In its recent State of Beauty 2025 [1] report, NielsenIQ paints a picture of a thriving global beauty market that is simultaneously in the midst of rapid change.
Asia Pacific drives global growth
With global beauty sales up 10% year-over-year, the beauty sector’s resilience is undeniable. Despite economic pressures, consumers are making more shopping trips (+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
At the same time, online sales are accelerating, with beauty sales growing nine times faster online than in stores. “The shift to digital is no longer optional — it’s essential,” NilesenIQ highlights.
The main regions are recording double digit growth rates (+21% in North America; +20% in Asia Pacific; and +10% in Europe), while emerging markets like Brazil, India, and Indonesia are seeing strong digital momentum, driven by mobile-first consumers and the rise of social commerce.
Wellness and rituals: beauty’s new frontier
Another major shift highlighted by NielsenIQ is the evolution into a holistic lifestyle category, with products centered on well-being and self-care rituals.
According to NielsenIQ, 50% of global consumers say regular self-care is more important now than five years ago. Furthermore, 44% plan to take more vitamins or supplements in the next 12 months.
Similarly, 63% of respondents say sleep is more important for them — driving demand for beauty sleep aids like pillow mists, silk pillows, and sleep supplements.
Naturally, brands are entering adjacent categories: sexual wellness, stress relief, immunity boosters, and more.
“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,” commented Tara James Taylor, Senior VP NIQ Beauty & Personal Care, NIQ.
