One Year In: What We’ve Built,Where We’re Headed
When I launched Retail Brand Discovery a year ago, it wasn’t with a grand business plan or a media blueprint — instead it was with the simple belief that discovery still matters and trade media is (or must) evolve. That in a world of endless digital noise, there’s still value in connecting people who make things with people who put things on shelves.
Twelve months later, that belief feels stronger than ever.
In our first year, Retail Brand Discovery has become more than a digital magazine. It’s a bridge.
We’ve shared new ideas from across the industry from OTC to HBC, Vitamins & Nutrition and general merchandise, and given voice to emerging brands who might otherwise go unseen. We’ve expanded into podcast conversations that
AS WE STEP INTO OUR SECOND YEAR, MY GOAL IS SIMPLE: KEEP BUILDING. KEEP DISCOVERING. KEEP HELPING BRANDS AND RETAILERS FIND EACH OTHER IN MEANINGFUL WAYS.
bring brand stories to life, and a sampling platform that puts innovation into the hands of retailers.
And what’s been most rewarding isn’t the content — it’s the connections. Watching a retailer discover a brand for the first time. Hearing a supplier say they finally felt seen. That’s why this publication exists.
It’s also been a year of growing. I’ve learned how much the industry has changed and how much it still needs the kind of clear and trusted commu-
nication that trade media once offered. I’ve learned that attention is earned, not bought, which makes our editorial so refreshing. And I’ve learned that relevance is what matters. It’s not about “my brand, blah, blah, blah” it’s what solves a problem or creates an opportunity for the retailer and their consumer. To put a paraphrase to the adage, ‘it’s not you it’s me’ is better stated “It’s not about me, it’s about your consumer”.
As we step into our second year, my goal is simple: keep building. Keep discovering. Keep helping brands and retailers find each other in meaningful ways. You’ll see that reflected in what’s planned in 2026, new collaborations, deeper insights, and editorial from industry leaders.
To everyone who has been a part of year one -Thank you. You’ve help prove that discovery and connecting still matter and
that our industry still thrives on relationships built on trust and shared purpose.
For everyone who’s read, shared, supported, or simply believed in this mission, thank you.
Chris Stanton Publisher chris@themosaicgroup.org
Larissa Jensen, senior
Proven Growth Driver
Scented sachets account for up to 25% of home fragrance sales and can generate 7+ figures annually.
Manufactured in the USA
Delivering high-quality products with reliable, short lead times.
Category Gap Filler
Scented sachets do the jobs and provide solutions that candles and sprays can’t.
Partner for Success
We provide merchandising tools, marketing assets, and proven strategies.
Always Fresh
Seasonal, trend-forward designs keep shelves relevant and shoppers coming back.
IN 40,000 RETAIL DOORS, INCLUDING:
JAN
1/11/2026-1/14/2026
Everyday and Holiday Cosmetics, Skin, Fragrance & Bath Session
Sheraton Dallas Hotel, Dallas, TX
1/12/2026-1/15/2026
Cough, Cold, Preventative & Allergy Session
Sheraton Dallas Hotel, Dallas, TX
1/18/2026-1/20/2026
NACDS Regional Chains
Bonita Springs, FL
1/21/2026-1/22/2026
On & Off Premise Adult Beverage, Winter Session
Held Virtually
1/21/2026-1/22/2026
THC & Hemp Beverage Session
Held Virtually
1/21/2026-1/24/2026
FMI Mid Winter
Chula Vista
FEB
2/1/2026-2/4/2026
European Colour Cosmetics and Fragrance Session
Hilton Prague, Prague, Czech Republic
2/1/2026-2/4/2026
European Skin, Bath, Hair & Sun Care Session
Hilton Prague, Prague, Czech Republic
2/2/2026-2/4/2026
Convenience Session
Hilton Sandestin Beach Golf Resort & Spa, Destin, FL
2/3/2026-2/5/2026
Hardware & Automotive Session
Hilton Sandestin Beach Golf Resort & Spa, Destin, FL
2/3/2026-2/5/2026
Impulse, Front-End & Checklane Session
Hilton Sandestin Beach Golf Resort & Spa, Destin, FL
2/3/2026-2/5/2026
Outdoor, Seasonal and Garden Session
Hilton Sandestin Beach Golf Resort & Spa, Destin, FL
2/9/2026-2/12/2026
Educational Supplies & Furniture Session
Hilton Sandestin Beach Golf Resort & Spa, Destin, FL
2/10/2026-2/12/2026
Total Wellness: GLP-1, Weight Management, Nutrition & Vitamin Session
Hyatt Regency Chicago O’Hare, Rosemont, IL
2/15/2026-2/17/2026
Beverage, Winter Session
Hyatt Regency DFW, Dallas-Fort Worth, TX
2/15/2026-2/18/2026
Candy Planning: Christmas & Halloween Session
Hyatt Regency DFW, Dallas-Fort Worth, TX
2/16/2026-2/17/2026
Coffee, Tea & Cocoa, Winter Session
Hyatt Regency DFW, Dallas-Fort Worth, TX
2/17/2026-2/18/2026
Baking, Spices & Breakfast Foods, Winter Session
Hyatt Regency DFW, Dallas-Fort Worth, TX
2/17/2026-2/18/2026
Canned, Dry & Boxed Foods, Winter Session
Hyatt Regency DFW, Dallas-Fort Worth, TX
2/17/2026-2/18/2026
Condiments, Sauces & Spreads, Winter Session
Hyatt Regency DFW, Dallas-Fort Worth, TX
2/17/2026-2/19/2026
Snack, Winter Session
Hyatt Regency DFW, Dallas-Fort Worth, TX
MAR
3/16/2026-3/18/2026
CHPA Self Care Leadership Summit Orland, FL
APR
4/18/2026-4/21/2026
NACDS Annual Meeting
Palm Beach, FL
4/20/2026-4/22/2026
Private Label Health & Beauty Care Session
www.expowest.com
Hyatt Regency Chicago O’Hare, Rosemont, IL
www.nacsshow.com
www.fmi.org.org
NACDS Total Store Expo
The NACDS Total Store Expo remains one of the most important events in the retail healthcare industry—bringing together retailers, suppliers, and service partners from across the country. Held this August in San Diego, the show provided a dynamic backdrop for relationship-building, new product discovery, and the exchange of ideas that continue to shape the future of mass retail.
