According to data from the Edited report, UK H&M's assortment of beauty products increased by a staggering 94.8% from 2018 to 2019. At the same time, luxury e-commerce companies like Net-a-Porter also began offering a wider beauty inventory, which increased by 26% in the same period.
Meanwhile, Lululemon recently announced its first foray into personal care with a collection of gender-neutral "self-care" products, including shampoo, deodorant, and lip balm.
"Brands are realizing that when tapped properly, the beauty sector can be a lucrative one," the Edited analysts wrote in the report.