGenAlphashoppers.

3.Science-FirstBeautySurgesinCosmeticsandClinics

Consumersareincreasinglyseekingvisible,evidence-backed

results,drivinggrowthforscience-firstskincarebrandslike

Medik8,SkinCeuticals,andDECIEM.Meanwhile,modernized

beautyclinicssuchasPeachyandVIOMedSpaaregainingsharebyofferinginjectables,facials,andlasertreatmentsinaccessible,non-dermatologistsettings,blurringthelinebetweenretailbeautyandmedicalaesthetics.

4.FragranceFlourishesforSelf-Expression

Fromhigher-endartisanallabelslikeLeLaboandJoMaloneto

discounterslikeOakchaandFragranceDirect,fragranceisafast-growingcategoryglobally.GenZandMillennialshoppersareusingfragranceasapersonalidentitymarkerandmeansofself-

expression,prioritizingdiscoveryandnicheexperiences.

5.AI-InfusedProductsPrioritizePersonalization

BrandslikeSpoiledChild,Agency,andProseareleveragingAI,

prescription-gradeingredients,andcustomdiagnosticstodeliverhyper-personalizedroutines.Thistech-firstapproachisgaining

tractionwithyounger,digitallynativeconsumersprioritizingwellnessandskinhealth.

6.BeautyDevicesGoMainstream

BrandslikeOmnilux,CurrentBody,andQureSkincarearegainingsharebyofferingat-homealternativestoclinicaltreatmentslike

LEDtherapy-withuptakeparticularlypronouncedamong25–44-year-oldswithhigherdisposableincomeandastronginterestinpreventativeskincare.

7.YoungerShoppersReshapeCategories

18–34-year-oldscontinuetoshapethemarketthroughdigital-firstshoppinghabits,ingredientliteracy,andapreferencefor

transparent,inclusive,andcommunity-drivenbrands.CEcohortdatashowsGenZareflockingtoclean,minimalist,anddigitally-nativebrandslikeRhode,Typology,andBeautyofJoseon.

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LacklusterStartforBeautyon

BothSidesofthePond

IntheUS,allthreebeauty-relatedcategorieshavelargely

underperformedtotalspendgrowthsincethestartoftheyear.

DTCBeautyProducts(-10%YTD)

DTCBeautyProductsspendissufferingtheworstperformance;though

beneaththesurfacetherehasbeensignificantdispersion,withanumberofbrandspostingstellargrowthasdetailedinourTopBrandsrankings.

MassRetailersGainingShare

TheunderperformanceofDTCBeautyProductsandBeautyretailersmay

indicateshoppersaretakingtheirbeautyspendtomassretailerssuchas

Target,Amazon,andWalmart,whohaveexpandedbeauty-relatedofferingsamidaconcertedefforttogainshareinthebeautyspaceinrecentyears.

USBeautySpendGrowthbySubindustry,2025LTM

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IntheUK,DTCBeautyProductsandBeautyServiceshavebothbroadlylaggedoveralltaggedspendgrowthYTD.

BeautyRetailersOutperformingOtherSubindustries

WhileUKDTCBeautyProductsandBeautyServiceshavesignificantly

laggedoverallspendgrowth,BeautyProductsRetail,hasoutperformedboththeotherBeautysubindustriesandtotaltaggedspend,asretailerbrandslikeSephora,SpaceNK,A,andJustmylookdrivecategorygrowth.

UKBeautySpendGrowthbySubindustry,2025LTM

Fastest-GrowingBrandsof2025

Manyof2024’sleadingbrandscontinuedtheirmomentuminto2025,thoughsomenewcomersareemergingwithcompellinggrowthstories.

ConsumerEdge’sextensivebranddatabase

tracksspendforover10KUSandEuropeanbrandsofallsizes,fromemergingplayerstomarket

leaders,toidentifythebeautyandpersonalcarebrandswiththehighestDTCYTDsalesgrowth.

tarte

rhode

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Top40USBrands

.Celebrity-ledandsociallyviralbrandsleadthepack:RHODESkin,

launchedbyHaileyBieber,toppedourbrandrankingswithsalesnearly

triplingY/Y.Leveragingitsfounder’sprofileandstrongsocialcontent

strategy,RHODEhassolidifieditselfasGenZ’sgo-toforminimalist

hydrationproducts.MA?LYSCosmetics,whoseviralmarketingforits

body-sculptingtopicalsgeneratedastrongsocialfollowing,and

influencer-ledclean-fragrancebrandPHLUR,whichhasseenviralsuccesswithTikTok-famousscentslike“MissingPerson,”roundedoutthetop3.

