U.S. e-commerce sales of beauty and personal care (BPC) grew by 16% in 2024-2025—four times the rate of the broader industry. That gap is not an anomaly; it reflects a structural reordering of how Americans discover, evaluate and buy beauty products. TikTok Shop posted triple-digit growth, Amazon extended its dominance, and a new cohort of largely independent brands outpaced the industry's biggest names. For beauty brand owners, retailers, and suppliers, the composition of those online shopping carts has never mattered more.
The Platform Landscape: Amazon Holds, But Others Accelerate
Amazon retained its position as the largest single retailer (F-1), accounting for just under 47% of total US online BPC sales in 2025. Yet, its growth (+14%) came in marginally below the industry's e-commerce rate, a sign that challenger retailers are starting to close the gap. Shopify, which powers the direct-to-consumer (DTC) storefronts of hundreds of independent brands, grew 21% and represented approximately 17% of total online BPC sales. The most striking number, however, belonged to TikTok Shop, which recorded 123% growth, underlining how social commerce is reshaping both discovery and purchase behavior.
F-1. U.S. online BPC sales by retailer, 2022-2025, and fastest-growing retailers, 2024-2025 (Euromonitor International)Euromonitor International
The retailer growth table tells a similarly pointed story. DoorDash (+40%), Saks Fifth Avenue (+35%) and e.l.f. Cosmetics' own digital channel (+37%) all posted strong gains, reflecting a broadening of the competitive retail landscape. For suppliers and manufacturers, the implication is clear: channel diversification is no longer optional. Brands that are not building capabilities across at least two or three platforms risk being structurally disadvantaged as the market fragments further.
Established Leaders: Strong, But No Longer Setting the Pace
The ten largest BPC brands by online sales grew at a combined rate of 12% in 2025 (F-2)—below the 16% industry average—illustrating a pattern common in maturing digital markets: scale imposes limits on momentum. Dove led the group in absolute terms, gaining almost $900 million in online sales, while posting +22% growth. Oral-B and e.l.f. both achieved +25%, with e.l.f. sustaining its momentum through aggressive paid digital spend and a consistent pipeline of viral content. Il Makiage (+20%) demonstrated the commercial value of AI-powered recommendation tools in converting digital browsers into buyers.
F-2. U.S. online sales of the ten highest-selling BPC brands, 2024-2025 (Euromonitor International)Euromonitor International
Bath & Body Works was the notable underperformer, declining 12% as a slow end-of-year gifting season weighed on results. The brand's relative dependence on seasonal purchasing occasions—and its limited TikTok presence—serves as a cautionary reminder that distribution breadth alone does not guarantee digital resilience. Although, the brand is making efforts to improve its digital ecosystem, launching an official Amazon storefront in early 2026.
Rising Brands: Three Clusters, One Common Thread
Euromonitor's Rising Brands analysis (F-3) segments high-growth digital challengers into three clusters based on annual online sales: Established (above $100 million), Emerging ($50–100 million) and Upstart ($20–50 million).
F-3. E-commerce sales growth by brand cluster–Upstart, Emerging and Established, 2024–2025 (Euromonitor International)Euromonitor International
Collectively, these brands dramatically outpaced the industry, and the channel strategies that underpin their growth vary meaningfully by tier.
Established Brands
Brands including Medicube, kitsch, Eos, Kayali and Anua grew online sales by 69% in aggregate (F-4). Only 39% of their sales ran through Amazon, compared with the 47% industry benchmark, reflecting a deliberate multi-channel strategy.
F-4. U.S. online sales and growth of leading Established BPC brands ($100 million+), 2025 (Euromonitor International)Euromonitor International
Medicube—the standout performer—generated over $296 million in online sales, with 79% of that volume flowing through Amazon and 14% via TikTok Shop. Its success is rooted in a combination of clinical K-beauty formulations, accessible mass-market pricing, and a highly optimized Amazon presence driven by social virality. Eos reinforced the power of influencer-led education through campaigns such as Lotion Lock, while Wonderskin's peel-and-reveal lip stains generated sustained organic reach across Instagram and TikTok.
Emerging Brands
Brands including Dr. Melaxin, Salt & Stone, Bella Vita, and Byoma grew by 106%, and these brands bucked the broader trend by leaning into Amazon rather than away from it—matching the 47% industry average for Amazon share (F-5).
F-5. U.S. online sales and growth of leading Emerging BPC brands ($50–100 million), 2025 (Euromonitor International)Euromonitor International
Their growth strategy centers on optimized listings, high consumer ratings, and Prime Day promotions, combined with science-backed formulations and transparent ingredient communication. Salt & Stone leads with clinical proof points and clean ingredient lists; Dr. Melaxin has built a dominant position in facial care through TikTok-driven virality that funnels directly into Amazon search rankings.
Upstart Brands
Upstart brands (F-6) achieved the most dramatic growth of all: +589% in aggregate. Brands such as Björk & Berries (Swedish eco-luxury, vegan organic), Paese (professional-grade Polish cosmetics) and Tallow Balm (ancestral wellness, animal-derived ingredients) represent niche propositions with globally sourced appeal.
F-6. U.S. online sales and growth of leading Upstart BPC brands ($20-50 million), 2025 (Euromonitor International)Euromonitor International
Crucially, only 27% of their sales passed through Amazon; the majority flowed via TikTok Shop and brand-owned Shopify stores – channels that reward novelty, story-driven content and community-level engagement.
Category Leaders: Who Is Winning Where It Counts
The top six BPC categories—facial care, facial makeup, women's fragrances, conditioners and treatments, eye make-up, and body care—accounted for approximately 50% of total U.S. online BPC sales in 2025 and grew collectively at 15% (F-7). Within each category, the fastest-growing individual brands far exceeded those aggregate rates, often by multiples: Eos grew body care sales by 113%, Prime Prometics grew eye makeup by 99%, Kayali grew women's fragrances by 84%, and Dr. Melaxin grew facial care by 639%.
F-7. U.S. online BPC sales by top category and fastest-growing brand per category, 2025 (Euromonitor International)Euromonitor International
The pattern consistent across these category leaders is a reliance on credible, professional-grade influencer marketing—not mass celebrity endorsements, but targeted engagement with dermatologists, aestheticians and beauty educators who can translate ingredient science into consumer desire. For manufacturers and ingredient suppliers, this dynamic has meaningful implications: the brands winning online are those whose formulation stories are legible and shareable.
The New Conversion Chain Driving Beauty’s Next Wave
The structural drivers of BPC's digital acceleration are not easing. As more of the beauty discovery journey shifts online, brands are prioritizing digital engagement tools—virtual try-ons, AI-powered personalization and mobile-first shopping experiences—to meet consumers at every touchpoint. TikTok has cemented its role as a discovery channel, and its influence on Amazon search rankings means that virality on one platform now directly monetizes on another.
Three categories are set to lead growth in 2026 through product innovation: deodorants, oral care and hair care—categories where the intersection of functional claims and lifestyle positioning has proven highly effective in driving online conversion. Companies whose product portfolios are more weighted towards personal care are also expected to turn to social commerce platforms as a primary growth lever. Brands operating in these spaces, and the suppliers that support them, would do well to ensure their digital infrastructure is built for the pace of change that the last 12 months have demonstrated is now the norm.
*Data sourced from Euromonitor International's Passport e-commerce analytics. Analysis by Olivia Stelmaszczyk, consultant, beauty and personal care, and Matthew Oster, head of health, beauty and hygiene insights.
