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

Physical stores matter most for driving awareness. But online, social media platforms outrank multibrand retailers鈥� digital channels in driving product discovery, with the most pronounced impact among Gen Z shoppers.

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.

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.

Amazon and Walmart scoop up beauty sales as shoppers search for convenience: Our Industry KPIs data shows that the two account for the majority of purchase intent clicks in the beauty and personal care category.

Nordstrom targets teens with curated beauty selection: The department store hopes to capitalize on their growing appetite for premium products and desire for in-store purchases.

TikTok Shop leans on top brands, live shopping to boost holiday sales: The platform will feature exclusive products from brands like Benefit Cosmetics and celebrity-led livestreams alongside Cyber Five discounts.

Drugstores鈥� decline is hurting the US beauty market: Both Coty and L鈥橭r茅al linked the sector鈥檚 challenges to softer beauty demand, although sales broadly remain healthy as ecommerce and specialty retailers pick up the slack.

Consumers' definition of value is evolving as they demand not just the lowest prices, but quality and convenience too. Gen Z beauty shoppers prioritize innovation and sustainability over price, grocery shoppers seek high-quality products at lower prices, and high fees deter online purchases. Loyalty programs should be tailored to offer consumers the kind of rewards they want most, but not at the expense of brand identity. Here are five key stats to help brands understand what consumers value and stay competitive.

Among US beauty shoppers of all ages, beauty and personal care shoppers are most likely to buy in-stores.

Our primary research on US online beauty buyers shares insights into how consumers discover and purchase new beauty brands and products across channels.