New data from Circana, as shared during a CEW webinar, shows that the beauty market is indeed still growing, but how people shop is changing.
For example, stores still drive most the sales, convenience matters more than brand prestige, and value-focused shopping is spreading across all age groups. Here’s a look at what stood out from the conversation, based on findings from Circana, as presented by Larissa Jensen, SVP/Global Beauty Industry Advisor.
Note: Most of the growth figures reflect year-over-year results for the 52 weeks ending December 2024, based on Circana retail tracking data. Consumer sentiment data comes from Circana surveys conducted in early 2025.
How fast is the beauty and wellness market growing?
Growth is steady, but competition is increasing.
- Total beauty + wellness market: over $215B
- Overall growth: +4%
- Beauty products: +5%
- Wellness products: +3%
- Personal care: +6%
How much of beauty sales still happen in stores?
Beauty is still an experiential category: i.e., shoppers want to test products, talk to experts, and see results in person.
- 64–65% of beauty sales happen in stores
- Only 35–36% come from e-commerce
Why are consumers choosing certain retailers?
Convenience is increasingly becoming a deciding factor in spending decisions. According to the data, 59% of consumers choose where to shop based on convenience:
- Store location
- Free shipping
- Fast delivery
Do consumers still associate higher price with better quality?
Many shoppers are comfortable choosing lower-priced options if they work.
- Only 14% of U.S. beauty buyers believe higher price indicates better quality
- Just 3% say higher prices always indicate better quality
How common is “dupe” shopping in beauty?
Percent of consumers who say they have purchased a dupe and would do so again:
- Total: 47%
- 18–34: 50%
- 35–44: 52%
- 45–54: 42%
- 55–64: 47%
- 65+: 42%
Dupe shopping isn’t limited to younger consumers. Instead, it’s showing up across the market.
How much is clean beauty still growing?
Skincare leads clean demand, but interest still extends across beauty categories.
- Clean beauty overall growth: +4%
Share of consumers seeking clean products:
- Skincare: 60%
- Makeup: 54%
- Hair: 50%
- Fragrance: 45%
How is beauty connecting to wellness?
Consumers are looking for products that support both physical and emotional needs.
Product growth by benefit type:
- Hybrid benefits: +101%
- Mental benefits: +11%
- Physical benefits: +8%
Do consumers still see beauty as a “treat”?
As presented by the data, the emotional side of beauty is strongest among younger shoppers, but it exists across all age groups.
Percent of consumers who see beauty purchases as a treat:
- 18–24: 72%
- 25–34: 73%
- 35–44: 71%
- 45–54: 62%
- 55–64: 51%
- 65+: 45%
What’s driving beauty growth right now?
The research points to four main drivers:
- Premiumization and value
- Social media influence
- Convenience and in-store experience
- Beauty as part of wellness
So, what do these trends mean for beauty brands?
One pattern shows up across all of these trends—that the in-store experience still matters.
Consumers want:
- Convenience
- Education
- Hands-on product experiences
- Access to both premium and value options
That makes execution harder for brands:
- More stores to cover
- More product education required
- More launches and promotions
- Faster response to trends like dupes or clean ingredients
And a lot of this work happens through flexible field teams: Brand ambassadors, field teams, and event staff help deliver the experiences that influence purchases in stores.
Why are more beauty brands using flexible field teams?
Many beauty brands are shifting to more flexible workforce models to:
- Scale coverage across doors
- Support launches and promotions
- Adjust staffing by region or retailer
- Control labor costs while maintaining service levels
This approach helps brands stay responsive in a fast-changing market.
See how AllWork supports beauty field teams: AllWork helps beauty brands manage brand ambassadors, field teams, and flexible retail talent in one system. From onboarding to payments to program tracking, brands get one place to manage their workforce across stores and regions.