As one of the fastest-growing ecommerce industries, Health & Beauty is expected to generate over $677 billion worldwide in 2025. But with rising costs, increased competition, and shifting consumer preferences, standing out in this industry requires more than just great products.

How are Health & Beauty brands responding? They’re adapting to challenges in ad spend, putting more energy into retaining existing customers, employing unique methods for driving up average order value, and using ad platforms for their specific strengths.

In this report, we’ll unpack how over 3,000 Health & Beauty brands spent over $2.42 billion on ads, how those ads performed on multiple major platforms, our key insights from ad performance in 2024, and what it means for brands in 2025.