Store Brand Beauty Sales Post Double-Digit Gains

Total dollar sales of the private label beauty department rose 10.4% to $3.9 billion last year vs. the prior year. Unit sales were up 2% to 956 million, according to Circana data for PLMA. During the first quarter of 2024, beauty was the leading sector among all food and nonfood departments, increasing 7.9% in dollar sales and 2.1% in unit sales.

Some of the biggest gainers include eye cosmetics (up 70% to $41 million in sales); lip cosmetics (up 50%, $26 million); facial cosmetics (up 37%, $49 million) and women’s fragrances (up 29%, $50 million).

These and other categories and segments, including hair care, skincare, and bath and shower, will be showcased in a dedicated beauty and cosmetics pavilion at PLMA’s “The Store Brands Phenomenon 2024 – Empowering the Retail Industry” Private Label Trade Show, November 17-19 at the Donald E. Stephens Convention Center, Chicago. 

“As sales figures prove, retailers are committed to beauty, cosmetics and personal care store brands by offering high-quality, innovative products at accessible price points,” said PLMA Corporate Vice President Anthony Aloia. “The beauty and cosmetics pavilion at the PLMA Show will empower retailers to build on these efforts by featuring all the must-have products that help consumers look and feel their best.” 

What’s Working in Beauty

Here are some examples of successful beauty launches in the private label space, according to PLMA:

• Family Dollar: Levitate Beauty, a collection of cleansers, serums, moisturizers, and more. All products are priced at $7 and under. The assortment includes specialty products like an exfoliating cleanser made with green tea and caviar lime extract. Plus, there’s an eye cream made with avocado oil, coffee extract and retinol; and hyaluronic acid serum infused with Provitamin B5.
•  Sephora: The Sephora Collection includes makeup, tools, skin care products and more. New items include a lacquer lipstick, volumizing mascara, eyeshadow primer, and clear false eyelash glue.
• Target: Goodfellow & Co men’s grooming products, including shampoo, conditioner, beard oil and facial scrub.
• Albertsons Cos.: Signature Care cherry almond scented lotion, oil-free eye makeup remover, foaming facial cleanser and dry touch sunscreen lotion.
•  CVS Pharmacy: one+other self-care staples, including barber shears, nail shapers, nail clippers, cotton balls and slant tweezers.

To learn more about the power of private label beauty and household cleaning products, visit the Private Label Trade Show. More than 1,700 exhibitors and 2,800 booths will showcase wine and spirits, shelf-stable foods and beverages, refrigerated and frozen foods, flavors and ingredients, authentic international foods and nonfoods, self-care, baby care, household goods, kitchenware, general merchandise, sustainable packaging, pet care, and much more.

Along with the exhibit hall, the show includes opening seminars, keynote breakfast, retail trends breakfast, engaging networking events and informational displays.

Among the many special on-site exhibits: 

• PLMA’s Idea Supermarket, featuring the latest product and packaging trends from around the globe.

• New Product Expo, a showcase of product and packaging innovations from select companies exhibiting at the show.

• PLMA’s 2024 Salute to Excellence award winners, a display of retailer food and non-food products that won a prestigious PLMA Salute to Excellence award for store brand innovation.

For more information about the Show, click here.