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After seven years of tracking the beauty path to purchase through our proprietary Glimmer research, one thing is clear: the shopper navigating beauty in 2026 is more deliberate, more deal-savvy, and more in control than ever before. While still very passionate about the category, beauty consumers now know what they want, know a sale is coming, and pay close attention to value.

Our Beauty Buying Now 2026 report delivers the data and perspective beauty brands need to understand today’s beauty consumer—and to reach her.

In this report, we answer questions like:

• Where are consumers converting most—and why do they choose their preferred retailers?
• How are they discovering new products, and who do they actually trust?
• What's driving purchase decisions at shelf and online?
• What subcategories within beauty claim the largest share of her wallet, and where won’t she cut back?

Our Beauty Buying Now report answers these essential questions and more, providing the insights that can propel your brand forward in this beloved—but highly competitive—category.

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