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Key stat: Some 22% of beauty retail sales worldwide will take place online this year, the most of any sales channel, per McKinsey. Physical specialty stores, such as Sephora and Ulta Beauty, will come in a close second (20%), while department stores will rank last (8%).

Beyond the chart:

• US cosmetics and beauty sales will grow by 10.1% this year, per our forecast, remaining resilient even as consumers pull back in many discretionary categories.
• The category’s ecommerce sales will grow faster still, by 13.6%, according to our estimates.
• Amazon will surpass Walmart in US beauty sales by 2025, according to a Morgan Stanley research note.

Use this chart:

• Develop advertising strategies that prioritize digital.
• Evaluate shifting purchasing behavior in beauty.

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• What marketers should know about why Gen Z shops
• Consumers continue to splurge on beauty products
• How beauty brands can use TikTok to reach Gen Z, BIPOC, and more consumers

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