The Global Beauty Market Grew 10% in 2025 as E Commerce Outpaced in Store Sales by 6x

The Numbers Defining Beauty’s New Normal The State of Beauty 2026 report paints a clear picture of where the category is heading, with consumer behavior shifting toward digital discovery, convenience, and values driven purchasing: 49% of consumers are willing to pay more for locally made products, reflecting rising demand for authenticity and trust 52% will pay a premium for convenience, as time saving solutions drive purchase decisions 63% of consumers prioritize mental wellness, signaling continued expansion of holistic beauty 53% of consumers have purchased through social platforms, with 22% buying directly via TikTok Shop 49% of consumers already receive beauty recommendations from generative AI AI and Social Commerce Are Rewriting the Path to Purchase Tara James Taylor, SVP, Beauty Vertical at NIQ, said, “Beauty is entering a new phase of growth defined by both resilience and rising complexity.

Consumers are more intentional in how they spend, seeking products that deliver real value, simplicity, and wellbeing. At the same time, AI and digital commerce is transforming how consumers discover and evaluate products, shifting advantage to brands that show up clearly and…