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Beauty shoppers spend more online than in any other retail channel

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Key stat: Some 22% of beauty retail sales worldwide will take place online this year, the most of any sales channel, per McKinsey. Physical specialty stores, such as Sephora and Ulta Beauty, will come in a close second (20%), while department stores will rank last (8%).

Beyond the chart:

  • US cosmetics and beauty sales will grow by 10.1% this year, per our forecast, remaining resilient even as consumers pull back in many discretionary categories.
  • The category’s ecommerce sales will grow faster still, by 13.6%, according to our estimates.
  • Amazon will surpass Walmart in US beauty sales by 2025, according to a Morgan Stanley research note.

Use this chart:

  • Develop advertising strategies that prioritize digital.
  • Evaluate shifting purchasing behavior in beauty.

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