US beauty e-commerce will grow by 9.8% in 25 years, with Amazon and TikTok Shop becoming important driving forces

It is learned that recently, according to foreign media reports, despite the slowdown in the growth of the US beauty industry, e-commerce sales are expected to grow by 9.8% in 2025, higher than the 5.5% growth rate of the overall beauty market. Amazon and TikTok Shop have become important forces driving online beauty consumption.

As the beauty craze cools down and the overall market growth slows down, beauty brands are accelerating their transformation to e-commerce. Data shows that the growth rate of US beauty e-commerce is still far higher than the industry average, and Amazon, as the largest beauty and personal care retailer in the United States, continues to expand its market share. In 2024, Amazon's share of the US cosmetics market increased by 1.9 percentage points, and has increased by 7.3 percentage points in the past four years.

Amazon is expected to expand its e-commerce share in almost all beauty subcategories this year, which will attract more brands to the platform. Tarang Amin, CEO of Elf Beauty, pointed out that Amazon's role in product search and discovery is becoming more and more important and will continue to grow in the future. In addition, some brands are expanding their sales channels through Amazon's Buy with Prime program to take advantage of its large loyal customer base and fast delivery services.

The rise of social commerce is also a key factor in the increase in the penetration of beauty e-commerce. TikTok Shop has now become the eighth largest health and beauty e-commerce retailer in the United States. Data shows that one in eight online shoppers in the United States has purchased health or beauty products on social platforms.

TikTok Shop, with its powerful brand promotion capabilities, has helped emerging beauty brands rise rapidly. For example, Made by Mitchell and Canvas Beauty have achieved millions of dollars in sales with the help of TikTok's traffic. The influence of social media has not only increased consumers' awareness of new brands, but also prompted beauty brands to further expand into the online market to cater to the trend of digital consumption.

The US beauty e-commerce market is accelerating with the promotion of platforms such as Amazon and TikTok Shop. In the next few years, beauty brands will invest more resources in e-commerce to cope with the challenges of slowing growth in the offline market and continue to meet consumers' demand for convenient shopping experience.

Author ✎ Rayna/

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