NielsenIQ’s “State of Beauty 2025” report signals a milestone year for the global beauty sector, which saw sales surge 10% over the last 12 months—a rate faster than previous years and among the highest in consumer industries. The beauty market’s expansion is driven by digital transformation, explosive e-commerce growth, and a widescale shift toward wellness and holistic self-care, according to a combination of official NielsenIQ statements and industry commentators.
Digital-First Beauty: E-Commerce Dominates
The standout metric from the 2025 report is that online beauty sales are growing nine times faster than in-store purchases globally—jumping by 21% in North America, 20% in Asia Pacific, and 10% in Europe. Social commerce and mobile-first platforms, especially TikTok Shop, now fuel much of this acceleration. In APAC, digital sales outpace physical retail in both frequency and spend, largely driven by China’s strong digital ecosystem and the rapid ascent of beauty on Douyin (China’s TikTok), which alone grew 49% year-over-year. Senior NIQ executive Tara James Taylor has said, “Digital-first strategies are now the backbone of beauty retail… Brands must meet consumers where they are—online, on social, and on mobile”.
Consumers Spend More and Buy More Often
The sector’s resilience is highlighted by consumers making more shopping trips (+2%), spending more per trip (+8%), and purchasing more items (+2.6%). Despite ongoing economic headwinds, shoppers treat beauty as a daily essential, integrating it into routines for both necessity and pleasure.
Category Shifts: Ritual-Based Wellness Expands Market
A major trend is the evolving definition of beauty itself. The rise of wellness routines—incorporating supplements, sleep aids, and personalized care—has expanded the beauty market’s value opportunity by 64%. According to NIQ, 50% of global consumers now see regular self-care as more important than five years ago, and 44% plan to take more vitamins and supplements in the next year. Sleep aid categories are up too, with 63% saying getting enough rest now ranks as a higher priority, fueling growth in products like pillow mists and silk bedding.
“Tweakments” and the Changing Skincare Game
Non-invasive cosmetic procedures—sometimes called “tweakments”—are reshaping what beauty rituals mean. Thirty-five percent of U.S. beauty shoppers say they will change their skincare routines after a tweakment, often adopting simpler regimens or new product alternatives. While China (47%) is most likely to see tweakments as a complement to skincare, 37% of French shoppers use them only for specific concerns, and 25% in Saudi Arabia view them as full replacements. Globally, one-third view tweakments as a complement, while another 30% remain skeptical.
Regional Market Leaders and Growth Patterns
Asia Pacific remains the fastest-growing region, posting +14.3% year-on-year growth, led by China’s robust beauty innovation and connected consumers. North America (+9.6%) and Latin America (+10.4%) also posted strong results, while Europe’s market continues to recover at a slower +5.8% pace.
Conclusion
The State of Beauty 2025 shows a sector thriving through digital transformation, wellness integration, and the rise of curated, experience-driven routines. With online sales outpacing brick-and-mortar ninefold, and wellness adding 64% to the beauty value chain, brands that innovate for flexibility, digital convenience, and holistic care are poised to win. As one official NIQ statement says, “Beauty is no longer just about appearance—it’s about experience, wellness, and digital convenience”.
