# Beauty, health and wellness merge into one spending category

> Consumers now see beauty, health and wellness as a single budget item, forcing retailers to rethink how they stock and sell these products.
- Title: Beauty, health and wellness merge into one spending category
- Summary: Consumers now see beauty, health and wellness as a single budget item, forcing retailers to rethink how they stock and sell these products. Retailers that…
- Keywords: retail, beauty, health, wellness, consumer spending, walmart, ulta beauty, target, sephora, procter and gamble, category convergence, product assortment
- Source: CNBC — https://cnbc.com/2026/09/18/beauty-health-wellness-consumer-spending.html
- Author: Laya Neelakandan
- Published: 2026-09-18T11:00:01+00:00
- Read time: 2 min
- Topics: retail, beauty, health, wellness, consumer spending, walmart, ulta beauty, target, sephora, procter and gamble, category convergence, product assortment
## Three categories become one
Beauty, health and wellness are merging into a single retail category as consumers seek products that serve multiple purposes and fit one budget.
## Survey shows consumer shift
A study by AlixPartners and CEW found that nearly 100% of consumers now view beauty, health and wellness as one budget item, up from three separate ones.
## Consumers want more options
40% of consumers want traditional beauty companies to expand into health and wellness, but 42% of executives prefer staying focused on their core business.
## The disconnect between sides
Executives fear the research, development and investment needed to expand categories won't pay off quickly enough, while consumers demand a broader product playbook.

> Consumers are asking for more; they're asking for different, they're asking for a new playbook, and executives are saying, 'No, that's way too scary.'
## The consumer PhD effect
Shoppers are becoming more educated about products and relying on science-backed claims and social media recommendations instead of brand marketing.
## Gucci and Oura team up
In 2022, luxury brand Gucci partnered with wearable fitness tracker Oura to create a specially designed ring, blending fashion with health technology.
## Procter and Gamble buys Thorne
Consumer packaged goods giant Procter and Gamble agreed to acquire supplements brand Thorne for 3.8 billion dollars to expand its health business.
## Retailers create wellness shops
Ulta Beauty launched in-store wellness boutiques, Target opened its Beauty Studio, and Sephora added dedicated wellness sections to highlight these converging categories.
## Walmart's blurred lines strategy
Walmart is remodeling stores to place beauty products in high-traffic areas, offering both entry-level and premium brands, and training staff in beauty and wellness expertise.

> Our customers today are thinking about solving problems across their health and wellness and beauty journeys more holistically than ever.
## Mini products drive discovery
Walmart found success with single-serve and mini products that let customers trial items before committing, reducing purchase hesitation.
## Science-backed brands winning
Traditional skincare brands are struggling while efficacious, science-backed and doctor-endorsed products thrive as consumers prioritize results over heritage.
## Beauty spending stays strong
Despite economic pressures, consumers cut spending on other categories before reducing beauty, health and wellness budgets, with skincare sales up 8% in early 2026.
## Key takeaway

Retailers that combine beauty, health and wellness offerings will capture more customer spending, while companies staying in their lane risk losing out.