Beauty, health, and wellness retail categories are converging as consumers increasingly view them as a single budget category rather than three separate ones. A study by AlixPartners found nearly 100% of consumers see these as one category, while 40% want traditional beauty companies to expand into health and wellness—though 42% of executives prefer staying in their lane. Major retailers like Ulta Beauty, Target, Sephora, and Walmart are responding by creating dedicated wellness sections and partnering across sectors.
Children's clothing retailer Carter's is rebranding with a new logo and marketing campaign to appeal to Gen Z parents and reverse three years of declining stock performance. The 161-year-old company, which owns Carter's and OshKosh B'gosh brands, has restructured operations by closing stores and reducing workforce, while reporting improved sales growth and new customer acquisition in recent quarters.