GITNUXREPORT 2025

Digital Transformation In The Makeup Industry Statistics

Digital transformation boosts online engagement, sales, and consumer confidence in makeup industry.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

60% of consumers say they’re more confident buying makeup online thanks to digital tools

Statistic 2

40% of beauty consumers prefer personalized recommendations powered by AI when shopping online

Statistic 3

75% of consumers desire more digital interactivity with makeup brands, such as tutorials and live demos

Statistic 4

The number of online beauty product reviews increased by 38% with digital transformation, influencing purchase decisions

Statistic 5

55% of consumers have used mobile apps for makeup tutorials or product demos in 2023

Statistic 6

The number of consumers who buy makeup products through social media platforms increased by 54% over the last two years

Statistic 7

59% of consumers are more loyal to brands offering innovative digital engagement experiences

Statistic 8

The adoption of live streaming commerce in the beauty industry increased by 70% in 2023

Statistic 9

61% of consumers are more likely to purchase from a brand offering personalized digital content like tutorials or demos

Statistic 10

55% of consumers look for eco-friendly and digitally transparent products when shopping for makeup online

Statistic 11

The average engagement time for beauty videos on TikTok increased by 35% in 2023

Statistic 12

62% of consumers have had positive experiences with virtual makeup consultations, leading to higher satisfaction and loyalty

Statistic 13

57% of beauty consumers feel more connected to brands that provide digital education content

Statistic 14

59% of consumers use mobile apps to access personalized beauty content, tutorials, and product recommendations

Statistic 15

87% of consumers say they will continue to shop digitally for makeup even after the pandemic

Statistic 16

83% of beauty brands use data analytics to personalize marketing campaigns

Statistic 17

72% of cosmetic brands report increased online engagement due to digital transformation efforts

Statistic 18

The use of Artificial Intelligence in makeup recommendations has increased by 55% in the past two years

Statistic 19

80% of beauty brands plan to invest more in digital and social media marketing in 2024

Statistic 20

Investment in digital skincare and makeup apps has grown by 35% in the last year

Statistic 21

The adoption of chatbots for customer service and makeup consultations increased by 62% in 2023

Statistic 22

77% of beauty brands view digital innovation as essential to staying competitive

Statistic 23

80% of makeup artists and beauty professionals now recommend digital tools for client consultations

Statistic 24

68% of makeup brands have increased their investment in AI-driven marketing strategies

Statistic 25

40% of customers abandoned their online makeup carts due to inadequate digital experience

Statistic 26

74% of beauty brands plan to expand their digital transformation initiatives in the next year

Statistic 27

The use of digital skin analysis tools has increased by 45% among beauty brands in the last year

Statistic 28

66% of makeup brands have integrated social media shopping features directly into their platforms

Statistic 29

The number of online makeup tutorials increased by 50% in 2023, driven by digital transformation efforts

Statistic 30

Digital influencer collaborations have helped boost sales by an average of 23% for makeup brands

Statistic 31

70% of consumers follow at least one makeup influencer or beauty creator on social media

Statistic 32

58% of makeup brands increased their use of short-form videos (e.g., TikTok, Reels) in marketing strategies

Statistic 33

32% of makeup brands have launched dedicated social media campaigns during live shopping events

Statistic 34

49% of consumers rely on influencer reviews on social media when choosing makeup products

Statistic 35

48% of e-commerce beauty transactions are now influenced by digital influencer marketing

Statistic 36

The global beauty tech market is projected to reach $21.16 billion by 2027, growing at a CAGR of 20.7%

Statistic 37

65% of consumers prefer trying makeup products virtually before purchasing

Statistic 38

Virtual try-on technology increases purchase conversion rates by up to 40%

Statistic 39

45% of makeup brands have integrated AR (Augmented Reality) into their e-commerce platforms

Statistic 40

54% of consumers have purchased makeup products after engaging with a brand’s AR filter

Statistic 41

64% of users say digital try-on tools influence their purchase decision more than traditional product images

Statistic 42

The use of 3D visualization in makeup marketing increased by 48% over the past year

Statistic 43

52% of cosmetic brands plan to implement more virtual reality experiences in their online stores this year

Statistic 44

The value of virtual beauty consultations has grown to an estimated $2 billion industry worldwide

Statistic 45

47% of online beauty shoppers are more likely to buy from brands that offer virtual try-ons

Statistic 46

65% of consumers have used augmented reality filters for makeup before buying products

Statistic 47

Digital beauty consultations, including virtual try-ons and live demos, resulted in a 30% increase in customer satisfaction

Statistic 48

76% of beauty brands have launched virtual reality experiences for product demos or tutorials

Statistic 49

83% of consumers want to see more virtual try-on features before making a purchase

Statistic 50

Make-up brands using augmented reality report a 29% higher sales conversion rate compared to those not using AR

Statistic 51

64% of new makeup product launches include a digital component such as AR, VR, or interactive content

Statistic 52

The use of AI-powered color matching in online makeup shopping has increased by 68% over the past year

