- In the last two years, Beijing-based ByteDance has been leading the charge in growing the global social media commerce ‘S-Commerce’ market
- TikTok is redefining personal care journeys by driving trends in particular categories
- Social media platforms are swiftly replacing search engines when discovering new products
User-generated content and influencer marketing on social media platforms have heightened consumer awareness of wellness and personal care and elevated the industry's importance, Euromonitor International’s Passport: Digital Shopper 2025 research has found.
Bob Hoyler, global insights manager for retail, at Euromonitor International, said: “With content creation at our societal forefront, businesses and marketers are leveraging these platforms for branding, advertising and consumer engagement to reach their target audiences, drive conversion, and enable product discovery.”
According to Euromonitor’s Voice of the Consumer: Beauty Survey 2024, fielded June to July 2024, 36% of global consumers are planning to increase spending on health and wellness.
Consumers are increasingly focusing on healthy skin, ingredients, and accomplishing beauty from within. Digital channels are educating them on their needs, driving a shift towards healthier lifestyles and greater spending on health-focused products.
Shopping experience enhanced through digital media
Whether through special offers, media engagement, or trusted reviews, digital media plays an important role in influencing purchasing decisions and shaping the overall customer experience, this is especially true within the skin care market.
Influencers, dermatologists and skin care experts continue to drive the narrative, but they are now joined by brands using integrated social commerce features. “Shoppable videos” and livestreamed skin care tutorials let consumers ask questions in real time and make purchases on the spot.
Beauty and personal care product sales fueled by TikTok trends
TikTok Shop (TTS) established a massive user base when launching in September 2023, offering 11 product categories. Beauty and personal care products were the top sellers in 2024, accounting for about 6% of US TTS sales, according to Euromonitor’s E-Commerce system.
Jitong Li, consultant for beauty and fashion at Euromonitor International, stated: “The app is increasingly driving product trends in the US, particularly in the colour cosmetics and skin care categories. As beauty and personal care product prices rise and consumer awareness of ingredients grows, “dupe” products are gaining traction.”
The #Kbeauty hashtag, deriving from the recent surge in Korean beauty trends and products, garnered usage on 7.7M posts on Instagram and 1.4M posts on TikTok. COSRX, the leading cultural beauty brand from Korea and known for its Snail Mucin Serum that’s trended across social platforms, channeled 72% of its e-commerce sales via Amazon in 2024.
Backed by e-commerce, digitally native brands are having growing success across the globe, reshaping global skin care trends.
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