PARIS — Losses are mitigating after six consecutive quarters of declining beauty transactions in the U.K. and the U.S.
Direct-to-consumer beauty transactions were down 7 percent year-on-year in the U.K. and 10 percent the U.S. during the third quarter of 2024, according to Consumer Edge’s most recent beauty digest.
The consumer data-driven insights company, which tracks beauty transactions, found this was primarily a result of ongoing inflation biting into people’s spend.
Still, there was a swell of transactions among the 18- to 44-age set in the U.K., plus positive trends coming from the fragrance segment. In the U.S., brick-and-mortar beauty retailers’ transactions declined 2 percent, while on the continent, they were flat.
U.K. beauty retailers’ transactions were up 4 percent in the three-month period. The uptick took place in both single-brand and large, multibrand retailers, with standout results from Sephora, Allbeauty and Notino.
“This shift toward beauty retailers as well as large, multi-industry merchants could be attributed to consumers seeking flash deals, lower prices or more of a one-stop shopping experience compared to pure-play beauty players,” Consumer Edge wrote.
In both the U.K. and U.S., transaction growth was primarily due to fragrance.
“Independent fragrance brand Phlur saw notable growth, likely due to the viral success of the brand on TikTok,” said Consumer Edge. “Similarly, brands such as Oakcha and Alt Fragrance are expanding consumer access to affordable luxury fragrances, further driving sales.”
Clean beauty, wellness and body care brands continue gaining steam in the countries. Notable in the U.K. were Le Labo, Rituals and Neom Organics’ fragrances for personal and home use. In the U.S., strong performances came from Primally Pure and Salt & Stone, which focus on natural ingredients, and clean brands Rhode Skin and Jones Road Beauty, according to Consumer Edge’s “Q3 2024 Global Beauty Digest.”
The top 15 beauty brands with the highest growth of individual transactions in third-quarter 2024.
Chart courtesy of Consumer Edge
Brands such as Huda Beauty, Kiko Milano and Charlotte Tilbury have struck a good balance between e-commerce and omnichannel beauty retailers, the study showed.
“While global beauty spending remains challenged, innovation and strong consumer engagement — especially in fragrances and with younger shoppers — are fueling pockets of growth,” said Michael Gunther, vice president and head of Insights at Consumer Edge, in a statement. “Brands that successfully align with shifting consumer preference and deliver value without sacrificing quality are succeeding in this challenging market.”
