North American health and beauty sales are expected to exceed $100 billion in 2025—a milestone that only a few retail subverticals can dream of reaching. This growth is fueled by rising disposable incomes among generations, their desire to emulate celebrity looks and use the same products, and a broader shift toward holistic wellness that goes beyond skincare to include overall body health. In such a high-velocity, competitive arena, your marketing efforts can’t afford to miss the mark—they need to be flawless. From viral moments on email and web to personalized product recommendations across channels, the future belongs to agile brands that know how to reinvent the rules.
Here’s a deep dive into the health and beauty marketing trends and benchmarks you need to watch in 2025—and how AI-powered solutions can supercharge your success.
But, before you start, we would love for you to check out the best set of sub-vertical metrics and statistics to help you stand out from this crowded space in 2025.
2025 Health & Beauty Marketing Benchmarks You Need to Know
Before exploring trends, it’s important to understand where the industry stands today. These benchmarks are more than just numbers—they’re your starting point for measuring success.
| Metric | North America Health & Beauty Benchmarks 2025 | How Personalization Changes the Game |
| Average Conversion Rate | 1.8% | +13% |
| Average Order Value (AOV) | $45 | +11% |
| Repeat Purchase Rate | 30% | +12% |
| On-Site Search Conversions | 12% | +12% with personalized discovery experiences |
| Retention Rate | 20% | +11% with personalized loyalty programs |
Health and Beauty Marketing Trends Shaping the North American Ecommerce Landscape
1. Personalization Isn’t Optional—It’s Expected
In 2025, personalization is table stakes. Shoppers want you to understand their skin concerns, product preferences, and buying behaviors—without them saying a word.
According to McKinsey, 72% of consumers now expect brands to recognize them as individuals. In health and beauty, this means offering product recommendations, tailored content, and even individualized regimens.
What You Can Do
- Smart PDP/PLP and Email Personalization: Dynamically update product widgets, carousels and accordions across your website, app and email based on browsing history, quiz responses, or ingredient preferences (e.g., fragrance-free or retinol-based).
- Personalized Regimen Builders: Inside your app or website, guide users through building routines based on their skin goals and product affinities. Showcase multi-functional suggestions.
- WhatsApp Nudges: Automate personalized messages like, “Running low on your vitamin C serum?” with quick-reply purchase options.
2. Shoppable Experiences Create Instant Gratification
The most innovative brands don’t just promote products—they turn every customer interaction into a shopping opportunity. With immersive, shoppable experiences, you make it effortless for customers to discover and buy the right products wherever they are.
What You Can Do
- Shoppable Emails: Segment by product interest and skin goals. Pair with UGC, dermatologist tips, and “Add to Cart” buttons embedded directly in the email.
Did you know? A leading Health and Beauty brand use this exact functionality to increase their orders by 15x. Learn How!
- Rich Media Messaging (RCS): Send tappable, carousel-style messages—like “Your 3-Step Glow Kit”—with ingredient callouts, customer reviews, and direct purchase links.
- Virtual Beauty Assistants: Offer real-time advice on WhatsApp or in-app chat with AI-driven or expert-led consultations. Include shoppable links within the conversation.
Shoppable storytelling doesn’t just increase conversion—it enhances product discovery and encourages deeper exploration across your catalog.
3. Clean Ingredients & Transparency Drive Trust
Today’s consumers are label-savvy. They research ingredients, ask about sourcing, and expect brands to be transparent. In fact, 68% are willing to pay more for clean, natural products—but only 25% of brands effectively communicate their clean initiatives.
What You Can Do:
- Ingredient-Segmentation: Target customers based on ingredient affinity (like hyaluronic acid or niacinamide) and tailor product recommendations accordingly.
- Optimize Search: Offer dimension search or just ingredient based search directly on your web and app so that your shoppers don’t have to be brand reliant whilst searching for their favorite products.
- Personalized Filtering and Faceting: Let users shop by specific ingredient exclusions (e.g., “no parabens” or “fragrance-free”) or preferences via quizzes or dynamic filters.
By aligning your messaging with clean values and product integrity, you build trust and increase perceived value.
4. Beauty is Wellness—Market the Whole Person
The beauty industry is being redefined by wellness. From ingestible skincare to mindfulness-based routines, consumers want brands that support both physical and mental well-being. The global wellness market is expected to hit $7 trillion in 2025, and health and beauty brands are riding that wave.
What You Can Do
- Wellness-First Campaigns: Instead of pushing products, sell outcomes. Try themes like “Hydrate & Heal,” “De-Stress Your Skin,” or “Glow from Within” in your email and WhatsApp journeys.
- In-App Check-Ins: Add daily mood or skin-feel trackers inside your app. Based on input, suggest routines or products that align with how the user is feeling.
- Guided Bundles: Build wellness-themed landing pages that integrate product bundles, content, and ingredient education. Offer filters like “Skin + Sleep” or “Beauty & Balance.”
Wellness isn’t a trend—it’s a shift in mindset. Meeting customers at this intersection strengthens emotional connection and deepens loyalty.
5. UGC & Community Are the New Influencers
Influencer marketing is evolving. Consumers now trust relatable voices over celebrity endorsements. In fact, 79% of millennials say user-generated content (UGC) strongly influences their purchases.
UGC isn’t just cost-effective—it’s authentic, scalable, and converts.
How to Leverage UGC:
- Shoppable UGC in Emails: Highlight customer reviews, unboxing videos, or before-and-after shots with direct product links.
- Web & PDP Galleries: Embed real customer photos on product pages. Let users swipe through results from people with similar skin types or goals.
- Collect UGC via WhatsApp: Ask happy customers to share photos or videos using your products in exchange for rewards or a chance to be featured.
- Micro-Influencer Campaigns: Partner with nano and micro influencers for niche communities (e.g., curly hair care, postpartum skincare, etc.). Their authenticity boosts trust and engagement.
The goal? Let your customers become your brand’s most persuasive storytellers.
The Best Part? You Can Do All of This with Netcore Cloud .
Netcore’s omnichannel platform equips health and beauty brands with AI-powered personalization tools that create seamless cross-channel campaigns. Whether you’re boosting conversion rates, growing AOV, or retaining customers, Netcore Cloud empowers you to create memorable shopping journeys that deliver measurable impact. Check us out now!
The Road Ahead for Health and Beauty Marketing in 2025
Health and beauty marketing in 2025 demands innovation, data-driven strategies, and deep personalization. Brands embracing hyper-personalization, inclusivity, and AI-powered omnichannel marketing will rise above the competition.
The future of health and beauty marketing will be shaped by:
- Generative AI delivering hyper-personalized product recommendations and virtual try-on experiences.
- Hybrid shopping experiences, blending online and in-store consultations seamlessly.
- Hyper-mobile commerce, leveraging augmented reality (AR) for virtual product testing and personalized advice.
Brands that embrace Netcore’s AI-powered solutions will offer immersive, intelligent, and customer-centric shopping experiences—defining the next generation of health and beauty marketing success.
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