ENTREPRENEURSHIP
Amid Beauty's Languishing Loyalty, Here's What Brands Are Doing To Keep Notoriously Fickle Customers
Data from NielsenIQ shows that beauty brand loyalty has plummeted 20% in the last two years. As evidence of the lack of loyalty, the market research firm notes 90% of purchases on Amazon, expected to be No. 1 beauty retailer in the United States this year, are unbranded. In an environment
…
Rachel Brown·April 7, 2025·1 min read
The 30-second read
Data from NielsenIQ shows that beauty brand loyalty has plummeted 20% in the last two years. As evidence of the lack of loyalty, the market research firm notes 90% of purchases on Amazon, expected to be No. 1 beauty retailer in the United States this year, are unbranded. In an environment where consumers are constantly switching brands, brands that inspire loyalty are more valuable than ever.
Looking into how beauty brands are trying to keep fickle customers, for this edition of our ongoing series posing questions relevant to indie beauty, we asked 29 brand founders, executives and consultants the following: What tactics have you tried to engender loyalty? What were the results? Are there other tactics you’re considering?
The players
2 mentionedBrand
AS Beauty
Founded2019
HQNew York, New York, United States
Revenue Range$150M+
Retailer
Amazon
Continue reading
ENTREPRENEURSHIP
Lilac St. Brings In New CEO As It Eyes $20M In Sales
3 min · Emma Sandler
ENTREPRENEURSHIP
The War In Iran Is Straining Both Beauty Indies And Conglomerates
5 min · Taylor Bryant
ENTREPRENEURSHIP
The Everlane Example: Lessons From The Once-Darling DTC Brand Selling (Out) To Shein
2 min · Erica La Sala