The Great Patch Boom
How Acne Care Got Its Glow-Up
By Chris Stanton. Product reviews by Cate Scott-Dewar.
Walk down any CVS, Walgreens, or Target beauty aisle and you’ll see it — a sudden explosion of tiny, translucent circles promising overnight results. Once a niche Korean skincare import, pimple patches have officially gone mass.
A few years ago, acne care meant cleansers, toners, and the occasional spot treatment. For teens it also meant hiding out at home it till the pimple went away! Today, it’s a merchandising moment. From Hero Cosmetics and Star Face to newer entrants like Just For Teens, and Peach Slices, retailers are dedicating full sections even endcaps for a product once sold online or in specialty beauty.
I recently stopped into a CVS and counted at least six different patch brands; a reminder of how fast the category has evolved. Circana lists US Acne Treatments at $1.6b, up 7% over previous year and Acne Patches are responsible for 45% of all Acne Treatments. What’s driving this growth isn’t just innovation in hydrocolloid materials; it’s a cultural shift in how consumers talk about skin. Acne is no longer something to hide — it’s something to treat visibly, and sometimes even proudly.
From Concealment to Confidence
Gen Z and younger millennials have reframed acne from embarrassment to em-
powerment. Social media influencers now wear pimple patches on camera. Starface turned its star-shaped patch into a fashion statement. The conversation has moved from “covering it up” to “healing it honestly.”
That shift has opened the door for both heritage skincare players like Neutrogena and L’Oréal and indie disruptors like Curology and Peach Slices. Retailers see it too — the category is turning fast, and it fits perfectly in the self-care narrative that’s driving HBC overall.
BRANDS ARE LEARNING THAT TRANSPARENCY, BOTH IN INGREDIENTS AND MESSAGING, MATTERS AS MUCH AS RESULTS.
Innovation at the Surface Level
What makes patches interesting is how they blend clinical efficacy with cosmetic appeal. Traditional hydrocolloid patches absorb fluid and protect from bacteria. Newer versions are incorporating micro-dart technology, salicylic acid, niacinamide, and even retinol — merging dermatology and design.
For retailers, the SKU growth has been swift and welcome. Hero’s Mighty Patch, for example, now includes sub-lines for
dark spots and surface blemishes. Starface and Peach Slices are expanding into body patches. Legacy brands like Panoxyl and Clearasil are entering the format. All driven by K-beauty pioneer brands like OOTD and Mixsoon. Proof that patches are not a fad, but a format.
A Category Within a Category
Acne care has always been a top-ten subcategory in HBC, but patches are giving it new life. Their small size, high turns, and strong impulse appeal make them a perfect fit for endcap rotation and digital features. They’re also subscription-friendly online, a rare crossover between DTC and mass.
Retailers are responding. CVS and Walgreens have both widened their facings, while Target’s “Derm Solutions” section now positions patches alongside serums and masks, a sign that acne care is evolving into beauty care.
What’s Next
Expect the next wave of innovation to move beyond the face with back, chest, and scalp patches — and a stronger connection between acne and mental wellness. Brands are learning that transparency, both in ingredients and messaging, matters as much as results.
For mass retail, the opportunity is clear: this isn’t just a category refresh. It’s a format revolution. What began as a latenight TikTok trend is now a full-fledged aisle strategy: small circles with big impact!
The Mighty Patch Original generates exceptional customer satisfaction that translates directly to repeat purchases and brand loyalty. Customers consistently report feeling relieved and confident when breakouts visibly flatten overnight, with many describing the product as a “lifesaver” for last-minute events. The frustration-free experience—easy application, reliable adhesion, and gentle removal without irritation—creates enthusiastic word-of-mouth that drives new customer acquisition. Shoppers particularly appreciate waking up to clearer skin without harsh chemicals or drying effects, making them feel empowered in their skincare routine. The medical-grade hydrocolloid technology—the same material used in wound care—provides credibility that justifies the premium price point. The convenient perforated sheet packaging boosts customer satisfaction by being easy and discrete, leading to customers often purchasing multiple packs to keep stocked at home and on-the-go, ensuring strong sell-through rates and healthy margins for retailers.
Item Form: Dual-Size
Hydrocolloid Adhesive
Patches
Scent: Fragrance-Free, Hypoallergenic Formula
Brand: PanOxyl
Product Benefits: Advanced Blemish Protection, Accelerated Healing, Absorbs Impurities, Prevents Picking & Scarring, Gentle Spot
Treatment
Skin Type: Universal
(All Skin Types & Ages, Dermatologically Suitable)
Brand: Clearasil
Item Form: Advanced
Hydrocolloid Patch
Material: MedicalGrade Silicone
Hydrocolloid
Number of Items: 3
Packs
Product Benefits: Creates Optimal
Healing Environment, Protects Against Bacteria, Absorbs
Secretions, Reduces Scarring Risk, NonDrying Overnight
Treatment, FSA/HSA
Eligible
We recognize PanOxyl Acne Patches as a high-satisfaction product that builds exceptional customer loyalty through reliable performance. Shoppers express relief when these patches accelerate healing overnight, protecting blemishes from picking while absorbing impurities. Customers particularly value the dual-size option, which addresses different breakout types and creates a personalized experience that keeps them coming back. The thicker hydrocolloid construction provides superior protection and absorption compared to competitors, justifying premium positioning while still delivering strong perceived value. Made in USA certification and a clean formula free from parabens, fragrances, sulfates, dyes, and latex resonate with health-conscious consumers seeking trustworthy solutions. The gentle, natural healing approach appeals across all age groups and skin types, while also expanding your customer base for anyone with sensitive skin. With below-average returns and consistent repurchase patterns, this product delivers dependable inventory turnover and healthy profit margins for forward-thinking retailers.
Starface Hydro-Star + Salicylic Acid patches create unprecedented customer excitement through their signature star shape and refillable compact design. Shoppers report feeling empowered and confident wearing these playful yet effective patches, transforming acne care from a hidden frustration into a positive, fashionable self-care moment. The combination of hydrocolloid technology with 1% salicylic acid delivers dual-action results that visibly shrink spots while unclogging pores, generating enthusiastic testimonials and social media buzz that drives organic brand awareness. Customers particularly love the adorable blue compact with mirror, making it a giftable item that encourages impulse purchases and appeals to younger demographics. The refillable system creates a built-in repurchase cycle, ensuring customers return specifically to your store for refills. With vegan, crueltyfree, dermatologist-tested credentials and eye-catching shelf presence, this product captures attention, builds community, and delivers consistent category growth for savvy retailers.
Item Form: Star-Shaped Hydrocolloid Patch with Salicylic Acid
Scent: Unscented, Clean Formula
Brand: Starface World
Product Benefits: Visibly Shrinks Spots, Unclogs Pores, Dissolves Dead Skin
Cells, Absorbs Fluid, Reduces Redness, Refillable System
Skin Type: Suitable for Dry Skin
(Dermatologist Tested, Vegan, Cruelty-Free)
Our team recognizes Neutrogena Stubborn Acne Patches as a powerhouse SKU leveraging one of skincare’s most trusted brand names to drive immediate customer confidence and sales. Shoppers express deep satisfaction with the dermatologist-developed formula, reporting relief that a recognized authority in acne care has validated these patches as safe and effective. Customers particularly appreciate the visual feedback system—patches turning white as they absorb fluid—which provides tangible proof of effectiveness that builds trust and encourages repeat purchases. The non-medicated, gentle approach resonates with cautious consumers seeking acne solutions without harsh actives, expanding your addressable market beyond just severe acne sufferers. What makes this product uniquely valuable is the flexible sizing system with small circles and triangular shapes that target specific facial zones from nose to cheeks, creating a premium problem-solving experience. The Neutrogena brand authority commands shelf presence and consumer recognition that converts first-time buyers, while the dermatologist-developed credibility and proven overnight results ensure loyalty and consistent inventory turnover.
Item Form: Ultra-Thin Hydrocolloid Patch (Multiple Sizes: Small Circles & Triangular Shapes)
Scent: Unscented, Non-Medicated Brand: Neutrogena
Product Benefits: Absorbs Fluid from Whiteheads, Visibly Reduces Pimple Size, Protective Barrier Against Picking, Discreet
All-Day Coverage, Dermatologist-Developed
Skin Type: Universal (All Skin Types, Gentle for Acne-Prone Skin, No Added Actives)
Clearasil Acne Spot Treatment Patches comes highly recommended as a proven performer that delivers consistent customer satisfaction through trusted brand recognition and reliable results. Shoppers appreciate the confidence that comes from using an established acne care name, with many reporting relief that the patches create an optimal healing environment while protecting against bacteria. Customers particularly value the nondrying formula that works gently overnight without causing irritation, making it suitable for daily use and encouraging habitual purchasing. What distinguishes this product is its FSA/HSA eligibility, expanding your customer base to include health-conscious shoppers seeking reimbursable wellness solutions. The three-pack format encourages larger basket sizes while the below-average return rate confirms strong product performance. Stock this trusted brand to capture both loyal Clearasil customers and new acne care shoppers seeking dependable, medically-oriented solutions.
