Beauty and personal care marketing has moved to the digital shelf

A category growing 10% a year is also the category where the route to purchase has moved: online beauty sales grow nine times faster than in-store, half of US social shoppers have bought beauty through creator content, and 56% of executives expect value-for-money scrutiny to define the coming years. Winning brands are not chasing every platform; they are rebuilding the marketing operating model, governing spend across retail media, social and store as one, and holding every partner to measurable value. VA helps beauty and personal care leaders orchestrate that ecosystem, optimise the media budget and prove ROI.