UK Beauty 2023

How Brands and Retailers Can Capitalize on the ‘Lipstick Effect’

Executive Summary

UK consumers are streamlining their beauty regimes and searching for bargains online due to the cost-of-living crisis. But sales growth opportunities still exist for brands and retailers that understand the needs of their consumers—who are still willing to splurge on certain beauty products.

Key Question: What’s the outlook for UK beauty in 2023, and how will shopping habits evolve?

KEY STAT: UK shoppers are reluctant to trade down in beauty. Almost half (46%) of UK adults would choose to buy fewer items to spend less on skin care and makeup.

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Table of Contents

  1. Executive Summary
  2. How is the ‘lipstick effect’ playing out in the UK beauty market?
  3. Beauty is still experiencing inflationary headwinds.
  4. The battle for digital spend is intensifying.
  5. Cash-strapped consumers are paring down their beauty routines.
  1. Beauty shoppers are embracing omnichannel.
  2. Technology is boosting engagement in-store and online.
  3. Subscription demand is waning as shoppers cut back.
  4. Shoppers are taking a health-centric approach to beauty.
  5. Sustainability and ethics are important, particularly for Gen Z.
  1. Gen Zers are using social media to find beauty bargains and inspiration.
  2. Beauty influencers aren’t influential with all consumers.
  3. What should beauty brands and retailers do next?
  4. Sources
  5. Media Gallery

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Carina Perkins


Sky Canaves
Senior Analyst, Retail & Ecommerce
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Angela Kim
Senior Researcher

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