Step into the world of beauty in 2025, a landscape that’s more vibrant, dynamic, and innovative than ever before. This year’s State of Beauty Report isn’t just a snapshot of trends; it’s a front-row seat to the industry’s evolution.
From global growth surges and digital breakthroughs to the rise of wellness rituals and cutting-edge “tweakments,” beauty is rewriting the rules and expanding its reach. Whether you’re a brand leader, retailer, or beauty enthusiast, get ready to discover the forces driving transformation and the opportunities waiting to be unlocked. The future of beauty is here and it’s more exciting than you imagined.
Introduction
Global Beauty Market: Resilience & Growth
Despite economic and geopolitical headwinds, the global beauty market continues to thrive. Over the past year, beauty sales have grown by 10%, outpacing previous performance and demonstrating the sector’s enduring appeal. Asia Pacific leads the charge, fueled by China’s booming hair and skin care segment and the explosive growth of platforms like Douyin (TikTok Shop). North America and Latin America also show robust gains, while Europe remains steady. Fragrance is the fastest-growing category, but skin care is surging into double-digit growth, and cosmetics are rebounding after softness in 2024.
Beauty market up +10% globally in the past 12 months
Asia Pacific: +14.3% growth, led by China and South Korea
North America: +9.6%, Latin America: +10.4%, Europe: +5.8%
Fragrance leads category growth; skin care surges; cosmetics rebound
Digital Acceleration: Online Beauty Sets the Pace
Digital transformation is redefining beauty retail. Online beauty sales are growing nine times faster than in-store, with North America (+21%), Asia Pacific (+20%), and Europe (+10%) all seeing double-digit online growth. While brick-and-mortar remains important, the shift to digital is now essential for brands and retailers. Emerging markets like Brazil, India, and Indonesia are experiencing strong online momentum, highlighting the need for robust digital strategies.
Online beauty sales: 9X faster growth than in-store
North America: +21% online, Asia Pacific: +20%, Europe: +10%
In-store beauty still matters, but digital is now essential
Emerging markets show strong online momentum
Social Commerce & TikTok Shop Expansion
Social commerce is reshaping how consumers discover and buy beauty products. TikTok Shop, now available in 14 markets, has expanded rapidly in 2025 and is expected to launch in Japan and Brazil by year-end. The platform is a top beauty merchant in several regions, especially for cosmetics and fragrances, and is driving the rise of indie brands and “dupes.” Notably, Millennials and Gen X represent the majority of value sales in the UK, showing that TikTok’s influence extends beyond Gen Z.
TikTok Shop: Available in 14 markets, expanding in 2025
Top beauty merchant for cosmetics & fragrances
Drives indie brand growth and “dupes” trend
Millennials & Gen X are top spenders on TikTok Shop
Wellness & Ritual: The New Beauty Frontier
Beauty is evolving into a holistic lifestyle, blurring lines with health, personal care, and home scents. Wellness and ritual now expand the beauty opportunity by 64%, as consumers embrace self-care routines that go beyond appearance. Half of all consumers say regular self-care is more important now than five years ago. Brands are responding by moving into adjacent categories like vitamins, sleep aids, and sexual wellness, making beauty a daily pursuit rooted in inner vitality.
- Wellness & Ritual expands beauty by 64%
- 50% of consumers prioritize regular self-care routines
- Beauty now includes vitamins, sleep aids, sexual wellness, and more
- Brands are expanding into holistic lifestyle categories
Wellness & Ritual expands beauty by 64%
50% of consumers prioritize regular self-care routines
Beauty now includes vitamins, sleep aids, sexual wellness, and more
Brands are expanding into holistic lifestyle categories
The Rise of “Tweakments” & Changing Skincare Routines
Non-invasive procedures, or “tweakments,” are reshaping traditional skincare routines. Thirty-five percent of US respondents say they will change their skincare routine after getting a procedure, often simplifying or trading down. Most consumers see these treatments as a complement to skincare, not a replacement, but attitudes vary globally. The trend is especially pronounced in China and Saudi Arabia, reflecting diverse approaches to beauty and self-care.
- Non-invasive procedures (“tweakments”) are on the rise
- 35% of US consumers will change skincare routine after a procedure
- Most see treatments as a complement, not a replacement
- Global attitudes vary: China (complement), Saudi Arabia (replacement)
Non-invasive procedures (“tweakments”) are on the rise
35% of US consumers will change skincare routine after a procedure
Most see treatments as a complement, not a replacement
Global attitudes vary: China (complement), Saudi Arabia (replacement)
Summary
The State of Beauty in 2025 is a story of resilience, innovation, and transformation. As digital acceleration and social commerce redefine the market, brands must embrace new channels and technologies to stay ahead. The expanding definition of beauty—encompassing wellness, ritual, and self-care, offers fresh opportunities for growth. Meanwhile, the rise of “tweakments” and evolving consumer routines signal a future where beauty is more personalized, holistic, and dynamic than ever before. For marketers and industry leaders, the challenge is clear: adapt, innovate, and unlock growth in a rapidly changing landscape.
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