Ecommerce approaches a quarter of beauty sales

Key stat: Ecommerce will account for nearly a quarter (24.5%) of US beauty retail sales by 2028, according to our October 2024 forecast.

Beyond the chart:

• Among beauty subcategories, haircare and skincare are growing fastest, increasing 12.6% and 11.0%, respectively, in 2025, according to our “Beauty Ecommerce 2025” report.
• However, growing financial concerns among consumers has put a damper on beauty spending—we lowered our forecast for 2024 down from nearly $102 billion to $99.57 billion to reflect slowing growth.

Use this chart: Retailers and marketers can use this chart to highlight the need for digitally-focused strategies in the beauty category while maintaining a solid in-store presence. This chart can also be used to recommend investments in loyalty programs, online product launches, or tech-forward shopping tools that can spur slowing ecommerce growth.

Related EMARKETER reports:

• Beauty Ecommerce 2025 (EMARKETER subscription required)
• Luxury Ecommerce 2024 (EMARKETER subscription required)