Skincare Purchases Will Comprise Nearly 40% of Online Sales This Year

A new report from Euromonitor International anticipates nearly 40% of global skin care sales are expected to take place online by 2030.

Analysts attribute digital-first strategies and AI-driven discovery to reshaping beauty-buying behavior.

“As beauty shifts towards digital-first models, brands with clear problem–solution propositions and credible evidence are more likely to be recognized and recommended by AI-driven systems, as digital determines visibility, shaping which brands are discovered and chosen,” said Irina Barbalova, global lead for beauty and wellness at Euromonitor International.

Skincare Powers E-Commerce Surge in Beauty

Analysts say ingredient transparency, lower purchase risk and high search intent are driving digital disruption in the skin care category.

E-commerce penetration reached 37% of global skin care sales in 2026 and is projected to rise to 40% by 2030, the highest across beauty categories.

“Skin care is at the forefront of beauty’s digital shift, supported by higher consumer engagement, stronger search intent and the ability to translate product benefits clearly online,” said Barbalova.

What’s more, the scale of this shift is most visible in the world’s largest beauty e-commerce markets. China remains the most advanced, with online channels capturing 54% of skin care sales, equivalent to $21.2 billion. The US follows with $17.1 billion in online sales, supported by marketplace maturity and social commerce growth.

This digital momentum extends beyond skin care. Fragrances are also gaining traction online despite their inherent sensory limitations. In the US, 52% of fragrance purchases are already made digitally and this is projected to reach 63% by 2030, highlighting how innovation is reshaping traditionally offline categories.

AI Tools Redefine Product Discovery Across Beauty Categories

Analysts say TikTok’s e-commerce momentum is converging with the rise of generative AI as a foundational layer in beauty product discovery. Consumers increasingly rely on recommendations powered by algorithms rather than traditional search. According to Euromonitor’s Voice of the Consumer: Digital Shopper Survey fielded March 2025, 28% of shoppers already use GenAI for product recommendations.

“Consumers are moving towards personalized, AI-led discovery, where relevance and clarity are critical for brands to stand out,” said Kayla Villena, global insights manager for beauty and personal care at Euromonitor International.

Generative AI is not impacting all beauty categories equally. Its impact is strongest in segments characterized by high claim density, problem–solution framing and comparison needs, such as facial care. In the US, facial care leads GenAI referral traffic growth, followed by conditioners and treatments. This reflects the types of questions consumers are asking and where AI performs most effectively.