.Clean,functionalbrandsarebooming:PersonalcarebrandsSalt&Stone,knownforitsnatural,science-backedingredients,andSpoiledChild,a

Gen-Z-favoritehairandskinbrandfromOddity(parentofIlMakiage)thatoffersAI-poweredcustomizationandrefillablepackaging,placed4thand5thinourrankings,respectively.Otherpersonalcarebrandsincluding

veganskincaremakerTypologyandPrimallyPurealsoplacedinthetop

10,furtherunderscoringgrowingdemandforminimalist,holisticproductsrootedinnaturalandscience-backedformulations,particularlyamong

health-consciousyoungerconsumers.

.K-beautyandotherglobalimportsarebuildingmomentumintheUS:

BeautyofJoseon(7th),ascience-drivenandheritage-inspiredKoreanskincarebrand,hasgainedarobustsocialmediafollowingandloyal

fanbaseforitsginsengandriceformulas,includingtheviral“Glow

Serum”.IsraelihaircareleaderMoroccanoilandFrenchskincaremakerCaudaliealsofeaturedinthetop40.

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.Bothaffordableandhigh-endfragrancebrandsbenefitasconsumersinvestinscentasaformofself-expression:OnlineDTCbrandOakcha(13th),whichoffersaccessibly-priceddupesofluxuryscents(andis

popularamongsocialinfluencers),andLeLabo(26th),thecult-favoritehigh-endartisanalperfumebrandnowownedbyEstéeLauder,both

postedstronggrowthdespiteverydifferentpricepoints.Online

discounterFragrancenet(29)andsubscriptionScentbird(32),whichoffersconsumersthechancetosampledesignerperfumesbefore

purchasingfullbottles,alsoplacedinthetop40.

.At-homebeautyhardwareisgrowingincredibilityandadoption:MultiplebeautydevicebrandsQureSkincare(18),Currentbody(25),andOmnilux(31),(allthreeofwhichofferLEDtherapymaskswhosebeneficialeffectsareincreasinglybackedbyclinicalstudyresults)aswellasotherhigh-

techfacial/skincaredevicesappearedinourranking,reflectingabroadershifttowardaccessibledermatologyasconsumersseekat-home

alternativestocostlyin-officeskincareprocedures.

.Derm-spahybridsontheriseasclinicalbeautygoesmainstream:Despiteanincreasingappetiteforat-hometreatments,severalaestheticserviceplayerslikePeachy,VIOMedSpa,andOrangetwist-whichoffermore

intensivedermatologicalservicesincludinginjectables,lasertreatments,andmicroneedlinginmodernized,accessibleclinicformats-placed

withinourtop40brands,suggestingthatconsumersarestillwillingtoinvestinin-clinictreatmentsforkeypartsoftheirbeauty/selfcare

routines,butincreasinglyprefertoreceivetheseservicesoutsideofthetraditionalsettingofadermatologist’soffice.

.Legacybrandsfindnewlifethroughdigitalandretailstrategyrefreshes:TarteCosmetics,LauraGeller,andElizabethArdenareshowingthat

heritagebrandscanstillgrowwhenpairedwithmoderninfluencer

campaigns,inclusivemessaging,andDTCreplatforming.Tartecontinuestoseeseasonalbuzzthroughsocialactivations,whileLauraGeller

remainsaQVCmainstayandhasgoneviralforitspro-agingmessagingfocusedonwomen40+.

Top40USBeautyBrands

HighestDTCGrowth,2025YTD(1-20)

Top40USBeautyBrands

HighestDTCGrowth,2025YTD(21-40)

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Note:Includesbrands>$1MinYTDspend.

Top20UKBrands

Oddity(ODD)’sSpoiledChildandIlMakiagebrandsdominatethe

leaderboard:Science-backed,AI-customizableskincarebrand

SpoiledChildtoppedourUKbrandranking,withitsUKgrowthexceedingevenitsstellarperformanceintheUSdata(whereitranked5th).Sister

brandIlMakiage,whichhasattractedaloyalfollowingforits

personalizable,high-qualitymakeupoffering,cameinsecondplace.

Together,theyhaveproventhatperformance,personalization,andsleekpackagingcanhelpDTC-firstbrandsoutperformtraditionalplayers,eveninamaturemarketliketheUK.

