健康与美丽洞察：现代美妆购物仪式-关于发现、AI应用和购买决策

Health&BeautyPulse2026

GLOBAL

Insidethe

modernbeautybuyingritual

Insightsondiscovery,AIadoption,andpurchasedecisions

In2026,Health&Beautyshoppersareswatchingin-store,

scrollingonlinereviews,andturningtoAIforguidanceastheydecidewhatmakesitintotheircarts.

Criteodatarevealsacategorywherepersonalroutinesmatter,

butloyaltyisn'tsetinstone.Shoppersareconstantlyrefreshing

theirhabitsastheydiscovernewbrandsandnewwaystorestocktheproductstheyuseeveryday.

Drawingondatafromhundredsofbrandsandretailers,alongsideinsightsfrommorethan4,500consumersaroundtheworld,thisreportexploreshowHealth&Beautyshopperschoosetodayandhowmarketerscanturncuriosityintorepeatroutines.

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Health&

Beautyvitals:

Q2inreview

01

AIasbeauty

influencer:

Whatsmarter

shoppinglookslike

03

Swipe,

swatch,shop:

HowHealth&

Beautygetsbought

02

Glowing

opportunities:

Wheremarketers

canwin

04

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01

Health&Beauty

vitals:Q2inreview

AMERICAS

ShoppersintheAmericasarespendingmoreatcheckout

Health&BeautyintheAmericasdeliveredmixedresults

yearoveryear.Revenueincreased11%,drivenbyshoppersplacinghigher-valueorders,whilefewervisitsconverted

intocheckouts.

Shoppersarestillspending,butwithfewervisits

converting,brandsneedtostayvisibleasconsumersbrowseacrossoptions.

Sales

Revenue

Traffic

CR

AOV

-3%

11%

2%

-5%

14%

-20%-10%0%10%20%30%

Source:CriteoCommerceData.Health&Beauty,AMER.Year-over-yearQ2performance(Apr1–Jun7,2026vs.Apr1–Jun7,2025).Allsitetypes.

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EMEA

ShoppersinEMEAarekeepingtheirglowsteady

Health&BeautyinEMEAdeliveredrelativelystableyearoveryearperformance,withslightlyfewershoppers

visitingandbuyingyearoveryear.

Conversionremainedflat,whileordervalesincreased1%,suggestingshoppersstayedselectivebutcontinued

spendingwhentheyfoundtherightfit.

Sales

Revenue

Traffic

CR

AOV

-2%

-1%

-2%

0%

1%

-5%-3%-1%1%3%5%

Source:CriteoCommerceData.Health&Beauty,EMEA.Year-over-yearQ2performance(Apr1–Jun7,2026vs.Apr1–Jun7,2025).Allsitetypes.

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APAC

ShoppersinAPACarebrowsingmore,butbuyingcarefully

Health&BeautyinAPACdeliveredstrongtop-of-funnelmomentum,withtrafficup9%andsalesup7%yearoveryear.

Revenuegrewmoremodestlyasfewervisitsturnedintopurchases

andaverageordervaluesdeclined,suggestingshopperswereactive,butmorecautiousatcheckout.

Sales

Revenue

Traffic

CR

AOV

7%

1%

9%

-3%

-5%

-20%-10%0%10%20%30%

Source:CriteoCommerceData.Health&Beauty,APAC.Year-over-yearQ2performance(Apr1–Jun7,2026vs.Apr1–Jun7,2025).Allsitetypes.

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GLOBAL

Shoppersarehittingtheirglow-upmomentsatdifferenttimes

Shoppingpatternsinthecategorydivergedacrossregionsin2025.EMEAshowedthestrongestlate-yearacceleration,drivenbyasharp

Novembersurge.TheAmericasreboundedinQ4afterasoftermid-yearperiod,whileAPACremainedcomparativelystablethroughyearend.

MonthlyIndexedSales,Q2-Q42025

160

140

120

100

80

60

40

20

Apr2025May2025Jun2025Jul2025Aug2025Sep2025Oct2025Nov2025Dec2025

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Source:CriteoCommerceData.IndexedsalesinHealth&BeautyrelativetothemonthofApril2025.Allsitetypes.Regionalbreakdown.

