"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."
"According to a recent NielsenQ report, this shift is attributed to the presence of e-commerce giants like Amazon and social media platforms (especially TikTok Shop). The team at Front Row Group, an e-commerce agency and accelerator specializing in beauty, health, wellness, and consumer brands, has put together a brief guide to help brands understand how beauty brands can thrive in this fast-evolving environment."
"You don't need industry reports to know that beauty brands without an online presence have no chance in the current market. 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."
The global beauty market reached $1 trillion in 2025, with the U.S. contributing about $105 billion. E-commerce now represents roughly 41% of beauty and personal care sales, eroding brick-and-mortar dominance. Consumers increasingly discover and decide via social platforms and marketplace content rather than in-store testing. E-commerce giants like Amazon and social commerce channels such as TikTok Shop are major drivers of the shift. Brands must create an omnichannel ecosystem—searchable on Google, discoverable on TikTok, supported by Amazon reviews, available at retailers like Sephora, and community-driven on YouTube—to meet consumers across the shopping journey and build trust.
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