NielsenIQ (NIQ) shares robust data behind beauty shopping habits and sales during Cyber 5 and into the holiday season. 

The Cyber 5 is the five days from Thanksgiving through Cyber Monday.

Key findings include:

• Beauty purchase frequency was 1.6, up 7% from last year.
• The hair care category grew the most, representing 29.6% of total beauty sales and up over 3% from last year. 
• Skin care also remained a prominent category over both 2025 and 2024 at 29.6% and 29.4% respectively.
• Amazon remains the e-commerce leader at 41.6% of sales this year. Its market share increased an impressive 6.8 points, and the most prominent category sold on the platform was hair care at 39.7%.

The top-selling categories this year are Cosmetics, Haircare, Fragrances, Skincare, and Bath & Shower Care. 

During the Cyber 5, Amazon saw the most beauty sales, followed by department stores, Walmart, Target, Sephora, and Ulta. 

According to NIQ’s Bases 2025 Consumer Study, 54 % of people are shopping for themselves, as 57% are gifting to a partner, and 51% are shopping for children.

NIQ also found that the average consumer spends $89 on Fragrances during the holiday season. An average if $53 is spent on Cosmetics, $48 on Haircare, $46 on Skincare, and $30 on Bath and Shower care. 

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