Beauty e-commerce is booming, new data shows.
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.
The Asia-Pacific market leads in this growth, with sales up 14.3 percent in the region, fueled by increased adoption of Douyin’s social commerce arm (the Chinese equivalent of TikTok Shop), as well as growth in hair and skin care in China.
Other fast-growing markets include Latin America, up 10.4 percent in total beauty sales; North America, up 9.6 percent, and Europe, up 5.8 percent.
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.
“Today’s consumer demands flexibility and convenience,” said Tara James Taylor, senior vice president of beauty & personal care at NIQ, in a statement. “Brands and retailers must deliver a cohesive, channel-agnostic experience to stay relevant and capture share.”
