The Health & Beauty industry is evolving at a rapid pace, with shifting shopper behaviors, new digital touchpoints, and increasing expectations for seamless shopping experiences. Like anything, the brands that fail to adapt will be putting their sales on the line – but those that embrace shoppable solutions are unlocking new levels of success.
Join us as we explore some of the trends reshaping the industry and discover actionable insights that will help you optimize the path to purchase. Here’s a preview of what we uncovered:
Social media: The new storefront
Social media is now the leading source for product discovery, with TikTok and Instagram being by far the most dominant platforms in this niche. Engaging content, especially video, drives purchase intent, and influencer collaborations are proving highly effective. As a result, the brands prioritizing these channels and creating more tailored content are seeing significant ROI.
Regarding the effect of influencers on campaign success, the highest engagement rates from influencer-led campaigns were seen in the Endurance & Energy, Vitamins & Minerals, and Hair Care categories.
From clicks to conversions: The importance of omnichannel retailers
Perhaps unsurprisingly, more than 70% of all sales are digitally influenced at some point in the buyer journey, underscoring the importance of a strong online presence.
While online engagement is critical, 57% of those sales from online shopping journeys end in-store, meaning that even digital-first brands must optimize their strategy to support omnichannel buying behaviors. In the same vein, many online-only retailers, including Amazon, have seen declining purchase intent rates, perhaps pointing to a return to ‘brick-and-mortar’ for shoppers who prefer making the final purchasing decision in person.
If this is the case, brands may want to consider divesting some of their resources on Amazon and moving them to retailers that offer both online and offline shopping experiences.
Retailer partnerships also matter more in 2025 than in recent years. In an era where every dollar means more, the brands leveraging Where to Buy solutions have been able to send an average of $4.6M in purchase lead value to retailers, an essential metric for JBP negotiations.
Optimizing brand sites for maximum impact
Your brand’s website is more than just a landing page – it’s a powerful tool for building trust and guiding shoppers along the purchase journey. 81% of consumers need to trust a brand before they consider making a purchase.
In that sense, it’s also a touchpoint you have total control over and, therefore, the greatest opportunity to tailor the experience to your shopper’s preferences. Furthermore, declining purchase engagement reinforces the need for optimized, seamless site experiences.
Stay ahead of shopper trends
The market is shifting, and brands need granular data to stay competitive. Our report provides insights on purchase engagement trends across major retailers, as well as emerging patterns in high-growth categories like Fitness & Wellness.
Want the full picture? Download our complete Health & Beauty Industry Spotlight report to access all the data, insights, and strategies your brand needs to drive more sales in 2025 and beyond.
