Online Beauty And Personal Care Market Size and Outlook 2031

Report Description

Forecast Period	2027-2031
Market Size (2025)	USD 59.32 Billion
CAGR (2026-2031)	11.91%
Fastest Growing Segment	Skin And Sun Care Products
Largest Market	North America
Market Size (2031)	USD 116.52 Billion

Market Overview

The Global Online Beauty And Personal Care Market will grow from USD 59.32 Billion in 2025 to USD 116.52 Billion by 2031 at a 11.91% CAGR. The Global Online Beauty and Personal Care Market encompasses the digital retail of cosmetics, skincare, fragrances, and grooming items through e-commerce platforms and direct-to-consumer websites. The primary drivers fueling this sector include widespread internet accessibility, the convenience of home delivery, and the ability for consumers to instantly compare prices and product formulations. These structural factors provide a robust foundation for sector expansion, offering brands a scalable avenue to reach international audiences beyond traditional brick-and-mortar constraints.

However, the rapid growth of these digital channels faces a significant impediment in the form of supply chain vulnerabilities, particularly the proliferation of illicit goods. The anonymity of online marketplaces allows counterfeit items to thrive, which degrades brand equity and threatens consumer safety due to unregulated ingredients. According to the Personal Care Products Council, in 2025, the United States beauty industry lost approximately $5.4 billion annually to counterfeit products, illustrating the substantial financial and reputational risks inherent in the online marketplace.

Key Market Drivers

The dominance of social media influencers and content-driven marketing has fundamentally reshaped the Global Online Beauty and Personal Care Market, transforming platforms like TikTok and Instagram into primary point-of-sale channels. This shift is characterized by the seamless integration of entertainment and commerce, where "get ready with me" videos and honest influencer reviews drive immediate purchasing decisions through embedded shopping features. The visual nature of beauty products allows creators to demonstrate efficacy in real-time, fostering a level of trust and engagement that static advertising cannot match. This trend has established social commerce as a critical revenue stream for brands, particularly with the rise of "dupe" culture and viral product trends. According to Capital One Shopping, November 2025, in the 'TikTok Shop Statistics' report, health and beauty products accounted for a staggering 79.3% of all TikTok Shop sales in the United States, underscoring the platform's pivotal role in sectoral distribution.

Concurrently, the adoption of Artificial Intelligence (AI) and Augmented Reality (AR) for virtual try-ons is eliminating the historical barrier of physical testing in digital retail. Advanced algorithms now enable consumers to analyze skin conditions and visualize cosmetics with high fidelity, significantly reducing return rates and enhancing buyer confidence. These technologies are no longer novelties but essential tools that personalize the customer journey, guiding shoppers toward hyper-relevant products through generative AI assistants. This technological integration is driving substantial engagement; according to Adobe Analytics, January 2026, generative AI tools contributed to a 693.4% year-over-year traffic increase in shoppers clicking through to retail sites during the 2025 holiday season. The successful convergence of these digital strategies is reflected in the broader market's financial health, as evidenced when, according to Ulta Beauty, August 2025, the retailer reported that net sales increased 9.3% to $2.8 billion in the second quarter of fiscal 2025.

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Key Market Challenges

The proliferation of illicit goods constitutes a significant supply chain vulnerability that critically hampers the growth of the Global Online Beauty and Personal Care Market. As digital channels expand, the anonymity of online marketplaces allows counterfeiters to infiltrate supply chains with sophisticated imitations, making it increasingly difficult for consumers to distinguish between authentic and fake products. This ambiguity erodes consumer trust, which is the cornerstone of digital retail; when buyers cannot guarantee the safety or efficacy of skincare and grooming items, they become hesitant to purchase premium products online. Consequently, legitimate brands face diluted equity and reduced sales volume as they are forced to compete against low-cost, unregulated alternatives that do not adhere to safety standards.