.UKconsumersareembracingclinicalskincarewiththesameenthusiasmseenintheUS:Minimalist,“cleanbeauty”skincareplayersMedik8(4),

Caudalie(5),andDECIEM(17)aregaininggroundthankstoevidence-

basedformulations,clearproducteducation,andstraightforward

regimens.WhiletheUShasseensimilarsuccessforclinical-yet-

accessiblebrandslikeSalt&StoneandTypology,theUKcohortskewsmoredermatologicalthanwellness-oriented.Medik8’s“CSA”philosophy(VitaminC,Sunscreen,andVitaminA)andCaudalie’santioxidant-rich

serumsreflectapreferenceforefficacywithapremiumtwist.

.Fragranceisacross-marketbreakout,withUKconsumersshowingequalappetiteforluxuryandvalue:LikeintheUS,whereOakchaandLeLabobothrankedhighly,theUKfragrancecategoryisbifurcatingbetween

affordableandartisanal.LeLabo(7)andJoMalone(20)continueto

dominatetheuppertierwithhigh-endpersonalizationandluxurygifting,whileFragranceDirect(13)andAllB(14)offeraccessto

designerscentsatdiscountprices.Thegrowingpopularityofscentdiscovery,especiallyamongsocial-media-inspiredyoungerbuyersmakingtheirfirstforaysintothespace,isacleartransatlantictrend.

.Sensorialwellnessandself-carearekeypost-pandemicholdovers:

Valentte(3),Rituals(8),ThisWorks(9)andNEOMOrganics(19)areallthrivingintheUKmarket,wherewellnessrituals,aromatherapy,stressrelief,andsleepsupportremainhomebodyhabitsthathaven’twaned

le,

post-pandemic.Valenttecultivatedaloyalaudiencewithaffordab

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naturalhomefragranceofferings,whileRitualscontinuestoscaleholisticbeauty+lifestyle,emphasizingritualizedself-careandexperientialgifting.

.Multi-brandretailersmakeasolidshowingasUKshoppersseektrustedaccesspoints:USgiantSephora(6)continuesitssuccessfulre-entryintotheUKmarket,echoingitsUSstrategyofprestigediscoverylayeredwithloyaltyanddigitally-optimizedcustomerexperience(includingasleek

mobileappandonlinereservationassistant).Meanwhile,SpaceNK(11)andJustMyLook(12)havegainedtractionthroughexclusivelaunchesandinfluencerdrivenpromotion.FragranceDirect,AllB,and

Notino(16)roundoutthevaluechannel,highlightingconsumerinterestinprice-matching,assortmentbreadth,andtrustworthydelivery.

.UKmirrorsUStrendwithadoptionofbeautydevicesbyyounger

consumersofethical/messaging-drivenbrands:Devicebrand

Currentbody,whichsellsLEDlighttherapymasksandotherhigh-tech

toolsandappearedinourUStop40,ranked18thintheUK,illustrating

thatBritishconsumersareincreasinglyinterestedinat-hometreatmentsdespitetheoftenheftyinitialinvestment,likeUScounterparts.Embodyingadifferenttrend,Sweden-basedDTCsubscriptionshavingandbodycarebrandEstridplaced10th,havinggainedastrongUKfollowingamongGenZ/Alphacustomerswithsleekbranding,vegan/sustainableproducts,andinclusivemarketing—parallelingUSsuccessstoriessuchasMAELYS.

Top20UKBeautyBrandsHighestDTCGrowth,2025YTD

Top10EuropeBrands

.MakeupbrandIlMakiagetopsEUgrowthranking,provingDTCisn’tjustaUS/UKplaybook:IlMakiagepostedthehighestDTCgrowthinour

continentalEuropedata,buildingonitssuccessintheUKandUSwiththesameAI-poweredonboarding,high-performanceformulas,and

aggressivedigitalacquisitionstrategy.Itssuccessconfirmsthatdigitallynativebrandswithaslickcustomerexperienceandautomationcanbreakthroughevenhistoricallyretail-centricregionslikeFranceandGermany.

.HeritageandprestigestillresonatestronglyinFranceandbeyond:

LuxurybrandGuerlain,whichplaced2nd,continuestomodernizeits

offeringwithproductinnovationcollaborations.UnlikeintheUSandUK,

whereyoungerbrandsdominate,Europe’sluxurybeautyheritageremainsapowerfulgrowthlever,particularlywhenpairedwithdigitalengagementandstorytellingaroundcraftsmanshipandsustainability.

