Mass Makeup’s Channel Shakeup: Retail and Shopper Realignment
Download our latest report to explore how the makeup category is shifting—and how shopper behavior is reshaping the mass beauty landscape
This report leverages transaction data from 2024 through mid-2025 to analyze where, how, and why shoppers are spending in the mass makeup category. From Amazon 3P’s growing influence to shifts in product preference and channel loyalty, we uncover the real dynamics behind what’s driving change in beauty routines.
It highlights key changes in retailer share, subcategory wallet shifts, and leaked SKUs—revealing which brands, products, and platforms are capturing attention in today’s fast-evolving makeup market. Throughout this report, references to the mass makeup category reflect sales across select mass retailers like Amazon, CVS, Target, and Walmart.
What’s inside:
The retailers gaining and losing traction as makeup spend shifts
Which product categories—like lips, eyes, and complexion—are rising or softening in 2025
How Amazon 3P is pulling shoppers away from Walmart and Target for everyday beauty staples
The top-leaked SKUs that signal growing demand for trend-forward, hard-to-find products