According to the Organisation for Economic Co-operation and Development (OECD) and the European Union Intellectual Property Office (EUIPO), in 2025, the global trade in counterfeit and pirated goods was estimated at $467 billion, with the report explicitly identifying cosmetics as a sector increasingly permeated by hazardous illicit products. This substantial volume of unregulated merchandise introduces severe health risks, such as chemical burns or allergic reactions from banned ingredients, which directly threatens consumer safety. The presence of such hazardous goods forces companies to divert significant capital toward brand protection and legal enforcement rather than innovation, thereby slowing the overall expansion and efficiency of the digital beauty market.

Key Market Trends

The adoption of sustainable and refillable packaging solutions is reshaping the Global Online Beauty and Personal Care Market as consumers increasingly reject single-use plastics in favor of circular economy models. This trend compels brands to redesign supply chains and product vessels, prioritizing materials that are biodegradable or part of a closed-loop refill system to minimize the environmental footprint associated with e-commerce logistics. Institutional commitment to these eco-conscious practices is growing rapidly, becoming a definitive metric for brand equity and operational success in the digital marketplace. According to The Estée Lauder Companies, November 2025, in the 'Fiscal Year 2025 Social Impact and Sustainability Report', 72% of the corporation's packaging was recyclable, refillable, reusable, recycled, or recoverable, illustrating the significant industrial scale of this transition.

Concurrently, the integration of wellness-infused and biotech beauty products is driving market value by merging traditional cosmetics with advanced dermatological science. This shift towards "medicalized" beauty meets the rising demand for high-efficacy formulations that offer therapeutic skin benefits, moving beyond superficial aesthetics to address cellular health and barrier repair. As digital consumers seek verified performance, these science-backed products command premium pricing and higher retention rates compared to conventional items. This segment's financial robustness is highlighted when, according to L'Oréal Finance, July 2025, in the '2025 Half-Year Results', the Dermatological Beauty Division reported a profitability of 28.2% of sales, confirming the superior economic fundamentals of health-oriented personal care.

Segmental Insights

The Skin and Sun Care Products segment represents the fastest-growing category within the Global Online Beauty and Personal Care Market due to increasing consumer prioritization of long-term skin health and anti-aging regimens. This expansion is heavily influenced by the digital availability of ingredient transparency and educational content which allows buyers to research dermatological benefits before purchasing. Furthermore, online platforms offer a wider inventory of specialized and organic formulations compared to physical retail stores. These factors collectively drive the accelerated adoption of protective skincare solutions through e-commerce channels as consumers seek convenient access to effective daily care products.

Regional Insights

North America maintains a leading position in the global online beauty and personal care market due to high digital adoption rates and a mature e-commerce infrastructure. Consumers in this region demonstrate a strong preference for the convenience and variety offered by digital channels. The market is further strengthened by the regulatory oversight of the United States Food and Drug Administration, which enforces safety and labeling standards for cosmetics. This regulatory environment fosters consumer confidence in product authenticity and safety, encouraging consistent online spending on personal care products across the United States and Canada.

Recent Developments

In June 2025, the L'Oréal Groupe announced a strategic collaboration with NVIDIA at the Viva Technology event in Paris to transform beauty technology. This partnership aims to leverage the NVIDIA AI Enterprise platform to accelerate the development of generative AI and 3D content for the global beauty market. The collaboration focuses on "Creaitech," L'Oréal's internal content lab, to scale the creation of brand-compliant 3D digital renderings and personalized marketing assets. The initiative is designed to enhance consumer engagement across digital channels by enabling hyper-realistic virtual beauty experiences and streamlining the production of localized advertising content for its diverse brand portfolio.
In October 2024, The Estée Lauder Companies launched a dedicated storefront for its flagship brand on the Amazon Premium Beauty store in the U.S. As part of this significant digital expansion, the company introduced an exclusive "Virtual Foundation Tool" that allows customers to virtually try on and compare shades from its popular Double Wear Stay-in-Place Makeup collection using augmented reality. This strategic collaboration aims to reach a broader demographic of online shoppers by combining high-touch digital experiences with Amazon's extensive logistics network, ensuring that consumers can confidently discover and purchase prestige beauty products directly through the e-commerce platform.
In September 2024, Shiseido Company, Limited announced the full operational deployment of "Voyager," a digital platform for cosmetic product development powered by artificial intelligence. Developed in collaboration with Accenture, this system integrates over half a million data points from the company's historical research on ingredients and formulations to enhance R&D capabilities. The breakthrough research tool utilizes proprietary algorithms to accelerate the creation of new beauty products by analyzing stability, sensory properties, and ingredient compatibility. This innovation enables researchers to significantly speed up the formulation process and deliver science-backed beauty solutions that are specifically tailored to meet the diverse and evolving needs of consumers.
In June 2024, Unilever unveiled a suite of AI-powered digital diagnostic tools designed to offer personalized beauty recommendations to consumers globally. These innovations include the "BeautyHub PRO," which utilizes computer vision technology to analyze user selfies and provide tailored product suggestions across the company's extensive portfolio. Additionally, the company expanded the reach of its "AI Skin Expert" tool for the Pond's brand, which assesses skin concerns to recommend specific skincare regimens. These strategic launches underscore the company's commitment to driving online sales and enhancing customer engagement through data-driven, hyper-personalized digital experiences that replicate professional consultations in a virtual environment.