Item Form: Ultra-Thin
Hydrocolloid Patch
Scent: Unscented, FragranceFree Formula Brand: Curology
Product Benefits: Fast Oil & Pus Absorption, Conceals Spots, Sweat-Proof Protection, Weightless Feel, Makeup-Friendly, Clinically Proven Results
Skin Type: Universal
(All Skin Types including Oily, Dermatologist-Tested, Sensitive Skin Safe, Vegan, Cruelty-Free, Leaping Bunny Certified)
Item Form: Hydrocolloid
Adhesive Patch
Scent: Fragrance-Free
Brand: Mighty Patch
Product Benefits: Fast-Acting Blemish Treatment, Overnight Acne Relief, Prevents Picking & Scarring
Skin Type: Universal (All Skin Types, Dermatologically Tested)
We find Curology Acne Patches generate exceptional customer satisfaction backed by impressive clinical results that drive confident recommendations. Shoppers report feeling genuinely delighted by the weightless, barely-there feel, with majority confirming the patches are undetectable on skin. Customers particularly appreciate the versatility to wear them under makeup during daily activities or overnight, creating multiple usage occasions that accelerate repurchase cycles. The ultra-thin, sweat-proof design performs reliably across active lifestyles, from workouts to social events, building trust and loyalty. What sets this product apart is the clinically-validated performance data—100% of users experienced no dryness and 88% saw visible results within 8 hours—providing retailers with powerful selling points that convert browsers into buyers.
The dermatologist-tested, vegan, cruelty-free, Leaping Bunny Certified formula appeals to ethically-conscious consumers willing to pay premium prices. Universal skin type compatibility expands your market reach while the Curology brand authority in personalized skincare adds prestige to your acne care section.
RBD identifies Peach Slices Deep Blemish Microdarts as a category disruptor that generates remarkable customer enthusiasm through groundbreaking innovation. Shoppers report feeling amazed by the proprietary 176-microdart technology—more than any competitor—that painlessly self-dissolves to deliver targeted ingredients deep into stubborn blemishes, creating viral word-of-mouth that drives traffic to your store. Customers particularly love the dual-action approach combining hydrocolloid absorption with active ingredient delivery (salicylic acid, tea tree oil, niacinamide, cica, hyaluronic acid), providing premium results that justify higher price points and healthier margins. The science-backed “Melt-Tech” innovation positions your store as a destination for cutting-edge skincare solutions. What makes this product exceptionally valuable is its effectiveness on early-stage and deep pimples, expanding usage occasions and accelerating repurchase frequency.
Item Form: Ultra-Thin Hydrocolloid Patch (Dual-Size: 12 Small, 10 Medium)
Product Benefits: Rapid 3-Hour
Item Form: Advanced Microdart Hydrocolloid Patches
(Sticker-Like Application)
Scent: Unscented, Clean Formula
Brand: Peach Slices (Small Business)
Product Benefits: 176-Microdart Technology, Deep Ingredient Delivery, Rapidly Targets
Stubborn Blemishes, Treats Early & Deep Pimples, NonDrying, Drug-Free, MakeupCompatible
Skin Type: Universal (All Skin Types & Ages, Vegan, CrueltyFree, Alcohol-Free)
Key Ingredients: Salicylic Acid, Tea Tree Oil, Niacinamide, Cica, Hyaluronic Acid
Gunk Absorption, Shields & Targets
Blemishes, Reduces Post-Acne Marks, Invisible Under Makeup, Reinforced Barrier Technology, Day & Night Wear
Scent: Unscented, Dermatologically Tested
Skin Type: Universal (All, Combination, Oily, Sensitive)
Our editorial team identifies La Roche-Posay Effaclar Blemish Patches as a premium performer leveraging dermatologist-recommended authority to drive customer trust and loyalty. Shoppers express profound satisfaction with rapid 3-hour results and ultra-thin, nearly invisible design that works seamlessly under makeup for all-day confidence. What distinguishes this product is the pharmaceutical-grade La Roche-Posay credibility that justifies premium pricing and attracts qualityconscious consumers. The dual-size offering (12 small, 10 medium) provides customized coverage while passionate customer testimonials reveal brand converts abandoning cheaper alternatives after experiencing superior absorption. Stock this dermatologist-trusted solution to elevate your skincare section and capture consumers seeking professional-grade acne care with proven performance.
