The Health and Beauty category in the mass market is in an expansionary moment across the omnichannel environment, driven by jumps in online activity, reports NielsenIQ. The overall category, which is up 8.6 percent, has experienced 26.6 percent gains in online sales. Contributing to this growth are shipped sales, which were up 25 percent, and BOPIS sales, which grew 63 percent. Though brick and mortar sales are flat (-0.2%), in-store sales are still 1.6 times greater than online sales, making traditional stores the primary point of purchase for consumers.

As far as categories, all major Health and Beauty categories are seeing growth in the omnichannel environment, but only half are registering sales growth in brick and mortar, according to NielsenIQ: Sun Care (+16.8%), Hand & Body Lotion (+6.1%), Bath & Shower (+1.4%) and Facial Skin Care (+0.9%) have all seen gains. Though Cosmetics continues to face declines in mainstream retail, Brow, Lash and Liners are showing stronger recovery and are positive in the latest year. Further highlighting a shift away from COVID-driven consumption, hand sanitizers (-4.4%) and soap (-2.4%) are down across the omnichannel environment, though soap is at least still experiencing gains online (+20.9%).

Major Omni Beauty & Personal Care Categories

CategoryOmnichannel $ % chgOnline $ % chgBrick and Mortar $ % chg
Bath & shower+5.1%+20.3%+1.4%
Cosmetics & nail grooming+3.9%+14.3%-5.3%
Deodorant+3.3%-2.1%+42.4%
Facial skin care+12.8%+0.9%+21.4%
Fragrances+13.9%-3%+24.9%
Hair care+5.9%+28.1%-3.2%
Hair removal+3.1%+18.9%-2%
Hand and body lotion+12.1%+6.1%+35.1%
Sun care+22.6%+34.6%+16.8%

Top 10 Omni Beauty & Personal Care Categories

CategoryOmnichannel $ % chgOnline $ % chgBrick and Mortar $ % chg
Nail tools +37.7%+48.7%+16.3%
Foot/leg lotion+24.8%+49.2%+17.7%
Bath additions & treatments+24.7%+41.9%+19.6%
Hand/arm lotion+23.7%+36.0%+15.5%
Adult suncare +23.4%+35.2%+17.2%
Hair care treatments +22.2%+48.0%+2.7%
Nail accessories+18.1%+35.2%+8.6%
False lashes +17.9%17.7%+21.7%
Hair growth treatment+16.8%+26.1%+0.5%
Child suncare +15.5%+24.4%+13.7%

Declining Omni Beauty & Personal Care Categories

CategoryOmnichannel $ % chgOnline $ % chgBrick and Mortar $ % chg
Cosmetic & nail sets-13.3%-11.3%-19.7%
Makeup removers-11.1%+18.5%-18.1%
Lip cosmetics-9.1%+2.6%-18.4%
Face powder-8.4%+1.7%-15.9%
Hand sanitizer-4.4%-12.7%-1.1%
Hair coloring-3.9%+13.0%-8.3%
Face primer & foundation-3.6%+4.7%-11.6%
Shaving cream-2.7%+3.3%-4.3%
Soap-2.4%+20.9%-8.5%

Top 10 Click & Collect Beauty & Personal Care Categories

CategoryClick and Collect $ % Chg
False lashes+143.0%
Hand/arm body lotion +119.6%
Bath additions & treatments+114.7%
Fragrances+96.9%
Aftershave and beard treatment +89.9%
Hand sanitizer+83.3%
Facial skincare+80.5%
Nail manicure and pedicure tools+79.2%
Face contour/highlight+77.7%
Hair growth treatment +77.5%