--- "title": "Beauty breakthrough: 5 shopper trends shaping the future of marketing" "date": "2025-06-26T12:48:53-04:00" "url": "https://www.criteo.com/blog/beauty-breakthrough-5-shopper-trends-shaping-the-future-of-marketing/" "description": "Get the glow-down on insights from Criteo's latest report to refresh your strategies, because beauty marketing deserves a makeover too." "image": "https://www.criteo.com/wp-content/uploads/2025/06/pexels-cottonbro-4004119-scaled.jpg" "author": "Elizabeth Kim" "category": "Trends & Insights" --- 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.  ![](https://www.criteo.com/wp-content/uploads/2025/06/1-291x300.png)Source: Criteo Commerce Data – YoY Health & Beauty sales, H1 Q2 2025, all site types, by region. 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.   ![](https://www.criteo.com/wp-content/uploads/2025/06/1b-1024x845.png)Source: Criteo Commerce Data – YoY Health & Beauty sales, H1 Q2 2025, all site types, by region. **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.   ![](https://www.criteo.com/wp-content/uploads/2025/06/2-1024x545.png)Source: Criteo Commerce Data – Global, Health & Beauty transactions (Apr 9–15, 2025); avg. time from first PDP view to purchase for top, avg, and bottom 25% of new buyers (3-month lookback). Remarkably, 89% globally say they have completed a beauty purchase the same day they first saw the product.  ![](https://www.criteo.com/wp-content/uploads/2025/06/2b-1024x495.png)Source: Criteo Shopper Survey, 2025Q1, Cosmetics, perfumes, personal hygiene buyers (N=5275), Global **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.   ![](https://www.criteo.com/wp-content/uploads/2025/06/3-1024x814.png)Source: Criteo Commerce Data – Global, Health & Beauty purchases (Apr 8–14, 2025), based on 1-month browsing; includes hundreds of retailers and brands. However, beauty shoppers who browse affordable consumer brands are quicker to trial than those who buy from expensive, prestige brands.   ![](https://www.criteo.com/wp-content/uploads/2025/06/Screenshot-2025-06-24-at-2.53.23 PM-1024x945.png)Source: **Source**: Criteo Commerce Data – Global, Health & Beauty purchases (Apr 1–14, 2025), with 12-month history. “New to Brand” = no prior brand purchases in that period. Includes hundreds of retailers and 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.  ![](https://www.criteo.com/wp-content/uploads/2025/06/4-1024x395.png)Source: Criteo Shopper Survey, 2025Q1, Cosmetics, perfumes, personal hygiene buyers (N=5275). Answer options: “Always”, “Often”, “Sometimes”, “Rarely”, “Never” **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.  ![](https://www.criteo.com/wp-content/uploads/2025/06/5-1024x812.png)Source: Criteo Shopper Survey, 2025 Q1 (N=5062), 2024 Q1 (N=4555) and 2023 Q1 (N=4808). Global. **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](https://go.criteo.com/en/health-beauty-consumer-insights/).