In 2025, beauty shoppers are switching brands, purchasing faster, and savoring the discovery journey. Based on findings from a survey of 14,000+ shoppers and extensive brand and retailer data, Criteo’s Global Health & Beauty Pulse 2025 reveals what’s really driving discovery and purchase in the category.
From beauty budget booms to real shopper timelines, here are five essential insights to elevate your next retail media or performance media campaign.
More spend for more glam
In the first half of Q2 2025, health and beauty sales notably increased across regions. Sales surged by 14% in EMEA, 5% in APAC, and 1% in the Americas.
Shoppers are also opening their wallets wider, with order values climbing by 9.8% in the Americas, 6.78% in APAC, and 4.36% in EMEA.
Level up your strategy: Retail media marketers can focus on top SKUs and strategic placements to maximize regional growth. Performance media teams should leverage seasonal promotions and targeted upper-funnel activities.
Click, love, buy
Beauty shoppers’ path to purchase is a fascinating paradox. While the average consumer journey from discovery to checkout lasts about 18 days, the fastest quartile converts in just 19 minutes.
Remarkably, 89% globally say they have completed a beauty purchase the same day they first saw the product.
Level up your strategy: Retail media teams should use always-on product placements and timely offers. Performance media marketers should focus on swift retargeting for quick conversions and deeper journeys for high-value items.
Only the bold make the bag
Beauty shoppers rarely buy the first thing they see. Particularly in high-touch categories like fragrance, makeup, and skincare, consumers evaluate up to 14 products before deciding.
However, beauty shoppers who browse affordable consumer brands are quicker to trial than those who buy from expensive, prestige brands.
With shoppers constantly evaluating multiple options, loyalty can be fragile. Repeat purchase rates in Health & Beauty span from 17% in Germany up to 40% in South Korea. Furthermore, 59% of frequent beauty buyers opt for brands they haven’t bought in the past year.
Level up your strategy: Retail media marketers should prioritize premium visibility and re-engagement campaigns. For performance media, marketers can use dynamic creatives and personalized retargeting for high-intent shoppers.
Research is the real influencer
Beauty shoppers validate their choices meticulously. Globally, 66% compare prices online, 53% consult reviews, and 52% cross-reference prices on mobile devices while physically in stores.
Level up your strategy: Campaigns must be omnipresent across essential channels such as search, marketplaces, product pages, and social. Align campaign messaging with each shopper’s intent, whether their purchase behavior leans towards confident buying or cautious browsing.
No signs of a beauty slowdown
Beauty spending remains robust and consistent. An impressive 84% of shoppers report spending the same or more on beauty in the past six months, with 73% intending to maintain or increase spending going forward.
Level up your strategy: Retail media marketers can regularly refresh promotional messaging, while performance media marketers should leverage predictive insights and intent signals for capturing spend-ready shoppers.
Go behind the glow
Whether shoppers dive deep into exploring over a dozen products or make swift, spontaneous purchases, today’s beauty consumers are informed, inspired, and brand-curious. Success for marketers means staying visible, personalized, and persistent—across the entire funnel and every channel.
For more insights and campaign strategies, read the Global Health & Beauty Pulse 2025.
