Consumer Edge Names 2025 Breakout Beauty Brands Amid Changing Consumer Habits

Mid-Year Market Insights Reveal Rhode, MAËLYS and SpoiledChild Leading in Sales Growth as Consumers Prioritize Science-First Brands, Personalization and Shopping Driven by Social Media

SkinCeuticals, Omnilux and Le Labo Gain Ground as Young Shoppers Reshape Beauty Priorities

NEW YORK, June 24, 2025 /PRNewswire/ -- Consumer Edge ("CE" or the "Company"), the leading provider of global consumer data-driven insights, today released new findings on the state of the beauty industry thus far in 2025. Direct-to-consumer ("DTC") beauty began the year at a slower pace, with spending across beauty products, retailers and services lagging in the U.S. and results mixed in the U.K. CE's brand-level analysis shows sharp contrasts in performance, with some brands gaining ground by leaning into trends such as clinical skincare (products or treatments formulated with medically tested, science-backed ingredients), personalization and virality on social media — while others fell behind amid rapidly shifting consumer expectations.

Among the strongest performers in the U.S. in 2025 so far are Hailey Bieber's Rhode Skin, which nearly tripled its year-over-year sales before being acquired for $1 billion by e.l.f. Beauty; MAËLYS, known for its viral body-sculpting products; and PHLUR, which continues to ride momentum from TikTok-famous scents like "Missing Person." In the U.K., SpoiledChild and Il Makiage led DTC growth, fueled by AI-driven personalization and sleek digital experiences. Meanwhile, science-backed skincare brands SkinCeuticals and Medik8 gained traction as consumers seek visible, evidence-based results.

Additional key findings:

• Beauty devices are gaining mainstream traction: At-home tools from Omnilux, CurrentBody and Qure Skincare are seeing strong adoption, especially among 25- to 44-year-olds with higher incomes seeking non-invasive alternatives to in-office procedures.
• Fragrance is booming across price points: Higher-end artisanal labels Le Labo and Jo Malone are growing alongside value-driven players such as Oakcha and Fragrance Direct as consumers embrace scent for both self-expression and everyday luxury.
• Legacy brands get a digital refresh: Tarte Cosmetics, Laura Geller and Elizabeth Arden are regaining share by blending heritage appeal with updated digital strategies, influencer collaborations and inclusive messaging.
• Clinics go retail: Modern providers like Peachy and VIO Med Spa are redefining in-person beauty services by offering injectables and advanced skincare in approachable, retail-style environments.

"Consumers aren't just changing what they buy — their approach to beauty is undergoing a major shift," said Michael Gunther, Vice President, Head of Insights, at Consumer Edge. "Today's beauty winners deliver real results, lean into personalization and connect with shoppers digitally, socially and emotionally. Younger consumers are shifting brand share fast, rewarding transparency, inclusivity and science-backed formulas. Whether skincare is clinical or goes viral on social media, success hinges on brands staying one step ahead of evolving consumer expectations."

CE's full report highlighting the 2025 breakout beauty brands is available for download here. Additionally, attendees of the CommerceNext Growth Show in New York City, taking place on June 24 to 26, 2025, can connect with Consumer Edge onsite at Booth #319 for more insights.

About Consumer Edge
Consumer Edge ("CE") is a leading data and insights-as-a-service (IaaS) company specializing in the global consumer, B2B, and healthcare economies. Founded in 2009 by CEO Bill Pecoriello, CE delivers real-time, transaction-based intelligence enriched by deep industry expertise. Its solutions equip corporate and investment leaders with best-in-class tools for strategic decision-making, offering granular insights and benchmarking across products, brands, sub-industries, and industries. CE's unique capabilities turn complex data into clear, actionable insights that drive smarter, faster decisions.

Media Contacts

Raquel Cona / Michaela Fawcett
KCSA Strategic Communications
rcona@kcsa.com / mfawcett@kcsa.com

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SOURCE Consumer Edge