Beauty Brand Loyalty Program Statistics 2025

In 2025, beauty brand loyalty programs are more influential than ever, playing a key role in driving sales, engagement, and long-term customer relationships. With the rise of digital platforms and growing consumer expectations around personalization and ethics, brands are evolving their loyalty strategies beyond basic points and discounts. Leading programs like Sephora Beauty Insider and Ulta Beauty Rewards show how well-designed loyalty ecosystems can account for the vast majority of a brand’s revenue.

At the same time, consumers are demanding more immersive, ethical, and experience-based rewards that reflect their lifestyles and values. Loyalty today isn’t just about retention—it’s about emotional connection and ongoing brand relevance. These 10 statistics reveal how beauty loyalty programs are shaping consumer behavior and what to expect moving forward.

 

Beauty Brand Loyalty Program Statistics 2025 (Editor's Choice)

 

Here are the top 10 beauty brand loyalty program statistics for 2025, highlighting key trends and brand performances:

1. Ulta Beauty Rewards: Ulta's loyalty program boasts 44.6 million active members, contributing to over 95% of total sales. The company aims to expand this to 50 million members by 2028.

2. Sephora Beauty Insider: With over 40 million members globally, Sephora's loyalty program accounts for 80% of North American sales. It has led to a 22% increase in cross-sell revenue and up to a 51% boost in upsell revenue.

3. Consumer Loyalty: 42% of consumers are loyal to beauty and skincare brands, marking a 10% increase from 2023. This rise is driven by personalized routines and transparent product information.

4. Loyalty Program Influence: 83% of consumers say belonging to a loyalty program influences their decision to repurchase from a brand.

5. Personalization Trends: 58% of brands are prioritizing personalization in their loyalty strategies, with 31% leveraging automation to scale these efforts effectively.

6. Gamification Adoption: 45% of brands plan to invest in gamified loyalty experiences, enhancing engagement through interactive elements.

7. Experience-Based Rewards: 34% of brands are focusing on offering experience-based rewards, shifting from traditional points systems to more personalized customer interactions .

8. Ethical Loyalty: 30% of consumers remain loyal to brands that align with their ethical values, reflecting the growing importance of sustainability and social responsibility.

9. Mobile App Engagement: 60% of app users exhibit incentivized loyalty, staying committed to brands due to discounts, perks, or rewards offered through mobile platforms.

10. Global Loyalty Market Growth: The global loyalty programs market is expected to grow by 15.9% year-over-year, reaching $93.79 billion in 2025, with further growth projected to $155.22 billion by 2029.

These statistics underscore the evolving landscape of beauty brand loyalty programs, emphasizing personalization, ethical alignment, and innovative engagement strategies as key drivers of consumer retention and brand growth in 2025.

 

 

 

 

Beauty Brand Loyalty Program Statistics 2025 and Future Implications

 

 

Beauty Brand Loyalty Program Statistics 2025 #1. Ulta Beauty Rewards Drives Over 95% of Sales

Ulta’s loyalty program has grown to 44.6 million active members, generating more than 95% of the company’s revenue. This shows how deeply embedded the program is in Ulta’s retail strategy, reinforcing member loyalty through exclusive perks and personalization. The company’s goal of reaching 50 million members by 2028 signals a continued investment in customer experience and retention. As competition intensifies, expanding the program with tech-driven personalization and experiential rewards could become essential for maintaining consumer interest.

 

Beauty Brand Loyalty Program Statistics 2025 #2. Sephora Beauty Insider Powers 80% of North American Sales

Sephora’s Beauty Insider program plays a major role in its performance, driving 80% of North American sales and lifting both cross-sell and upsell metrics significantly. The program’s tiered model encourages higher spending, while exclusive access to products and events fosters brand affinity. With more than 40 million members, Sephora’s loyalty strategy combines emotional connection with tangible value. In the years ahead, loyalty-driven product drops and AI-powered recommendations are expected to elevate retention and conversion further.

 

Beauty Brand Loyalty Program Statistics 2025 #3. 42% of Consumers Show Loyalty to Beauty and Skincare Brands

Brand loyalty among beauty and skincare consumers hit 42% in 2025, a 10% jump from two years prior. This rise is attributed to the demand for personalized skincare routines, clean formulations, and transparent practices. Brands that provide deeper education and consistent messaging are more likely to secure long-term customers. The upward trend suggests that loyalty programs tied to health data, skin assessments, or product education could drive future loyalty growth.

 

Beauty Brand Loyalty Program Statistics 2025 #4. 83% Say Loyalty Programs Influence Repeat Purchases

A growing 83% of consumers report that loyalty programs impact their decision to make repeat purchases. This reinforces the idea that loyalty initiatives are not just supplementary but central to brand strategy. As more consumers expect benefits like free samples, early access, or birthday gifts, beauty brands need to keep innovating their programs. Programs that evolve into lifestyle memberships, not just point systems, are likely to hold a competitive edge moving forward.

