The Digital Beauty Consumer

July 2020

Digital disruption in beauty and personal care will continue to accelerate globally due to the Coronavirus impact, which sets the tone for “digital” to become a dominant means of beauty industry participation over the forecast period. The core values of the Digital Beauty Consumer, a consumer type segmentation in Euromonitor’s Beauty Survey, will be redefined in the image of healthy living, personalisation and clean to conscious beauty.

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This report comes in PPT.

Key Findings

Digital as a boost pre-pandemic, but a lifeline during the pandemic

Pre-pandemic, the beauty and personal care industry already experienced the disruption of digitalisation. Significant ramp-up is expected across all regions to include livestreaming investment in China and North America, shoppable social media in markets where technology was not previously available, usage of mobile messaging services for beauty product fulfilment in Latin America, and continued beauty app dominance in Asia Pacific. Coronavirus (COVID-19) sets the tone for digital becoming a dominant means of beauty industry participation.

Redefining core values among digital beauty consumers

COVID-19 is expected to streamline and simplify digital beauty consumers’ routines, while also encouraging a greater willingness to experiment during home seclusion cocooning. Financial impact from COVID-19 also contributes to a re-evaluation of efficacy versus price and ingredient safety versus price among digital beauty consumers.

Healthy beauty

Health and beauty will continue to converge, with the added layer of mental and emotional wellbeing. For the digital beauty consumer, digital tools will be leveraged to a greater extent to be used to meet, track and enhance wellness goals, as well as provide a salon- or spa-like experience in the home.


Personalisation will be less of a priority during the immediate outbreak, but in the short term will be key in providing guidance for underserved consumer groups (ie men’s beauty segment) and as a complement to clean beauty.

Conscious beauty

Ethical and sustainable practices among beauty players will still remain top of mind, but will evolve into a greater push towards conscious beauty, driven by digitally-savvy consumers pushing for accountability and brand purpose beyond profits.

Key findings
Sharp downturn in global beauty and personal care in 2020
Digitalisation to accelerate driven by channel shifts, home seclusion
Tech-driven, digitally-enabled beauty a key disruptor pre-COVID-19
Every step in digital path to purchase can lead to instant decision
COVID-19 digitialised all beauty consumers to varying extent
Retail closures, in-store limits to increase influence of digital
Beauty and personal care industry braces for digital ramp-up
LATAM digitalisation in messaging apps, e-commerce supplement
Livestreaming strengthens no-contact consumer interaction
Meet the “digital beauty consumer”
Digital beauty consumers are more likely to be female, aged 45+
Digital beauty consumers: best in class versus most growth potential
Digital beauty consumers: by market
Rely on user reviews more over brand-provided info
Rely on apps for product information, guidance on selection
Extensive beauty routines are expected to simplify, streamline
Quality and price to be redefined among digital beauty consumers
Willingness to experiment poses opportunities for AR, subscriptions
Digital will overlap with key COVID-19 themes in beauty
Pre-pandemic, blurring of health and beauty driven by holistic goals
Potential for beauty tech innovation in collaboration with science
Mental and wellbeing underscore holistic view of healthy beauty
Personalisation for the digital beauty consumer
Personalisation a lower priority during, immediately after pandemic
Digital engagement acts as a guide in the selection process
Digital can supplement no-contact personalisation experiences
Clean beauty the new default amid transition to conscious beauty
Ethical, sustainable demands and practices to be impacted
Conscious beauty extends to brand purpose and ethical impact
Impact of COVID-19 on digitalisation of beauty
What should business focus on?
Key findings
Overview of Beauty Survey
Four years of tracked data covering 40 products and 700+ brands
Overview of Health and Nutrition Survey
Overview of Digital Consumer Survey
About Euromonitor’s Voice of the Industry survey series

Beauty and Personal Care

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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