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US Beauty Ecommerce 2022

How to Win Over Gen Z and the Ever-Evolving Online Shopper

About This Report
The beauty industry is getting a digital makeover, thanks to Gen Z, viral TikTok trends, AR capabilities, and new consumer behaviors. Brands will need to take a multichannel approach to keep up.
Table of Contents

Executive Summary

The beauty industry’s digital transformation over the past two years shows no signs of slowing down, as new consumer habits meet an increasingly diversified market. Brands will need to understand how to adapt as more spending moves online—or they risk missing out on key sources of revenues and new customers.


  1. How much US beauty spending has shifted to digital channels, and what will that look like in the coming years?
  2. What are the major trends in beauty ecommerce for 2022? 
  3. Who are the key consumers for beauty ecommerce, and what are their attitudes and preferences?

WHAT’S IN THIS REPORT? Our forecast for US cosmetics and beauty retail ecommerce sales through 2026 and an analysis of the trends driving the category’s growth—including Gen Z shopping behaviors, social commerce, and emerging technologies.

KEY STAT: In 2022, US cosmetics and beauty retail ecommerce sales will be more than double those of 2019 ($18.60 billion versus $9.21 billion). By 2026, those ecommerce sales will account for nearly a third of the category’s total retail sales.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

6expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. How Ecommerce Is Fueling Beauty’s Pandemic-Era Comeback
    4. Key Players in Beauty Ecommerce
    1. 5 Trends Driving Beauty’s Ecommerce Expansion
    2. How Brands and Retailers Can Make the Most of the Beauty Ecommerce Boom
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Charts in This Report

    Interviewed for This Report

    Ekta Chopra
    e.l.f. Beauty
    Chief Digital Officer
    Interviewed April 25, 2022
    Roxanne Ong
    Senior Vice President, Strategy and Education, Digital Transformation Office
    Interviewed April 27, 2022
    Junior Scott Pence
    Peace Out Skincare
    CMO and Creative Director
    Interviewed March 31, 2022
    Rachel Tipograph
    Founder and CEO
    Interviewed April 14, 2022
    Charlotte Watson
    Interviewed April 13, 2022
    Olivier Zimmer
    Cofounder and CEO
    Interviewed April 29, 2022


    Sky Canaves


    Whitney Birdsall
    Senior Forecasting Analyst
    Bianca Carasus
    Suzy Davidkhanian
    Principal Analyst, Retail & Ecommerce
    Jasmine Enberg
    Principal Analyst
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