As seen in BeautyInc
Just as total beauty saw a post-pandemic swell in sales, the private-label category has more quietly been having a boom of its own.
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“As a retailer, private-label is potentially attractive but there is also a lot of competition — there are many well-established brands within that lower price point,” said Manola Soler, a senior director in the Consumer and Retail Group of Alvarez & Marsal, pointing to the success of value-driven brands like CeraVe and E.l.f. Beauty, whose buzzy offerings are priced under $20 and, in many cases, under $10.