Beauty Trends & Statistics

EMARKETER offers market research, trends and statistics for a variety of topics and industries. Here you will find a collection of reports, articles and other resources for Beauty

February’s most interesting retailers: Walmart buys a mall while Nike courts female consumers

Article
Mar 04, 2025

Walmart bought a mall, Coca-Cola launched a soda, and Nike partnered with SKIMS in February, marking some of the month’s most interesting retail moves. Here are the eight most interesting retailers and brands from last month, as ranked on our “Behind the Numbers” podcast.

US Luxury Consumers and Their Path to Purchase

US Luxury Consumers and Their Path to Purchase

Report
Feb 14, 2025

With luxury poised for a modest recovery in 2025, brands and retailers need to understand consumers’ buying habits and intentions in the world’s largest personal luxury goods market to win a share of spending.

Amazon’s tech, Temu’s ads, and Sephora’s entertainment endeavor top January’s list of most interesting retailers

Article
Feb 03, 2025

In January, the most interesting retailers capitalized on New Year’s trends like resolutions, lower-alcohol consumption, and an influx of holiday returns. Poshmark and Sephora introduced new partnerships, while Amazon and Temu increased their own retail media-related offerings. Here are the eight most significant retail developments of January 2024, ranked by their potential market impact.

Ecommerce approaches a quarter of beauty sales

Ecommerce approaches a quarter of beauty sales

Article
Jan 31, 2025

Ecommerce will account for nearly a quarter (24.5%) of US beauty retail sales by 2028, according to our October 2024 forecast.

Reimagining Retail: The Unofficial Most Interesting Retailers List (January)

Audio
Jan 29, 2025

On today's podcast episode, we discuss the unofficial list of the most interesting retailers for the month of January. Each month, our analysts Arielle Feger, Becky Schilling, and Sara Lebow (aka The Committee) put together a very unofficial list of the top eight retailers they're watching based on which are making the most interesting moves: Who's launching new initiatives? Which partnerships are moving the needle? Which standout marketing campaigns are being created? In this month's episode, Committee members Analyst Arielle Feger and Senior Analyst Sara Lebow will defend their list against Senior Analyst Zak Stambor and Analyst Rachel Wolff, who will dispute the power rankings by attempting to move retailers up, down, on, or off the list.

The rise of dupes: How retailers and brands can adapt

Article
Jan 29, 2025

The explosive rise of dupe videos—where shoppers hunt for budget versions of luxury items—is reshaping how retailers compete for customers. With rising financial pressures, shoppers are increasingly turning to store brands and lower-priced alternatives that mimic higher-end products. This shift is not just a matter of necessity but has also evolved into a culture where consumers proudly share their budget-friendly finds.

Why beauty brands are targeting Gen X

Article
Jan 22, 2025

While 2024 saw the rise of “Sephora kids”, in 2025 more beauty brands may target Gen X consumers to grow sales amid a challenging economy.

Beauty Ecommerce 2025

Beauty Ecommerce 2025

Report
Jan 10, 2025

Beauty’s run of strong retail sales growth is winding down, but new audiences and sales channels will offer opportunities for savvy brands and retailers to regain momentum.

How did we do? A look back at our 2024 retail predictions

Article
Dec 23, 2024

Back in January, the Retail Daily newsletter editors made some retail predictions for 2024. While we were right about Amazon opening fulfillment centers out of physical stores, we were wrong about more digitally native brands partnering with Amazon. Want the full rundown? Here’s how we did.

Temu, dupes, and in-store shopping: What 4 Gen Z behaviors mean for 2025

Article
Dec 17, 2024

From Temu’s rise to their interest in dupes, Gen Z prioritized affordability and convenience in 2024. Gen Z consumers also showed interest in in-person shopping, but crowded stores may be limiting their trips to brick-and-mortar retail.

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How Paris Hilton’s multigenerational appeal, powerful media flywheel will power her beauty brand

Article
Dec 12, 2024

Though beauty is a crowded category,11:11 Beauty is hoping Paris Hilton’s multigenerational appeal could help it break through the noise, and power a content flywheel.

Amazon’s low-cost storefront, e.l.f.’s partnership with Dollar General lead November’s list of most interesting retailers

Article
Dec 04, 2024

In November, retailers made strategic moves across grocery, apparel, and beauty. Amazon turned Black Friday into a weeklong event and launched its Shein competitor, Haul. Meanwhile, e.l.f. Beauty strengthened its value proposition through a new Dollar General partnership, while Kroger announced plans for specialized Asian experience stores in North Texas. Here are our eight unofficial picks for the most interesting retailers in November.

Reimagining Retail: How retailers can capitalize on New Years resolutions

Audio
Dec 04, 2024

On today's podcast episode, we discuss which retailers have the most to gain from New Year's resolution making, attitudes towards them, and how they can capitalize on them. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Senior Analyst Sky Canaves and Senior Director of Briefings Jeremy Goldman.

High-income shoppers follow distinct path from store discovery to digital purchase

Article
Nov 22, 2024

High-income consumers, those earning $150,000+ annually, are charting a unique "discovery-to-purchase" journey that begins in physical stores but frequently concludes in digital channels, according to new EMARKETER research. "These consumers demonstrate more technological comfort than their peers," our analyst Paola Flores-Marquez said on the “Behind the Numbers: Reimagining Retail” podcast. "They're willing to explore multiple channels before making purchase decisions."

Luxury Ecommerce 2024

Luxury Ecommerce 2024

Report
Nov 20, 2024

Luxury brands are grappling with downturns in the US and China, the largest markets for personal luxury goods, and will have to seize opportunities for growth from new markets and product innovation.

UK Social Commerce 2024

UK Social Commerce 2024

Report
Nov 12, 2024

Social commerce is gaining momentum in the UK—with sales set to double by 2028—as major brands join TikTok and as more people shop on social platforms.

US High-Income Consumers’ Path to Purchase 2024

US High-Income Consumers’ Path to Purchase 2024

Report
Nov 05, 2024

High-income consumers are more likely to discover new brands or products in-store, but they typically make the final purchase online.

How consumers are shopping across beauty, clothing, and grocery

Article
Oct 16, 2024

Marketplaces play a major role in beauty and clothing, while grocery shoppers rely on in-store visits. Retailers must balance both online and in-store strategies, leveraging loyalty programs and fast delivery to stay competitive.

How Gen Z engaged with beauty content in Q3: Sephora wins while legacy brands struggle

Article
Oct 02, 2024

Sephora-related content resonated best with Gen Z consumers, but legacy brands like Neutrogena struggled to maintain relevance. Cultural moments like Pride and back-to-school drove Q3 UGC, while video tutorials on platforms like TikTok provide more effective ways for brands to connect with Gen Z. Here are four insights into how beauty brand-related, UGC performed among Gen Z consumers in Q3, according to research firm dcdx’s Gen Z's Top 50 Beauty Brands Report Q3 2024.

Reimagining Retail: The Unofficial Most Interesting Retailers List (September)

Audio
Sep 25, 2024

On today's podcast episode, we discuss the unofficial list of the most interesting retailers for the month of September. Each month, our analysts Arielle Feger, Becky Schilling, and Sara Lebow (aka The Committee) put together a very unofficial list of the top eight retailers they're watching based on which are making the most interesting moves: Who's launching new initiatives? Which partnerships are moving the needle? Which standout marketing campaigns are being created? In this month's episode, Committee members Arielle Feger and Sara Lebow will defend their list against analysts Zak Stambor and Rachel Wolff, who will dispute the power rankings by attempting to move retailers up, down, on, or off the list.

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