Key Market Players

Johnson & Johnson
Unilever PLC
Kao Corporation
Beiersdorf AG
Henkel AG & Co. KGaA
Revlon Inc.
The Estee Lauder Companies Inc.
Avon Products Inc.
LOREAL S. A.
Reckitt Benckiser Group PLC

By Product Type	By Gender	By Nature	By Region
Makeup and color cosmetics Skin and sun care products Hair care products Deodorants and fragrances Others	Women Men Unisex	Organic Conventional	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Online Beauty And Personal Care Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Online Beauty And Personal Care Market, By Product Type:

Makeup and color cosmetics
Skin and sun care products
Hair care products
Deodorants and fragrances
Others

Online Beauty And Personal Care Market, By Gender:

Women
Men
Unisex

Online Beauty And Personal Care Market, By Nature:

Organic
Conventional

Online Beauty And Personal Care Market, By Region:

North America

United States
Canada
Mexico

Europe

France
United Kingdom
Italy
Germany
Spain

Asia Pacific

China
India
Japan
Australia
South Korea

South America

Brazil
Argentina
Colombia

Middle East & Africa

South Africa
Saudi Arabia
UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Online Beauty And Personal Care Market.

Available Customizations:

Global Online Beauty And Personal Care Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

Detailed analysis and profiling of additional market players (up to five).

Global Online Beauty And Personal Care Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]

Table of content

1. Product Overview

1.1. Market Definition

1.2. Scope of the Market

1.2.1. Markets Covered

1.2.2. Years Considered for Study

1.2.3. Key Market Segmentations

2. Research Methodology

2.1. Objective of the Study

2.2. Baseline Methodology

2.3. Key Industry Partners

2.4. Major Association and Secondary Sources

2.5. Forecasting Methodology

2.6. Data Triangulation & Validation

2.7. Assumptions and Limitations

3. Executive Summary

3.1. Overview of the Market

3.2. Overview of Key Market Segmentations

3.3. Overview of Key Market Players

3.4. Overview of Key Regions/Countries

3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Online Beauty And Personal Care Market Outlook

5.1. Market Size & Forecast

5.1.1. By Value

5.2. Market Share & Forecast

5.2.1. By Product Type (Makeup and color cosmetics, Skin and sun care products, Hair care products, Deodorants and fragrances, Others)

