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Beauty Signal

Beauty brand tracking: 70+ brands and 30+ retailers measured monthly in the UK

Every month we survey people in the UK who have bought beauty products in the last six months, about every brand and retailer in the set. History goes back to July 2024, and the same tracker runs in Sweden, Norway, Denmark, Finland and Germany.
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A woman with dark hair shading her eyes from the sun
70+
beauty brands tracked every month
30+
beauty retailers in the same survey
6
markets in Europe
2024
tracking since

A preview of Beauty Signal

Beauty Signal is the beauty data in Brand Signal. Click through an example with a fictional brand, Nova: every KPI shows its rank among the brands in the set and the change since the last period. In the platform you filter each view by wave, segment and market, and ask MixerMind about the data.

Nova and the other brands are fictional. Figures are illustrative.

WhatNovaWhenSep 2026 · Smoothed (3)ShowStandard

Thursday 15 October

Good afternoon, Daniel

New data for September 2026 is in.

MixerMind can make mistakes. Your data is never used to train AI models. Do not include personal or sensitive information in your messages.

Get the most out of Odyssey

3 of 6 done

  • Take the tour, done
  • Ask MixerMind a question, done
  • Open a dashboard, done
  • Save a view, to doSave the filters you use most, so they are one press away.

Before the meeting

No work yet

MixerMind can turn your data into slides and documents for your next meeting.

Recently viewed

New report: what AI search rankings miss in beauty

Our November 2026 report, The new rules of brand measurement 2027, uses beauty as its test case: survey answers, organic conversation and AI answers for beauty brands and retailers in the UK and the Nordics, read on one competitor list.
Read the report
Second in UK skincare AI answers, tenth on trust
Read in the report
One brand takes 64% of AI's trust mentions in UK skincare
Read in the report
AI ranks beauty brands closer to recall than to purchase
Read in the report
Beauty Signal
3 in 4 UK beauty AI answers start with a brand outside the tracker
Read in the report

What you see for beauty

Brand funnel

Awareness, consideration, preference and purchase for every beauty brand and retailer in the set, month by month since 2024. Awareness runs from recognition to first recall, so you see how many buyers know the brand and how easily it comes to mind.

Brand Landscape & Associations

How buyers see your beauty brand next to the competitors on the values they choose by, such as Innovative, Trustworthy and Affordable. Strengths and weak spots stand out, and you see how they move over time.

Innovative
Exclusive
High Quality
Trustworthy
Affordable
Inclusive
Genuine
Creative
  • Nova
  • Brand A
  • Brand B

Market Landscape

What beauty buyers are looking for, grouped into demand spaces. You see how large each space is, which brands sit closest to it and where demand is left open.

Marketing Effectiveness Funnel

Whether your advertising is noticed and linked to your brand, and how much of your customers' beauty spending you capture, both measured against competitors.

Nova against the competitor average. Saw the ad: Nova 48%, average 60%; Linked to Nova: Nova 52%, average 49%; Spend share: Nova 31%, average 27%. Illustrative.

Segment Analysis

Every KPI broken down by segment, such as age, gender, region, skin care or make-up buyers, or your own customers. You see where the brand is strong, where it is missing and what each group is looking for.

Campaign Tracking

Whether a launch or campaign moved what it was meant to move. Ad Recognition and brand link show if it was noticed and attributed to you, and the KPIs before and after show its effect on consideration and new customers.

What people say

Brand Conversations follows organic and paid mentions of beauty brands on TikTok, YouTube, podcasts and other spoken media, read against the survey. Available alongside the beauty tracker.

Brand Conversations
WhoSverigeWhatNovaWhenSep 2026 · Smoothed (3)ShowStandardSave this view
  • Home
  • MixerMind
  • Perception
  • Conversations
  • Visibility

Conversations

Nova

AnalyticsMentions

Mentions

29in 25 clips

Sentiment

Positive 18Neutral 9Negative 2
VVelvet Routine2 weeks agoPositive
0:0014:05

“I've tried five serums this year, and Nova is the only one I finished.”

Open on YouTubeIn collaboration with All Ears

DDewpoint Radio2 weeks agoNeutral
0:0048:12

“We asked listeners what they use, and Nova came up more than any other brand.”

Open episodeIn collaboration with All Ears

What AI recommends

AI Visibility shows where AI answers place beauty brands on the demand spaces, next to where buyers place them, and which brands AI names first. Available alongside the beauty tracker.

AI Visibility

Five brands take 70% of AI first places among tracked brands in UK skin care

The five biggest sellers take 43% of purchases. Being named first by AI is far more concentrated than being bought.
UK skin and body care, 56 brands. Survey 12 months to August 2026, AI answers September and October 2026.
Read the report
Share held by the five largest brands. First places in AI answers: 70%, Purchases: 43%, Aided awareness: 18%. UK, skin and body care.

Who it is for

Beauty brands, retailers and their agencies work from the same monthly data.

Brand

See how your brand is perceived next to every competitor, which values you own and where campaigns move the funnel.

  • Brand funnel
  • Values
Card 1 of 4

How beauty is measured

We collect the data in monthly waves from all major panel providers, with stratified sampling, and weight it so the sample matches the population.

Beauty methodology

Since 2024

Cadence
Monthly waves in every market
Who is asked
People aged 16 to 65 who have bought beauty products in the last six months
Interviews per market
Set per category, up to 750 a month
Brands
70+ beauty brands and 30+ retailers
Markets and start
The UK since July 2024. Also Sweden and Norway since January 2024, Finland and Denmark since July 2024, and Germany since December 2024.
Weighting
To the population on age, gender and region, weights kept low and stable
Quality controls
Speeders, straightliners, duplicates and fraud removed
Margin of error
About ±3.6 points at 750 interviews

Common questions about beauty brand tracking

More than 70 beauty brands and 30 retailers, from established global brands to specialists, creator-founded brands and retailers. The set is reviewed as brands launch, rebrand or grow. Tell us if a brand you need is missing.
The UK, monthly since July 2024. The same tracker runs in Sweden and Norway since January 2024, Finland and Denmark since July 2024, and Germany since December 2024.
People aged 16 to 65 who have bought beauty products in the last six months, recruited through all major panel providers and weighted to the population on age, gender and region.
The data is already collected, so you can start as soon as the agreement is in place, with history back to the first wave in your market.
Yes. You see the full competitor set: every beauty brand and retailer in the set, next to your own.
Yes. Brands can be added to the set, and questions can be added for your own brand. Talk to us about what you need.
Yes. Agencies use Brand Signal for pitches, planning and campaign evaluation for their beauty clients. Talk to us about the licence.

Related reading

Duty-free beauty: bought by 15% in Norway and 6% in Sweden, Finland and Denmark
In the year to October 2025, 14.6% in Norway had bought beauty from duty-free in the past six months, against about 6% in Sweden, Finland and Denmark. Data from Beauty Signal.
Industry insights
Beauty
22% of British beauty buyers want a creative brand, more than twice the German share
Asked to describe the ideal beauty brand, 22% of British buyers say creative and 10% of German buyers. 31% of Germans say timeless, against 19% in the UK, and Nivea leads German facial care with 27%.
Industry insights
Beauty
British beauty buyers aged 46 to 65 are the most price-conscious: 36% look for the lowest price
36% of British beauty buyers aged 46 to 65 say the lowest price matters when they choose a brand, against 26% in both younger age groups. Under-30s more often want stylish packaging.
Consumer insights
Beauty

See where your beauty brand stands

Brand Signal tracks 70+ beauty brands and 30+ retailers in the UK and five other European markets, every month.
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