Private Label Beauty Sales Continue To Shine
Sales of private label beauty products continue to grow, mirroring a trend seen in a host of consumable and non-consumable categories as consumers seek money-saving alternatives to national brands.
Figures from the Private Label Manufacturers Association and Circana Unify+ show sales of store-brand beauty products growing 4% to $3.8 billion, a trend that has continued through the first half of 2025.
This growth has been driven by gains in several segments.
Dollar sales of women’s fragrances were up 53% to $161.8 million, and units climbed 40% for the 52 weeks ending July 13 compared with year-ago sales. For the same period, hair conditioner dollar sales were up 81% to $44.3 million, with units up 30%; and bath fragrances/bubble bath grew 21% in dollars to $33.7 million, and up 32% in units. Skin care is up 7% in dollar sales to $288.5 million, while units gained 0.3%.
PLMA officials noted retailers seeking to expand their assortments of beauty and personal care products will have the opportunity to see a variety of lotions, oils, skin care products, fragrances, haircare, and men’s grooming products, among others, at the annual Private Label Trade Show in Chicago. The show at the Donald E. Stephens Convention Center will run from Nov. 16-18.
The event will feature more than 35,000 products, 3,100 booths, and 2,000 exhibitors from 65 countries.
“Beyond food and beverages, visitors will see an exciting lineup of nonfood offerings at the show, ranging from vitamins to kitchenware,” said Peggy Davies, president of PLMA.
The past 12 months have seen various retailers boost their private label assortments of personal care products. In the fall of 2024, Sprouts Farmers Market debuted Real Root by Sprouts. The line includes hair care products, Epsom salt with fragrance, bar soap, body wash, bath fizz, mineral salt deodorant, and hand soap.
Items in the line are cruelty-free while also being free from parabens, phthalates, artificial fragrances, colors, skin irritants, or potentially harmful ingredients, and many are vegan. Product formulas were developed with natural, effective ingredients such as shea butter, aloe vera, and essential oils that benefit the skin.
Earlier this year, GNC debuted its Premier Collagen line. Sold under its own brand, the assortment features quick-absorbing marine and bovine collagen peptide formulas. Premier Collagen was developed in response to international beauty trends, particularly the increasing demand for marine collagen in Hong Kong and South Korea.