 

Beauty Brand Loyalty Program Statistics 2025 #5. 58% of Brands Prioritize Loyalty Personalization

In 2025, 58% of brands identified personalization as the top focus in their loyalty program strategies. Customers expect brand experiences tailored to their preferences, past behavior, and even moods. By integrating loyalty with personalization engines, brands can provide dynamic rewards that evolve with user needs. This could lead to fewer blanket discounts and more unique offers that deepen emotional loyalty.

 

 

Beauty Brand Loyalty Program Statistics 2025 #6. 45% of Brands Plan to Gamify Loyalty Programs

Gamification is emerging as a favorite strategy, with 45% of brands investing in game-like features to engage loyalty members. Whether through challenges, badges, or streak rewards, gamification taps into intrinsic motivation and makes brand interaction fun. Beauty brands that integrate rewards with AR makeup try-ons or TikTok-based challenges may drive stronger engagement. The future of loyalty is not just transactional—it’s experiential and interactive.

 

Beauty Brand Loyalty Program Statistics 2025 #7. 34% Focus on Experience-Based Rewards

Around 34% of beauty brands are now offering experience-based rewards such as spa days, product customization sessions, or behind-the-scenes access. This signals a shift from product discounts to emotionally rich interactions. Experience-based incentives create lasting memories, making customers more emotionally connected to the brand. As younger consumers prioritize values and lifestyle alignment, loyalty programs that offer meaningful experiences may outperform traditional models.

 

Beauty Brand Loyalty Program Statistics 2025 #9. 30% of Consumers Prefer Brands with Ethical Loyalty

Ethical loyalty is becoming a driver of retention, with 30% of consumers staying loyal to brands aligned with their moral and social values. Transparency around cruelty-free claims, ingredient sourcing, and sustainability practices influences purchasing decisions. Beauty brands that offer rewards for eco-conscious behavior—like recycling empties or choosing refills—can build long-term trust. Expect ethical incentives to be a differentiator in future loyalty programs.

 

Beauty Brand Loyalty Program Statistics 2025 #10. 60% of Mobile App Users Stay Loyal Through Incentives

Sixty percent of app users remain engaged due to exclusive app-based perks, indicating how digital loyalty programs are driving retention. Mobile apps offer convenience, personalization, and direct communication, making them ideal for building one-to-one loyalty. Brands that offer push notification-only discounts or interactive quizzes for points can maintain consistent app usage. As mobile commerce expands, app-based loyalty is likely to become the default channel.

 

Global Loyalty Market to Reach $93.79 Billion in 2025

The global loyalty program market is projected to hit $93.79 billion in 2025, growing at 15.9% annually. This expansion is fueled by increased investment in digital infrastructure and a shift toward omni-channel engagement strategies. Beauty brands are tapping into this growth by launching multi-brand ecosystems and cross-category rewards. As loyalty technology matures, integration with AR, AI, and blockchain could redefine how beauty consumers experience and trust loyalty systems.

 

 

Future Loyalty Will Be Personal, Ethical, and Immersive

The data from 2025 makes it clear that loyalty in the beauty industry is no longer just about rewarding purchases—it’s about building a lasting relationship rooted in relevance and values. As consumers demand more meaningful interactions, beauty brands that personalize rewards, embrace ethical standards, and create emotionally engaging experiences will see stronger retention and brand advocacy.

Traditional point-based systems are being replaced or enhanced by gamified, app-based, and experience-driven models that align with how people shop, share, and live. The success of programs at Ulta and Sephora shows what’s possible when loyalty is treated as a long-term strategy, not a short-term tactic. Moving forward, the most successful beauty brands will be those that see loyalty as a creative, evolving platform for storytelling, trust, and community.

 

Sources:

1. https://www.ulta.com/investor/sec-filings/all-sec-filings/content/0001558370-25-003810/ulta-20250201x10k.htm
2. https://www.the-sun.com/money/13327967/ulta-beauty-loyalty-program-upgrades-personalization/
3. https://www.nudgenow.com/blogs/maximize-benefits-sephora-loyalty-program
4. https://www.linkedin.com/pulse/consumer-loyalty-2025-designing-heightened-taylor-black-77r7e
5. https://emarsys.com/learn/blog/customer-loyalty-statistics/
6. https://www.zinrelo.com/resources/loyalty-statistics/
7. https://www.openloyalty.io/resources/loyalty-program-trends
8. https://www.openloyalty.io/resources/loyalty-program-trends
9. https://emarsys.com/learn/blog/customer-loyalty-statistics/
10. https://www.globenewswire.com/news-release/2025/04/09/3058250/28124/en/Loyalty-Programs-Global-Market-Report-2025-Growth-of-Gamification-and-Engagement-Based-Loyalty-Programs-McDonald-s-Monopoly-in-the-UK-and-U-S-Remains-a-Top-performing-Interactive-L.html