June Beauty Recap: Category Shifts, Brand Highlights, and Retailer Trends

Download our June recap to explore the latest shifts in beauty—from brand gains at Ulta to changing subcategory performance across Sephora and Amazon.

This monthly recap highlights how shopper behavior is evolving across major beauty retailers. Using transaction data through June 2025, the report tracks key trends across makeup, skincare, hair, and fragrance—revealing which categories are growing, which brands are gaining share, and how consumers are engaging with top SKUs.

What’s inside:

• Highlights on brand performance, including Milk Makeup’s growth at Ulta
• A breakdown of rising and declining subcategories across retailers
• Skincare purchase trends on Amazon among Walmart and Target shoppers

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