Why beauty buyers are spending more on body care than skincare

The beauty industry is practically notorious for keeping everyone on their toes. Just when you think a complex, ten-step facial skincare routine is the absolute gold standard for self-care, the market completely shifts gears. The latest retail numbers out of the United States are painting a really fascinating picture of what everyday consumers are actually tossing into their shopping carts right now—and more importantly, what they are leaving behind on the shelves.

According to a recent Goldman Sachs report citing fresh Nielsen data (covering the four weeks leading up to May 16), the US beauty and personal care market is in a bit of a transition phase. The overarching theme? Sales managed to squeeze out a modest 1.6% rise in revenue. But here is the catch. While people are spending slightly more money, they are actually buying fewer items.

Overall sales volume took a 2.6% dip. Now, before we get into the brand wars, it helps to know the scope of these numbers. This Nielsen data captures about 40% of the US beauty market. It intentionally leaves out online shoppers (a massive 28% chunk of the market) and specialty beauty giants like Sephora and Ulta. Still, it gives us a massive, highly accurate window into everyday retail habits.

Move over, face serums. Body care is having a serious moment. The category led the pack with a solid 3.6% growth. Hair care wasn’t far behind either, clocking a 3.4% bump, while makeup managed to hold its ground with a 1.9% increase.

But what about skincare? Surprisingly, it stumbled. Skincare sales dropped by 2.5%, and the volume of products bought fell by a pretty steep 9%. It seems buyers are either using up the heavy stashes they already have at home, or they are simply streamlining their facial routines while investing more heavily below the neck.

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If there is one heavyweight absolutely crushing it in this shifting landscape, it is L'Oréal. While the broader market saw volume drop, L'Oréal boasted an 8.3% sales growth alongside an impressive 10.3% jump in volume.

What exactly are people buying from them? Pharmacy-favorite La Roche-Posay skyrocketed by a massive 31.6%. L'Oréal Paris and NYX also saw fantastic double-digit growth. Even CeraVe kept up its steady upward climb, rising 4.9%. It is pretty clear that reliable, science-backed formulas are winning the popularity contest.

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Over at Unilever, the overall picture was a bit more subdued. Their US beauty, wellbeing, and personal care segment saw a slight dip of 0.4%. However, there's always a silver lining. Vaseline proved to be an absolute powerhouse, surging by a remarkable 16%. On the flip side, body spray staple Axe is clearly struggling to resonate right now, experiencing a sharp 14% decline. Beiersdorf faced a tougher month too, with their US sales declining 4.1%. But within their portfolio, Aquaphor was the undeniable hero, leaping 11.4%. The biggest drag for them was actually in sun care. Coppertone took a massive hit, plunging 33.4%. To be fair, they aren't the only ones feeling the burn; the entire US sunscreen market saw a surprising 16.7% slump during this window.

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These shifting habits didn't stop at the vanity mirror; they extended right into the medicine cabinet. Haleon reported a slight overall sales decline, but their oral care department is booming. Toothpaste brands won big time, with Parodontax jumping an incredible 26.6% and Sensodyne rising 3.9%. Over in the household aisles, things were a mixed bag. Henkel saw some underperformance, with detergent staples like Purex and Persil dropping. Yet, across the broader market, laundry sales as a whole still managed a 3.2% increase.

Ultimately, the numbers tell a story of a smarter, more selective shopper. They are zeroing in on body care and trusted, dermatologist-backed brands, leaving the excess fluff behind.

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