Modern Distribution

This week, I checked in with analysts to better understand the strategy behind beauty brands “trading down” in retail toward more affordable wholesale partners. This can be seen in E.l.f. Cosmetics’ November expansion into Dollar General Stores and prestige fragrance and body-care brand By Rosie Jane’s October entry into Target. Elsewhere, prestige and luxury brands continue to rely upon off-price retailers like TJ Maxx and Marshall’s for wide distribution, a trend that is likely to increase in 2025 due to President-elect Donald Trump’s proposed import tariffs.