The beauty industry is known for constantly evolving trends, and the latest shift is turning heads. According to fresh retail data from the United States, consumers are now prioritizing body and hair care over traditional skincare. A Goldman Sachs report citing Nielsen data from the four weeks leading up to May 16 reveals that the US beauty and personal care market saw a modest 1.6% revenue increase. However, overall sales volume declined by 2.6%, indicating shoppers are buying fewer items but spending slightly more. This data covers about 40% of the US beauty market, excluding online sales and specialty retailers like Sephora and Ulta, yet provides a clear snapshot of everyday retail habits.
The Rise Of Body Care
Body care emerged as the top-performing category with a solid 3.6% growth, followed closely by hair care at 3.4%. Makeup held steady with a 1.9% increase. Surprisingly, skincare sales dropped by 2.5%, with volume falling by a steep 9%. This suggests consumers are either using up existing skincare products or simplifying their facial routines while investing more in body care. The trend signals a move toward holistic self-care that extends beyond the face.
L'Oréal Steals the Show
Among major brands, L'Oréal stood out with an 8.3% sales growth and an impressive 10.3% volume increase. Key drivers include La Roche-Posay, which skyrocketed by 31.6%, and double-digit growth from L'Oréal Paris and NYX. CeraVe also continued its upward trajectory, rising 4.9%. Consumers are gravitating toward reliable, science-backed formulas, favoring dermatologist-recommended brands over trendy newcomers.
Mixed Results for Unilever and Beiersdorf
Unilever's US beauty, wellbeing, and personal care segment dipped 0.4%, but Vaseline surged 16%, while Axe declined sharply by 14%. Beiersdorf faced a 4.1% sales drop, though Aquaphor rose 11.4%. The biggest drag was Coppertone, which plunged 33.4%, reflecting a broader 16.7% slump in the US sunscreen market during this period. These mixed results highlight the importance of brand trust and product efficacy in a cautious consumer environment.
Beyond Beauty: Personal Care Trends
The shift extended to oral and household care. Haleon experienced a slight overall decline, but oral care boomed: Parodontax jumped 26.6% and Sensodyne rose 3.9%. In household products, Henkel saw underperformance in detergents like Purex and Persil, yet overall laundry sales increased 3.2%. These numbers point to a smarter, more selective shopper who prioritizes essential, effective products across all categories. The era of excessive beauty routines may be giving way to targeted, value-driven purchases.
