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Beauty Brands Are Losing Loyal Customers and Here’s What They Must Do Now

As shoppers rethink their spending habits, the industry’s giants are sounding the alarm — and only the boldest beauty brands will survive the shake-up

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Fragrance is making a comeback through comfort and nostalgia, while price-sensitive shoppers demand more value than ever before (Source: Vogue Business)

New York – May 31, 2025 — The beauty industry is facing a reality check. What once felt like an unstoppable post-pandemic boom has cooled dramatically, and today’s beauty consumers are no longer buying into old marketing tactics. With inflation, tariff hikes, rising prices and a flood of cheaper “dupes,” the average shopper is now demanding more value, more transparency, and more relevance — and brands that fail to adapt risk falling behind.

From Lipstick Index myths to high-level investor warnings, beauty executives are confronting a landscape that’s less forgiving than ever. One of the most telling signs came recently from Elf Beauty, a major industry player that implemented a $1 price increase across its product range, citing unstable economic conditions and cost pressures. While that may sound small, it’s a ripple in a sector where value perception makes or breaks brand loyalty.

According to insiders, the second half of the year is expected to be even more challenging. CEOs from some of the biggest beauty conglomerates have raised concerns that consumer hesitation is growing, and many shoppers are delaying purchases altogether — not because they’re uninterested in beauty, but because they’re looking for smarter ways to indulge.

Meanwhile, TikTok-fueled trends and data from the Vogue Business Beauty Tracker show that consumer desire hasn’t vanished — it’s simply evolving. Take fragrance, for instance. Between May 2024 and April 2025, there’s been a surge in gourmand perfumes, with notes like brown sugar, sweet vanilla, raspberry, and even matcha leading the pack. These edible-inspired scents speak to nostalgia, comfort, and a growing demand for experiential luxury.

The growing interest in luxury fragrances also reflects a deeper emotional shift. Beauty buyers now seek more than performance — they want elevated self-expression, craftsmanship, and scent stories that resonate personally. It’s less about mainstream appeal and more about what a product says about the individual wearing it.

This changing tide is reshaping how retailers stock their shelves and how brands speak to their audience. Space NK’s expansion amid this saturation proves that curation and uniqueness still win, while wedding beauty trends are leaning more minimalist and hyper-personal, reflecting the broader cultural shift toward authenticity over perfection.

So, what can beauty brands do to win back customers according to our expertise?

  • Prioritize storytelling and transparency. Customers want to know where ingredients come from and why they matter.
  • Lean into emotional beauty. The rise of nostalgic and status-linked fragrances is proof that people want to feel something — not just look good.
  • Balance price and prestige. Luxury doesn’t mean unattainable, but it must feel thoughtful and worth it.
  • Follow the data. TikTok hashtags and sentiment trackers like Spate can predict where attention is heading — and where money will follow.

The beauty battlefield in 2025 is crowded, loud, and deeply personal. Winning in this space isn’t just about being beautiful — it’s about being bold, relatable, and emotionally intelligent.

Beauty

Top 5 Anti-Aging Foods That Restore Your Skin’s Glow After 50

Unlock radiant, youthful skin with these anti-aging foods that nourish from within

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A vibrant assortment of anti-aging superfoods including avocados, blueberries, salmon, sweet potatoes, and nuts.

Aging gracefully is not just about skincare routines; it’s also about what you put on your plate. Incorporating certain nutrient-rich foods into your daily diet can significantly enhance your skin’s health, elasticity, and glow, making you look and feel younger, even beyond your 50s. Here are five superfoods renowned for their anti-aging properties:

1. Avocados


Avocados are packed with healthy monounsaturated fats and antioxidants like vitamins E and C, which are essential for skin health. These nutrients help to moisturize the skin, reduce inflammation, and protect against oxidative damage, leading to a more supple and youthful complexion.

2. Blueberries



Rich in antioxidants such as anthocyanins, blueberries combat free radicals that cause skin aging. Regular consumption can help reduce wrinkles, improve skin texture, and protect against sun damage, keeping your skin vibrant and youthful.

3. Fatty Fish (e.g., Salmon)



Fatty fish like salmon are excellent sources of omega-3 fatty acids, which are crucial for maintaining skin elasticity and hydration. These healthy fats help to reduce inflammation, minimize acne, and protect the skin from harmful UV rays.

4. Sweet Potatoes


Sweet potatoes are high in beta-carotene, an antioxidant that the body converts into vitamin A. Vitamin A is vital for skin cell regeneration and maintaining skin elasticity, leading to smoother and more youthful-looking skin.

5. Nuts (e.g., Almonds and Walnuts)



Nuts are rich in vitamin E, healthy fats, and antioxidants that support skin repair and protect against environmental damage. Regular intake can help retain skin moisture, reduce inflammation, and combat oxidative stress, contributing to a healthier complexion.

Incorporating these superfoods into your daily diet can provide your skin with the essential nutrients it needs to stay healthy and youthful. Remember, true beauty starts from within, and nourishing your body with the right foods is a powerful step towards achieving radiant skin at any age.