AMERICAS

EMEA

——APAC

EMEA&AMER

BlackFridayisbringingHealth&Beautyshoppersoutinfullforce

BothEMEAandtheAmericasreachedtheirhighestHealth&BeautysaleslevelsinlateNovember,showinghowstronglytheseshoppersrespondtoBlackFriday.

300

250

200

150

100

50

0

DailyIndexedSales,Q42025

BlackFriday

11/11

Christmas

CyberMonday

+137%

+165%

EMEA

——AMERICAS

Oct1Oct8Oct15Oct22Oct29Nov5Nov12Nov19Nov26Dec3Dec10Dec17Dec24Dec31

Source:CriteoCommerceData.IndexedsalesinHealth&BeautyrelativetothefirstfourweeksofOctober2025.Allsitetypes.EMEAandtheAMER.PercentageincreasesrepresentonlinesalesonBlackFriday2025comparedtothesamebaselineperiod.

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APAC

DoubleDatesarebringingAPACHealth&Beautyshopperstothecart

Health&BeautyinAPACfollowsadistinctmulti-peakpattern,withsalessurgingaround10/10,11/11,and12/12.Ratherthanbuildingtowardoneyear-endpeak,demandconcentratesaroundrecurringDoubleDatemoments,makingpromotionalreadinesscriticalacrossQ4.

DailyIndexedSales,Q42025

250

200

150

100

50

0

12/12,+116%

11/11,+119%

10/10,+60%

APAC

Oct1Oct8Oct15Oct22Oct29Nov5Nov12Nov19Nov26Dec3Dec10Dec17Dec24Dec31

Source:CriteoCommerceData.DailyIndexedsalesinHealth&Beautycomparedtothefirst4weeksofOctober2025.Allsitetypes.APAC.PercentagesrepresentthemaxincreaseofonlinesalesduringDoubleDatesin2025,comparedtothesamebaseline.

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02

Swipe,swatch,

shop:HowHealth&Beautygetsbought

Channels

Thebeautycounterstretchesacrossdigitaltouchpoints

Althoughin-storeremainsthelargestpurchasechannel,57%ofCosmetics&Perfumespurchasesand43%ofPersonalHygienepurchasesinvolveanonlinetouchpoint,showinghowHealth&Beautyshoppersmovebetweendigitalbrowsingandphysical

shelvesbeforetheybuy.

100%

75%

50%

25%

0%

Wheredidyourrecentbeautypurchasestakeplace?

43%

57%

21%

19%

36%

24%

Cosmetics&Perfumes

OnlineBoth

PersonalHygieneInaphysicalstore

Source:CriteoShopperSurvey.June2026(N=4,595).Global:US,UK,FR,DE,JP,andKR.*Online(36%)andBoth(21%)combinedaccountsformorethan50%onlinepurchases(57%).

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Consideration

Avg#ofSKUsbrowsedbeforepurchase

Makeup

19

Perfume&Cologne

12

Skincare

5

Shampoo&Conditioner

3

Bath&Body

3

Shoppersaretakingshadeandscentseriously

Health&BeautyshoppersbrowsedeeperbeforebuyingMakeupandPerfume&Cologne,whereshade,scent,andpersonalfitcanplayabiggerrolethaninroutinereplenishmentcategorieslikeShampoo&ConditionerandBath&Body.

Source:CriteoCommerceData.Health&BeautyproductspurchasedJun1–7,2026.Onemonthofpre-purchasebrowsingbehavioranalyzed.Hundredsofretailersandbrandsobserved.UnitedStates.

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BrandExposure

Morebeautyshelvesmeanmorebranddiscovery

Acrossmarkets,Health&Beautyshoppersencounterabroadersetofbrandswhentheybrowseacrossmultipleretailersinsteadofstayingwithasingleretailer.

Global—Averagenumberofbrandsviewedacrossmultipleretailersvs.asingleretailer

4

3

2

1

0

USUKFRDEJPKR

#ofBrandsviewedacrossmultipleretailers

#ofBrandsviewedonanyindividualRetailer

Source:CriteoCommerceData.GlobalHealth&BeautypurchasesmadeJun1–7,2026.Onemonthofbrowsingbehavioranalyzed.Hundredsofretailersandbrandsobserved.Comparisonreflectstheaveragenumberofbrandsviewedbythesameshoppersacrossmultipleretailersversusasingleretailer.US,UK,FR,DE,JP,&KRcombined.

