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EMARKETER

Beauty Ecommerce 2025

How Brands and Retailers Can Reignite Momentum

Report by Sky Canaves  |  Jan 10, 2025
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Report
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Executive Summary
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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.

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
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