Step into beauty in 2025 a world more vibrant, dynamic, and innovative than ever. This year’s NIQ State of Beauty Report offers more than a trend snapshot; it’s your front-row seat to the industry’s evolution. From global growth and digital innovation to wellness rituals and cutting-edge “tweakments,” beauty is rewriting the rules and expanding its reach.
Whether you’re a brand leader, retailer, or beauty enthusiast, discover the forces driving change and the opportunities ahead. The future of beauty is here.
Download the report here.
Despite economic and geopolitical headwinds, the global beauty market continues to thrive. Over the past year, beauty sales have grown by 10%, outpacing previous performance and demonstrating the sector’s enduring appeal. Asia Pacific leads the charge, fueled by China’s booming hair and skin care segment and the explosive growth of platforms like Douyin (TikTok Shop). North America and Latin America also show robust gains, while Europe remains steady. Fragrance is the fastest-growing category, but skin care is surging into double-digit growth, and cosmetics are rebounding after softness in 2024.
Digital transformation is redefining beauty retail. Online beauty sales are growing nine times faster than in-store, with North America (+21%), Asia Pacific (+20%), and Europe (+10%) all seeing double-digit online growth. While brick-and-mortar remains important, the shift to digital is now essential for brands and retailers. Emerging markets like Brazil, India, and Indonesia are experiencing strong online momentum, highlighting the need for robust digital strategies.
Social commerce is reshaping how consumers discover and buy beauty products. TikTok Shop, now available in 14 markets, has expanded rapidly in 2025 and is expected to launch in Japan and Brazil by year-end. The platform is a top beauty merchant in several regions, especially for cosmetics and fragrances, and is driving the rise of indie brands and “dupes.” Notably, Millennials and Gen X represent the majority of value sales in the UK, showing that TikTok’s influence extends beyond Gen Z.
