L. Yltävä
Research expert
Beauty and personal care e-commerce in France – statistics & facts
Home to some of the most renowned and established groups in the industry like L'Oréal and LVMH (Moët Hennessy Louis Vuitton), France has historically been at the forefront of the global beauty industry. The same holds true in today’s digital era. In 2024, France was among the leading online beauty and cosmetics markets worldwide. That year, the country generated an estimated seven billion U.S. dollars in beauty and personal care revenue.
Sephora's success in its home country of France has not wavered. In 2023, sephora.fr was the leading online beauty store with e-commerce net sales exceeding 240 million U.S. dollars. Sephora's online store in France attracts over four million monthly visitors, making it one of the most popular beauty and cosmetics website in the country. In addition, Sephora leads the ranking of the most downloaded beauty apps, overtaking competitors like Nocibé and Notino.
The beauty and personal care market in France is experiencing steady growth, with Sephora leading the way. While it is uncertain if Amazon will be able to disrupt Sephora’s dominance, trends in the United States—the largest beauty and personal care e-commerce market—indicate that online marketplaces are becoming the preferred choice for beauty shoppers.
France’s very own beauty champion
Sephora, the iconic beauty retailer, was founded in 1970 in Paris, France. The retailer revolutionized the beauty shopping experience by introducing testers for customers to personally try, a concept that was unheard of at that time. In 1997, luxury conglomerate LVMH acquired the brand, which proved to be a highly successful move, as it allowed the company to expand its presence across borders. The company adapted to the digital age by launching an online store at the turn of the century, followed by a dedicated shopping app. Today, Sephora operates online and in brick-and-mortar stores in over 30 countries worldwide.Sephora's success in its home country of France has not wavered. In 2023, sephora.fr was the leading online beauty store with e-commerce net sales exceeding 240 million U.S. dollars. Sephora's online store in France attracts over four million monthly visitors, making it one of the most popular beauty and cosmetics website in the country. In addition, Sephora leads the ranking of the most downloaded beauty apps, overtaking competitors like Nocibé and Notino.
Amazon wins market share
As marketplaces have become popular online shopping destinations for French consumers, it is no surprise that beauty shoppers have flocked to Amazon. Amazon has even outperformed traditional stores like Sephora in capturing shoppers’ attention. According to purchase intent clicks, which measure the number of times of shoppers click through an e-commerce site, Amazon holds the largest market share among leading online beauty and personal care retailers in France. This success is likely attributed to Amazon’s extensive selection of both mass-market and premium beauty products, along with a wide variety of other merchandise.The beauty and personal care market in France is experiencing steady growth, with Sephora leading the way. While it is uncertain if Amazon will be able to disrupt Sephora’s dominance, trends in the United States—the largest beauty and personal care e-commerce market—indicate that online marketplaces are becoming the preferred choice for beauty shoppers.
