Beauty ecommerce is entering a new phase of accelerated change, driven by shifting shopper behavior, platform consolidation, and emerging technology. This report explores the latest trends, challenges, and growth strategies shaping how beauty brands win online across marketplaces, social commerce, and owned channels.

Key highlights

• Online beauty continues to outpace total retail growth, with Amazon and TikTok capturing a growing share of discovery and conversion.
• Platform dynamics are reshaping brand control, forcing tougher tradeoffs between scale, margin, and consumer data.
• AI is beginning to influence how consumers discover and choose beauty products, signaling early shifts in search, personalization, and purchase behavior.