The beauty and personal care industry has long been considered recession-proof. But in 2025, the rules of retail are being rewritten. Consumers are shopping differently, influenced by new platforms, shifting priorities and a desire for both value and experience. If you're a brand, retailer or investor in the beauty and personal care space, understanding these changes is no longer optional – it’s essential.
TikTok Shop is reshaping loyalty and sales
Social selling is no longer a niche – it’s a dominant force. Platforms like TikTok Shop are disrupting traditional retail models, including multi-level marketing (MLM) and direct selling. Consumers are forming parasocial relationships with creators, engaging in gamified shopping experiences and making purchases based on entertainment and emotional connection.
E-commerce is evolving beyond convenience
E-commerce remains a high-value channel, but it’s no longer just about speed and price. Consumers now expect personalisation, variety and emotional resonance. Platforms like Shopify are enabling indie brands to scale quickly, while Amazon and TikTok Shop are redefining what discovery and engagement look like.
In fact, 11% of global consumers – and 22% in China – purchased skin care via social media last year. The line between content and commerce is blurring fast.
Offline retail remains competitive focusing on experience
Despite the digital boom, offline retail is regaining traction. Why? Because consumers still crave human interaction, especially when buying premium products. Retailers are responding with elevated in-store experiences – from EEG-powered fragrance matching to consultative skin care treatments.
Supermarkets are becoming beauty destinations
Grocery retailers are capitalising on the demand for affordable indulgence. Chains like Tesco, Carrefour and Walmart are expanding their beauty assortments, investing in private label innovation and creating benefit-led merchandising that rivals specialist stores.
These everyday touchpoints are becoming strategic opportunities to capture value-conscious consumers who still want quality and efficacy.
What’s next?
The beauty and personal care retail landscape is polarising. Consumers are no longer choosing between tech and the human touch – they want both. Depending on what they’re shopping for and when, they may seek personalised, AI-driven experiences or the reassurance of human connection. Retailers must adapt by blending innovation with empathy – whether that means premiumising in-store, investing in smart recommendations or refining omnichannel strategies.
Want the full picture?
The complete report dives deep into regional trends, category growth and strategic recommendations to help you stay ahead.
Find the full report here: Where Consumers Shop for Beauty and Personal Care
This content was written with the assistance of AI. All information is original to Euromonitor and is derived from our reports titled, Where Consumers Shop for Beauty and Personal Care. The final article has been thoroughly reviewed by our team to maintain the highest standards of quality and integrity.