5.2.2. By Gender (Women, Men, Unisex)

5.2.3. By Nature (Organic, Conventional)

5.2.4. By Region

5.2.5. By Company (2025)

5.3. Market Map

6. North America Online Beauty And Personal Care Market Outlook

6.1. Market Size & Forecast

6.1.1. By Value

6.2. Market Share & Forecast

6.2.1. By Product Type

6.2.2. By Gender

6.2.3. By Nature

6.2.4. By Country

6.3. North America: Country Analysis

6.3.1. United States Online Beauty And Personal Care Market Outlook

6.3.1.1. Market Size & Forecast

6.3.1.1.1. By Value

6.3.1.2. Market Share & Forecast

6.3.1.2.1. By Product Type

6.3.1.2.2. By Gender

6.3.1.2.3. By Nature

6.3.2. Canada Online Beauty And Personal Care Market Outlook

6.3.2.1. Market Size & Forecast

6.3.2.1.1. By Value

6.3.2.2. Market Share & Forecast

6.3.2.2.1. By Product Type

6.3.2.2.2. By Gender

6.3.2.2.3. By Nature

6.3.3. Mexico Online Beauty And Personal Care Market Outlook

6.3.3.1. Market Size & Forecast

6.3.3.1.1. By Value

6.3.3.2. Market Share & Forecast

6.3.3.2.1. By Product Type

6.3.3.2.2. By Gender

6.3.3.2.3. By Nature

7. Europe Online Beauty And Personal Care Market Outlook

7.1. Market Size & Forecast

7.1.1. By Value

7.2. Market Share & Forecast

7.2.1. By Product Type

7.2.2. By Gender

7.2.3. By Nature

7.2.4. By Country

7.3. Europe: Country Analysis

7.3.1. Germany Online Beauty And Personal Care Market Outlook

7.3.1.1. Market Size & Forecast

7.3.1.1.1. By Value

7.3.1.2. Market Share & Forecast

7.3.1.2.1. By Product Type

7.3.1.2.2. By Gender

7.3.1.2.3. By Nature

7.3.2. France Online Beauty And Personal Care Market Outlook

7.3.2.1. Market Size & Forecast

7.3.2.1.1. By Value

7.3.2.2. Market Share & Forecast

7.3.2.2.1. By Product Type

7.3.2.2.2. By Gender

7.3.2.2.3. By Nature

7.3.3. United Kingdom Online Beauty And Personal Care Market Outlook

7.3.3.1. Market Size & Forecast

7.3.3.1.1. By Value

7.3.3.2. Market Share & Forecast

7.3.3.2.1. By Product Type

7.3.3.2.2. By Gender

7.3.3.2.3. By Nature

7.3.4. Italy Online Beauty And Personal Care Market Outlook

7.3.4.1. Market Size & Forecast

7.3.4.1.1. By Value

7.3.4.2. Market Share & Forecast

7.3.4.2.1. By Product Type

7.3.4.2.2. By Gender

7.3.4.2.3. By Nature

7.3.5. Spain Online Beauty And Personal Care Market Outlook

7.3.5.1. Market Size & Forecast

7.3.5.1.1. By Value

7.3.5.2. Market Share & Forecast

7.3.5.2.1. By Product Type

7.3.5.2.2. By Gender

7.3.5.2.3. By Nature

8. Asia Pacific Online Beauty And Personal Care Market Outlook

8.1. Market Size & Forecast

8.1.1. By Value

8.2. Market Share & Forecast

8.2.1. By Product Type

8.2.2. By Gender

8.2.3. By Nature

8.2.4. By Country

8.3. Asia Pacific: Country Analysis

8.3.1. China Online Beauty And Personal Care Market Outlook

8.3.1.1. Market Size & Forecast

8.3.1.1.1. By Value

8.3.1.2. Market Share & Forecast

8.3.1.2.1. By Product Type

8.3.1.2.2. By Gender

8.3.1.2.3. By Nature

8.3.2. India Online Beauty And Personal Care Market Outlook

8.3.2.1. Market Size & Forecast

8.3.2.1.1. By Value

8.3.2.2. Market Share & Forecast

8.3.2.2.1. By Product Type

8.3.2.2.2. By Gender

8.3.2.2.3. By Nature

8.3.3. Japan Online Beauty And Personal Care Market Outlook

8.3.3.1. Market Size & Forecast

8.3.3.1.1. By Value

8.3.3.2. Market Share & Forecast

8.3.3.2.1. By Product Type

8.3.3.2.2. By Gender

8.3.3.2.3. By Nature

