Summer 2025: BS Consumer Purchase Forecast
– Ivy Beauty Research

Top Categories, Emerging Trends & Store Recommendations Based on a Consumer Survey

As temperatures rise and seasonal routines shift, what are Beauty Supply (BS) customers planning to buy in the summer of 2025? To explore purchasing intent and uncover seasonal trends, we conducted a comprehensive survey with 220 beauty supply consumers. The results provide a clear snapshot of rising interest in personal care and makeup essentials—many of which reflect deeper changes in consumer mindset and lifestyle.

According to respondents, the top categories they are most interested in purchasing this summer are: Haircare (71.82%), followed by Lip Makeup (59.55%), Skincare (57.73%), Eye Makeup (56.82%), and Body Care (55.45%). Hair Styling, Fragrances, Base Makeup, Nail Products, Sun Care, Hair Color, and Wigs & Extensions followed in descending order. A key takeaway is the dominance of haircare, even above skincare—a strong reflection of the growing “skinification” trend in hair, where scalp and hair health are treated with the same attention as facial skin.

Section 1

Top 5 Categories Consumers Want This Summer
This Summer’s Essentials: Where Demand is Hottest

Haircare: Hydration & Protection in Demand

Top picks include Moisturizing Shampoo & Conditioner (70.5%), Leave-in Treatments & Masks (64.1%), and Frizz-Control or Humidity-Proof Products (59.1%). The seasonal concern around sun and water damage is clearly reflected in these responses. With humidity on the rise, demand for frizz-fighting and heat-protectant sprays (45.5%) is also set to grow.

Lip Makeup: Plump, Hydrated & Long-Lasting

Consumer interest was highest for Hydrating Lip Balm (70%), Plumping Gloss/Oil (66.4%), and Long-Wear Lip Tint/Stain (61.3%). The ongoing trend for natural, plump lips continues, while demand for bold lip shades remains relatively low—signaling a shift toward clean, understated summer makeup.

Section 2

Other Key Categories Showing Seasonal Demand
Supporting Players with Strong Summer Potential

Hair Styling: Humidity-Proof Hold
Products maintaining style in summer heat are seeing interest:
Curl Creams or Mousse (56.36%), Heat Styling Sprays (51.9%), and Shine Sprays & Holding Mists (50%+) all ranked high, as customers seek lasting definition and frizz control.

Fragrance: Light, Layered & Long-Lasting
Hair & Body Mists (75.5%) topped the list, with Eau de Parfum (62.3%) and Layering Scents or Mini Fragrance Sets also gaining traction.
Consumers are embracing fragrance layering and seeking portable, light options like Roll-On Perfume Oil for summer use.

Base Makeup: Lightweight, Long-Wearing Essentials
The clean makeup movement is reflected here too:
Tinted Moisturizers or Lightweight Foundation (62.3%), Setting Sprays or Powders (55.9%), and Long-Wear Concealers (51.8%)were top choices for summer-proof coverage.

Nail Products: Vibrant & Convenient
With more frequent polish changes during summer, Press-On Nails or Nail Tips (51.4%), Vibrant Seasonal Polishes (50.9%), and Gel Kits (50.4%) are expected to perform well.

Sun Care: Everyday Protection, Especially for the Body
While sun care is already a staple for many U.S. consumers, Face Sunscreen (72.7%) and Body Sunscreen (67.2%) both ranked high—suggesting an opportunity for body-focused SPF marketing.

Hair Color: Statement Shades Rising
Permanent Hair Dye (40.9%) leads the category, with growing interest in Bold/Vibrant Colors (29.1%) and Bleach or Lighteners (28.6%)—suggesting consumers may use summer to experiment with bolder looks.

Wigs & Extensions: Reduced Interest in Hot Months
Consumer interest in wigs and extensions declines during the summer, with 45% stating they don’t plan to purchase. However, braiding hair (30%) remains in demand, especially as a protective style.

Recommendations for Store Owners:
Based on these insights, here are key strategic moves to consider this summer:

Prioritize Haircare, Lip, and Skincare Stocking:
These categories are driving interest—especially moisturizing, frizz-fighting, and summer-proofing products.