NielsenIQ's new "State of Beauty 2025" report shows global beauty sales are so far up 10% year-over-year, led by Asia Pacific (up 14.3%, driven by hair and skin care), North America (up 9.6%) and Latin America (up 10.4%), with Europe lagging at 5.8% growth, particularly in Western markets.
Beauty Goes Digital: Online Sales Are Crushing It
Beauty sales gains are being led by a 2% jump in shopping trips and an 8% rise in spend per visit. Units are also up 2.6%.
But it's the digital channels that truly shine. According to NielsenIQ, online beauty sales have grown 9x the rate of in-store results. Notably, Douyin, China's version of TikTok, has seen sales grow a whopping 49%. (TikTok is set to expand in Japan and Brazil this year, magnifying this effect in other markets.)
North American online sales are up 21%, Asia Pacific up 20% and Europe up 10%, nearly twice the rate of its overall market growth.
Mobile-first platforms are also driving growth in Brazil, India, and Indonesia.
Wellness & Rituals: Beauty’s New Frontier Expands Market by 64%
Another growth driver is the evolution of beauty toward a more holistic wellness proposition, which NielsenIQ says has boosted the market's "value opportunity" by as much as 64%.
This is driven by the 50% of consumers who believe self care is more important than ever, as well as the 44% of shoppers who expect to take more supplements and vitamins in the next 12 months.
One key highlight: 63% of consumers say sleep is of core importance, providing innovation opportunities for sleep supplements, sleep-attuned skin and hair care, pillow mists and other fragrance products, and much more.
There are also opportunities in stress relief, immunity boosters and sexual wellness, per NielsenIQ.
Tweakments: The New Skincare Staple?
Non-invasive cosmetic procedures, or “tweakments,” are changing how people approach skin care. Rather than replacing skin care routines, they are redefining them, with consumers adjusting their habits based on the results and recovery time of these treatments.
In the U.S., 35% of consumers alter their skin care routine post-procedure, often simplifying it. Global perspectives differ: 47% in China see tweakments as a complement to skin care, while 25% in Saudi Arabia view them as a replacement. In France, 37% use them for specific issues.
Overall, 29% of consumers globally consider tweakments complementary to skin care, but a skeptical 30% believe they are unnecessary.
The New Face of Beauty: Digital Convenience and Experience
“Beauty is no longer just about appearance—it’s about experience, wellness, and digital convenience," said Tara James Taylor, senior VP NIQ beauty and personal care, NIQ. "Digital-first strategies are now the backbone of beauty retail. Brands must meet consumers where they are—online, on social, and on mobile. Today's consumer demands flexibility and convenience. Brands and retailers must deliver a cohesive, channel-agnostic experience to stay relevant and capture share, with challengers ready to take a slice of the business."