8.3.4. South Korea Online Beauty And Personal Care Market Outlook

8.3.4.1. Market Size & Forecast

8.3.4.1.1. By Value

8.3.4.2. Market Share & Forecast

8.3.4.2.1. By Product Type

8.3.4.2.2. By Gender

8.3.4.2.3. By Nature

8.3.5. Australia Online Beauty And Personal Care Market Outlook

8.3.5.1. Market Size & Forecast

8.3.5.1.1. By Value

8.3.5.2. Market Share & Forecast

8.3.5.2.1. By Product Type

8.3.5.2.2. By Gender

8.3.5.2.3. By Nature

9. Middle East & Africa Online Beauty And Personal Care Market Outlook

9.1. Market Size & Forecast

9.1.1. By Value

9.2. Market Share & Forecast

9.2.1. By Product Type

9.2.2. By Gender

9.2.3. By Nature

9.2.4. By Country

9.3. Middle East & Africa: Country Analysis

9.3.1. Saudi Arabia Online Beauty And Personal Care Market Outlook

9.3.1.1. Market Size & Forecast

9.3.1.1.1. By Value

9.3.1.2. Market Share & Forecast

9.3.1.2.1. By Product Type

9.3.1.2.2. By Gender

9.3.1.2.3. By Nature

9.3.2. UAE Online Beauty And Personal Care Market Outlook

9.3.2.1. Market Size & Forecast

9.3.2.1.1. By Value

9.3.2.2. Market Share & Forecast

9.3.2.2.1. By Product Type

9.3.2.2.2. By Gender

9.3.2.2.3. By Nature

9.3.3. South Africa Online Beauty And Personal Care Market Outlook

9.3.3.1. Market Size & Forecast

9.3.3.1.1. By Value

9.3.3.2. Market Share & Forecast

9.3.3.2.1. By Product Type

9.3.3.2.2. By Gender

9.3.3.2.3. By Nature

10. South America Online Beauty And Personal Care Market Outlook

10.1. Market Size & Forecast

10.1.1. By Value

10.2. Market Share & Forecast

10.2.1. By Product Type

10.2.2. By Gender

10.2.3. By Nature

10.2.4. By Country

10.3. South America: Country Analysis

10.3.1. Brazil Online Beauty And Personal Care Market Outlook

10.3.1.1. Market Size & Forecast

10.3.1.1.1. By Value

10.3.1.2. Market Share & Forecast

10.3.1.2.1. By Product Type

10.3.1.2.2. By Gender

10.3.1.2.3. By Nature

10.3.2. Colombia Online Beauty And Personal Care Market Outlook

10.3.2.1. Market Size & Forecast

10.3.2.1.1. By Value

10.3.2.2. Market Share & Forecast

10.3.2.2.1. By Product Type

10.3.2.2.2. By Gender

10.3.2.2.3. By Nature

10.3.3. Argentina Online Beauty And Personal Care Market Outlook

10.3.3.1. Market Size & Forecast

10.3.3.1.1. By Value

10.3.3.2. Market Share & Forecast

10.3.3.2.1. By Product Type

10.3.3.2.2. By Gender

10.3.3.2.3. By Nature

11. Market Dynamics

11.1. Drivers

11.2. Challenges

12. Market Trends & Developments

12.1. Merger & Acquisition (If Any)

12.2. Product Launches (If Any)

12.3. Recent Developments

13. Global Online Beauty And Personal Care Market: SWOT Analysis

14. Porter's Five Forces Analysis

14.1. Competition in the Industry

14.2. Potential of New Entrants

14.3. Power of Suppliers

14.4. Power of Customers

14.5. Threat of Substitute Products

15. Competitive Landscape

15.1. Johnson & Johnson

15.1.1. Business Overview

15.1.2. Products & Services

15.1.3. Recent Developments

15.1.4. Key Personnel

15.1.5. SWOT Analysis

15.2. Unilever PLC

15.3. Kao Corporation

15.4. Beiersdorf AG

15.5. Henkel AG & Co. KGaA

15.6. Revlon Inc.

15.7. The Estee Lauder Companies Inc.

15.8. Avon Products Inc.

15.9. LOREAL S. A.

15.10. Reckitt Benckiser Group PLC

16. Strategic Recommendations

17. About Us & Disclaimer

Report Description

Table of content

Figures and Tables

Frequently asked questions

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