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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)

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