Self-care and wellness has become a staple routine in many consumers' lives, to the extent that 82% of Americans consider wellness to be a top priority in their daily routines. Looking deeper into what has fueled this growing desire and demand for self-care through beauty, Ulta Beauty and tech-forward financial services provider, Bread Financial, conducted a survey of 1,849 US consumers, questioning them on their personal relationship with beauty and preferences when it comes to self grooming. The results showed that 74% of respondents prioritize self-care and wellness in their beauty rituals, with younger generations leading the charge. BeautyMatter breaks down the key findings:

Beauty Rituals Are a Form of Self-Expression and Joy

During the pandemic, the importance of self-care became apparent for consumers. With an abundance of time for exercise, meditation, and a focus on nutrition during the lock-down, shoppers began to seek SKUs that could enhance their wellness, and became more focused than ever to better themselves. With the likes of “PE with Joe Wicks” becoming a viral phenomenon, people were looking for ways to make themselves feel healthier and stronger. The self-care movement has continued post-pandemic with a move within beauty to wellness, taking part in activities and engaging with products that not only improve the exterior but also the interior. Now, self-care and wellness is seen as a form of self-expression and joy. 

• 46% of consumers indicate that beauty products bring joy to their life 
• 34% say beauty routines are a form of self-expression
• 52% of Gen Z report using beauty products to showcase different aspects of their personal identity, followed by millennials at 48%; by contrast, only 33% of Gen X and 20% of boomers report the same
• 38% of consumers (47% Gen Z, 45% millennials) cherish evening skincare rituals, using this time to unwind
• 52% of consumers find relaxation through soothing practices such as face masks or bath soaks, with Gen Z (62%) and millennials (60%) particularly valuing these self-care moments

The Power of the Beauty Community

Respondents were questioned on the social aspect of their beauty regime—results showed that they found makeup and skincare had been a source of conversation and quality time together with friends and family. It is important for brands to connect with this social side of beauty, as many consumers report these conversations often lead to seeking beauty recommendations from friends and family. Brands can tap into conversational beauty by engaging in social media trends, such as #GRWM (get ready with me) on TikTok where influencers casually chat to their audience like a friend while applying makeup. 

• 47% of consumers seek beauty and grooming advice from friends
• 43% of Gen Z find joy in getting ready with friends; overall 29% of consumers enjoy getting ready socially
• 13% of respondents use beauty rituals as a tool for social bonding and connecting with others

Men Are Breaking Beauty Boundaries

Although there is evidence of men being increasingly interested in self-care practices, it is interesting to note the rise of male attention to beauty, as male respondents said they enjoy using beauty products, especially hair offerings. The rise in male cosmetics in recent years is a reflection of the market, with the evolution of men’s grooming highlighting the recent 20% growth in the frequency of men who wore BB or CC cream one to five times per week. Men’s makeup is revolutionizing, and consumers are looking for more wellness-based products to treat themselves.

• 61% of men say hair products make them feel good; it’s the top product that sparks joy for men
• 60% of men say skincare creates a sense of happiness, followed by bath and body products (54%)

“Despite economic uncertainty, beauty spending remains resilient, particularly among Gen Z and millennials, and men, who are outpacing women in their beauty and grooming purchases,” said Valerie Greer, Executive Vice President and Chief Commercial Officer at Bread Financial. “As we head into the new year, our research indicates that consumers will be particularly focused on value, including redeemable rewards and offers, to make the most of their beauty budgets.”

Ulta plans to capitalize on the rise of interest in wellness from different demographics. The retailer initially began a focus on wellness prepandemic with “The Wellness Shop,” a spa-inspired wellness area to facilitate consumer exploration. In 2021, the retailer went on to introduce a wellness section in physical stores, hosting a curated selection of brands that “relax & renew.” Additionally, this year, the retailer is expanding its wellness categories into oral, gut health, and intimate wellness. This expansion successfully taps in on the rise in consumer habits of finding the relaxation and personal care within their beauty regimes.

The shift from beauty onto wellness continues to be clear through moves such as Ulta adding brands like Apothékary, a powdered herbal blend and tinctures, as an alternative to alcohol to its shelves. The brand is the first alcohol-alternative collection to enter Ulta, shedding light on the growing self-care side of beauty and wellness. The product is a pairing to the soothing skincare regimes that the figures suggest are becoming a staple for consumers' self-love.

"We’re excited to see younger generations redefining beauty as a source of joy and connection," said Kelly Mahoney, Senior Vice President of Customer and Growth Marketing at Ulta. "Our research reveals that consumers, especially Gen Z and millennials, find happiness in shared beauty experiences, from collaborative beauty rituals among friends to discovering the latest trends together. These insights underscore the important connection between beauty, wellness, and joy, which is central to the experiences we seek to deliver for Ulta Beauty’s guests and 44 million loyalty members every day." 

Aside from Ulta, non-beauty-specific retailers are also tapping into wellness. In 2024, Target introduced 1,000 wellness products, with exclusive brands and items. After seeing interest among consumers for this stock move, the retailer doubled down on it’s strategy, introducing 2,000 new wellness SKUs at the start of this year. The effort targets busy consumers who might not have the time to attend a wellness-focused retailer, but still want to advance their wellness regimes to beyond just beauty routines.

Overall, we are seeing a significant reliance on beauty and self-care as a source of content within consumers' everyday routines, with almost half stating that their beauty and self-care products spark joy. The data confirms that self-care practices appeal to all generations and genders, with a growing interest in wellness from men, who traditionally have not been the focus in this market. The majority of consumers now look at the beauty industry as part of a peaceful ritual in their day, rather than just being a hygiene necessity. Now, self-care is a tool for socializing, a form of meditation, and an expression of self-love. Ultimately, consumer focus has shifted from more than what a product can physically do, transitioning perceptions to how it can make them feel—seeking solutions that address not just their external beauty needs but also their internal needs.