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In this Perspective, discover how Whatnot is accelerating beauty growth through gamified resale and why this channel is becoming critical for modern CPG strategies.
Why it matters
Livestream resale platforms like Whatnot are reshaping how beauty shoppers discover, buy, and repurchase products at scale.
Beauty and Personal Care is now Whatnot’s second largest category
Generating over $700M dollars in annual sales and rapid year over year growth.
Whatnot beauty shoppers are highly valuable
spending more than twice as much and purchasing more than three times as often compared to TikTok shoppers.
Strong overlap with online and resale retailers
Signals incremental reach for brands seeking new demand beyond traditional ecommerce.
CPG leaders who understand these shifts early gain a competitive edge.
Discuss what this means for your business
Insights From NIQ Experts
Our market and consumer experts unpack the data behind the Perspective—highlighting what’s changing, why it matters, and where companies should focus next.
Why meet with NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
