Gift card market figures in the Cosmetics & Fragrance industry

How are beauty & fragrance brands performing in the gift card market in 2025?

In 2025, the cosmetics and fragrance market continues its transformation. Value growth remains positive, driven by the premiumisation of skincare and fragrance, but the market is becoming more competitive and demanding. Brands must now maximise value per customer, purchase recurrence and the omnichannel experience.

In this context, the gift card remains a widely used gifting product, but it is still underutilised as a value creation lever. Data shows a relatively stable average face value (around €56), but limited top-up levels and a higher expiration rate than in other sectors.

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What you’ll find in this Beauty & Fragrance Gift Card Report:

✔ Consumer trends and purchasing behaviors – Explore how gift card usage is evolving in the beauty & fragrance sector.
✔ Seasonality & activation – Identify sales peaks during key shopping periods.
✔ The role of B2B – Understand how B2B has become a key growth driver, with stable order volumes and increased third-party distribution.
✔ Market outlook & growth levers – Discover strategies to capture new opportunities and enhance your brand’s gift card performance.

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