Competitor monitoring for beauty and cosmetics brands

L'Oréal estimates in its 2025 annual report that the global beauty market grew by about 3.5% in 2025 and is worth more than €290 billion, with skincare the largest category at 39%, followed by hair (21%), makeup (16%), fragrances (14%) and hygiene (10%). That is L'Oréal's own estimate, at manufacturers' net prices and excluding soap, toothpaste and razors. In a market growing at that pace, much of a brand's growth has to come from competitors' share.

Online, US holiday spending on cosmetics from November 1 to December 31, 2025 was $8.4 billion, up 9.3% year on year, according to Adobe.

Beauty relies on offers that add value instead of cutting the price, such as a gift with purchase, a purchase with purchase or a set. The Estée Lauder Companies describe sampling programs, including purchase with purchase and gift with purchase, in their fiscal 2026 annual report, and say quarterly margins and expenses are affected by holiday and key shopping moments, their launch calendar and the timing of those promotions.

These offers rarely change the product price, so a tracker that reads only prices misses them. They show up in banners, emails, ads and the cart.

Ulta Beauty says in its annual report for fiscal 2024 that significant portions of its net sales and profits come in the fourth quarter, due to the holiday selling season, and that to a lesser extent its business is also affected by Mother's Day and Valentine's Day. The same report says permanent and temporary exclusive products were about 9% of its net sales in fiscal 2024, so brands also compete for retailer exclusives and launches.

NielsenIQ reported in February 2025 that TikTok Shop had risen to be the 8th largest ecommerce health and beauty retailer in the US. Across all categories, in the 2025 US holiday season social media's share of online revenue was 4.6%, up from 3.3% the year before, and affiliates and partners, which include influencers, accounted for 20.4% (Adobe).