The health and beauty category is one of the fastest-growing in the DTC space. Much of that can be attributed to the power of social media influencers and YouTube beauty tutorials, which reliably point consumers in the direction of their next favorite brands. A combination of strong brand awareness and trust in their online idols convinces more consumers than ever before to purchase products without ever needing to interact with them physically.
Beauty, health, and personal care comprise 11% of online retail sales. According to Entrepreneur, the rapid success of health and beauty brands is attracting major companies interested in acquiring up-and-coming online companies. Insider Intelligence forecasted ecommerce sales for digitally native brands to grow from $38.22 billion in 2022 to $51.69 billion in 2024.
While the overall health and beauty category is exhibiting an impressive upward trajectory, some of the fastest-growing sub-categories in health and beauty include:
Within those categories, a few health and beauty brands truly stand out in the crowd. Let’s examine them in more detail.
With international recognition, Bath & Body Works sells “gifts & goodies,” including fragrance, body, and bath products. The brand is also known for its seasonal creations that keep fans coming back for a mix of their favorites and limited edition items to add to their collection or gift around the holidays.
An article in The Washington Post described the company’s incredible ability to endure even while the rest of the stores around them were struggling. One analyst credits the brand’s focus on constantly changing assortments of candles, shower gels, and hand creams at prices that shoppers of all ages could consider “affordable indulgences.” The products represent small investments in immediate happiness, and the brand’s look, packaging, and shopping experience represent that.
When taking a look at Bath & Body Works’ Brand Report on Charm.io, a few metrics stand out:
The company also demonstrated an impressive 53% growth in Tiktok followers and expanded its online resellers by 76% over the past 12 months.
Compared to other health and beauty brands, Bath & Body Works uses an impressive array of technologies. Charm.io’s Tech tab within the Bath & Body Works Brand Report shows a breakdown of the type of tech that each company uses. With a tech suite of 25 solutions ranging from Google Analytics to retargeting, email marketing, CRM, SEO, customer retention, and fraud protection tools, Bath & Body Works appears to lean on purpose-built tech solutions as a core part of its strategy.
In November 2021, R.E.M. made its debut in the glamorous world of celebrity-owned beauty brands. Ariana Grande is at the helm of the latest sensation in the health and beauty category, sporting a range of go-to products like eyeliner, false lashes, highlighter, plumping lip gloss, and more. With an emphasis on hyper-cool sci-fi-looking packaging and releasing products in “drops,” similar to streetwear fashion brands, R.E.M. Beauty is paving a new path in the health and beauty category.
When you glance at Charm.io’s Brand Report for R.E.M. Beauty, a few metrics stand out:
Social Numbers:
In the past three months alone, R.E.M. Beauty has seen a 56% increase in monthly website traffic and a 24% increase in online ads. The company has continually increased its investment in advertising since its launch last November. R.E.M. has also invested in key technology tools focused on retargeting and recovering orders from abandoned carts. Its use of the Tiktok Pixel for ads and retargeting may be responsible for the company’s typical 23–26% quarterly growth rate on the platform.
Florasis has developed a truly unique brand with its ornately designed products and packaging. Each of its products incorporates floral essences with a functional purpose like moisturization. The brand intends to promote traditional Chinese culture. Representing the “Eastern beauty universe,” Florasis was founded in Hangzhou, China, in 2017.
The Florasis Charm.io dashboard reveals the following information:
Social media scores:
We can learn from Charm.io’s Brand Report that Florasis is on the way up. With a substantial investment in tech and creative marketing strategies, like affiliate programs and strategic product bundling, Florasis appears unafraid to reach for innovative solutions to accomplish its growth goals.
Dossier is a Brooklyn-based company dedicated to creating a fairly-priced alternative to luxury perfumes. The brand launched in 2018 and quickly gained the attention of the fashion and beauty media, like Who What Wear, which stated the following in its May 2022 article.
“The brand is low-key serving us the best of all worlds when it comes to fragrance: transparency, craftsmanship (with every bottle, you’re receiving the highest-quality perfume sourced from Grasse, France), clean formulas (fragrances are vegan, eco-friendly, and 100% nontoxic and cruelty-free), sustainable and green (Dossier even gives returned bottles to charity), and anti-snob access that allows the masses to enjoy more affordable iterations of some of the most loved scents in the business.”
Here are some of the standout metrics in Dossier’s Charm.io profile:
Notably, Dossier is leading in this list with a tech suite of 38 different tools. Some that jump out are in the realms of creating social proof, workflow automation, product reviews, product feeds, preorders, order subscriptions, and fraud protection. These join the ranks of the standard email marketing, CRM, and retargeting tools leveraged by other brands in this list. It seems clear that Dossier is not only innovating in its space but is also adopting next-generation technologies, like automation, which is a hot topic for business growth across industries.
The final company on our list is one out of Mumbai, India, devoted to delivering expert-backed wellness solutions for men’s concerns, including hair, weight, hygiene, and sleep. Their products range from gummies with various nutritional benefits (like multivitamins, omega-3s, and a mix focused on weight loss) to melatonin strips for sleep and hair oils.
The company has racked up an impressive presence on Instagram, growing over 202% in the past year. They are quick to update their ads with new creative every 4–10 days, keeping the ad experience fresh for audiences throughout India and Pakistan.
Here are some of the notable metrics for Man Matters on the Charm.io platform:
With the health and beauty category continuing to grow rapidly, opportunities are wide open for players that can master relationships with their audience, build crucial affiliate partnerships, and bring to market a fresh take on products that will keep consumers engaged. It’s becoming increasingly clear that social media and a robust tech suite aimed at supporting a company’s growth are crucial to ongoing success.
By using the in-depth insights provided by Charm.io, you can discover in-depth insights on these health and beauty brands as well as any DTC company. With user-friendly dashboards and reports, Charm.io’s leading ecommerce intelligence platform makes it easy to prospect, conduct brand research, and gather contact information for influential team members within each organization. Click the link to sign up and start free today.