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Beautyshoppersaremakingbrandloyaltyconditional

Beautyshoppersmayhavepreferredbrands,but

loyaltyisnotguaranteed.Ingredients,hands-on

productexperiences,andsharedvaluesallinfluencewhetherabrandstaysintheroutineorgetsreplaced.

Source:CriteoShopperSurvey.June2026(N=4,580).Global(US,UK,FR,DE,JP,&KR).Question:"Regardingyourbeautyandpersonalcarepurchases,whichofthefollowingstatementsdescribeyou?(Selectallthatapply)."

34%

remainloyaltotheirpreferredbeautybrandsandrarelyswitch

32%

preferbeautybrandsthatusenaturalingredients

27%

relyonin–storetestersorsamplesbeforemakingapurchase

22%

viewsustainabilityasakeydriver

ofbrandselection

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Discovery

Shoppersseethebeautyoftryingsomethingnew

Acrossselectcategories,upto53%offrequentHealth&Beautyconsumersgloballybuyfrombrandstheyhavenotpurchasedfromintheprevious12months,creatingameaningfulopportunitytowinhigh-intentshoppersastheyrefreshtheirroutines.

Shareofnew-to-brandbuyersbycategory

Global

US

UK

FR

DE

JP

KR

Perfume&Cologne

53%

62%

61%

60%

49%

41%

43%

Makeup

50%

51%

59%

54%

47%

44%

42%

Skincare

50%

51%

61%

59%

52%

41%

40%

Shampoo&Conditioner

42%

49%

47%

45%

44%

32%

33%

CosmeticTools

41%

48%

43%

48%

38%

35%

36%

Bath&Body

37%

43%

36%

39%

31%

38%

36%

Source:CriteoCommerceData.Health&BeautypurchasesmadeJun1–7,2026,with12monthsofpriorpurchasehistoryanalyzed.Hundredsofretailersandbrandsobserved.New-to-brandindicatestheshopperhadnotpurchasedthatbrandwithintheprevious12months.US,UK,FR,DE,JP,andKR.

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ConsumerBrands

Accessiblebeautybrandsareattractingmorenewbuyers

Widelyavailableconsumerbeautybrands,suchasthosecommonlyfoundacrossdrugstores,massretailers,andeverydayretail

channels,areattractingahighershareofnew-to-brandbuyersthanprestigebrands,whicharetypicallypositionedathigherpricepointsandmorepremiumretailenvironments.

80%

70%

60%

50%

40%

30%

20%

10%

0%

Global–Shareofnew-to-brandbuyersbycategory

(Prestigevs.ConsumerBrands)

67%

64%

65%

57%

53%

53%

Makeup

Perfume&CologneSkincare

PrestigeConsumer

Source:CriteoCommerceData–Global,Health&BeautyproductspurchasedintheperiodJune1-7,2026with12monthsofpastpurchasebehaviorconsidered.

HundredsofRetailersandBrandsobserved.Buyershadmadeatleastoneotherpurchaseintheproductcategoryoverthelast12months.NewtoBrandindicatesthey

hadnotpurchasedthisbrandinthat12months.Brandsareclassifiedbasedontheiraveragepricepoints,retailpositioning,distributionchannelsandindustryreputation.

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Influence

Beautyshoppersaresurveyingthecrowdbeforetheycommit

ReviewsandratingsarethetopinfluenceforHealth&Beautyshoppersglobally,with46%includingthemamongtheirtopthreesources.

Recommendationsfromfriendsandfamily,in-storetesting,andsearchenginesalsoplayimportantroles.

WhendecidingwhichHealth&Beautyproductstobuy,whichsourcesinfluenceyouthemost?

Global

US

UK

FR

DE

JP

KR

Reviewsandratings

46%

42%

45%

34%

38%

54%

61%

Recommendationsfromfriends/family

37%

36%

39%

39%

43%

30%

36%

In–storetestingorsampling

31%

26%

28%

37%

33%

32%

27%

Searchengines

30%

33%

30%

27%

25%

32%

35%

Socialmediacreators/influencers

23%

22%

26%

25%

15%

23%

28%

Onlineads

18%

23%

18%

14%

22%

11%

22%

Brandwebsites/socialchannels

16%

21%

19%

14%

12%

22%

9%

AIorpersonalizedrecommendations

15%

15%

16%

15%

17%

13%

15%

Retailerrecommendationsorfeaturedproducts

13%

17%

17%

11%

17%

7%

9%

Beautypublications/websites

12%

13%

14%

16%

9%

14%

7%

Other

2%

3%

2%

3%

3%

1%

1%

Source:CriteoShopperSurvey.June2026(N=4,595).

