CHICAGO — Beauty has become one of retail’s most resilient categories, with sales up nearly 10 percent in the past year according to NielsenIQ’s State of Beauty 2025 report. The U.S. market is benefiting from rapid digital adoption, changing consumer routines, and a broadening definition of beauty that now includes wellness and lifestyle.
E-commerce reshapes the path to purchase
Online beauty sales in North America increased by 21 percent, nearly nine times faster than in-store sales, as mobile commerce and social platforms reshape shopping behaviors. TikTok Shop is expanding its reach and enabling brands to connect more directly with younger consumers.
“Digital-first strategies are now the backbone of beauty retail,” said Tara James Taylor, senior vice president of NIQ Beauty & Personal Care. “Brands must meet consumers where they are, whether online, on social, or on mobile. Today’s shopper expects convenience and consistency across channels.”
Consumers adjust routines after cosmetic procedures
Non-invasive treatments, often referred to as “tweakments,” are altering buying patterns. Thirty-five percent of U.S. consumers say they will modify their skincare routines after a procedure, often simplifying their regimens or switching to a more affordable option. This signals that beauty retailers must adapt to shifts that redefine rather than replace traditional skincare.
Wellness extends category boundaries
Wellness-linked products are expanding the beauty business by an estimated 64 percent, creating opportunities in supplements, sleep aids, stress-relief products, and other adjacent categories. Nearly half of global consumers plan to increase supplement use in the year ahead, and more than six in ten rank sleep as a growing priority.
For mass retailers, the report highlights the beauty sector’s role as a driver of trips and basket size, as well as a key point of differentiation in meeting consumer needs that now extend across health, wellness, and digital convenience.
