Health and beauty brands face unique challenges in today’s retail space. Consumers have traditionally preferred to shop for these products in person. However, as the culture around retail shifts, these brands must adapt to meet shoppers where they are with content that speaks to their needs and leads them to conversion. Join us as we explore health and beauty product content marketing trends in 2025 and how to capitalize on these trends to engage more, sell more and grow your brand. 

1. Build Out Omnichannel Content Marketing Strategies 

All retail is omnichannel. The lines between physical and digital retail continue to blur, and shoppers increasingly engage with e-commerce product content throughout their buying journey, even before entering a store. 

1WorldSync research found that, on average, shoppers research products online before an in-store shopping trip 55% of the time. Since last year alone, there’s been a 24% increase in shoppers who bypass search engines and go directly to the retailer’s site to search for products. Ninety percent of shoppers use their phones to research products while in-store. Commerce is omnichannel, and there’s no going back. 

Successful health and beauty brands know consumers bounce between sites, platforms and channels at virtually every stage of the buyer’s journey. Content consistency at every touchpoint is crucial for informing consumers with accurate content, building trust and leading shoppers to purchase. 

A brand’s content strategy must prioritize quality, consistency and accuracy across every touchpoint to ensure seamless, trustworthy brand experiences. Content syndication tools ensure you create and distribute –– in real time –– conversion-driving content to the channels your consumers shop. 

2. Personalized and AI-Driven Content Creation 

Personalization is everything in product content marketing, and thanks to continuous innovation in AI, hyper-personalized content is possible for health and beauty products. Consumers expect personalized content from the brands they shop. Delivering on this expectation attracts and secures customers and helps brands sell more. When shoppers can literally see themselves using and benefitting from your products, they’re more likely to add those products to their carts. 

Creating relevant product suggestions or bundles exposes your customers to new products they didn’t know they wanted or needed. Pair that approach with AI-powered skin and hair analysis or virtual “try-ons,” creating a bespoke immersive experience that compels shoppers to buy. 

Personalized recommendations, tutorials and data-driven content strategies help brands engage, attract and convert casual shoppers into loyal customers. 

3. Transparent Brand Storytelling with 2D Barcodes 

Recent research from 1WorldSync found that nine in ten consumers use their phones to research products while shopping in-store, and 51% have scanned a QR code on the product packaging to learn more.

Utilizing 2D barcodes allows brands to overcome the limitations of traditional packaging and deliver an expansive content experience. This technology provides in-depth content that answers consumer questions and supports the brand narrative. In addition to facilitating informed purchases, 2D barcodes help build trust and loyalty after the transaction with engaging and evolving content. 

2D barcodes deliver rich product content directly to the consumer, including:

• How-to videos, from basic product use to makeup tutorials 
• Product ingredients and certifications (including cruelty-free, vegan and sustainability certifications)
• Sourcing information 
• Allergens 
• Complementary product recommendations 
• Links to socials

In addition to providing the above information, 2D barcodes empower brand storytelling that highlights values, diversity, social impact and other factors that guide today’s shoppers. When consumers choose a product, they make a statement with their purchases. They want to align themselves with brands that share their values and priorities. The expanded content possibilities of 2D barcodes allow you to showcase those aspects of your health and beauty brand to an eager audience. 

4. Prioritizing User-Generated Content (UGC) 

Social proof has been a massive factor in consumer purchase decisions across markets for years. This is especially true for health and beauty products. Ratings and reviews are consistently the primary influence of purchase decisions: 93% of shoppers say ratings and reviews determine whether they purchase a product. 

Consumers know reviews are honest and trustworthy. A high number of positive reviews on a product proves to the shopper that they’re making a smart purchase. A product with primarily negative reviews, or even a low volume of reviews, is a red flag that communicates low quality and that the product is a waste of money. 

Implementing a solid ratings and reviews strategy is crucial for health and beauty brands to secure conversion-driving UGC. The top trend for acquiring UGC in 2025? Product sampling. 

Product sampling puts your products into the hands of your target audience, including influencers with a broad reach. Offering a free test run of your products in exchange for a review helps you acquire content that sells from those with a platform as well as the everyday customer. 

Shoppers trust what other shoppers say; they can identify with each other, and their word is as good as gold regarding product reviews. The same is true of trusted influencers. With platforms that can reach consumers better than many traditional marketing channels, including influencers in your product sampling campaign is a smart move. 

Establishing a product sampling program as part of your larger ratings and reviews program allows you to target consumers, acquire critical ratings, reviews, and feedback, and use UGC to sell more products. 

5. Advertising on Retail Media Networks 

The best marketing campaigns engage shoppers on the channels they shop at the ideal stage in the buyer’s journey. Retail Media Networks (RMNs) target consumers from the initial stages of exploration down to the point of purchase, and it’s all done on the platforms where shoppers go to make their purchases. Retail media is a full-funnel experience, earning its place in our list of top health and beauty content trends. 

RMNs allow brands to purchase ad space, ranging from banner ads to sponsored search placements and even video ads, to target shoppers at every juncture in the buyer’s journey. Many of these shoppers are on the direct path to purchase. Because shoppers come to these retail sites with a buying mindset, securing ad space on these platforms is an invaluable factor in health and beauty marketing strategies. 

In addition to an up-close-and-personal consumer engagement, advertising on an RMN gives brands access to first-party consumer data. These platforms operate with closed-loop advertising, which means a brand can know with certainty whether or not a specific ad led to a purchase, giving immediate and accurate consumer data that helps shape and refine health and beauty product content strategies. 

Future Outlook for Health and Beauty Marketing 

Adaptability is key for companies in this space. As retail continues to evolve and distinctions between physical and digital retail diminish, brands must continue to create and deliver content that meets shoppers’ needs. 

1WorldSync has solutions that empower health and beauty brands with the necessary content tools to win loyalty and increase sales. From image generation and rich product content to disbursement to e-commerce analytics and performance analysis, we provide end-to-end content solutions that help you sell more. Connect with our team today to learn more about how 1WorldSync can position your health and beauty brand for success.