"The resale market - which comprises roughly 8 percent of total fashion and luxury sales globally, per a 2025 Vestiaire Collective study - is becoming a potential growth frontier in beauty, too, as indicated by new data from Los Angeles-based live selling platform Whatnot. Launched in 2019 with a focus on selling collectible figurines via live video auctions, Whatnot has since expanded to other categories including sneakers, jewelry, electronics and beauty and fashion, with the latter two being the platform's fastest-growing categories."
"Though the platform declined to share its number of monthly active users, it did confirm that more than 20 million new accounts were created in 2025, and live sales during the period reached $8 billion, with the U.S. being the Whatnot's largest market, and France being its fastest-growing. One in eight live sellers on Whatnot do the job full-time, and more than 4,000 beauty products are purchased each hour on the platform."
The resale market represents about 8 percent of global fashion and luxury sales and is emerging as a growth area in beauty via live-commerce. Whatnot launched in 2019 for collectible figurines and expanded into categories including beauty and fashion, which are now fastest-growing. Beauty listings on the platform are primarily deadstock sold via low-start auctions and buy-now listings, with a policy against used or expired products. In 2025 Whatnot saw over 20 million new accounts and $8 billion in live sales, with the U.S. as the largest market and France growing fastest. Independent sellers source inventory, often selling discontinued items, and few beauty brands sell directly.
Read at WWD
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