NEW YORK — Store brand beauty and personal care products are enjoying a banner year, with private label beauty sales climbing to $3.8 billion in 2024, up 4% from the year prior, according to new data from PLMA’s Circana Unify+. The momentum has continued into 2025, with double-digit gains in key categories, including fragrances, hair care, and bath products.
Dollar sales of women’s fragrances soared 53% to $161.8 million for the 52 weeks ending July 13, while hair conditioner sales surged 81% to $44.3 million. Bath fragrances and bubble baths rose 21% in dollar sales, while skin care reached $288.5 million, a 7% increase.
This surge sets the stage for PLMA’s 2025 “Store Brands Marketplace” Private Label Trade Show, taking place from November 16 to 18 in Chicago, where store brand innovations in beauty, wellness, and non-foods will take center stage. The event will feature more than 35,000 products, 3,100 booths, and 2,000 exhibitors from 65 countries, making it the largest of its kind.
Thorvardur de Shong
“Beyond food and beverages, visitors will see an exciting lineup of nonfood offerings at the Show, ranging from vitamins to kitchenware,” said PLMA President Peggy Davies.
Among the featured beauty and wellness categories: lotions, oils, facial masks, suncare, essential oils, and in-home spa products. Emerging store brands include the Real Root line by Sprouts, California Gold Nutrition hair multivitamins from iHerb, and Premier Collagen from GNC.
The growth in private label health and beauty care (HBC) reflects shoppers’ appetite for affordable yet premium alternatives, with strong demand also seen in men’s grooming, dietary supplements, and pet wellness. On display this year: Pure Wonder by Best Choice, a pet care line from AWG Brands offering food and essentials for dogs, cats, and birds.
With interest in private label products reaching new heights, PLMA’s 2025 Show promises a comprehensive look at the future of store brands across all aisles—including the booming beauty business.
CLICK HERE or visit storebrandsmarketplace.com for information about the Show.
