Criteo has unveiled its Global Health & Beauty Pulse 2025, highlighting insights into shifting consumer behaviours, purchase habits, and category trends within the global health and beauty market. The report indicates that APAC shoppers are fuelling a full-spectrum self-care boom by blending wellness with beauty.
APAC shoppers are filling carts with both wellness and beauty products shopping, making cross-category targeting essential to seasonal success. The Criteo report reveals that during Q4 2024, highlighting the major shopping events on 10/10, 11/11, and 12/12, APAC experienced remarkable growth in self-care and beauty categories compared to the weeks prior, with power flossers leading at a 353% increase, deodorants and antiperspirants surging by 224%, and makeup rising 196%. Everyday essentials also showed significant gains, as ear drops increased 148%, skin care 154%, and massage oils 128%. These spikes underscore a sweeping wellness and beauty boom across the region, driven by strong shopper demand during double dates.
Also read: AI Playbook for Modern Retailers – Medhavi Singh, Country Head, Criteo India
The study, based on Criteo’s data from beauty brands, retailers, and ecommerce partners and insights from over 14,000+ shoppers globally, indicates that APAC consumers are leading in product exploration, digital discovery, and spending momentum within the health & beauty segment.
The report also highlights that year-over-year sales for health & beauty products increased by 14% in EMEA, followed by 5% in APAC and 1% in the Americas during Q2 2025. During this time, year-over-year order value in health & beauty products increased by 9.8% for the Americas, 6.78% for APAC and 4.36% for EMEA. This shows strong momentum and continued intent for health and beauty across categories in APAC, with consumers making smarter choices by focusing on fewer but more premium purchases.
As many as 40% of Health & Beauty consumers in APAC are new to the brand, meaning that shoppers in the region are open to experimenting with new products. The report also shows that beauty shoppers in APAC continue to spend with confidence while becoming more discovery-driven and omnichannel in their habits.
Globally, 84% of consumers say they have maintained or increased their beauty spending over the past six months, an 11-point rise compared to two years ago. When it comes to discovering new products, 52% of shoppers turn to search engines and 57% use online marketplaces, reinforcing the critical role of digital discovery in health and beauty journeys.
Omnichannel behavior has surged according to the report, with over 48% of beauty shoppers researching online but purchasing in-store, while 41% do the reverse. As digital and physical retail merge, AI powered platforms are becoming increasingly essential, enabling brands to deliver seamless, relevant experiences across all channels.
Medhavi Singh, Country Head, Criteo India, said: “Beauty shoppers today are deeply informed, digitally savvy, and ready to try new brands, which is creating huge opportunities for marketers to reach them with relevant, timely offers. Our global health and beauty report strongly reaffirms that beauty remains a resilient and emotionally connected category for consumers. While convenience matters, shoppers also seek personalisation, authenticity, and meaningful brand experiences. As AI transforms the way product discovery and recommendations happen in real time, brands who can connect the dots across online and offline channels, invest in retail media, and keep their products visible throughout the shopping journey will stand out”.
Modern shoppers seek both immediacy and freedom to explore. To stay relevant, retailers must anticipate shifting consumer behaviors and implement strategies that combine inspiration with simplicity, enabling seamless discovery, comparison, and conversion, from research to purchase, across the entire shopping journey.
