Key Takeaways:Sales of private labels increased by almost 4% last year, while national brand sales rose by only 1%.Ulta Beauty, CVS, and Walgreens share the success of their proprietary beauty brands and discuss their plans to expand the roster.Many consumers struggle to differentiate between private labels and national counterparts.Forget dupes—affordable private label personal care products are thriving.Rising economic concerns and tariff fears, combined with the improved perception of private-label products, are driving increased sales of retailer-owned brands. Endorsements from social content creators also boost consumer confidence in private labels.“During times of economic uncertainty, we often see guests turning to trusted value-driven brands—and Ulta Beauty Collection is no exception,” said Alison Kohlenstein, Ulta Beauty’s Vice President of Private Label.“Our products offer prestige-inspired performance at compelling prices, making them a smart choice for beauty lovers looking to stretch their dollar without compromising on quality,” she added.Dupe culture has impacted the beauty landscape, but Kohlenstein differentiates between lookalikes and owned brands.“While we know some guests may find comparable performance to prestige brands, we don’t set out to create ‘dupes.’ Our focus is on delivering high-quality, purposeful products that meet our guests’ needs at a great value—with a trend-forward lens. Ulta Beauty Collection is a stand-alone brand that offers thoughtful innovation and everyday staples—backed by the authority and expertise of Ulta Beauty,” she told BeautyMatter.