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- Beauty and personal care tops all FMCG categories for AI-driven product searches globally in 2025
- Skin care and fragrances drive digital shift in beauty
- AI-led discovery reshapes how consumers find and choose products
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LONDON — Nearly 40% of global skin care sales are expected to take place online by 2030, as digital-first strategies and AI-driven discovery reshape beauty buying behaviour, according to market intelligence company Euromonitor International.
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Insights shared during the Euromonitor Live: First Look web event show how technology is transforming discovery and decision‑making, reshaping the beauty path to purchase.
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Citing the latest findings on beauty and personal care insights and trends from Euromonitor International’s Passport knowledge hub, Irina Barbalova, global lead for beauty and wellness at Euromonitor International, said: “As beauty shifts towards digital-first models, brands with clear problem–solution propositions and credible evidence are more likely to be recognised and recommended by AI-driven systems, as digital determines visibility, shaping which brands are discovered and chosen.”
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Skin care powers e-commerce surge in beauty
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Ingredient transparency, lower purchase risk and high search intent are driving digital disruption in the skin care category. E-commerce penetration reached 37% of global skin care sales in 2026 and is projected to rise to 40% by 2030, the highest across beauty categories.
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“Skin care is at the forefront of beauty’s digital shift, supported by higher consumer engagement, stronger search intent and the ability to translate product benefits clearly online,” explains Barbalova.
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The scale of this shift is most visible in the world’s largest beauty e-commerce markets. China remains the most advanced, with online channels capturing 54% of skin care sales, equivalent to USD21.2 billion. The US follows with USD17.1 billion in online sales, supported by marketplace maturity and social commerce growth.
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This digital momentum extends beyond skin care. Fragrances are also gaining traction online despite their inherent sensory limitations. In the US, 52% of fragrance purchases are already made digitally and this is projected to reach 63% by 2030, highlighting how innovation is reshaping traditionally offline categories.
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AI tools are redefining product discovery across beauty categories
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TikTok’s e-commerce momentum is converging with the rise of generative AI as a foundational layer in beauty product discovery. Consumers increasingly rely on recommendations powered by algorithms rather than traditional search. According to Euromonitor’s Voice of the Consumer: Digital Shopper Survey fielded March 2025, 28% of shoppers already use GenAI for product recommendations.
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“Consumers are moving towards personalised, AI-led discovery, where relevance and clarity are critical for brands to stand out,” said Kayla Villena, global insights manager for beauty and personal care at Euromonitor International.
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Generative AI is not impacting all beauty categories equally. Its impact is strongest in segments characterised by high claim density, problem–solution framing and comparison needs, such as facial care.
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In the US, facial care leads GenAI referral traffic growth, followed by conditioners and treatments. This reflects the types of questions consumers are asking and where AI performs most effectively.
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