2025年全球健康与美妆行业脉搏报告

GlobalHealth & BeautyPulse 2025 If hairdryers could talk, oh, the gossip they would share.On frizz, flat roots, and the audacity of running out of heatprotectant. But theyhave tomake it through the onlinecheckout first. Every add-to-cart in beauty comes with a backstory.Thanks to our rich data from beauty brands, retailers, andecommerce partners—plus insights from 14,000+ real-lifeconsumers—we’re decoding what’s driving the clicks,swipes, and buys. So, what’s buzzing in beauty right now? Spending remainsstrong despite economic uncertainty, but shoppers aretaking longer and comparing more products than ever.That means more competition, but also more opportunityfor brands with the intel and the strategy to seize it. Thetruth behindHealth&Beauty buys In this report, we’re dishing out the latest trends andconsumer confessions to help brands show up consistently,convert more browsers into buyers, and make everyimpression count. EXECUTIVE SUMMARY Beauty is getting real, inside and out. From vitamins to hair care, shoppers globally are prioritizing practical,everyday products alongside glam buys. Marketers will need to meetevolving expectations by balancing function and glitz. The year ends with radiant sales.Festive moments, across gifting and sales events, light up carts acrossevery region. Align campaigns to local calendars and lean intoseasonal urgency. Beauty buyers are always on the hunt for new brands.Even the most frequent shoppers are willing to stray when tempted bynovelty, value, or experience. Win among brand switchers withpersonalized nudges and reasons to return. Research is part of the ritual. Today’s shoppers love the journey of weighing options and curatingtheir baskets with care. Make the discovery phase feel like anexperience worth exploring. Great beauty journeys don’t just happen, they’re guided.With real-time commerce data and AI-powered personalization, Criteo helpsHealth & Beauty brands and retailers connect with shoppers at theirmost inspired moments. From spark to sale, we turn curiosity intoconversion and help marketers make every touchpoint count. End of YearFestive Feels Beauty inMotion What SparksBeauty Buys Budgets fromSplurgy toSavvy The ShopperBehindthe Cart BEAUTY INSIGHTS IndustryOverview&ProductCategory Shifts EMEA gave maincharacter energy EMEA led the market in early Q2, with year-over-yearsales up 14%, signaling strong consumer engagementacross the region. APAC followed with a modest 5% lift,while the Americas saw a more subdued 1% gain. THE SCOOP FOR MARKETERS •Retail media:Use geo-specific insights to informplacements, bid strategies, and budget pacing acrossretailers to match where consumer activity is surging. •Performance media:Capitalize on EMEA’smomentum with prospecting and full-funnelactivation. For APAC and AMER, use upper-funneltactics to re-engage shoppers and reignite demand. Sales went from flat to fab Early Q2 delivered year-over-year growth in Health & Beauty across key markets. Italy, Spain, France, and the UK led the way,showing strong momentum from April into May. Meanwhile, the US and South Korea showed limited to flat performance, reflectingslower recovery. Growth isn’t universal, so your strategy shouldn’t be either. Focus spend where shoppers are already engaging.Tailor creative, product focus, and promotional cadence to match regional dynamics. Clean cuts and growth in the Americas In early 2025, categories like aftershave, hair color, and perfume led growth in Health & Beauty, especially across the Americas.Emerging demand in accessories of accessibility equipment (i.e.wheelchairs and mobility scooters) and shaving cream also points to abroader consumer focus on grooming and everyday care. Spotlight routine-driven products and supportive self-care tools to tap intothis growing demand. Beauty starts from within in EMEA In early 2025, Nutrition Gels & Chews led category growth across EMEA, outpacing even traditional beauty staples. Perfume andSkin Care posted moderate gains, while Hair Styling Products and Makeup contributed steady performance. Highlight functionalbeauty products alongside core categories, creating campaigns that bridge outer beauty and inner wellness for today’s moreholistic shoppers. Pretty gets practical in APAC Hair Loss Treatments led online beauty sales in APAC, followed by Deodorants and Perfumes. Rising demand for Insoles, Massagers,and Makeup also signals growing consumer interest in routines that support both grooming and personal well-being, blending beautywith functional care. Spotlight functional, results-driven products that bridge personal care and wellness, whether it’s hair treatments,feel-good fragrances, or tools that support everyday self-care. More spend formore glam Health & Beauty order value increased year-over-year across all major regions duringthe first half of May. The Americas led thegrowth followed by APAC and EMEA. THE SCOOP FOR MARKETERS •Retail media:Focus on popular