Your beauty brand needs a glow-up.
Pathmatics demystifies the advertising strategies of your competitors, provides unparalleled visibility into your market, and empowers you to optimize campaigns like never before.
In an ocean of blush and bronzer, you need to know what advertising strategies are effective, and how to reach the right customers. Want to see how top beauty brands are advertising across digital channels? Check out our 2025 Beauty Report for a look at budgets, channel strategies, creatives, and more.
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In 2025, Facebook and Instagram accounted for 46% of advertising spend in the retail beauty industry, while only 11% went to TikTok.
Now, imagine having this data at your fingertips, in real time, as you’re strategizing your next move - tailored to the channels, regions, brands, and publishers that matter to you.
Challenges Digital Marketers Face, and How Pathmatics Solves Them
Be honest: are paid campaigns giving you a headache? Do you struggle to benchmark spend and impressions against your greatest rivals? Not sure how to most effectively allocate your budget? Going through a creative drought?
Pathmatics addresses the biggest issues facing digital marketers, and offers a sleek roadmap to creating truly successful, data-driven campaigns.
Top advertisers and channels in the beauty industry
Top advertisers in the beauty industry are Sephora, Ulta, Scentbird, Target, and Walmart. Top channels include Facebook, Instagram, TikTok, Pinterest, and OTT (with streaming networks including Netflix, Hulu, HBO Max, Disney+).
Features to Drive Smarter Campaigns
Inside the Platform
And that’s just the tip of the iceberg. Inside the platform, unlock dozens of comprehensive reports across spend, impressions, and creatives.
Real data points you can find in Pathmatics:
Which beauty brands dominated Facebook, Instagram, and TikTok last year
Black Friday campaign spend, creatives, and impressions for your biggest competitors
How beauty leaders like Ulta, Sephora, and Dermstore adjust social budgets to account for seasonality
Which top beauty brands increased ad spend on OTT platforms