L. Yltävä
Research expert
Beauty and personal care e-commerce in the United States - statistics & facts
The online beauty and personal care market in the United States is the biggest in the world. In 2024, the U.S. market is estimated to generate approximately 61 billion U.S. dollars in revenue, used by over 85 million self-care devotees. The industry, once dominated by traditional retailers, has experienced a significant shift due to the substantial market share that online marketplaces now hold in the U.S. and the rise of social media.
The online beauty and personal care market in the United States is thriving, with major e-commerce platforms like Amazon, Walmart, Sephora, and Ulta leading the charge. With the expansion of social commerce, social platforms will likely have an even greater influence on the beauty sector in the future, driving revenue and shaping market trends.
Top beauty and personal care stores
According to recent survey findings, U.S. shoppers often start their product searches on beauty retailers’ websites or apps but are more likely to complete their purchases on Amazon or Walmart. In fact, online marketplaces dominate the U.S. ranking for personal care merchandise, with walmart.com generating about 5.2 billion U.S. dollars and amazon.com roughly 4.3 billion U.S. dollars in e-commerce net sales in 2023. Meanwhile, specialty beauty retailers like Sephora and Ulta also saw significant success, with sephora.com and ulta.com generating around 2.8 billion and 2.1 billion U.S. dollars, respectively, as they compete to maintain their market share against these marketplace giants.Social media reshapes the industry
Social media platforms have significantly impacted the U.S. beauty and personal care industry, as these sites not only provide purchase links to other retailers but also function as marketplaces with in-app buying options. In 2023, more than half of U.S. women discovered new beauty products through social media, with millennials and Gen Z being especially likely to spend more on these platforms. TikTok stands out as U.S. beauty shoppers’ top social site, where its e-commerce feature, TikTok Shop, allows consumers to make purchases without leaving the app, making it a key player in the market by merging entertainment with shopping.The online beauty and personal care market in the United States is thriving, with major e-commerce platforms like Amazon, Walmart, Sephora, and Ulta leading the charge. With the expansion of social commerce, social platforms will likely have an even greater influence on the beauty sector in the future, driving revenue and shaping market trends.
