The global beauty market remains remarkably resilient, recording a +7.2% value growth across 69 countries in 2024.  

While overall momentum remains positive, regional trends tell a more nuanced story. Growth continues at a steady pace in North America (+7.4%) and Western Europe (+4.9%), but the real acceleration is occurring in emerging regions. Latin America (+14.5%), Central and Eastern Europe (+15.4%), and Africa and the Middle East (+33.2%) are rapidly expanding, fueled by robust consumer demand and increased premiumization. 

As global beauty retail trends evolve, beauty players must recognize that while the opportunities are immense, they are layered with complexity — and success will depend on how effectively brands navigate a fragmented, omnichannel retail landscape. 

The Critical Shift to Omnichannel 

The beauty consumer is no longer bound to a single shopping channel. Today’s shoppers fluidly traverse online platforms, department stores, pharmacies, marketplaces, and even social media storefronts. In the U.S., beauty shoppers engaged with an average of 5.3 different retailers over the past 12 months, a clear signal that retailer loyalty is increasingly dynamic. This trend is not unique to the U.S. with similar occurring in Brazil (5.0) and Australia (4.7).  

Moreover, loyalty to specific retailers is declining: 6 of the top 10 beauty retailers in the U.S. saw decreases in loyalty over the past year. Instead, shoppers are becoming more needs and mission-driven, choosing different channels based on convenience, assortment, or pricing. 

In this environment, ​brands must ensure that their experience — whether through a flagship boutique, a retail partner, or a digital marketplace — delivers consistent messaging, exceptional service, and an immersive brand story. A comprehensive omnichannel beauty strategy is essential to sharpen strategies and understand consumers holistically in a complex retail environment. 

Online Beauty Sales Are Reshaping the Competitive Landscape 

More beauty consumers are shopping online and behaviors are shifting too. Baskets are smaller, but buying frequency is higher suggesting online shopping is becoming an ingrained habit. 

Emerging ecommerce markets such as in the Middle East, prestige beauty dominates the online channel, accounting for over 50% of value in both Saudi Arabia and the UAE. Similarly in accelerating ecommerce markets such as India, prestige beauty is leading the digital curve with 55% of online beauty sales coming from premium price tiers — compared to just 24% offline.  

Western European ecommerce markets are now well established but continue to show significant growth for the beauty sector. Interestingly, growth is not isolated to any particular e-commerce business model, however shared successes are witnessed through tapping into online shopping occasions such like Black Friday. In addition, “marketplace” shopping through platforms such as Amazon, TEMU, eBay & TikTok is driving ecommerce sales growth in 8 out of the 10 markets we looked at.  

Whilst global markets may show nuanced trends and areas for growth, one commonality prevails – the surge of beauty ecommerce growth. Across global markets, online beauty sales consistently outperform in-store growth, omni is no longer an option rather a necessity for strategic success. 

What’s Next for Ecommerce Beauty Growth? 

The social commerce playbook is proving popular across the world as platforms like TikTok Shop grow their global footprint. In established markets like China, Douyin is the #1 online beauty retailer, followed by the UK where it the #2. Social platforms are not only driving sales but reshaping consumer discovery. In the UK, Millennials and Gen X now account for 70% of TikTok Shop’s beauty sales, and returning customers spent twice as much in 2024 compared to the prior year!  

Beauty brands should embrace this fusion of entertainment and ecommerce to remain culturally relevant and competitive. 

Strategic Imperatives for Beauty Players 

To win in the evolving global beauty market, global manufacturers and retailers must act decisively: 

• Master Omnichannel Excellence: Deliver seamless, elevated brand experiences across every consumer touchpoint — physical, digital, and social. 
• Adapt Locally, Scale Globally: Tailor strategies based on regional ecommerce maturity, ensuring to tap into local market opportunities. 
• Invest in Data-Led Insights: Harness advanced analytics to decode complex shopper journeys, optimize personalization, and drive smarter marketing and supply chain decisions. 

The beauty consumer is sophisticated, discerning, and digitally empowered. Brands that can decode shopper complexity, elevate omnichannel strategies, and innovate boldly across digital and physical channels will be best positioned to capture the next wave of global growth.