Beauty retailers are moving more of their attention to private-label beauty brands as inflation continues to pressure consumer spending and the celebrity-led beauty surge loses momentum, according to The Business of Fashion.
In its report, The Business of Fashion said major retailers are investing heavily in own-brand beauty collections that are designed to look more refined and work more flexibly across product ranges. The publication said this pivot reflects a broader effort to build lines that can deliver higher margins while remaining responsive to changing demand.
The trend also points to a shift in how retailers are approaching brand building in beauty. Rather than relying only on star-powered labels, retailers are elevating their in-house ranges and positioning them as more sophisticated offerings. According to The Business of Fashion, that move comes as the market becomes less dependent on celebrity names to drive growth.
For retailers, own-brand beauty can offer more control over assortment and pricing. The Business of Fashion’s reporting indicates that the renewed focus on private-label beauty brands is tied to both consumer caution and the need for more nimble product development in a competitive category.
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