Major national beauty brand closes three-quarters of its stores [Yahoo! Finance]
LVMH-MOET H/L/V UNSP/ADR (LVMUY)
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Source: Yahoo! Finance
However, as with many other consumers, price and availability play a key role in my beauty habits. That's why I have “backup” brands I turn to when needed. Industry data suggest that 40% of consumers will do the same and choose another brand when their brand of choice is unavailable at their usual store, according to 2023 data by Aytm: Secrets of Skincare & Brand Switching The same report indicates that more than 60% of shoppers are at least somewhat likely to switch brands, motivated by price, variety, personal needs, and preferences. This is just one of several challenges both direct-to-consumer (DTC) brands and beauty retailers have faced over the last few years. Key cosmetic industry challenges: Market saturation: 54% of beauty executives identify “ uncertain consumer spending ” and market saturation as the greatest risks to growth in 2026, according to THG Commerce's 2026 Beauty Report Customer behavior shift: Consumers are moving away from trends and are increasingl
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