Executive Summary

The beauty industry’s digital transformation over the past two years shows no signs of slowing down, as new consumer habits meet an increasingly diversified market. Brands will need to understand how to adapt as more spending moves online—or they risk missing out on key sources of revenues and new customers.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

1. How much US beauty spending has shifted to digital channels, and what will that look like in the coming years?
2. What are the major trends in beauty ecommerce for 2022? 
3. Who are the key consumers for beauty ecommerce, and what are their attitudes and preferences?

WHAT’S IN THIS REPORT? Our forecast for US cosmetics and beauty retail ecommerce sales through 2026 and an analysis of the trends driving the category’s growth—including Gen Z shopping behaviors, social commerce, and emerging technologies.

KEY STAT: In 2022, US cosmetics and beauty retail ecommerce sales will be more than double those of 2019 ($18.60 billion versus $9.21 billion). By 2026, those ecommerce sales will account for nearly a third of the category’s total retail sales.