.Science-backedskincareisthrivingintheEU,too:Vichy(4)and

SkinCeuticals(6)areamongthefastest-growingskincarebrandsintheregion,benefittingfromstrongpharmacistchanneltrust(whichremainsimportantintheEUmarket)andanemphasisondermatological

performance.ThesebrandsmirrorthesuccessofMedik8,DECIEM,

Caudalie,andothersintheUS/UK—offeringclinicalresults,minimalistroutines,andcredibilitywithbothexpertsandinfluencers.

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.SpecialistecommerceplatformsreshapehowEUconsumersshopfor

beauty:OnlinebeautyretailersFlaconi(3)andNicheBeauty(5)arebothcapitalizingonincreasingEuropeancomfortwithecommercefortheir

beautyneeds.Flaconi’swideassortmentandlocalpromotionsmadeitaleadingdestinationinGermany,whileNicheBeautytargetshigh-incomeshopperswithamorecurated,editorialapproach—similartoSpaceNKintheUK.TheirgrowthreflectsabroaderEUshiftfromdepartment

store/pharmacydependencetospecialist,digitallynativeplatforms.

.Localvalueretailersremainpowerful:RetailchainBIPA(8)inAustriaandonlineplatformBeautePrivée(9)inFranceareexpandingthrougha

blendofaffordability,localbrandfamiliarity,andecommerceoptimization.Theseretailersofferconsumersprice-drivenaccesstobothmassand

prestigeproducts,mirroringthegrowthofAllBeautyandFragrance

DirectintheUK.Ascostoflivingpressureslinger,particularlyinsouthernEurope,value-firstmulti-brandplatformsremainimportantforeveryday

beautyreplenishment.

Top10EuropeBeautyBrandsHighestDTCGrowth,2025YTD

SpendingbyGender,Income,andAgeGroup

ConsumerEdgecohortdataisusedtoanalyzeindustryandcompanyspendalongsidecustomerbasesacrosskeydemographicgroups,

uncoveringemergingbeautytrendsandthecohortspropellingthem.

Men’sPersonalCare&BeautyBoom

Men’sspendingonbeautyintheUKrose14%in2024,withbrandslike

RitualsandNEOMgainingtractionbyofferingwellness-orientedproducts.Fragrancebrandsandmulti-brandretailerslikeSephoraandAllBarehelpingmenexplorenewcategories.Growthinmale-focusedgroomingandaestheticservicesreflectsrisinginterestinself-carebeyondgrooming.

ThePowerofYoungShoppers

Youngconsumers(18–34)areshapingbeautytrendsthroughsocialmedia

andfavorclean,personalized,anddigital-firstbrandslikeRhodeSkinand

SpoiledChild.IntheUS,traditionalservicechainslostshare,whileSephora

gainedwithGenZ.IntheUK,curatedplatformsoutperformedmassretailers,reflectingyoungshoppers’demandforinnovationandexclusivity.

InvestmentinBeautyDevices

At-homebeautydevicesareboomingamonghigherincome25–44-year-olds,drivenbydemandfornon-invasive,visibleskincareresults.OmniluxandQureappealtothisgroup,offeringclinical-gradeeffectswithoutclinicvisits.Highpricepointsalignwiththespendingpowerofthisaffluentdemographic.

K-BeautyExpandsWestward

KoreanbeautyissurgingintheWest,especiallyamong18–34-year-oldsdrawntosocial-mediabrandslikeLaneigeandBeautyofJoseon.

Knownforquality,affordability,andholisticskincare,K-beautyappealspansincomes,thoughitsDTCpresenceisstill

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developingcomparedtoWesternbrands.

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Men’sPersonalCare&BeautyBoom

Accordingtoa

recentreportfromUKbeautyretailerBoots

,male

shoppers’spendingonbeautyproductsincreasedby14%in2024,

drivenbyrisinginterestinskincare,fragrance,andgrooming.Oncea

largelyoverlookeddemographic,maleconsumersnowengageactivelywithbeautyandwellnessbrandsasself-careformenbecomes

normalizedandmainstream.CE’sproprietaryUKcohortdatawasusedtoanalyzewhichbrandsgainedmarketshareamongmaleshoppers

overthepastyear,revealingthatwhilethereissignificantoverlapwiththetopUKbrandsoverall,distincttrendshavealsoemerged.

Mencareaboutself-care,too.Wellness-ledbrandslikeRituals,NEOM

Organics,andValentte(allinourUKtop20)tapintoarisingmaleappetiteforroutineandrelaxation.

Asmaleself-careexpandsbeyondsimplegroomingintosleep,stress,and

wellnessrituals,brandsofferingsensorial,mood-enhancingexperiencesareseeingbroaderengagement.RitualsgainedthebiggestshareofmaleBeautyProductssales(over2points).NEOMandValentte,knownforscent-driven

wellnessproductslikediffusersandpillowsprays,arealsoincreasinglyvisibleingiftinganddaily-usecategoriesappealingtomalebuyers.

FragrancebrandsgainshareofmaleBeautyProductsspendacrossthepricespectrum.

JoMalone’selevatedscentprofilescontinuetoresonatewithmen,especiallyasthebrandemphasizesgender-neutralluxury.Rituals’aromatherapy-

forwardbodycareandFragranceDirect’swidevalue-drivenassortment

providestrongentrypointsformenseekingasignaturescentoreasygifts.

Sephora,SpaceNK,andAllBeachgainedapercentagepointinmalesharewithintheBeautyProductsRetailcategory.

Multi-brandplatformsarebecomingkeyaccesspointsformenexploringnewcategories.Theriseofcurated,searchableshoppingenvironments,

combinedwithincreasedvisibilityofmale-orientedbrandsandskincareranges,isreducingfrictionforfirst-timemalebuyers(althoughgiftingforfemalerecipientsmayalsobecontributingtothistrend).

“ClinicalBeauty”categoryofprofessionalgroomingandaestheticservicesaregrowingamongmaleclients.

MurdockLondon(amalegroomingchain)andTransformClinics(cosmeticsurgery,weightlosstreatments,andnon-surgicalaestheticprocedures)

gained2%inthebeautyservicescategory,reflectingbroadermomentumseeninmale-focusedgrooming,skincareandaestheticsservices.

Top20UKBeautyBrandswithGreatestMaleShopper

ShareGainbySubindustry

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ThePowerofYoungShoppers

Looks-consciousyoungershoppershavelongbeenacriticalcustomer

demographicforbeautybrands,andareincreasinglyspreadingtheir

outsizedinfluenceoutsidegenerationalbounds,with40%ofparents

admittingtotakingskincareadvicefromtheirchildren,accordingtoa

recentKantarreport.Spendinghoursonlinedaily,youngconsumertastesareshapedbysocialmediawheretheyturntoinfluencersand

aggregatorstosurfacenewtrendsandproducts.Asharpdigitalstrategyisessentialforbrandsaimingtoengagetheseshoppers.CEUSandUKCohortdatahighlightswhichbeautybrandsgainedandlostthemost

marketshareamong18–24and25–34-year-oldsoverthepastyear.

Skincareisabigwinner,atleastintheUS.Numerousskincarebrands

(manyofwhichappearedinourtop-40ranking)alsofeaturedinthetop-20gainersamongboth18-24sand25-34sinourUSdata,including

Agency(personalized,prescription-basedformulas),“cleanbeauty”

leadersRhodeSkinandPrimallyPure,NuSkin(personalcareMLM)andProse(customizableskin/haircare).Therewassomegenerationaltaste

differentiation-withtheyoungestshoppersoptingforbold,AI-driven

SpoiledChild,whileolderGenZ’sandMillennialspreferredminimalist

Typologyandscience-backedDRMTLGY-perhapsduetomoreacute

agingconcerns.Bothagecohortsshowamarkedpreferencefordigitally-nativebrandswithclean/transparentingredientsandadegreeof

personalization.Interestingly,skincarebrandswerelargelyabsentfromtheUKrankings;thoughBeautyRetailersfeaturedheavily,soBritish

consumersmaysimplybechoosingtosourceskincareproductsthroughmoreaggregatedchannels.

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.Basicbeautyserviceschainsarebroadlylosingshareamong18–34sin

theUS:BrandslikeSportClips,Supercuts,GreatClips,EuropeanWax

Center,MilanLaser,andLaserAwayalllostmarketshare,somebyas

muchas1–2points,inbothagegroups.Thissuggestsashiftawayfrom

legacychainsandstandardizedserviceformatstowardmorecustomized,brand-forwardexperiences(likeGlowbarorFaceFoundrie,whichsaw

slightgainsamong25–34s)-andisconsistentwitha

recentBloomberg

article

notingthatbeautysalonsarenoticingapullbackincustomer

spending,perhapsduetosteeppriceincreasesdrivinglow-andmiddle-consumerstoreducethefrequencyofroutineserviceslikehaircutsandcoloring.

