Beauty & personal care (BPC) gifting is nearly universal. Ninety-six percent (96%) have gifted a BPC item in this past, with 89% planning to do so now. Whether she’s part of the 33% of consumers planning to use generative AI for holiday shopping* this year, or if she’s braving the malls for a personal touch-and-feel before buying that glam gift for a special someone, your brand and your products are likely on her spend list. The Benchmarking Company surveyed 3,300+ women in November 2025 about their gifting plans this holiday season—as well as their beauty purging and replacement habits post-holiday. Get a jump on next year’s holiday season by understanding what puts your brand on the naughty or nice list in 2025.
Who’s She Spoiling Most
- 72% friend
- 70% family member (not spouse/child)
- 66% spouse/significant other
- 52% child
- 30% co-worker
Occasions That Spark BPC Gifting
- 85% holidays
- 82% birthdays
- 48% “just because”
- 43% appreciation
Brand opportunity: Beauty is no longer just a holiday moment—it’s an everyday “I’m thinking of you” category. Forward-thinking brands position products for spontaneous treats and everyday celebrations.
Why Beauty Wins: Her Gifting Mindset
- 63% choose items they would love to receive
- 61% love the self-care/pampering feel
- 61% believe everyone loves BPC gifts
- 59% say they’re practical and enjoyable
Her Beauty Gift Shopping List
What She’s Buying for Others
- 66% beauty gift sets
- 63% fragranced bath & body
- 59% full-sized fragrance/cologne
- 49% skincare
- 47% men’s grooming sets
- 41% luxury/limited-edition holiday sets
What She Wants to Receive
- 74% beauty gift set
- 66% Ulta gift card
- 65% full-sized fragrance
- 62% skincare bundle / Sephora gift card
- 54% aromatherapy
- 49% beauty device
- 48% hair care device
Gift Cards She’s Buying
- 40% Ulta
- 36% Sephora
- 35% Bath & Body Works
- 22% massage/spa/salon
Brand opportunity: Gift sets and fragrance dominate both purchase and desire—an ongoing chance to expand bundling, seasonal exclusives, and loyalty-driven gifting.
Top Purchase Influencers
- 76% product is on sale
- 61% price
- 59% scent
- 57% reviews/consumer claims
Innovation She’s Seeking
- 59% multi-functional products
- 51% proactive/age-prevention
- 30% scented hair products
- 29% new K-beauty
- 27% hair-growth devices/supplements
Brand opportunity: Value + scent + proof = conversion. Reviews, claims, and sampling opportunities are essential.
Where She Shops for BPC Gifts
- 68% Amazon
- 65% Target/Walmart
- 65% Ulta
- 59% Sephora
- 42% Brand website
She Shops the Deal Days
- 55% Black Friday
- 44% Cyber Monday
- 40% on her birthday
- 39% post-holiday
Holiday Hoarding
- 81% buy BPC for themselves during holiday sales
- 70% purchase extra gifts to use later
Why She’s Treating Herself
- 89% sale pricing
- 60% discovery
- 40% seasonal scents
Top Holiday Brands
Fragrance: Chanel, Dior, Dolce & Gabbana
Skincare: Olay, Clinique, Estée Lauder
Cosmetics: e.l.f., MAC, Maybelline
Bath & Body: Bath & Body Works, Burt’s Bees, Sol de Janeiro
Men’s Grooming: Dove Men+, Old Spice, Axe
Brand opportunity: Holiday = peak discovery season. Limited editions, seasonal scents, deluxe minis, and luxe kits can create strong trial and loyalty lift.
Purging: The Great Purge
- 64% purge yearly
- 63% sometimes
- 56% know how to check expiration
- 23% toss expired products regularly
Freshness Habits – Replacement Frequency
Mascara
- 62% annually
- 44% every 6 months
Annual replacement:
• 47% foundation
• 43% sunscreen
• 42% moisturizer
• 39% eye creams
How She Knows It’s Time to Toss
- 68% replace when empty
- 64% appearance/scent changes
- 51% expiration symbol
- 32% gets tired of product
What Prevents More Purging
- 58% feel wasteful
- 53% “just in case I need it”
- 43% guilt
Top Reasons for Purging
- 63% found a better product
- 57% sour smell
- 52% irritation
- 46% no longer needed
- 41% underperforms
How Purging Makes Her Feel
- 62% organized
- 40% refreshed
- 37% accomplished
Brand opportunity: Replacement marketing, education, and “fresh start” positioning can turn purging into a purchase-triggering moment.
Ready for Great Claims Like These in 2026? You Need Them!
Contact The Benchmarking Company to learn about consumer in-home use testing (IHUT) for marketing claims and risk mitigation.
*data by Deloitte: 2025 Deloitte Holiday Retail Survey