Holiday Kits in Beauty: Category, Retailer, and Brand Dynamics in Q4 2025

Download our latest report for a data-driven look at how holiday gifting shaped category growth, retailer share shifts, and brand-level momentum across Beauty in Q4 2025.

Holiday kits played a differentiated role across Skincare, Hair, Makeup & Nail, and Fragrance during the most critical quarter of the year. From double-digit Skincare growth to concentrated retailer share gains and wide variation in brand kit reliance, Q4 performance highlights how gifting formats influenced GMV and competitive positioning.

In this report, you’ll get:

• Q4 2025 GMV growth across Skincare, Hair, Makeup & Nail, and Fragrance
• Retailer GMV share shifts by category during the holiday period
• Skincare brand kit contribution and YoY changes
• Kit penetration trends across Hair, Makeup, and Fragrance brands
• Where brand-level kit momentum diverged in Holiday 2025

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