We recognize CeraVe Hydrocolloid Blemish Patches as a category leader that delivers exceptional customer satisfaction through the #1 dermatologist-recommended skincare brand’s trusted reputation. The clinically-proven performance (95% report no irritation, 94% see reduced blemish appearance) provides retailers with powerful conversion data. What distinguishes this product is the innovative inclusion of three essential ceramides and niacinamide that repair skin barriers while treating blemishes—a dual-benefit approach that justifies premium positioning. The ultra-thin design that blends into all skin tones ensures discreet allday wear, expanding usage occasions. Stock this dermatologist-developed solution to capture healthconscious families and sensitive-skin consumers seeking medical-grade efficacy with proven gentleness and outstanding value.
Item Form: Ultra-Thin
Hydrocolloid Patch (DualSize: 22 Count)
Product Benefits: 3-Hour
Oil Absorption, Blemish Treatment, Skin Barrier
Repair, Prevents Picking, Minimizes Scarring, Blends Into All Skin Tones
Scent: Unscented, FragranceFree
Skin Type: Universal (All Skin Types, Sensitive
Skin Safe, Allergy-Tested, Dermatologist-Developed)
Key Ingredients: 3 Essential Ceramides (1, 3, 6-II), Niacinamide
Item Form: Ultra-Thin Triple Action Power Patch (24 Count)
Material: Medical-Grade Silicone Hydrocolloid
Special Feature: Triple Action Formula—Targets Emerging Pimples, Visible Results in 6 Hours
Color: Transparent (No Color)
Product Benefits: Shrinks
Early-Stage Pimples, Reduces Redness, Soothes Sensitive
Skin, Prevents Picking, Defends Against 5 Signs of Skin Sensitivity
Key Ingredients: Salicylic Acid, CICA (Centella Asiatica), Heartleaf Extract
Shoppers express excitement that Cetaphil’s Fast Rescue Pimple Patch work on non-whitehead blemishes, creating proactive prevention that builds fierce loyalty. The triple-action formula (salicylic acid, CICA, heartleaf extract) delivers visible results in just 6 hours while Cetaphil’s dermatologistrecommended authority for sensitive skin commands trust from cautious consumers who report these outperform pricier competitors. Ultra-thin, highly transparent patches stay secure all night and work seamlessly under makeup. Stock this innovative solution to capture the growing sensitive-skin market and position your store as the destination for dermatologist-trusted acne prevention at accessible drugstore pricing.
NEW HEALTH & BEAUTY
INSIGHTS FROM
Total HBA (Health and Beauty Aids)
HEALTH & BEAUTY Top
Five
The Health & Personal Care category continues to move fast, blending function with fashion in ways that keep both retailers and consumers on their toes. Our reporting team at RBD took a closer look at the innovations and brand stories shaping the space this quarter. There’s no strict formula here — just an instinct, and an eye for what’s connecting right now.
Growth/decline vs. prior year ......... 4%
Top 3 segments (based on $ sales, billions)
WEIGHT CONTROL/ NUTRITIONALS LIQ/PWD
MINERAL SUPPLEMENTS
COUGH/COLD/FLU/SINUS
Top 3 fastest-growing categories
PERFUMES & COLOGNES/ BODY POWDER
Despite economic uncertainty, fragrance trends remain strong as consumers seek out small luxuries to enhance their daily lives. Beauty influencers also play a pivotal role in driving engagement.
LIP GLOSS
Lip Oils are driving growth in Lip Gloss, particularly across value brands appealing to shoppers seeking affordable cosmetics.
SHAMPOO & CONDITIONER COMBO
The rise in popularity of shampoo & conditioner combo packs is driven by mass-market brands that provide value and convenience for a streamlined hair care solution.
• Hero Acne Patches: category’s most innovative
• Kiss Falscara: innovation in an established category
• RoC Eye Repair: RoC consistently brings innovation to skin care
• Dude Wipes: Momentum continues to steam roll ahead. Their line extensions will only add to this dynamic growth.
Next: Lil Dude Wipes!
• Bioré Pore Strips: the OG of face strips, predating patches
Bonus: Target introduced over 2,000 new beauty products and 50 brands.
Click on any profile to find out more!
Just for Teens introduces our Fruit Scented Pimple Patches — designed specifically for preteens and teens seeking gentle, effective skincare. Trendy and in demand, these fast-moving items fill the growing need for teen-focused personal care. Perfect for retailers and distributors looking to expand with products that resonate with today’s youth.
Playboy Condoms isn’t just a name — it’s an invitation to explore, express, and own you and your partner’s desires. Crafted with confidence and designed for those who play by their own rules, we’re here to make every moment unforgettable.
contact: kasey@tnr-usa.com https://www.playboycondom.com/
Aquation XL Soothe Body Cloth is the #1 branded XL body cloth at mass that is truly EXTRA LARGE – 12.5” x 7.5”. Our dermatologist recommended, no rinse formula leaves you feeling clean between showers, after workout, caregiving and more!
SmileyWorld® by O’life Natural combines sustainability with positivity. Our Cylinder Facial Tissues are made from 100% bamboo — tree-free, FSC-certified, and plastic-free. Ultrasoft 3-ply sheets in iconic Smiley designs add color and good vibes to any desk, car, or home. Eco-minded, dust-free, and reusable packaging make smiling the most natural thing in the world.
