NielsenIQ released its State of Beauty 2025 report, revealing a beauty industry that’s not only thriving — it’s transforming. 

With global beauty sales up 10% year-over-year, the sector is expanding its definition, embracing digital-first strategies and wellness rituals.

Tara James Taylor, Senior VP NIQ Beauty & Personal Care, NIQ, said, 

“Beauty is no longer just about appearance — it’s about experience, wellness, and digital convenience. Digital-first strategies are now the backbone of beauty retail. Brands must meet consumers where they are — online, on social, and on mobile. Today’s consumer demands flexibility and convenience. Brands and retailers must deliver a cohesive, channel-agnostic experience to stay relevant and capture share, with challengers ready to take a slice of the business.”

Global Growth

Despite economic pressures, consumers are making more shopping trips (by 2%), spending more per visit (8%), and buying more units (2.6%) — signaling beauty’s role as a daily essential.

Asia Pacific (14.3%) leads global growth, driven by China’s booming hair and skincare market and the meteoric rise of Douyin (TikTok Shop), which grew 49%.

North America (9.6%) and Latin America (10.4%) show robust gains, while Europe (5.8%) remains steady, with Western markets yet to regain momentum.

Digital Acceleration

Online beauty sales are growing exponentially, 9x faster than in-store. North America is up 21%, Asia Pacific increased by 20%, and Europe is up by 10%.

Emerging markets like Brazil, India, and Indonesia are seeing strong digital momentum, driven by mobile-first consumers and the rise of social commerce.

TikTok Shop, now active in 14 markets, will expand to Japan and Brazil in 2025, further fueling digital engagement.

“Tweakments”

Non-invasive cosmetic procedures — dubbed “tweakments” — are reshaping traditional skincare habits. Consumers are recalibrating routines based on results and recovery.

35% of U.S. consumers say they will change their skincare routine after a procedure, often simplifying or trading down.

Global attitudes vary:

• China: 47% view tweakments as a complement to skincare.
• Saudi Arabia: 25% see them as a full replacement.
• France: 37% use them only for specific concerns.

29% of consumers globally view tweakments as a complement, while 30% say they’re not necessary at all — the highest skepticism among surveyed countries.

Wellness Rituals

Beauty is evolving into a holistic lifestyle category, with wellness and ritual-based products expanding the industry’s value opportunity by 64%.

As 50% of global consumers say regular self-care is more important now than five years ago, brands are entering adjacent categories such as sexual wellness, stress relief, immunity boosters, and more.

63% of consumers also say sleep is more important — driving demand for beauty sleep aids like pillow mists, silk pillows, and sleep supplements.

Read Next

Social Commerce Steers a Rapid Revolution in Beauty

NIQ & Sally Beauty Extend and Expand Strategic Agreement

Photo: Shutterstock.com/ Lyubov Levitskaya