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Skin care, hair care and fragrances are among thousands of products on exhibit at PLMA’s 2025 ‘Store Brands Marketplace’ Private Label Trade Show, Nov. 16-18.
August 6, 2025
By: Lianna Albrizio
Associate Editor
Private label beauty product sales are radiant, reaching $3.8 billion in sales in all outlets last year, a 4% increase from the previous year, according to PLMA’s Circana Unify+ data.
Store brand sales growth has continued well into this year. Dollar sales of women’s fragrances soared 53% to $161.8 million and units climbed 40% for the 52 weeks ending July 13 versus year-ago sales. For the same period, hair conditioner dollar sales jumped 81% to $44.3 million, while units grew 30%; and bath fragrances/bubble bath, +21% in dollars to $33.7 million, +32% in units. Skin care is up 7% in dollar sales to $288.5 million, while units moved +0.3%.
Lotions, oils, skin care products, fragrances, haircare, men’s grooming and many other new and trending nonfood categories will join thousands of foods, beverages and wine and spirts on display at PLMA’s 2025 “Store Brands Marketplace” Private Label Trade Show, Nov. 16-18 in Chicago.
The show will feature over 35,000 products, 3,100 booths, and 2,000 exhibitors from 65 countries, making it the largest event of its kind.
Beyond food and beverages, visitors will see an exciting lineup of nonfood offerings at the show, ranging from vitamins to kitchenware, according to PLMA President Peggy Davies. Store brand HBC products are rising in popularity as shoppers seek out high-quality, convenient, innovative products at a reasonable cost. Examples of store brands include the new Real Root line by Sprouts, which includes premium body care, hair care and personal care items.
Also on the show floor is self-care & wellness products like facial masks, fragrances, sun care and essential oils to in-home spa products and much more. Likewise, dietary supplements – vitamins, minerals, botanicals and probiotics – are more popular than ever. New store brands in this space include California Gold Nutrition hair multivitamins from online wellness retailer iHerb; and Premier Collagen beauty supplement line from GNC.
In other areas of nonfoods, there will be a focus on essentials like OTC medicine, skin and sun care, school and office supplies, baby food and accessories, kitchenware, household goods, general merchandise, first aid, nail care and more.
Registration is open at storebrandsmarketplace.com.
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