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Experience

Personalizationisbecomingpartofthebeautyritual

Globally,41%ofHealth&Beautyshopperspreferpersonalizedrecommendationsbasedontheirtastesorpurchasehistory.

Another31%prefertobrowseandfilteroptionsthemselves,while14%reportnostrongpreference.

What’syourpreferredshoppingexperiencewhenpurchasingHealth&Beautyproducts?

Global

US

UK

FR

DE

JP

KR

Personalizedrecommendations

(basedonmytastes/purchasehistory)

41%

35%

40%

37%

33%

42%

56%

Showmeeverything(Ibrowseall

optionsandfiltermyself)

31%

36%

37%

29%

36%

26%

23%

Fewer,curatedpicks(expertlyedited,

“bestof”selection)

14%

15%

12%

19%

12%

13%

12%

Idon’thaveapreference/itdepends

14%

14%

11%

15%

19%

18%

8%

Source:CriteoShopperSurvey,June2026(N=4,595).

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03

AIasbeauty

influencer:Whatsmartershoppinglookslike

AI

AIisbecomingabeautyadvisor

Globally,38%ofconsumersreportusingAIassistantsduringatleastsomebeautyandpersonalcareshoppingtrips,showingAI’sgrowingroleinproductdiscovery,research,anddecision-making.

HowoftendoyouinteractwithAIchatbotsorassistantswhenshoppingfromthefollowingcategories?

(Selectedanswers:"Foralloralmostallmypurchases"&"Formostofmypurchases"&"Forsomeofmypurchases")

Global

US

UK

FR

DE

JP

KR

Consumerelectronics

48%

50%

52%

47%

53%

33%

53%

Travel(flights,hotels,experiences)

44%

44%

49%

44%

46%

32%

52%

Home&Furniture

38%

42%

43%

33%

39%

26%

45%

Beauty/Personalcare

38%

45%

42%

36%

36%

27%

44%

Apparel/Fashion

37%

43%

43%

32%

37%

27%

44%

Groceries/Householditems

32%

41%

35%

24%

29%

23%

40%

Source:CriteoShopperSurvey.June2026(N=6,307).(Answeroptions:"Foralloralmostallmypurchases","Formostofmypurchases","Forsomeofmypurchases","Onlyoccasionally","Never")

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AI

AI-surfacedproductsareshapingthebeautyshortlist

AmongHealth&BeautyshopperswhouseAIassistants,57%sayrecommendationsorfeaturedproductssurfacedwithinAIresponsesarehighlyormoderatelyinfluentialwhentheydecidewhattobuy.

HowinfluentialwouldrecommendationsorfeaturedproductswithinanAIassistant’sresponsebe

onyourpurchasedecisionsinthefollowingcategories?

(Selectedanswers:"Highlyinfluential"&"Moderatelyinfluential")

Global

US

UK

FR

DE

JP

KR

Travel(flights,hotels,experiences)

63%

70%

63%

64%

64%

56%

64%

Consumerelectronics

61%

66%

65%

61%

63%

55%

58%

Beauty/Personalcare

57%

59%

56%

57%

59%

56%

54%

Home&Furniture

55%

62%

57%

49%

53%

56%

53%

Apparel/Fashion

53%

59%

56%

48%

52%

53%

49%

Groceries/Householditems

52%

61%

53%

46%

51%

47%

52%

Source:CriteoShopperSurvey,June2026(N=5,125).Base:RespondentswhointeractwithAIchatbotswhenshoppingfromtheselectedcategoryatleastoccasionally.

(Answeroptions:"Highlyinfluential","Moderatelyinfluential","Slightlyinfluential","Notinfluentialatall")

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AI

Comfortablewith

AI-assistedreordering

40%

AIishelpingrestockthebathroomcabinet

Globally,40%ofconsumerssaytheywouldbecomfortableallowinganAIassistanttoautomaticallyreorderroutine

personalcareproducts,suchasshampoo,toothpaste,andskincareitems,whensuppliesrunlow.

