Understanding Today's Beauty Shopper: What the Data Reveals

In our latest research on the beauty ecommerce market, we explore the shifts reshaping the industry and get inside the mind of the modern beauty shopper. From the rise of social commerce to AI’s accelerating influence, and the growing demand for inclusive and clean beauty, the report provides a clear picture of where beauty commerce stands in 2025, and where it’s headed.

In 2025, the average US consumer spends four to five hours a day on their phone, and this doesn’t include screen time on laptops or tablets. This shift has fundamentally changed how we consume information and completely reshaped how we discover, review, and shop for products.

Nowhere is this transformation more visible than in the beauty sector. Today, a single scroll on social media can expose someone to hundreds of beauty videos and ads within hours. Discovery has moved far beyond magazine spreads to TikTok hauls, GRWM content, and influencer drops. As a result, the customer journey has become less linear and more driven by algorithms and constant exposure.

This new landscape brings both complexity and opportunity. Brands can reach consumers more directly than ever, but only if they understand where shoppers are, how they process information, and what influences them from first exposure to purchase and loyalty.

What Brands Need to Know

• Beauty ecommerce is accelerating: US consumers spent $67B on beauty across channels, with 41% coming from online purchases. With Gen Z and Gen Alpha gaining purchasing power, this growth is only bound to increase.

• Millennials are still the power purchasers: Gen Z has the highest purchase frequency, but Millennial women are the power spenders.

• Beauty discovery is fully omnichannel: Over 40% of consumers first discover beauty products on social media or marketplaces, and this rises to 50% for frequent makeup and skincare shoppers. Most also browse and shop from multiple marketplaces today, including Amazon, Sephora, and TikTok Shop.

• Live commerce is here to stay: Nearly one-third of shoppers have reportedly bought beauty products through a live stream recently, and TikTok Shop’s beauty GMV is projected to hit $2.5B in 2025.

• AI is now part of the beauty routine: Fifty-nine percent of consumers use AI tools when shopping, mainly for price checks, product comparisons, and finding dupes or cheaper alternatives.

Download the Report

The insights above are only a snapshot of what our research uncovered. Download our full report to explore comprehensive findings, including deeper trends, consumer behaviors, and strategies brands can use to stay ahead in 2025.

Powered by Podean Intelligence

This report is powered by Podean Intelligence, Podean’s dedicated research division. By combining deep industry expertise with advanced data analytics, we deliver actionable insights across the ecommerce landscape. From beauty to apparel and beyond, our research is rooted in real consumer behaviors and market trends, helping brands navigate and grow confidently in an ever-evolving digital marketplace.

To learn more about Podean’s research and intelligence offerings, visit podean.com/intelligence.