The shopping pages of major women’s media look alike: a rotation of product selections categorized by type (dresses, shoes, anti-aging skincare), fueled by affiliate links to the same retailers. The format is established, but the context has changed. Sales of new clothing in France remain below pre-Covid levels, second-hand shopping is growing across all age groups, and household beauty budgets are following a trajectory distinct from that of clothing.
Understanding these dynamics allows for a sharper perspective on fashion and beauty shopping selections.
Fashion shopping selections: what clothing figures reveal
The classic editorial reflex is to present trendy pieces by season, with a purchase link. The selections from Vogue, Madame Figaro, or Gala follow this pattern for the fall of 2026: loafers, blouses, silk tops, jeans inspired by the 2000s. The format works to generate traffic, but it masks an underlying shift.
According to an analysis by Syndex published in August 2026, clothing sales in 2025 declined in value and volume compared to 2024. The sector remains significantly below its pre-pandemic level. This contraction does not mean that consumers have stopped dressing: it indicates a shift towards tighter choices, where value for money dictates purchases.
This context explains why shopping selection formats have evolved. Sections like “pieces under 300 euros” or “winter sales” are no longer seasonal variants but direct responses to a purchasing behavior that has become structural. Browsing Beauty Girl’s shopping selections, one can see this curation logic oriented towards accessible products, both in fashion and beauty.
Second-hand and eco-responsible fashion: a norm established
The rise of second-hand shopping is no longer a weak signal. A local press report based on data from an eco-organization reminds us that in 2025, the French bought an average of 43 new garments in the year. This seemingly high figure marks a continuous deceleration.
The phenomenon affects all generations. Physical thrift stores and online platforms are capturing an increasing share of purchases, including categories long spared such as accessories or shoes. An article from Vudailleurs.com describes the fall of 2026 as a “moment of responsible choice” where second-hand and eco-responsibility no longer function as a marginal alternative.
For shopping selection sites, this shift poses a concrete editorial question: should they continue to recommend only new items? Some media are now incorporating vintage or refurbished pieces into their sections. Field feedback varies on this point, as the economic model of affiliation remains largely tied to new ready-to-wear brands.
Criteria to check before an online fashion purchase
- The exact fabric composition: a high percentage of synthetic fibers in a piece presented as “natural” is still common, especially below the 50 euro mark.
- The return conditions and the actual delivery cost: some retailers advertise free delivery but charge for returns, which alters the final price if the size is not suitable.
- The manufacturing origin, when indicated: mentions of “designed in France” do not guarantee local production.
French households’ beauty budget: a distinct trajectory
The beauty category follows a different dynamic from clothing. According to an analysis by Cosmetics Insiders based on national accounts from Insee, the relative share of beauty in household budgets has increased over the last six decades, while that of clothing has declined.
This structural inversion sheds light on the success of online beauty selections. Sections dedicated to serums, anti-aging sunscreens, or lip oils generate high engagement because they respond to an expenditure that consumers maintain, even during budget constraints.
New players and redistribution of the online cosmetics market
The market does not only benefit historical brands. Retailers like Aroma-Zone, regularly highlighted in Madame Figaro’s selections, have built their audience on a low-price positioning and transparent formulation. Meanwhile, new online entrants are reshuffling the beauty e-commerce landscape by offering Korean or Japanese brands that were previously hard to access in France.
The available data does not yet allow for precise measurement of the market share captured by these new channels. Japanese beauty rituals, for example, are identified by the Journal du Net as a promising trend for retailers, without publicly documented sales volumes in France.
Reading a shopping selection: biases to identify
A shopping selection is not an independent comparison. Most fashion and beauty media operate with affiliate links: each click followed by a purchase generates a commission. This model does not invalidate the quality of recommendations, but it mechanically steers product choices towards partner brands.
- Products without an affiliate program are underrepresented, even if they offer better value for money.
- Brands that invest in public relations (sending samples, events) appear more frequently in selections, regardless of their relevance to the reader.
- The price displayed in a selection may differ from the final price once delivery and return fees are included.
Cross-referencing multiple selection sources, checking user reviews on third-party platforms, and comparing prices outside of promotions remains the most reliable reflex. A well-constructed selection article provides a starting point, not a definitive verdict.
