Mumbai: Criteo S.A., the global platform connecting the commerce ecosystem, has released its latest Global Health & Beauty Pulse 2025, offering key insights into evolving consumer behavior and category trends in the health and beauty space worldwide. The findings spotlight a striking surge in self-care spending across Asia-Pacific, particularly during seasonal shopping events known as “double dates.”
The report highlights how APAC consumers are driving a full-spectrum self-care boom, blending everyday wellness with beauty needs. Shoppers are increasingly filling their carts with cross-category essentials—making targeted, category-spanning campaigns essential for brands.
According to the data, Q4 2024 saw remarkable spikes in the health and beauty segment during major sales events on 10/10, 11/11, and 12/12. Categories such as power flossers (353%), deodorants and antiperspirants (224%), and makeup (196%) recorded significant growth compared to preceding weeks. Even routine items like ear drops (148%), skin care (154%), and massage oils (128%) posted strong gains—underlining the region’s growing appetite for holistic self-care.
Based on Criteo’s vast commerce dataset and insights from over 14,000+ shoppers globally, the report confirms APAC’s leadership in product exploration, digital discovery, and purchase momentum within the health & beauty category.
On a global scale, year-over-year sales for health & beauty products rose 14% in EMEA, 5% in APAC, and 1% in the Americas during Q2 2025. Meanwhile, order values increased by 9.8% in the Americas, 6.78% in APAC, and 4.36% in EMEA, suggesting strong intent for fewer but more premium purchases in APAC—a reflection of value-conscious yet quality-driven shopper behavior.
The report also reveals that 40% of Health & Beauty consumers in APAC are new to the brand, signaling openness to discovery and innovation. APAC beauty shoppers are also becoming more omnichannel and confident, with a growing preference for digital tools to guide their buying decisions.
Globally, 84% of consumers reported maintaining or increasing their beauty spending over the last six months—an 11-point increase from two years ago. When discovering new products, 52% rely on search engines, while 57% use online marketplaces, reinforcing the growing role of digital discovery in the beauty journey.
Additionally, 48% of beauty shoppers research online but buy in-store, while 41% do the reverse. This omnichannel behavior points to the rising importance of AI-powered platforms in helping brands deliver seamless, relevant experiences across both physical and digital touchpoints.
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 & 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,” she added.
As modern shoppers seek both immediacy and the freedom to explore, the report emphasizes the need for retailers to anticipate shifting consumer patterns. Strategies that combine inspiration with simplicity—from product research to final purchase—will be key to driving conversion across the entire commerce journey.