Founded by the original inventors of the dental flosser, Grin Oral Care is redefining the category with innovation forward, bold, disruptive packaging and clinically superior products. Combining high performance with an Earth Lovin’ ethos, Grin simplifies the buying experience, excites consumers, and delivers growth to oral care aisles and dental offices everywhere. Grin Oral Care – The Brand Everyone’s Lovin’.
Navigating the New Era of Beauty and Wellness
By Larissa Jensen, senior vice president, global beauty industry advisor at Circana
The beauty and wellness markets are becoming more and more intertwined, driven by changing consumer values, lifestyle shifts, and a growing emphasis on holistic health. Recent insights from Circana reveal that U.S. consumers are increasingly integrating beauty into their broader wellness routines, thus redefining what self-care means in today’s market. This evolution extends beyond products — it’s about purpose, experience, and emotional connection. As consumers seek more than surface-level
AS BEAUTY BECOMES INCREASINGLY INTERTWINED WITH LIFESTYLE AND IDENTITY, SUCCESS WILL HINGE ON THE ABILITY TO DELIVER MEANINGFUL, FUNCTIONAL, AND EMOTIONALLY RESONANT EXPERIENCES THAT REFLECT THE EVOLVING NEEDS OF TODAY’S CONSUMER.
benefits, brands are being challenged to deliver solutions that align with deeper personal and health-oriented goals.
One of the most prominent shifts is the rise of wellness as a central pillar of beauty. Consumers are gravitating toward products that support mental well-being, physical health, and emotional balance. This behavior has led to increased demand for multifunctional beauty products, clean and transparent ingredients, and brands that promote authenticity and self-expression.
As an example, hair styling products have emerged as a growth engine in the hair category, outperforming traditional wash and care categories due to their ability to meet consumers’ wellness needs. More consumers report that styling their hair holds greater importance in their wellness routines than applying fragrance or lighting candles. And this sentiment is not isolated to women; male grooming is gaining traction, with adult males becoming more active participants in skincare and personal care routines — an opportunity for brands to expand their reach and relevance.
The omni-channel shopping experience is also reshaping consumer behavior towards beauty and wellness. Shoppers are blending digital and physical touch-points, using online platforms for research and discovery while still valuing in-store experiences for trial and immediacy. This hybrid approach demands
that retailers offer seamless and personalized interactions across channels. Simultaneously, the distinction between prestige and mass market beauty is narrowing. Mass brands are elevating their offerings with premium-like packaging, storytelling, and ingredient quality, making high-performance beauty more accessible to a broader audience.
These shifts across the product, channel, and retail level carry important implications for the future of beauty and well-
ness. Brands must embrace wellness not as a trend but as a strategic imperative, embedding it into product development, marketing, and consumer engagement. Innovation must be purposeful, rooted in consumer insight and cultural relevance. Retailers, in turn, must invest in data-driven personalization and omni-channel agility to meet rising expectations. As beauty becomes increasingly intertwined with lifestyle and identity, success will hinge on the ability to deliver meaningful, functional, and emotionally resonant experiences that reflect the evolving needs of today’s consumer.
Larissa Jensen, senior vice president and global beauty industry advisor at Circana (formerly IRI and The NPD Group), is a recognized expert in the skincare, makeup, fragrance, and hair categories. She travels globally to lend her knowledge of the U.S. and international markets to the beauty industry, which includes the evaluation of new business opportunities for top beauty retailers and manufacturers around the world.
NEW OVER THE COUNTER
INSIGHTS FROM
Total OTC (Traditional OTC)
Top 3 categories (based on $ sales, billions)
COUGH/COLD/FLU/SINUS
ADULT INTERNAL ANALGESICS
ALLERGY
Top 3 fastest-growing categories
LIP BALMS AND TREATMENTS ....... +14%
Up double-digits vs the prior year, LIP BALM/TREATMENT is the top growth driver for Traditional OTC. Growth can be attributed to innovation focused on better-for-you offerings made with plantderived ingredients. New items targeting young and middle-aged men have also contributed to the segment’s growth.
ACNE TREATMENTS
With growth stemming from acne patches, Acne Treatments is the second fastest-growing segment in Traditional OTC. The preferred format provides a quick, discreet, or sometimes stylish solution, for spot treatments. Acne Treatments is among the segments where wellness and beauty connect.
LAXATIVES
Laxatives is one of the fastest-growing segments in Traditional OTC. Growth is fueled by innovation, consumers’ increased focus on wholistic wellness, and individuals dealing with the side effects associated with GLP-1 medications.
OVER THE COUNTER Top Five
OTC remains one of the most quietly competitive categories in retail, where trust welcomes innovation. The RBD team scanned the aisles, the headlines (online headlines!), and the shifts in consumer behavior to identify five OTC products that captured our attention. Each one reflects a subtle evolution — cleaner ingredients, smarter positioning, and a renewed focus on everyday wellness — all part of what’s defining the category today
• Boiron Oscilloccinum: Everyone’s choice for first line of Flu defense
• Water Wipes: 99.9% water, and a drop or two of fruit extracts.
