NielsenIQ has released its State of Beauty 2025 report, revealing a beauty industry that’s not only thriving but also transforming.
With global beauty sales up 10 percent year-over-year, the sector has expanded its definition, embracing digital-first strategies and wellness rituals that are reshaping consumer behaviour.
Despite economic pressures, consumers have made more shopping trips, spent more per visit, and bought more units, signalling beauty’s role as a daily essential.
The Asia Pacific leads global growth, driven by China’s booming hair and skincare market and the meteoric rise of Douyin (TikTok Shop), which saw a 49 percent increase. North America and Latin America showed robust gains, while Europe remained steady, with Western markets yet to regain momentum.
“Beauty is no longer just about appearance; it’s about experience, wellness, and digital convenience. Digital-first strategies are now the backbone of beauty retail. Brands must meet consumers where they are - online, on social, and on mobile," said Tara James Taylor, Senior VP NIQ Beauty & Personal Care, NIQ.
"Today’s consumer demands flexibility and convenience. Brands and retailers must deliver a cohesive, channel-agnostic experience to stay relevant and capture share, with challengers ready to take a slice of the business."
The shift to digital is no longer optional, as online beauty sales have grown exponentially, nine times faster than in-store sales. Emerging markets, such as Brazil, India, and Indonesia, have experienced strong digital momentum, driven by mobile-first consumers and the rise of social commerce.
TikTok Shop, now active in 14 markets, will expand to Japan and Brazil in 2025, further fueling digital engagement.
Beauty has evolved into a holistic lifestyle category, with wellness and ritual-based products expanding the industry’s value opportunity by 64 percent.
Fifty percent of global consumers said that regular self-care is more important now than it was five years ago. 44 percent planned to take more vitamins or supplements in the next 12 months, while 63 percent said sleep was more critical, driving demand for beauty sleep aids like pillow mists, silk pillows, and sleep supplements.
Brands have expanded into adjacent categories, including sexual wellness, stress relief, immunity boosters, and other related areas.
At the same time, non-invasive cosmetic procedures, dubbed “tweakments”, have also reshaped traditional skincare habits. Tweakments are not replacing skincare; they’re redefining it, and consumers have recalibrated routines based on results and recovery.
As NIQ’s State of Beauty 2025 revealed, the beauty industry has entered a dynamic phase of boundary expansion, from e-commerce acceleration and wellness integration to procedural personalisation. Brands that embrace digital agility, category fluidity, and consumer-centric innovation will be best positioned to lead in this evolving landscape.
