Health & Beauty has always been personal. Today, it’s becoming more intentional. Shoppers are putting more thought into what they buy, researching products, comparing brands, and increasingly turning to AI before deciding what earns a place in their routines. For marketers, that means every touchpoint has a greater opportunity to influence the purchase.
Based on commerce data from hundreds of brands and retailers, plus consumer survey insights from more than 4,500 consumers across six global markets, Criteo’s latest Health & Beauty Pulse 2026 report explores how shoppers discover and decide on beauty products today.
Here are five trends every Health & Beauty marketer should be paying attention to.
Beauty routines are open to change
Consumers may have favorite products, but they’re open to discovering new ones. Only 34% of shoppers say they rarely switch from their preferred beauty brands.
Across fragrance, skincare, and makeup, up to 53% of purchases globally come from shoppers buying a brand they haven’t purchased within the previous 12 months. Discovery is especially strong in the United States, United Kingdom, and France, while Japan and South Korea remains comparatively more loyal.
Winning repeat purchases takes more than familiarity. Brands need to stay visible throughout the shopping journey, reinforcing why they deserve a place in shoppers’ routines every time consumers are ready to buy.
Confidence is built before checkout
Beauty purchases are becoming more research-driven as shoppers seek reassurance before committing to a product.
Globally, reviews and ratings are the top purchase influence, with nearly half of shoppers relying on them when deciding what to buy. Recommendations from friends and family, in-store testing, and search engines also play an important role in building shopper confidence.
Meanwhile, Criteo data shows that shoppers in the US browse an average of 19 makeup products and 12 fragrances before making a purchase, revealing how much evaluation happens before checkout.
Brands that make products easier to evaluate will be better positioned to convert curious shoppers. Detailed product descriptions, authentic reviews, and clear product benefits help shoppers make confident purchase decisions.
Beauty shopping happens everywhere
Health & Beauty shoppers gather inspiration and compare products across multiple touchpoints before making a purchase. More than half of Cosmetics & Perfumes purchases involve an online touchpoint, highlighting the important role digital experiences play throughout the buying journey.
That journey also spans multiple retailers. Criteo commerce data shows shoppers consistently discover more brands when they browse across multiple retail sites than when they stay with a single retailer. Every additional shopping destination becomes another opportunity to enter the consideration set.
Visibility across retailers helps brands reach shoppers earlier and stay in consideration. Every retail touchpoint is another opportunity to connect with consumers as they compare products and narrow their choices.
One shopping experience doesn’t fit every shopper
Beauty shoppers value relevance, but they don’t all define it the same way.
Globally, 41% of consumers prefer personalized recommendations based on their interests or purchase history, while 31% would rather browse all available options themselves. Preferences also vary by market. More than half of shoppers in South Korea favor personalized recommendations, while shoppers in Germany are more likely to prefer exploring products on their own.
Meeting shoppers where they are makes recommendations more relevant and helps build trust over time. Tailoring experiences to individual preferences and regional shopping behaviors creates stronger connections with consumers.
AI is becoming a trusted beauty advisor
Globally, 38% of shoppers already use AI assistants while shopping for beauty and personal care products. Among those shoppers, 57% say the products recommended in AI responses influence what they ultimately buy.
This shift raises the importance of strong product content. As AI becomes another discovery channel, brands should treat it as a seamless part of their broader marketing strategy. The stronger your product content, the more likely your brand is to surface when shoppers turn to AI for guidance.
See what’s next for Health & Beauty marketers
Every beauty purchase begins with a moment of discovery. The brands that consistently show up with the right information, wherever shoppers are discovering products, will be the ones they remember when it’s time to buy.
Explore Criteo’s Health & Beauty Pulse 2026 for more global insights, country-level trends, and data-driven strategies to help your brand stay visible throughout the modern beauty buying journey.