Source:CriteoShopperSurvey,June2026(N=6307).Global(US,UK,FR,DE,JP,&KR).

Shareofrespondentswhopicked“Personalcare(e.g.,shampoo,toothpaste,skincare)”inthequestion“ForwhichofthefollowingcategorieswouldyoufeelcomfortableallowinganAIassistantto

automaticallyreorderitemsonyourbehalfwhensuppliesrunlow?(Selectallthatapply)“.

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04

Glowing

opportunities:

Wheremarketerscanwin

Showupacross

screensandshelves

Health&Beautyshoppersmove

betweenstores,screens,and

retailersbeforebuying.Useonlineandin-storesignalstoreachbothdigital-firstandstore-ledshopperswithconsistentcampaign

messagingandproductcontent.

Investinmulti-

retailerexperiences

Multi-retailerbrowsingexposes

shopperstomorebrands.Useretail

mediaandcommerceplacementstocaptureattentionwherever

shoppersarecomparingoptions.

MakeAIpartofyourcross-channelmix

AIassistantsarestartingto

influenceproductresearchandrecommendations.Optimize

productcontent,availability,andmessagingsoyourbrandcan

showupwhenshoppersturntoAIforguidance.

OwntheHealth&Beautyjourneyfromfirstlooktorepeatbuy

Turnreviewsintotrustdrivers

Ratingsandreviewsareatop

purchaseinfluencer.Bringreviewsnippetsintocreativeandproductcontenttobuildtrustacrossthe

digitalpathtopurchase.

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Winshoppersas

brandloyaltyshifts

Health&Beautyshoppersareopentoswitchingandtryingnewbrands.Useconquestingstrategies,

education,andproductbenefitstoreachhigh-intentshoppersbeforetheydefaulttofamiliaroptions.

Bringshadeand

scentstoriestolife

Makeupandfragranceshoppersbrowsemorebeforebuying.Usericherproductcontent,

comparisons,andhigh-impactvideostocommunicateproductbenefitsclearly.

Keepearningaplaceintheritual

Loyaltymatters,butHealth&

Beautyshoppersareopento

switching.Strengthenproduct

detailpageswithclearingredients,benefits,value,andreviewstohelpshopperschooseconfidentlyand

findyourbrandthroughAI-assistedsearch.

Turncuriosityintorepeatroutines

Personalizethepathtopurchase

Shoppersvaluetailored

recommendations.Useaudience

signalsanddynamiccreativetodelivermorerelevantproduct

suggestionsandoffersbasedonhopperhistory.

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Thankyou

Appendix

AMERICAS

DailyIndexedSalesinHealth&Beauty,October2025-December2025

11/11

CyberMonday

700

SalesIncreaseonBlackFriday

Bath&BodyGiftSets(+563%)

Perfume&Cologne(+282%)

SkinCare(+235%)

Makeup(+214%)

HairStylingTools(+213%)

Shampoo&Conditioner(+169%)

EyeMasks(+154%)

HairStylingProducts(+105%)

ShavingCream(+101%)

HairLossTreatments(+91%)

JewelryHolders(+91%)

Eyeglasses(+90%)

HairColor(+83%)

Hot&ColdTherapies(+83%)

CosmeticTools(+82%)

——Massagers(+79%)

——HairStylingToolAccessories(+62%)ElectricalMuscleStimulators(+62%)——Vitamins&Supplements(+62%)

——HairClippers&Trimmers(+60%)

Bath&Body(+59%)

ContactLenses(+56%)

——Toothbrushes(+54%)

600

500

400

300

200

100

0

ToptrendingproductsbasedontheindexonBlackFriday2025

BlackFriday

Oct1Oct8Oct15Oct22Oct29Nov5Nov12Nov19Nov26Dec3Dec10Dec17Dec24Dec31

Source:CriteoCommerceData-Indexedsalescomparedtothefirst4weeksofOctober2025.Allsitetypes.AMERICAS.Percentagesrepresenttheincrease/decreaseofonlinesalesonBlackFriday2025,comparedtothesamebaseline.

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EMEA

DailyIndexedSalesinHealth&Beauty,October2025-December2025

11/11

CyberMonday

700

SalesIncreaseonBlackFriday

Perfume&Cologn