• Oilogic’s Slumber & Sleep: mom’s secret weapon…natural too.
• Differin Gel: One of the most effective OTCs for acne.
• Wonder Belly: A “clean” multisystem relief chewable tablet
Bonus: Walgreens is launching more house brand health & wellness offering less expensive own-brand otc products.
Camilia Bedtime is a non-GMO, plant-based homeopathic medicine that relieves nighttime teething discomfort like restlessness, painful gums, irritability, and minor digestive upsets.* Twist and squeeze the pre-measured liquid doses for easy, mess-free teething relief for babies and toddlers at bedtime.
Click on any profile to find out more!
“Increases in nasal symptoms related to colds and flu motivate consumers to seek affordable, first-line O-T-C treatments such as NeoSynephrine decongestant nasal sprays, helping drive the entire cough/cold category,” said Ben Knopke, Marketing Manager at B.F. Ascher.
“Understanding the needs of our customers allows us to work in unison with retailers across the drug channel to ensure quality health care brands like Neo-Synephrine are made readily available to the market.”
©2025 B.F Ascher & Co., Inc. www.bfascher.com Use Only As Directed
Dr. Scholl’s® Adapts To You Insoles feature 360°(tm) Self-Molding Technology that adapts to your unique foot shape, delivering personalized all-day arch support and comfort - no foot knowledge required.
Private Label Momentum: Record Growth and Rising Influence
Every month seems to matter more for private label — and the numbers prove it.
November is an important month for the private label category, but nowadays it seems every month is an important one. The PLMA expo held in November in Chicago (weather tbd!) serves as the beacon for discovery. In Q4 edition of Retail Brand Discovery, we shine the spotlight on the category. In researching for this story, I came across some interesting stats on the PLMA website. I’ve also listed five trends shaping private label in this issue. Hope you enjoy.
The Takeaway
Private label companies are eager to innovate and retailers are more open now than ever before to letting PL manufacturers now offer innovation along with low price-high margin products. We see retailers skipping past the national brands and bringing leading edge innovation directly thru their private label products. Private label brands aren’t the budget-friendly backup they once were, it’s become a powerful retail differentiator. As shoppers redefine what value means, store brands are redefining what leadership looks like in retail.
Record Year
2024 private label sales reached $271 billion, up $9 billion from 2023 — an all-time high.
Unit Sales
Hit a record 67.4 billion, up 1.5 billion year-over-year.
Outpacing Brands
Store brands grew 3.9% in dollars vs. 1% for national brands. Units rose 2.3% while branded products fell 0.6%.
Driving Retail
Nearly half of total retail growth (47%) came from store brands.
Category Leaders
Top performers included Refrigerated (+7.5%), General Food (+4.3%), and Beverages (+4%).
Four-Year Surge
Since 2020, private label sales climbed 23.6% (+$51.7 billion), while national brands lost 16.2 billion units.
Gen Z Influence
Two-thirds of Gen Z shoppers are highly aware of store brands, and more than half choose retailers for their private label lineup.
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VITAMINS, DIET & NUTRITION
INSIGHTS FROM
Vitamins & Diet (Total Nutritionals)
VITAMINS, DIET & NUTRITION
Top Five
% Growth/decline vs. prior year ..........9%
Top 3 categories (based on $ sales, billions)
WEIGHT CONTROL/ NUTRITIONALS LIQ/PWD
MINERAL SUPPLEMENTS
MULTI-VITAMINS
Top 3 fastest-growing categories
WEIGHT CONTROL/ NUTRITIONALS LIQ/PWD .............+15%
The growth in Nutritionals is primarily driven by heightened consumer awareness around the benefits of protein. GLP-1 users are also a contributing factor, as they seek protein sources to maintain muscle mass and support their overall health.
MINERAL SUPPLEMENTS ............. +8%
Growth stems from rising trends in self-care as shoppers want a customized approach to wellness. Magnesium is one of the leading drivers, providing benefits such as improved sleep, mood, and blood sugar regulation.
LIQUID VITAMINS/MINERALS ......... +5%
Shoppers are gravitating toward liquid vitamins due to the selection of products with better-for-ingredients that provide ease of consumption and enhanced absorption
The VMS category is one retail’s most visited and most exciting destinations — dynamic, expressive, and increasingly personal. After scanning the shelves and stories shaping the segment, the RBD editors chose five products that stood apart for their originality and relevance. These brands reflect a shift toward authenticity and functional beauty, capturing the spirit of wellness as it looks, and sells today.
• Nature Made: Launched a Probiotic + Prebiotic Fiber Gummies. Trusted brand
• Natural Vitality Calm’s Magnesium Gummies from Piping Rock: Yup more gummies! Calm added magnesium
• Cheers Health: Over the last two years Cheers has created a category destination where one did not exist. Cheers in OTC or VMS? Yes.
• Water Boy: Yes, another hydration product. Their side-by-side comparison on the back sold us.
