A new report from Euromonitor International found that 22% of sales were shaped by global social media commerce (S-Commerce) and 3% of total e-commerce sales conducted via social media platforms in 2024.

Euromonitor International’s Passport: Digital Shopper 2025 research found that 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. 

TikTok Shop (TTS) established a massive user base when launching in September 2023, offering 11 product categories. 

“Shoppable videos” and livestreamed skin care tutorials have allowed consumers to ask questions in real time and make purchases on the spot.  

Beauty and personal care products were the top sellers in 2024, accounting for about 6% of U.S. 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 color cosmetics and skin care categories. As beauty and personal care product prices rise and consumer awareness of ingredients grows, “dupe” products are gaining traction.”

Euromonitor International’s 2024 Beauty Survey also found that consumers are planning to increase spending on health-focused products.

The study saw that customers are increasingly focusing on healthy skin, ingredients, and achieving beauty from within. 

Digital channels are educating them on their needs, driving a shift towards healthier lifestyles and greater spending on health-focused products.  

Influencers, dermatologists, and skin care experts continue to drive the narrative and are now joined by brands using integrated social commerce features. 

Photo: DANIEL CONSTANTE & Mars Brashok/ Shutterstock.com