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Retailer-owned beauty lines are fast becoming a key driver of customer loyalty, brand differentiation and growth, particularly amid current economic instability led by rising inflation, recession and Trump’s tumultuous tariffs.
According to intelligence platform Daash, the average price point for a prestige beauty product jumped 11% between May 2024 and May 2025, a hike of US$3.94 to reach $40.27.
And in the UK, mass beauty products are also becoming more expensive: Kantar data notes that the average price currently stands at £8.22, up £2 per pack compared with five years ago. It is little wonder that own-label products, which can be 20-30% cheaper than branded products, are proving an increasingly attractive alternative for consumers.
Mintel says in its UK Private Label BPC Consumer 2025 report that “A challenging economic environment has created an engaged private label consumer, with 60% of private label beauty and personal care buyers wanting to see more options in the smaller stores of larger retailers.”
And data from a 2025 report by NielsenIQ reveals that 75% of consumers say that private label products offer good value, and 72% view them as strong alternatives to national brands. Beauty retailers are increasingly leaning into this momentum, creating ranges of affordable products, backed by exhaustive consumer data, to position themselves as authorities in product, not just the retail experience.
Boots has nearly 3,000 own-brand products, Sephora’s make-up and skin care line, Sephora Collection, comprises 502 SKUs, and Space NK offers 101 own-brand items, spanning tools, accessories, body care and home fragrance.
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