Online Sales to Reach Over 30% of Skin Care Purchases in 2026 

According to Euromonitor International, nearly 40% of global skin care sales are expected to take place online by 2030. Digital-first strategies and AI-driven discovery are reshaping beauty buying behaviors.

Insights from the Euromonitor Live First Look web event show how technology is transforming discovery and decision‑making.

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 recognized and recommended by AI-driven systems, as digital determines visibility, shaping which brands are discovered and chosen.”

Beauty and personal care top all FMCG categories for AI-driven product searches globally in 2025. Also, skincare and fragrances drive the digital shift in beauty.

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.

Ingredient transparency, lower purchase risk, and high search intent are driving digital disruption in the skin care category.

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.

Skincare sales in China are the highest, with online channels capturing 54% of skin care sales, equivalent to $21.2 billion. The U.S. follows with $17.1 billion in online sales, supported by marketplace maturity and social commerce growth.

TikTok’s e-commerce momentum is converging with the rise of generative AI as a foundational layer in beauty product discovery. 

According to Euromonitor’s Voice of the Consumer: Digital Shopper Survey, fielded in March 2025, 28% of shoppers already use GenAI for product recommendations.

Generative AI’s impact is strongest in segments characterized by high claim density, problem–solution framing, and comparison needs, such as facial care.

In the U.S., facial care leads GenAI referral traffic growth, followed by conditioners and treatments. 

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