Beauty Ecommerce 2025

How Brands and Retailers Can Reignite Momentum

Report by Sky Canaves  | Jan 10, 2025
Download
Report
Deck
Executive Summary
Share
Table of Contents
Executive Summary
Cosmetics and beauty remains one of retail’s fastest-growing categories
More beauty sales are moving online, but at a moderate pace
Competition across channels is intensifying as retailers seek a slice of the fast-growing beauty pie
Amazon is a force to be reckoned with in the beauty space
The beauty path to purchase is becoming more complex
Amid an uncertain future in the US, TikTok Shop is emerging as a potent partner for beauty brands
Gen Alpha is rising to meet Gen Z as influential beauty consumers
Sources
Media Gallery
About This Report
Beauty’s run of strong retail sales growth is winding down, but new audiences and sales channels will offer opportunities for savvy brands and retailers to regain momentum.
Topics
Consumer Behavior
Ecommerce Tactics
Retail Categories
US
Table of Contents
Executive Summary
Cosmetics and beauty remains one of retail’s fastest-growing categories
More beauty sales are moving online, but at a moderate pace
Competition across channels is intensifying as retailers seek a slice of the fast-growing beauty pie
Amazon is a force to be reckoned with in the beauty space
The beauty path to purchase is becoming more complex
Amid an uncertain future in the US, TikTok Shop is emerging as a potent partner for beauty brands
Gen Alpha is rising to meet Gen Z as influential beauty consumers
Sources
Media Gallery

Cosmetics and beauty has been one of retail’s standout categories over the past several years. But as growth slows, brands and retailers will have to look to new audiences and channels to capture opportunities for expansion.

Key Question: What is the outlook for cosmetics and beauty retail and ecommerce sales?

Ecommerce Will Account for a Quarter of US Beauty Retail Sales in 2028
E-Mail ChartDownload

Key Stat: Online sales growth of cosmetic and beauty products is tapering down, but it remains on track to exceed the overall ecommerce penetration rate, with a quarter of category sales in 2028.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

10charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Cosmetics and beauty remains one of retail’s fastest-growing categories
  3. More beauty sales are moving online, but at a moderate pace
  4. Competition across channels is intensifying as retailers seek a slice of the fast-growing beauty pie
  1. Amazon is a force to be reckoned with in the beauty space
  2. The beauty path to purchase is becoming more complex
  3. Amid an uncertain future in the US, TikTok Shop is emerging as a potent partner for beauty brands
  4. Gen Alpha is rising to meet Gen Z as influential beauty consumers
  1. Sources
  2. Media Gallery

Charts in This Report

Ecommerce Will Account for a Quarter of US Beauty Retail Sales in 2028Beauty's Era of Standout Retail Sales Growth Is Coming to a Close (% change YoY in US cosmetics & beauty retail sales vs. total retail sales, 2021-2028)
The Skincare and Haircare Subcategories Overindex Overall Beauty Ecommerce Penetration (US cosmetics & beauty retail ecommerce penetration by subcategory, 2025 & 2028)Price Sensitivities Creep Into US Consumers' Beauty Purchasing Behaviors
Fewer Consumers Made Online Beauty Purchases in H2 2024 (% of US adults who made a beauty product purchase online, by select demographics, Dec 2023-Oct 2024)Ecommerce and Specialty Retailers Lead Beauty Sales Growth, Leaving Drugstores Behind
Amazon Will Gain Ecommerce Share Across Almost All Areas of Beauty in 2025 (US Amazon vs. total cosmetics & beauty retail ecommerce sales growth, 2025)Stores Are the Top Channel for Beauty Product Discovery, While Social Media Leads Digital (% of US shoppers, Jun 2024)
Creators Have the Most Sway in Driving Fashion and Beauty Purchases (% of US social shoppers, March 2024)TikTok Has Gained an Edge Among Major Social Platforms As a Beauty Buying Destination (% of US social shoppers who made a beauty purchase on each platform, March 2024)

Access full deck

View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER
Download PPTX

 

 

 

 

 

 

 

 

 

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER

authors

Sky Canaves

Contributors

Suzy Davidkhanian
VP, Content
Vladimir de Leon
Chart Editor
Blake Droesch
Brian Lau
Senior Forecasting Analyst
Na Li
Director, Primary Research
Wendy Malloy
Director, Reports Editor
Jennifer Pearson
VP, Research
Sakina Thanawala
Copy Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor