Beauty E-Commerce Set to Capture 31% of Global Retail Sales by 2030

E-Commerce Emerges as the Clear Winner According to McKinsey’s latest State of Beauty 2025 report, online channels are expected to account for 31% of global beauty retail sales by 2030, up from only 10% in 2015.

This remarkable growth positions e-commerce as the fastest-growing channel for beauty brands worldwide, with significant momentum over the last decade.

Kristi Weaver, Senior Partner at McKinsey & Company, and colleagues explain in their analysis that the projected growth for e-commerce is higher than all other global beauty sales channels. This leap signals more than just a change in shopping behaviors; it’s a complete reimagining of beauty retail.

The numbers clearly show the scale of this change: e-commerce beauty sales have tripled, rising from 15% in 2019 to 26% in 2024. Conversely, department stores have seen their share fall from 11% in 2015 to 8% in 2024, with further decline projected by 2030…