Market Research

AlixPartners Releases Beauty Consumer Sentiment Index

The study shows a shift in beauty as it now includes wellness and expands beyond the bathroom.

October 23, 2025

By: Rachel Klemovitch

Assistant Editor

AlixPartners released its 2025 Consumer Sentiment Index | Beauty, outlining a vibe shift in beauty.

Based on responses from more than 5,000 consumers, the index examines the rise of self-educated shoppers in beauty, how men are driving a wellness surge, and why loyalty is no longer what keeps shoppers coming back.

In the beauty, health, and wellness market, disruptive forces are pushing brands and retailers to rethink formerly sacrosanct practices and establish new norms.

According to the study, consumers are becoming more self-educated, asking for an integrated, efficacious beauty/health/wellness protocol. 76% of consumers want combined personal care/ wellness beauty products.

There is also a growth in men’s care as men are valuing the beauty shopping experience 13% more than women. Also, men value brand resonance 63% more than women.

Loyalty is also changing as it is less of an emotional connection and more like isolated conveniences. Consumers responded that purchases are driven by product availability is over 40% more important than loyalty. Also, loyalty programs help customers feel connected to brands.

Rather than looking to mega-influencers for recommendations, consumers are seeking authentic recommendations from peers, professionals, and micro-influencers.

It also ranks the top-performing retailers across department store, drug & mass, mono-brand, online & social channels, and more.

Some top stores include Sephora, Ulta, Amazon, Bath & Body Works, TikTok Shop, Sally Beauty, Bluemercury, and VS Beauty.