"According to NIQ's State of Beauty 2025 report, online beauty sales are growing nine-times faster than in-store, up 21 percent in North America, 20 percent in the Asia-Pacific region and 10 percent in Europe. Brazil, India and Indonesia are also seeing significant, albeit more emerging, e-commerce growth. Total beauty spend is up, too, growing 10 percent globally during the last 12 months."
"Even as tariff and broader economic uncertainty hang overhead, consumer demand isn't showing a downturn, with consumers making 2 percent more shopping trips on average and spending roughly 8 percent more per visit. They're also buying 2.6 percent more units, indicating this sales growth isn't just due to pricing increases and inflation. With TikTok Shop set to expand to Brazil and Japan this year, in addition to its existing 14 markets, it's likely online sales will continue to accelerate, the report said."
Online beauty sales are growing nine-times faster than in-store, rising 21 percent in North America, 20 percent in Asia-Pacific, and 10 percent in Europe. Brazil, India, and Indonesia show emerging e-commerce growth. Global beauty spend rose 10 percent in the last 12 months. Asia-Pacific sales increased 14.3 percent, driven by Douyin's social commerce and gains in hair and skin care in China. Latin America, North America, and Europe grew 10.4 percent, 9.6 percent, and 5.8 percent respectively. Consumers make 2 percent more shopping trips, spend about 8 percent more per visit, and buy 2.6 percent more units. TikTok Shop expansion to Brazil and Japan is expected to accelerate online sales. Brands and retailers must deliver cohesive, channel-agnostic experiences to capture share.
Read at WWD
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