Importantly, Mills said efforts to tap into the beauty-health-wellness blur must happen both in-store and online, noting online will be a “significant contributor” to global beauty retail growth in coming years as integration of technologies like Artificial Intelligence (AI) and Augmented Reality (AR) widens.

Experience-led retail will also be central to success, Cryer explained. Outform data shows 70% of beauty shoppers believe testing products drives purchase and 78% are more like to buy if they can try in-store first. “Beauty retail is entering a new era–one defined not by channels but by connection,” she said. “Shoppers are more informed, more intentional and more demanding than ever. They want clarity, confidence and creativity, and they want it across every touchpoint.” 

For retailers, though, Mills added that it will be key to strengthen global supply chain networks amidst such dynamics. “Adopting shorter supply chains has emerged as a key strategy for success, particularly in the face of global market disruptions, including tariffs, political instability, and natural disasters,” she said. Diversifying suppliers will also be important, she said, reducing over-reliance on single countries or areas. The goal for retailers, she said, has to be building “more resilient supply chains” that offer greater flexibility but also keep costs stable, for both businesses and consumers.