Global beauty market grows 10% as AI and e-commerce redefine consumer buying habits

NielsenIQ (NYSE: NIQ), the global leader in consumer intelligence, today released its State of Beauty 2026 report, which shows that the global beauty market grew 10% year-over-year, with e-commerce growing six times faster than in-store sales. These results highlight a rapid transition to digital-first, AI-influenced commerce in major global markets.

As consumer expectations shift toward convenience, personalization and seamless digital experiences, beauty brands are under increasing pressure to adapt. From AI-powered product discovery to social commerce and live shopping, the shopping journey is becoming more dynamic, requiring brands to act faster and engage with consumers within an increasingly complex ecosystem.

Key findings from the State of Beauty 2026 report:

• Global beauty sales increased 10% year-on-year, driven by a strong acceleration in digital.

• E-commerce growing six times faster than in-store sales, redefining distribution strategies

• 49% of consumers are willing to pay more for locally made products, reflecting growing demand for authenticity and trust

• 52% are willing to pay extra for convenience, with time-saving solutions driving their purchasing decisions

• 63% of consumers prioritize mental wellness, indicating continued expansion of holistic beauty

“The beauty industry is entering a new phase of growth characterized by both resilience and increasing complexity,†said Tara James Taylor, Senior Vice President, Beauty Vertical, NIQ. “Consumers are more thoughtful in their spending, looking for products that offer real added value, simplicity and well-being. At the same time, AI and digital commerce are transforming the way consumers discover and evaluate products, giving the advantage to brands that display clearly and consistently across digital ecosystems. HAS”

Digital behaviors are accelerating this transformation. More than half of consumers are now exploring AI-powered shopping tools, and 49% are already receiving beauty recommendations from generative AI. Social commerce continues to gain traction, with 53% of consumers shopping through social platforms and 22% purchasing directly through TikTok Shop. In China, livestreaming accounts for 70% of beauty sales on platforms like Douyin, highlighting the growing importance of content-driven commerce.

These changes are redefining how products are discovered, validated and purchased, transforming online engagement into immediate conversion and driving sustainable category growth.

As AI, social commerce and digital ecosystems redefine the consumer journey, brands that invest in intuitive, transparent and data-driven experiences will be best positioned to build trust and leverage growth in the next era of beauty.

About the report

The report State of Beauty 2026 NIQ leverages retail point-of-sale data spanning 9 categories across 52 markets, complemented by consumer panels and advanced data collection methods, including web scraping, to provide a comprehensive overview of global shopping behaviors in the retail sector. beauty.

To download the full analysis: Click here.

FAQ : State of Beauty 2026

What are driving the growth of the global beauty market?

The global beauty market has grown 10% year-on-year, driven mainly by the rapid expansion of e-commerce, which is growing six times faster than in-store sales. Digital channels, social commerce and AI-powered discovery accelerate consumer engagement and conversion.

How is AI influencing beauty purchasing decisions?

AI is increasingly shaping the way consumers discover and evaluate products. More than half of consumers are exploring AI-powered shopping tools, and 49% are already receiving beauty product recommendations powered by generative AI, helping to streamline decision-making and personalize the shopping experience.

What role does social commerce play in the growth of the beauty industry?

Social commerce is a major driver of the category’s expansion. More than half of consumers (53%) now purchase through social media, and 22% purchase directly through TikTok Shop. In markets like China, livestreaming dominates, with the majority of beauty sales on platforms like Douyin being driven by live content.

What are the top priorities of today’s beauty consumers?

Consumers are becoming more thoughtful and value-driven. Their top priorities are convenience, authenticity and well-being: 52% are willing to pay more for convenience, 49% for locally made products, and 63% consider mental well-being essential in their health choices. beauty.

How should brands respond to these changes?

Brands must adopt digital-first, data-driven strategies that meet evolving consumer expectations. This includes investing in AI-powered experiences, strengthening their presence on social media and e-commerce platforms, and providing transparent, intuitive and value-driven product offerings.

What makes NIQ data and analysis unique?

NIQ combines one of the world’s most comprehensive consumer and retail data sets with advanced AI and analytics to help businesses understand what consumers are buying, why they’re buying it, and what actions to take next. This allows brands to move from analysis to action with greater speed and confidence.

À propos de NIQ

NielsenIQ (NYSE: NIQ) is a leading consumer intelligence company, providing the most comprehensive and trusted understanding of consumer purchasing behavior and revealing new paths to growth. By combining unparalleled global data coverage and granular consumer and retail metrics with decades of AI modeling expertise, NIQ develops business intelligence systems that help businesses turn complex data into confident actions.

Our global presence spans more than 90 countries, covering approximately 82% of the world’s population and more than $7.4 trillion in global consumer spending. Thanks to cloud platforms, advanced analytics and AI-derived observations, NIQ offers “Full View”, supporting brands and retailers towards a better understanding of consumer purchasing behavior as a lever for action.

For more information, visit www.niq.com.

Déclaration prospective :

Ce press release regarding the State Of Beauty 2026 report may contain forward-looking statements regarding anticipated consumer behaviors, market trends and industry developments. These statements reflect current expectations and projections based on available data, historical trends and various assumptions. Words such as “expects”, “anticipates”, “forecasts”, “estimates”, “projects”, “plans”, “intends”, “indicates” and similar expressions are intended to identify these forward-looking statements. These statements are not guarantees of future results and are subject to inherent uncertainties, including changes in consumer preferences, economic conditions, technological advancements and competitive dynamics. Actual results may differ materially from those expressed or implied in these statements. Although we strive to base our analyzes on reliable data and sound methodologies, we undertake no obligation to update any forward-looking statements to reflect future events or circumstances, except to the extent required by applicable law.

© 2026 Nielsen Consumer LLC. Tous droits réservés.

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