.Retailplatformsshowmixedresults,withdigitally-native,trend-driven

brandsoutperformingonbothsidesoftheAtlantic.Sephoragainedshareamong18-24sintheUSandbothagegroupsintheUK-whilerivalUlta

wasthebiggestshareloserforUS18-24sbutdidseehealthygains

amongthe25-34group.ThismayindicatethatSephoraalignsmore

closelywithGenZ/Alphapreferencesthroughitsinfluencer

collaborationsandexclusivebrandpartnerships,whileUlta’sbroader

formatmayunderperformwithtrend-drivenshoppersbutretainsaloyalfollowingamongtheoldercohortlookingfortried-and-truefavorites.

Similarly,specializedplatformslikeSpaceNK,Lookfantastic,and

Cultbeauty(alongwithSephora)allgainedshareamongbothagegroupsintheUK-likelyaidedbyproductcuration,exclusivebrands,and

influencertie-ins-whilemass-marketSuperdrug,whoseproductofferingskewstowardestablishedhigh-streetbrands,cededground.

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Top20USBeautyBrands

MarketShareChangeAmong18-24YOShoppers,LTM

Bottom20USBeautyBrands

MarketShareChangeAmong18-24YOShoppers,LTM

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Top10UKBeautyBrands

MarketShareChangeAmong18-24YOShoppers,LTM

Bottom10UKBeautyBrands

MarketShareChangeAmong18-24YOShoppers,LTM

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Top20USBeautyBrands

MarketShareChangeAmong25-34YOShoppers,LTM

Bottom20USBeautyBrands

MarketShareChangeAmong25-34YOShoppers,LTM

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Top10UKBeautyBrands

MarketShareChangeAmong25-34YOShoppers,LTM

Bottom10UKBeautyBrands

MarketShareChangeAmong25-34YOShoppers,LTM

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InvestmentinBeautyDevices

OneofthestandouttrendsinourUStop40wastheriseofat-home

beautydevices.SeveralbrandsofferLEDtherapymasksandotherhigh-techbeautygadgetsshowingupintheranking,includingCurrentbody,

Omnilux,andQureSkincare.UsingCE’sUSCohortdata,abasketofdevicecompanieswasanalyzedtouncoverthedemographicsof

customerspurchasingtheseproducts.

·Ourbeautydevicebasket(whichincludesCurrentbody,Omnilux,Qure

Skincare,andTherabody)isover-exposedto25-44YOcomparedto

otherBeautyProductsbrands,withabrand-to-subindustryindexof1.4xfor25-34and1.2xfor35-44,andunder-exposedto65+shoppers.

Consumersinthe25–44rangearetypicallymoreinvestedinpreventiveandcorrectiveskincare,includinganti-aging,hyperpigmentation,and

collagensupport.Beautydevicesappealtothisdemographicbecause

theyoffervisibleresultswithouttheinvasivenessofin-officeprocedures.

Beauty&Self-CareDeviceBrand

AgeGroupExposurevs.BeautyProductsSubindustry

18-24YearOlds0.9x

25-34YearOlds1.4x

35-44YearOlds

1.2x

Overindexedto25-44AgeGroup

45-54YearOlds0.9x

55-64YearOlds0.9x

65+0.7x

.Thebeautydevicebasketisalsoover-indexedtothehighestincome

groupofshoppers($150K+),reflectingtheseproducts’highpricepoints(often$200-600foranLEDmask).Shopperswithgreaterdisposable

incomearemorewillingandabletomakeinvestmentsindevices,

particularlywhencostisframedasanalternativetocostlyclinicvisits.

Beauty&Self-CareDeviceBrand

IncomeExposurevs.BeautyProductsSubindustry

<$40K0.7x

$40-60K0.8x

$60-80K0.9x

Overindexedto

WealthierShoppers

$80-100K0.9x

$100-150K1.0x

$150K+1.4x

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K-BeautyExpandsWestward

Anothernoteworthytrendthisyearhas

beentheongoingascendancyofKoreanbeauty(K-beauty),asinnovativeformulas/ingredients,askin-firstphilosophy,highefficacy,and

effectivebranding/socialmediacampaignscontinuetodrawnewWesterncustomerstothesebrands.

WhileK-beautyDTCchannelsalesremainrelativelymutedcomparedtoWestern

c