E-commerce beauty and personal care has grown the fastest of all channels globally and continues to gain share from store-based retailing. E-commerce acceleration is being driven by trending focus areas, such as online communities and personalisation technologies, while challenges such as internet access and sustainability concerns create opportunities for players to innovate and grow.
This report comes in PPT.
E-commerce beauty and personal care is a US47.1 billion industry and has grown the fastest of all channels globally, but captures just 11% of all beauty and personal care sales as of 2018. E-commerce continues to gain share from store-based retailing, which in 2018 accounted for 80% of global beauty and personal care sales.
Key e-commerce categories are skin care and colour cosmetics. The boom in D2C brands, the impact of online influencers, and growing sophistication of beauty tech that provides product recommendations drive e-commerce skin care and colour cosmetics sales.
Themes driving beauty and personal care e-commerce include exclusive collections and limited releases; expansion of consumer bases beyond target audience and using online as the conduit; online-only private label brands; vocal and highly-engaged online communities; beauty apps and super apps; augmented and virtual reality, artificial intelligence, voice; and personalisation technologies.
The largest e-commerce challenges are internet penetration and banking access in emerging regions, while beauty-specific challenges include sensorial product limitations, packaging, and sustainability.
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.
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