In 2024, US beauty and personal care e-commerce sales increased by of 16%. The share of beauty and personal care sales taking place online also increased, from 35% to 39%. Within this expanding digital landscape, Amazon further solidified its dominance, 47% market share in 2024, an increase from 44% in 2023. Meanwhile, Sephora, the second-argest online retailer for beauty and personal care in the US, experienced a slight market share dip from 10% in 2023 to 9% in 2024 despite growing value sales.
What’s the potential impact of Trump’s policies across industries and economies? Stream this webinar to examine four major concerns right now: tariffs, migration, deregulation and consumer demand.
As beauty consumers become more budget-conscious, they are seeking smarter, value-driven purchases, favouring brands that offer quality and clinical efficacy at accessible prices.
In a volatile economy, where birth rates are declining and businesses prioritise value growth over struggling volume consumption, aligning diaper innovation with consumers’ value perception and providing affordable goods that feel premium across price tiers will be key for businesses to differentiate. While core product functionalities such as leak protection remain priorities, it is wellness, particularly clean-positioned, science-backed skin health, that increasingly justifies value-add.
The beauty and personal care industry is witnessing a slowdown and “value” is being redefined. It’s no longer about luxury for luxury’s sake, but about making smart, purposeful choices. Euromonitor explores these five key trends impacting beauty and personal care in 2025 and into 2026.
Digitally native brands are reshaping the FMCG industry. Register for our webinar to explore how online marketplaces, social commerce and direct-to-consumer strategies are fuelling this transformation.