NielsenIQ (NYSE: NIQ), a global leader in consumer intelligence, has released its State of Beauty 2026 report, revealing that the global beauty market grew 10% year on year, with e commerce expanding six times faster than in store sales. Based on retail point of sale data across 9 categories in 52 markets, the findings signal that digital first, AI influenced commerce is no longer an emerging trend in beauty, it is the dominant growth engine.
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 consistently across digital ecosystems.” More than half of consumers are now exploring AI enabled shopping tools, turning online engagement into immediate conversion.
Nowhere is this more acute than in China, where livestreaming accounts for 70% of beauty sales on platforms like Douyin, underscoring how content driven commerce has become the default purchase format for the world’s largest beauty market…
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