"While there are plenty of brands that knock traditional retail out of the park (Sephora, Drunk Elephant, Huda Beauty), the throughline is the understanding that every channel needs to connect, ensuring customers can find your brand wherever they are in the shopping journey. That means ensuring brands are searchable on Google, discoverable on TikTok, reinforced with reviews on Amazon, tangible at Sephora, and community-led with engaging content on YouTube."
"The global beauty market is valued at $1 trillion USD in 2025, and the U.S. is contributing around $105 billion. Furthermore, e-commerce is threatening to challenge the long-standing dominance of brick-and-mortar stores, accounting for around 41% of all beauty and personal care sales. This is a major change in the industry, which is known for its face-to-face experience, where clients get to touch and see the products (even test) before purchasing."
The global beauty market reaches $1 trillion in 2025, with the U.S. contributing about $105 billion. E-commerce now accounts for roughly 41% of beauty and personal care sales, challenging brick-and-mortar dominance. The growth of Amazon and social commerce—especially TikTok Shop—drives much of the shift. Brands need an omnichannel presence: searchable on Google, discoverable on TikTok, supported by Amazon reviews, available in stores like Sephora, and community-led with content on YouTube. Consumers increasingly discover products through influencers and GRWM videos rather than in-store testing, requiring brands to meet customers across digital and physical touchpoints.
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