Softness in Q3 2024 DTC Beauty Product Sales

According to Consumer Edge’s Q3 2024 Global Beauty Digest, there was a slowdown in direct-to-consumer (DTC) beauty product sales across the US and Europe, largely due to lingering inflation impacting consumer spending.

In the US, DTC beauty product sales declined 10% year-over-year, while beauty retailers experienced a more moderate 2% decline, according to Consumer Edge, which calls itself a provider of alternative data for consumer spending.

In the US, fragrance brands are leading the way, according to Consumer Edge. Indie brand Phlur saw notable growth, likely due to the viral success of the brand on TikTok. Similarly, Oakcha and Alt Fragrance are expanding consumer access to affordable luxury fragrances, further driving sales, according to data from Consumer Edge.

Clean beauty and body care brands continue to gain traction, too, according to Consumer Edge. Primally Pure, Salt & Stone, Rhode and Jones Road Beauty saw steady growth as consumers remain invested in natural, wellness products, according to the company’s reports.

“While global beauty spending remains challenged, innovation and strong consumer engagement —especially in fragrances and with younger shoppers—are fueling pockets of growth,” said Michael Gunther, vice president and head of insights at Consumer Edge. “Brands that successfully align with shifting consumer preferences and deliver value without sacrificing quality are succeeding in this changing market.”