The beauty industry never stands still—especially during the winter months. From peak holiday spending in December to shifting consumer habits in the new year, beauty enthusiasts are continuously evolving their routines, preferences and shopping behaviors.
Our inaugural BeautyEngine Insight Pulse Study unveils key trends shaping the beauty market for the first time. With skin care reigning supreme, in-store shopping making a quiet comeback, and consumers eager to discover new brands, marketers have a prime opportunity to refine their strategies for engagement, loyalty and conversion.
5 Key Highlights:
Skin Care Is the Ultimate Beauty Staple
Skin care remains at the heart of beauty routines, with 80 percent of Beauty Enthusiasts purchasing skin-care products in the past three months.
Marketing Takeaway: With skin care ingrained in daily habits, brands should prioritize education, ingredient transparency and personalization. Loyalty programs, subscription models and content-driven engagement can strengthen retention.
Makeup Must-Haves Remain Consistent
Mascara leads the way with 80 percent usage, followed closely by lipstick/gloss and blush.
Marketing Takeaway: Focus messaging on versatility, long wear and ease of application. Bundling core makeup essentials and leveraging tutorial-driven content can enhance consumer engagement.
Online Shopping Dominates, But In-Store Sees a Boost
While online remains the top shopping channel, in-store purchases saw a slight uptick in January. This signals renewed interest in physical retail experiences.
Marketing Takeaway: Enhance in-store engagement through interactive displays, personalized consultations and exclusive in-store promotions while maintaining a seamless omnichannel strategy.
Brand Discovery Is Accelerating
Experimentation is on the rise—8 in 10 Beauty Enthusiasts have tried a new brand in the past 90 days.
Marketing Takeaway: Reduce barriers to trial with samples, discovery sets and limited-time exclusives. Influencer collaborations and early-access campaigns can drive excitement and conversion.
Seasonal Shifts Impact Product Usage
Skin care peaks in December and February but dips in January—especially for SPF and exfoliators.
Marketing Takeaway: Align messaging with seasonal demand. Hydration and recovery are key in winter, SPF education remains crucial year-round, and exfoliation campaigns can re-engage consumers post-holiday.
Ready to turn insights into action?
The inaugural BeautyEngine Insights Pulse Study – Winter Edition is your guide to navigating the evolving beauty landscape.
Get exclusive access to in-depth trends, consumer behaviors and strategic opportunities to keep your brand ahead. Learn more here!
