NielsenIQ’s “State of Beauty 2025 ” report signals a milestone year for the global beauty sector, which saw sales surge 10% over the last 12 months —a rate faster than previous years and among the highest in consumer industries.
The beauty market’s expansion is driven by digital transformation, explosive e-commerce growth, and a widescale shift toward wellness and holistic self-care, according to a combination of official NielsenIQ statements and industry commentators. Digital-First Beauty: E-Commerce Dominates
The standout metric from the 2025 report is that online beauty sales are growing nine times faster than in-store purchases globally—jumping by 21% in North America , 20% in Asia Pacific , and 10% in Europe . Social commerce and mobile-first platforms, especially TikTok Shop, now fuel much of this acceleration.
In APAC, digital sales outpace physical retail in both frequency and spend, largely driven by China’s strong digital ecosystem and the rapid ascent of beauty on Douyin (China’s TikTok), which alone grew 49% year-over-year.
Senior NIQ executive Tara James Taylor has said , “Digital-first strategies are now the backbone of beauty retail… Brands must meet consumers where they are—online, on social, and on mobile”.
Consumers Spend More and Buy More Often The sector’s resilience is highlighted by consumers making more shopping trips (+2%), spending more per trip (+8%) , and purchasing more items (+2.6%)…
