Report Summary

Period covered: 03 August - 30 August 2025

3 minute read

Note: This report summary is one or two months behind the current month as standard reporting practice. The content is indicative only and incomplete with certain data undisclosed. Become a member to access this data or take out a free 30 day membership trial now.

Health and Beauty sales

Health & Beauty sales rose by xx% year-on-year in August. However, below the xx% growth a year earlier, suggesting momentum remains, but comparisons are more challenging.

Even so, the sector continues to outperform most discretionary categories, highlighting its resilience.

Key drivers and category performance

Seasonality and lifestyle trends underpinned growth. The hot weather in the first half of the month sustained demand for sun care, hydration, and allergy remedies, while the busy social calendar, from weddings to festivals, boosted cosmetics, fragrance, and grooming.

The “lipstick effect” was evident with consumers cutting back on larger outlays but rewarded themselves with affordable beauty purchases, from lipstick to fragrance.

Wellness also remained a central theme, with vitamins, collagen, supplements, and sports nutrition gaining traction as consumers prioritised health alongside appearance.

Skincare remained buoyant across price points, from mass-market moisturisers to high-end serums, supported by self-care routines amplified by social media. Everyday toiletries continued to deliver steady growth, ensuring a solid base for the category.

Footfall patterns

Value chains captured cost-conscious shoppers, while beauty specialists benefited from their experiential appeal in city centres and retail parks, drawing younger audiences in particular. Online remained integral, especially for repeat orders and subscriptions, with promotions, loyalty schemes, and convenience sustaining engagement.

Market developments

Boots, now operating under Sycamore Partners’ ownership, emphasised its momentum with 17 consecutive quarters of like-for-like sales growth, aided by ongoing investment in stores, wellness, and beauty categories.

Holland & Barrett unveiled a refreshed beauty proposition, introducing branded bays, new premium labels, and expanded collagen and supplements to bolster its beauty credentials.

TikTok Shop prepared for its biggest Black Friday yet, highlighting beauty as a flagship category where live shopping and content-driven commerce are reshaping discovery and spend.

Together, these developments highlight the continued vitality and investment flowing into beauty retail, even as broader discretionary demand remains uneven.

Closing outlook

Health & Beauty remains one of the standout performers in UK retail, benefiting from both its essential elements and its role as a source of affordable indulgence.

September should sustain steady demand for personal care and wellness, while gifting preparations could start to lift cosmetics and fragrance.

Retailers face the usual challenge of balancing value and inspiration, but with strong consumer attachment and significant retailer investment, the sector looks set to carry momentum into the Golden Quarter.

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Uncertainty sees confidence slip between August and September