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Store Brand Beauty Business is Booming
Skin care, hair care, fragrances are among thousands of products on exhibit at
PLMA’s 2025 “Store Brands Marketplace” Private Label Trade Show, Nov. 16-18
NEW YORK (August 5, 2025) - Private label beauty product sales are radiant, reaching $3.8 billion in sales in all outlets last year, a 4% increase from the previous year, according to PLMA’s Circana Unify+ data.
Store brand sales growth has continued well into this year. Dollar sales of women’s fragrances soared 53% to $161.8 million and units climbed 40% for the 52 weeks ending July 13 vs year-ago sales. For the same period, hair conditioner dollar sales jumped 81% to $44.3 million, while units grew 30%; and bath fragrances/bubble bath, +21% in dollars to $33.7 million, +32% in units. Skin care is up 7% in dollar sales to $288.5 million, while units moved +0.3%.
Lotions, oils, skin care products, fragrances, haircare, men’s grooming and many other new and trending nonfood categories will join thousands of foods, beverages and wine & spirts on display at PLMA’s 2025 “Store Brands Marketplace” Private Label Trade Show, Nov. 16-18 in Chicago. Registration is open at storebrandsmarketplace.com.
The Show will feature 35,000+ products, 3,100 booths, and 2,000 exhibitors from 65 countries, making it the largest event of its kind.
“Beyond food and beverages, visitors will see an exciting lineup of nonfood offerings at the Show, ranging from vitamins to kitchenware,” said PLMA President Peggy Davies.
Store brand HBC products are rising in popularity as shoppers seek out high-quality, convenient, innovative products at a reasonable cost. Examples of store brands include the new Real Root line by Sprouts, which includes premium body care, hair care and personal care items.
Also on the Show floor: Self-Care & Wellness products like facial masks, fragrances, suncare and essential oils to in-home spa products and much more.
Likewise, dietary supplements - vitamins, minerals, botanicals and probiotics - are more popular than ever. New store brands in this space include California Gold Nutrition hair multivitamins from online wellness retailer iHerb; and Premier Collagen beauty supplement line from GNC.
In other areas of nonfoods, there will be a focus on essentials like OTC medicine, skin and sun care, school and office supplies, baby food and accessories, kitchenware, household goods, general merchandise, first aid, nail care and much more.
And there will be plenty of products for Fido: Pet food, treats and accessories will be on display for our furry friends and other pets. New store brands in the pet department include Pure Wonder by Best Choice from AWG Brands, the private brands program of Associated Wholesale Grocers. The line includes food and essentials for dogs, cats, and birds.
CLICK HERE or visit storebrandsmarketplace.com for information about the Show.
About PLMA
The Private Label Manufacturers Association (PLMA) is a non-profit trade organization founded in 1979 to promote the store brands industry. With executive offices in New York and International Council offices in Amsterdam, PLMA represents more than 5,200 member companies worldwide. In addition to the Annual Private Label Trade Show in Chicago and World of Private Label International Trade Show in Amsterdam, PLMA provides annual conferences, executive education and professional development opportunities. An advocate for the industry, PLMA created Store Brands Month, a nationwide collaboration of retailers, wholesalers, and private label suppliers, promoting store brand products to the country's grocery shoppers. The month-long event focuses on increasing consumer attention to the quality, value and innovation of store brand products across all categories within brick and mortar and online retail formats. For more information, visit plma.com, plmainternational.com, and follow PLMA:
