Commerce media platform Criteo has released a Beauty breakthrough: 5 shopper trends shaping the future of marketing report. 

Based on findings from a survey of 14,000+ shoppers and extensive brand and retailer data, Criteo reveals five essential insights for elevating retail media or performance media campaigns.

Trends:

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.
• Order values have climbed by 9.8% in the Americas, 6.78% in APAC, and 4.36% in EMEA.

Level up the strategy: Retail media marketers can focus on top SKUs and strategic placements to maximise regional growth. Performance media teams should leverage seasonal promotions and targeted upper-funnel activities.

Click, love, buy

• While the average consumer journey from discovery to check out lasts about 18 days, the fastest quartile converts in just 19 minutes.
• 89% globally say they have completed a beauty purchase the same day they first saw the product.

Level up the 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, make-up, and skincare, consumers evaluate up to 14 products before deciding.
• 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 the strategy: Retail media marketers should prioritise premium visibility and re-engagement campaigns. For performance media, marketers can use dynamic creatives and personalised retargeting for high-intent shoppers.

Research is the real influencer

• Globally, 66% of shoppers compare prices online, 53% consult reviews, and 52% cross-reference prices on mobile devices while physically in stores.

Level up the strategy: Campaigns must be omnipresent across essential channels such as search, marketplaces, product pages, and social. Brands should align campaign messaging with each shopper’s intent, whether their purchase behaviour leans towards confident buying or cautious browsing.

No signs of a beauty slowdown

• 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 the 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.

For more information, visit criteo.com.

For more insights and campaign strategies, read the Global Health & Beauty Pulse 2025 report.