The health and beauty path to purchase is becoming more complex, as shoppers combine in-store discovery with online inspiration and social media influence. Despite the growth of online channels, supermarkets remain the top destination for health and beauty. As different budgets, missions, and expectations shape shopper behaviour, brands and retailers must stay competitive through personalisation, strong value cues and convenience.

Shoppers favour purchasing health and beauty items in-store, rather than online

Physical stores continue to hold strong advantages in health and beauty, offering discovery, sampling, expert advice, and instant gratification.

While more shoppers say they’re buying health and beauty products from variety discounters and online retailers this year, the growth online is largely fuelled by Gen‑Z, who now use online as their third‑most‑preferred channel after beauty specialists and supermarkets.

Our social media research highlights that 77% of shoppers browse social media for ideas and information on health & beauty products. The interactive nature of social media helps shoppers visualise how beauty products can be tailored to their individual preferences. For health and beauty brands, maintaining a strong social media presence is therefore vital to drive engagement and reach new audiences.

One in five shoppers who seek health and beauty inspiration on social platforms go on to make purchases directly through these channels. Beauty and wellness brands consistently rank among the best‑selling brands on TikTok Shop. These channels target shoppers by tracking preferences and offering personalised products and promotions. Similarly, more traditional online retailers can appeal to beauty shoppers through personalised recommendations and loyalty discounts.

Using tutorials to improve the online experience

Retailers and brands have implemented several ways to help improve the online health and beauty shopping experience. A standout example is Maybelline, which hosts an online tutorial hub on its website, showcasing techniques to achieve a variety of looks across the full face, lips, eyes and brows.

Each tutorial takes shoppers through a detailed, step‑by‑step breakdown of how to achieve the look, with product images and direct links guiding them to relevant product pages. These tutorials help inspire shoppers, while the inclusion of product links and visuals reduces friction and supports a more seamless path to purchase.

However, this type of content is less likely to reach older shoppers, who are more inclined to buy beauty products in‑store. As a result, retailers can more effectively engage this group through tutorial‑style content delivered via in‑store digital screens.

Retail analysis subscribers can view best in-class examples across the health and beauty shopper journey.

Beauty shoppers balance brand appeal with value

Historically, many beauty missions have been concentrated within premium beauty specialists, particularly for more personalised categories such as fragrance and skincare. While beauty specialists remain the preferred channel, improvements in retailer offerings across these categories are strengthening their appeal. Beauty shoppers are highly brand‑oriented, with 28% of make‑up shoppers and 42% of perfume shoppers saying brand influenced their purchase decision. However, price also plays a key role, with 27% buying a product because it was cheaper than they could find elsewhere.

As a result, retailers can drive beauty sales by staying close to emerging trends and social media sentiment, and by stocking in‑demand ‘cult’ brands. They can also compete more effectively with premium beauty specialists by offering lower prices and personalised loyalty discounts.

Health & beauty behaviours vary by mission and budget

Variety discounters are a popular choice for budget‑conscious shoppers, as they enable bulk buying and offer frequent promotions on health and beauty products.

By contrast, higher‑earning shoppers are more likely to visit specialists, reflecting their greater willingness to spend on premium ranges. They are more inclined to make dedicated trips or online visits for make‑up, skincare and haircare, categories where they are prepared to spend more time considering their options. Interestingly, these shoppers are also the most likely to buy health and beauty products from convenience stores and are more prone to impulse purchases.

So what?

Cost‑conscious shoppers tend to plan health and beauty purchases carefully within their wider supermarket budget, while those with more disposable income are more likely to purchase essential items impulsively, placing stronger value on convenience. This creates an opportunity to use activations near checkout as reminders, while encouraging premiumisation within the personal care category in convenience stores. With the continued growth of online channels, brands and retailers can draw inspiration from social media and expand ranges, while delivering on price and personalisation.

Want to know more?

ShopperVista subscribers can unlock deeper insights into shoppers’ mindsets and buying habits. If you have any questions or would like to explore how we can tailor our research to your business needs, please reach out to [email protected] or contact [email protected] for further information.