IB: Within the last year, what has been the top category and top brands among consumers?
AI: The industry looks to be seeing an acceleration in both the skin care and fragrance categories. We see customer interest in brands like EltaMD, Clarins, Lancome, Fresh, La Roche-Posay, The Ordinary, Clinique and CeraVe. Some other brands we’ve seen gaining traction especially on social media are L’Oreal, Dior, Chanel, MAC, YSL, Australian Gold, helena rubinstein and Kim Chi Chic. There’s a great mix of old and new brands as well as classic and contemporary formulas.

IB: Has there been a noticeable shift in how or when consumers are making their purchases?
AI: There appears to be a continued shift to mobile, and in the last year there’s been a lot of buzz around social commerce. We’re seeing it in real life. These social platforms are allowing for discovery where you can get away from an auction model where competition can make the ad spend inefficient.  I think it’s only getting started.

IB: Can you share your predictions on what the top categories and brands for consumers will be in 2025?
AI: Anti-aging and skincare is going to lead the pack again, and we’ll see continued and expanded interest in “clean” beauty; products without fragrances, dyes, parabens, and other chemicals as well as products that are derm-approved, cruelty-free, hypoallergenic and non-comedogenic. 

IB: How will shopping habits change from 2024 to 2025?
AI: More unisex-aimed brands—like Dedcool and KimChi Chic—will grow in popularity. While we didn’t know how they would do when we first added them to our site, those brands had some of our best-selling products of 2024, and unisex or non-gender-specific brands have seen slow but steady growth. The decrease in alcohol and wine sales at the beginning of 2025 hints at the continued shift in priorities for Americans and especially the younger generations, and more socially and environmentally-conscious brands will see this as a tailwind for demand.

IB: Will social commerce continue to rule in the beauty space for 2025?
AI: Absolutely, and beyond. The convenience of being able to quickly purchase something you just saw from someone you follow is a game-changer. It’s not all roses, however.  The increase in social media shops having trouble regulating fake or duped brands and products can erode customer trust, so they will need to be hyper diligent to build and maintain those customer relationships.

IB: How has social commerce changed the way consumers purchase and choose their products?
AI: It just makes discovery so much easier.  Even if a person is not in shopping mode, a creative story can move that person through the AIDA funnel (Awareness, Interest, Desire, Action) in seconds, when it used to take days, weeks or months!

IB: Personalized shopping and utilizing AI in customer engagement are becoming prevalent in how consumers are picking products. How does eCosmetics plan to keep up with these platforms?
AI: We’re constantly seeking new ways to leverage technology to enhance the shopping experience for our customers. AI for our site and communication platforms for personalized product recommendations holds promise, especially when you’re selling hundreds of thousands of SKUs.  I’ve found the best way to keep up with these platforms is to take the demos. You never know what you’ll learn.