Beauty products are one of the hot spots in retail, as it's one of the few categories where millennials want to spend their money. The makeup category has grown by double-digits in December for the last two years, according to market researcher NPD Group.
Particularly popular during holidays is sparkly makeup and sets of mini products. Sales of mini or travel-size prestige makeup products grew by 58 percent through September 2017, according to NPD.
Within skincare, a string of themes can be found. First, brands are looking to be more personalized, no longer focusing on ads and products centered on supermodel faces. They are also increasingly focused on "free-from" and natural products.