Beauty Retail Trends to Watch in 2023: Embracing Sustainability, Eco-Friendly Practices, and Personalization

The global health and beauty retail market, particularly in the realm of cosmetics, has witnessed remarkable growth since the challenges brought about by the pandemic in 2020. Forecasts indicate that this upward trajectory is set to continue, with the market projected to surpass $100 billion globally by the close of 2023. Amidst this flourishing landscape, health and beauty retailers have a golden opportunity for substantial growth, provided they remain finely attuned to the prevailing market trends.

As we navigate the landscape of 2023, several prominent trends are poised to reshape the health and beauty retail industry. These trends possess the potential not only to captivate consumers but also to propel retailers towards unprecedented success.

Sustainable and Eco-Friendly Products: Nurturing Beauty and the Planet

An essential transformation sweeping through the health and beauty retail sector is the surge in demand for sustainable and eco-friendly products. In the age of conscious consumerism, shoppers are increasingly gravitating towards products that align with their ethical values and contribute positively to the environment.

Essential oiled being poured on the palm of a hand.

Forward-thinking retailers that actively embrace sustainability by curating and offering eco-friendly beauty products are likely to garner a loyal and eco-conscious customer base. This trend presents a unique opportunity for those who buy wholesale makeup to sell, enabling them to align with consumer preferences while contributing to a greener planet.

This shift goes beyond the product itself; it encompasses sustainable packaging, responsible ingredient sourcing, and reduced carbon footprints. Retailers are delving into innovative ways to minimize waste and introduce refillable and recyclable packaging options, thereby redefining the beauty shopping experience.

Personalization: Crafting Bespoke Beauty Experiences with Proven Success

In the era of digitalization, consumers are seeking personalized experiences that cater to their unique preferences and needs. Personalization has become a powerful tool for health and beauty retailers to enhance customer engagement, loyalty, and overall shopping experience.

Customized Product Recommendations: Leverage data analytics and AI-driven technologies to offer personalized product recommendations based on customers' skin type, concerns, and preferences. This tailored approach can guide customers towards products that best suit their individual needs.

Interactive Virtual Try-Ons: Virtual reality and augmented reality technologies enable customers to virtually try on makeup products before making a purchase. Integrating these features into your online platform enhances customer confidence and reduces the uncertainty associated with online shopping.

Subscription Services: Subscription-based models provide a consistent supply of beauty products tailored to customers' preferences. Offering curated subscription boxes can foster a sense of excitement and anticipation among customers while ensuring repeat business.

An illustrative example is Proven, which made its debut on Sephora's online platform in January. Building on its digital triumph, Proven is expanding its skin care personalization technology to ten Sephora brick-and-mortar locations in the United States.

At the heart of Proven's in-store experience is an interactive skin care personalization encounter. Customers engage by scanning a QR code to embark on Proven's 3-minute Skin Genome Quiz. Proven's algorithm analyzes responses to select optimal ingredients for each individual, crafting personalized skin care formulations that are then delivered to shoppers' homes.

A person washing their hands.

Remarkably, Proven's adaptability extends beyond the initial purchase. The brand can modify customers' formulations every eight weeks to accommodate changing seasons, evolving skin needs, geographical transitions, aging, and even pregnancy.


As we navigate the dynamic landscape of 2023, health and beauty retailers are presented with a remarkable opportunity to not only meet but also exceed consumer expectations. By embracing trends that spotlight sustainability, eco-friendly practices, and personalization, retailers can forge deeper connections with their customers, shaping a future where beauty isn't just a product but a meaningful and impactful journey.

In this transformative era, the amalgamation of sustainable practices and personalized experiences serves as a beacon of success. For those who buy wholesale makeup to sell, aligning with these trends not only addresses consumer demands but also provides a platform for growth and success in a thriving industry. As health and beauty retailers align with these trends, they position themselves at the forefront of an industry evolution, where beauty resonates on both personal and profound levels.