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Sydney Sweeney Turns Heads in Pantsless Blazer and Tie Promoting her New film ‘Echo Valley’

The ‘Euphoria’ star Sydney Sweeney embraces bold fashion while promoting her new thriller ‘Echo Valley’ in New York City.

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Sydney Sweeney embraces the pantsless trend in a vintage Jean Paul Gaultier blazer and tie ensemble during her Good Morning America appearance.

Sydney Sweeney captivated onlookers with a daring fashion choice during her recent appearance on Good Morning America, where she promoted her upcoming psychological thriller, Echo Valley. The actress donned a vintage pinstriped blazer minidress paired with a matching tie from Jean Paul Gaultier’s Fall 2005 collection, curated by her stylist Molly Dickson. Embracing the pantsless trend, Sweeney completed the ensemble with sling-back pumps, a suede purse, and sleek black sunglasses.

Sweeney’s fashion statement is part of a series of bold looks she’s showcased while promoting Echo Valley. Earlier that day, she was seen in a plaid brown jumpsuit with a large tie and a stylish black waistcoat paired with a white miniskirt. Her fashion-forward appearances coincided with a promotional event at Good Morning America and the movie’s premiere at AMC Lincoln Square.

Sydney Sweeney promoting her upcoming psychological thriller, Echo Valley.
Sydney Sweeney promoting her upcoming psychological thriller, Echo Valley. (Img: Getty)

At the film’s premiere, Sweeney made a dramatic entrance in a custom scarlet red ballgown by Vera Wang, featuring a crumb catcher neckline and hand-draped peplum. Styled by Molly Dickson, she kept accessories minimal with diamond stud earrings and loose-textured hair by Glen Oropeza. The intense red ensemble subtly echoed the intense nature of her role in Echo Valley, where she plays Claire, a troubled daughter who arrives at her mother’s home covered in blood.

Beyond her fashion choices, Sweeney recently addressed her personal life, confirming her split from fiancé Jonathan Davino, ending their engagement from 2022 after being together since 2018. Though she did not confirm any new relationships, including rumored ties to co-star Glen Powell, she expressed contentment with her single status, emphasizing personal growth and spending more time with friends.

Sydney Sweeney Turns Heads in Pantsless Blazer and Tie Promoting her New film 'Echo Valley'
Jacopo Raule/Getty Images

As Sweeney continues to promote Echo Valley, her bold fashion choices and candid personal revelations keep her in the spotlight, showcasing her versatility both on and off the screen

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Ulta Beauty Surprises Wall Street With Strong Start and $2.8 Billion in Sales

America’s top beauty retailer kicks off fiscal 2025 with soaring earnings, store expansions, and an aggressive share buyback

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Ulta Beauty celebrates a powerful Q1 with rising sales, loyal customers, and a bold expansion strategy across the U.S.

Ulta Beauty has painted a glowing picture of its first quarter in fiscal 2025, posting stronger-than-expected financials and reaffirming its dominance in the U.S. beauty retail market. The Bolingbrook-based retailer revealed that net sales rose by 4.5% to $2.8 billion, driven by steady growth in both in-store and e-commerce channels.

In a statement that sparked investor optimism, President and CEO Kecia Steelman described the quarter as an “encouraging start,” crediting the company’s Ulta Beauty Unleashed strategy for energizing both teams and customers. “The operating environment may be fluid, but our model positions us to adapt and thrive,” she added.

Comparable sales—a key industry metric—were up 2.9%, thanks to a 2.3% increase in average ticket size and a 0.6% bump in transactions. This suggests not only are customers returning, but they’re also spending more per visit. The company’s net income came in at $305.1 million, translating to $6.70 earnings per diluted share, an improvement over the $6.47 per share posted a year earlier.

Despite these wins, gross margin dipped slightly to 39.1%, down from 39.2% last year, largely due to store and supply chain cost pressures. Still, operating income remained robust at $401.8 million, holding steady despite the economic headwinds.

Ulta didn’t just sit pretty on its results. The retailer repurchased nearly one million shares—valued at $358.7 million—as part of its ongoing $3 billion stock buyback program. With $2.3 billion still available, the move signals strong internal confidence in the brand’s future trajectory.

In terms of brick-and-mortar growth, Ulta opened six new stores, remodeled four, and relocated two, bringing its total store count to 1,451 across all 50 states. This expansion is key to supporting the brand’s new product launches and strategic investments, particularly in trending beauty categories.

Ulta Beauty also updated its fiscal 2025 guidance, signaling continued momentum. The retailer is now projecting full-year sales to range between $11.5 billion and $11.7 billion, with comparable sales growth of up to 1.5%.

As one of the fastest-growing specialty retailers in the U.S., Ulta continues to combine salon services with prestige, mass-market, and exclusive beauty products—a model that has helped it capture and retain loyal customers across demographics.

While inflation and shifting consumer behavior still pose challenges across the retail sector, Ulta’s blend of agility, innovation, and omnichannel reach is proving resilient. For both investors and beauty lovers, the message is clear: Ulta Beauty is still having its moment.

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