CHICAGO — The U.S. beauty market posted nearly 10 percent growth in the past year, according to NIQ’s State of Beauty 2025 report. The gains are being driven by e-commerce adoption, cosmetic procedures that are changing skincare habits, and the growing overlap between wellness and beauty.
Digital drives momentum
In North America, online beauty sales increased by 21 percent, growing nine times faster than in-store purchases, as shoppers increasingly make purchases through mobile and social platforms. NIQ highlighted TikTok Shop as a key driver of digital sales, with further expansion expected in 2025.
“Digital-first strategies are now the backbone of beauty retail,” said Tara James Taylor, senior vice president of NIQ Beauty & Personal Care. “Brands must meet consumers where they are, online, on social, and on mobile. Today’s consumer demands flexibility and convenience.”
Tweakments reshape skincare
Non-invasive cosmetic procedures, also known as “tweakments,” are transforming how Americans approach skincare. Thirty-five percent of U.S. consumers say they will alter their skincare routine after a procedure, often simplifying regimens or switching to different products. While consumers in China and Saudi Arabia report higher acceptance rates, the U.S. market is at the center of a shift that redefines but does not replace skincare routines.
Wellness broadens the definition of beauty
Wellness is expanding beauty into a lifestyle category, adding an estimated 64 percent to the sector’s value. Nearly half of global consumers plan to take more vitamins and supplements in the coming year, while 63 percent say sleep is now a higher priority. The trend has created opportunities for products such as pillow mists, silk bedding, and sleep supplements.
For U.S. retailers and manufacturers, the findings underscore both the scale of the beauty category and the need to adapt rapidly to consumer demands that integrate aesthetics, wellness, and digital convenience.
