E-Consumer Pulse™: Beauty & Personal Care Spotlight: September 2025 Consumer & eCommerce Insights Report

Decode Beauty & Personal Care Shoppers. Capture eCommerce Growth.

The Beauty & Personal Care Spotlight distills how shoppers research and buy online, what shapes satisfaction and advocacy, and where omnichannel behaviors are accelerating. Grounded in rigorous validation and advanced analytics, it translates consumer signals—content quality, ease of navigation, payments, availability—into practical eCommerce moves without the long read.

Executive Summary

Beauty & Personal Care is a digitally advanced category, with over half of shoppers purchasing online and sustained adoption over several years. Shoppers prioritize availability, convenience, and value, while the inability to try products and the need to inspect items remain notable barriers. Roughly 40% of shoppers are “very satisfied,” and loyalty is solid but leaves room to strengthen. This Spotlight benchmarks performance and pinpoints the critical levers—seamless navigation, trusted product content, and dependable fulfillment—that can raise satisfaction, deepen advocacy, and unlock durable growth.

Key Business Questions Answered

• How many consumers are shopping beauty & personal care online, and how long have they been doing so?
• How satisfied are online beauty & personal care shoppers, and what specific factors drive CSAT and NPS (pricing, availability, navigation, convenience)?
• What barriers hold consumers back from buying beauty & personal care online (inspection needs, item availability, delivery fees)?
• What trade-offs do shoppers prioritize when buying online (speed, convenience, pricing)?
• Where do omnichannel opportunities exist, as consumers continue blending in-store and online beauty & personal care shopping?

What’s Inside the Report

• Category Performance: Online Penetration, CSAT, NPS
• Channel Preferences: How consumers engage with DTC brands, retailer platforms, and subscription services—and what it means for growth.
• Advanced Analytics: CSAT/NPS driver models, correlation insights.
• Omnichannel Behavior: Where online overlaps with in-store, and how to create synergies.
• Strategic Implications: Brand and retailer actions for logistics, availability, and partnership

Why It Matters

The Beauty & Personal Care Spotlight equips leaders to:

• Anticipate consumer demand shifts across categories and channels.
• Build data-driven business impact analysis that links CSAT and NPS to revenue.
• Strengthen retailer partnerships with evidence-backed strategies.
• Apply consumer insights frameworks to optimize beauty & personal care eCommerce and omnichannel execution.

Who Should Use This Report

• CPG & Retail Executives driving beauty & personal care and omnichannel strategies.
• Digital & eCommerce teams optimizing online beauty & personal care experiences.
• Insights & Analytics professionals applying advanced analytics strategy to demand forecasting.

About eConsumer Pulse™

eConsumer Pulse™ is Springboard Management’s syndicated research series, uncovering online consumer behaviors and digital trends that traditional research often overlooks . With rigorous data validation, real-time reporting, and advanced analytics as standard, we bring the consumer back into the conversation—so your teams can act with confidence.