• Natrol Sleep & Restore Gummy: GABA, Magnesium and Melatonin. Nighty-night!
Bonus: Walmart is refreshing their own brand Spring Valley line (upgrading ingredients?). They are also bringing in emerging brands as exclusive brands or launch partnerships.
Click on any profile to find out more!
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A CONVERSATION WITH DAN MACK
Retail Brand Discovery’s Chris Stanton talks with Dan Mack, founder of the Mack Elevation Forum, about why leaders must now confront the brutal truth — and how the CPG industry can thrive amid massive change.
Dan, your article “It’s Time to Accelerate” really challenges leaders to face some uncomfortable realities. Let’s start with your opening line — “Do you want to get better, or do you want to stay comfortable?” What does that question really mean?
I asked that of a client recently who was playing to protect what he’d built — not to reimagine what was possible. And that’s where a lot of leaders are stuck. They’re holding onto the old game while the new one is already being played around them. This isn’t about small strategic tweaks — it’s about confronting illusions. The CPG landscape isn’t evolving; it’s mutating into a new species.
You say the game has changed — dramatically. What does that look like in practice?
The illusion of stability is gone. Challenger brands are outmaneuvering legacy giants. Digital is cannibalizing in-store twelve times over. Consumers don’t just want to buy — they want to build a brand with you.
What’s really at risk isn’t innovation, it’s emotional agility. Too many leaders are addicted to old “best practices” —
echoes of a former game. The bold ones are breaking free. They’re not managing transactions; they’re creating art. That’s why brands like Olipop, Chomps, Liquid Death, Poppi, Celsius, The Honey Pot Company, Dude Wipes, and AG1 are winning — they’re creating emotional relationships, not just products.
You talk about “leading with truth versus leading with a mask.” What are you seeing there?
Today’s consumer — and your retail customer — wants personalization, partnership, and emotional disclosure. But most organizations are still running off a script. It’s not human enough. We’ve become too protected, too emotionally disconnected.
Leadership today isn’t about breadth; it’s about depth. It’s about choosing your partners carefully and building real relationships. The best partnerships are grounded in truth-telling, not spin.
WE DON’T NEED MORE MOTIVATION OR COCKTAIL RECEPTIONS; WE NEED BETTER REGULATION. RHYTHM. RECOVERY.
You also challenge leaders to “start doing less, not more.” That’s counterintuitive in a world obsessed with productivity.
Absolutely. Roger Federer won only 54% of his points but 80% of his matches — because he won the right points. Most teams today are busy, exhausted, and scattered. But leadership isn’t about doing more; it’s about doing what matters most, better.
The best companies are editors, not hustlers. They invest in talent, not motion. Doing less with intention isn’t lazy — it’s a growth strategy.
You also point out that burnout isn’t a time issue — it’s a culture issue.
Exactly. Research shows that nearly 9 out of 10 B2B sellers have felt burnout. Not because they’re weak — but because their culture made resilience difficult. We don’t need more motivation or cocktail receptions; we need better regulation Rhythm. Recovery.
High-performing teams regulate stress like elite athletes. They protect emotional health and normalize candor. They create environments where humans can thrive under pressure, not just perform through it.
That connects to your point about flexibility. You said “Flexible culture is the new strategy.”
Right. Perfectionism is dead. The new game is progress, experimentation, and letting old projects die.\
Tomorrow’s companies will be sculptors — always iterating, always learning in public. We need to promote leaders who are cognitively flexible, who can wear multiple hats and still feel like themselves. Being wrong is often required before being right.
You also made a striking statement: “Thought leadership isn’t content — it’s a perspective.”
Most brands are flooding channels with noise. Few are creating clarity. Real thought leadership changes how someone sees their world. The future CPG sales leader won’t be a “closer” —
PARTNERSHIP IS NO LONGER A PROGRAM; IT’S A POSTURE. THE COMPANIES THAT UNDERSTAND THAT WILL THRIVE.
they’ll be a teacher. They’ll challenge groupthink and simplify what’s complex.
You close the piece with something personal — “Your inner game is no longer optional.” Why that message now?
Because if you’re fractured, your team is fractured. Burnout, imposter syndrome, endless 62-hour weeks — these aren’t badges, they’re warning signs. The most powerful tool a leader has is their nervous system. Reflection is strategy. Optimism is oxygen. Resilience is built in the quietness of recovery — taking your weekends seriously, recharging fully. Ask yourself:
• What emotional state am I normalizing?
• Who are my truth-tellers?
• Am I really known by my team?
You call this the “2026 Imperative.” What do you mean by that?
We’re living in a time of certain uncertainty. Data is doubling. AI is learning. But the most vital currency isn’t technology — it’s trust. Partnership is no longer a program; it’s a posture. The companies that understand that will thrive.
Powerful stuff. Final thought — what’s the one takeaway you hope leaders get from this conversation?
That the next era of growth isn’t about scale or speed — it’s about courage, honesty, and emotional connection. The companies that master that will win the future.
Find out more: mackelevationforum.com
