Beauty Breaks Boundaries with 10% Growth, Digital Surge & Wellness Shift

NielsenIQ (NYSE: NIQ) today released its State of Beauty 2025 report, revealing a beauty industry that’s not only thriving — it’s transforming. With global beauty sales up 10% year-over-year, the sector is expanding its definition, embracing digital-first strategies, and wellness rituals that are reshaping consumer behavior.

Global Growth: Asia Pacific Leads, Consumers Spend More, Shop More Often

Beauty’s resilience is undeniable. Despite economic pressures, consumers are making more shopping trips (+2%), spending more per visit (+8%), and buying more units (+2.6%) — signaling beauty’s role as a daily essential.

• Asia Pacific (+14.3%) leads global growth, driven by China’s booming hair and skincare market and the meteoric rise of Douyin (TikTok Shop), which grew 49%.
• North America (+9.6%) and Latin America (+10.4%) show robust gains, while Europe (+5.8%) remains steady, with Western markets yet to regain momentum.

“Beauty is no longer just about appearance — it’s about experience, wellness, and digital convenience. Digital-first strategies are now the backbone of beauty retail. Brands must meet consumers where they are — online, on social, and on mobile. Today's consumer demands flexibility and convenience. Brands and retailers must deliver a cohesive, channel-agnostic experience to stay relevant and capture share, with challengers ready to take a slice of the business,” commented Tara James Taylor, Senior VP NIQ Beauty & Personal Care, NIQ.

Digital Acceleration: Online Beauty Sales Outpace In-Store by 9x

The shift to digital is no longer optional — it’s essential.

• Online beauty sales are growing exponentially, 9x faster than in-store:
  • North America: +21%
  • Asia Pacific: +20%
  • Europe: +10%
• Emerging markets like Brazil, India, and Indonesia are seeing strong digital momentum, driven by mobile-first consumers and the rise of social commerce.
• TikTok Shop, now active in 14 markets, will expand to Japan and Brazil in 2025, further fueling digital engagement.

Wellness & Rituals: Beauty’s New Frontier Expands Market by 64%