2021 Beauty and Health Innovations: Convenience and accessibility are driving sales


2021 Beauty and Health Innovations: Convenience and accessibility are driving sales

Beauty consumers now have more options than ever for where and how to buy what they need. But thanks to the prevalence ofomnishopping and 24:7 delivery services, consumers expect to be able to buy exactly what they want, exactly when they want it.

Right here, right now

The COVID-19 pandemic accelerated these trends, as more consumers tried contactless shopping. This means they’re embracing subscriptions and click-and-collect services to automate their product purchases.  

As convenience and accessibility increasingly influence purchasing decisions, availability is key and breadth of distribution is even more important, as there is an array of replacement options. 


Innovation is crucial to brand success. In fact, 72% of FMCG leaders cite innovation as a top priority for growth. Buyers are increasingly looking for “the next thing” and retailers know it.  

Nielsen IQ’s 2021 Health and Beauty Innovation Report, an annual compilation and celebration of innovation successes, recognizes brands that offer meaningful category innovation and are representative of key trends observed across health and beauty. Broadly, we considered new innovations that: 

  • Sell either in-store or online 
  • Represent a new brand or sub-brand 
  • Started selling in July 2020 or later 
  • Reached over $5M in sales in their first 12 months on the market 

For online launches, we considered brands that were new to selling online and experiencing rapid growth (the analysis looks at year one sales and does not include any analysis of the long-term potential). 

Capitalizing on convenience

These big-name beauty contenders have seen impressive in-store sales with brands that placed a focus on convenience and accessibility.  

  • Unilever’s Dollar Shave Club 
    It was once a mail-order, shave subscription service, but sales rose when it launched in stores as well and became even more accessible. Y1 sales reached $55M.
  • P&G Nervive 
    With the growing focus on holistic health, this supplement offers a quick way to get the nutrients needed to improve nerve health. Y1 sales hit $14M. 
  • Revlon ColorStay Lasting Ink
    Lip color and gloss that claims to stay put for up to 16 hours. The result? Less hassle and fewer hygiene issues associated with frequent reapplication. Y1 sales reached $12M.
  • Church & Dwight Finishing Touch Flawless
    A quick and painless hair removal solution that can be used anytime, anywhere. Y1 sales hit $9.5M.

Skip the salon and go DIY

These e-com brands have enjoyed record growth as more beauty consumers favored the convenience of at-home-use products. 

  • Beetles Gel Polish  
    Why sit in the manicure chair when you can get flawless nails at home? This kit is designed to be extremely easy to use, for a fraction of the cost of nail salon services. Sales reached $79.8M in 2021, up by 35% from the year before. 
  • Glamnetic
    A simple-to-use liquid liner and magnetic lashes combo for a “cat-eye” look in minutes. Online sales reached $3.3M in 2021, up by 648% from the previous year.
  • Olive and June
    The “7-free” nail brand prides itself on creating clean polishes that give salon-quality results at home. Sales in 2021 hit $11.2M, up by 197% from the year before.

1 NielsenIQ RMS, Product Insider, powered by Label Insight, Total US xAOC L52W ending 5/21/22; Beauty & Personal Care 

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