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Key Highlights

72% of cosmetic brands report increased online engagement due to digital transformation efforts
The global beauty tech market is projected to reach $21.16 billion by 2027, growing at a CAGR of 20.7%
65% of consumers prefer trying makeup products virtually before purchasing
Virtual try-on technology increases purchase conversion rates by up to 40%
45% of makeup brands have integrated AR (Augmented Reality) into their e-commerce platforms
60% of consumers say they’re more confident buying makeup online thanks to digital tools
The use of Artificial Intelligence in makeup recommendations has increased by 55% in the past two years
80% of beauty brands plan to invest more in digital and social media marketing in 2024
Digital influencer collaborations have helped boost sales by an average of 23% for makeup brands
70% of consumers follow at least one makeup influencer or beauty creator on social media
58% of makeup brands increased their use of short-form videos (e.g., TikTok, Reels) in marketing strategies
54% of consumers have purchased makeup products after engaging with a brand’s AR filter
Investment in digital skincare and makeup apps has grown by 35% in the last year

The makeup industry is undergoing a revolutionary digital transformation, with 72% of brands reporting increased online engagement and market projections soaring to over $21 billion by 2027, driven by innovative technologies like augmented reality, AI, and virtual try-ons that are reshaping how consumers discover, try, and purchase beauty products.

Consumer Behavior and Preferences

60% of consumers say they’re more confident buying makeup online thanks to digital tools
40% of beauty consumers prefer personalized recommendations powered by AI when shopping online
75% of consumers desire more digital interactivity with makeup brands, such as tutorials and live demos
The number of online beauty product reviews increased by 38% with digital transformation, influencing purchase decisions
55% of consumers have used mobile apps for makeup tutorials or product demos in 2023
The number of consumers who buy makeup products through social media platforms increased by 54% over the last two years
59% of consumers are more loyal to brands offering innovative digital engagement experiences
The adoption of live streaming commerce in the beauty industry increased by 70% in 2023
61% of consumers are more likely to purchase from a brand offering personalized digital content like tutorials or demos
55% of consumers look for eco-friendly and digitally transparent products when shopping for makeup online
The average engagement time for beauty videos on TikTok increased by 35% in 2023
62% of consumers have had positive experiences with virtual makeup consultations, leading to higher satisfaction and loyalty
57% of beauty consumers feel more connected to brands that provide digital education content
59% of consumers use mobile apps to access personalized beauty content, tutorials, and product recommendations
87% of consumers say they will continue to shop digitally for makeup even after the pandemic

Consumer Behavior and Preferences Interpretation

As digital tools revolutionize the makeup industry, with a staggering 87% of consumers planning to continue online shopping post-pandemic, beauty brands must blend innovation and transparency to keep customers confident, connected, and captivated in the virtual mirror of modern beauty.

Data Analytics and Personalized Digital Experiences

83% of beauty brands use data analytics to personalize marketing campaigns

Data Analytics and Personalized Digital Experiences Interpretation

With 83% of beauty brands leveraging data analytics to craft personalized marketing campaigns, the makeup industry is blending beauty with brains—proving that in digital times, beauty truly is more than skin deep.

Digital Transformation and Investment

72% of cosmetic brands report increased online engagement due to digital transformation efforts
The use of Artificial Intelligence in makeup recommendations has increased by 55% in the past two years
80% of beauty brands plan to invest more in digital and social media marketing in 2024
Investment in digital skincare and makeup apps has grown by 35% in the last year
The adoption of chatbots for customer service and makeup consultations increased by 62% in 2023
77% of beauty brands view digital innovation as essential to staying competitive
80% of makeup artists and beauty professionals now recommend digital tools for client consultations
68% of makeup brands have increased their investment in AI-driven marketing strategies
40% of customers abandoned their online makeup carts due to inadequate digital experience
74% of beauty brands plan to expand their digital transformation initiatives in the next year
The use of digital skin analysis tools has increased by 45% among beauty brands in the last year
66% of makeup brands have integrated social media shopping features directly into their platforms
The number of online makeup tutorials increased by 50% in 2023, driven by digital transformation efforts

Digital Transformation and Investment Interpretation

As the makeup industry blends beauty with algorithms, it's clear that digital transformation—boosted by AI innovations and immersive online experiences—has gone from a trend to an essential palette for brands seeking to stay competitive, engage consumers, and prevent beauty cart abandonments in an increasingly pixelated world.

Influencer Marketing and Online Engagement

Digital influencer collaborations have helped boost sales by an average of 23% for makeup brands
70% of consumers follow at least one makeup influencer or beauty creator on social media
58% of makeup brands increased their use of short-form videos (e.g., TikTok, Reels) in marketing strategies
32% of makeup brands have launched dedicated social media campaigns during live shopping events
49% of consumers rely on influencer reviews on social media when choosing makeup products
48% of e-commerce beauty transactions are now influenced by digital influencer marketing

Influencer Marketing and Online Engagement Interpretation

In an industry where pixels often outweigh powders, makeup brands are blending social media influencers, short-form videos, and live shopping events into their digital palettes to paint a more compelling picture—driving a 23% sales boost and transforming how consumers blend beauty choices in the era of influencer-powered e-commerce.

Virtual Try-On and Augmented Reality Technologies

The global beauty tech market is projected to reach $21.16 billion by 2027, growing at a CAGR of 20.7%
65% of consumers prefer trying makeup products virtually before purchasing
Virtual try-on technology increases purchase conversion rates by up to 40%
45% of makeup brands have integrated AR (Augmented Reality) into their e-commerce platforms
54% of consumers have purchased makeup products after engaging with a brand’s AR filter
64% of users say digital try-on tools influence their purchase decision more than traditional product images
The use of 3D visualization in makeup marketing increased by 48% over the past year
52% of cosmetic brands plan to implement more virtual reality experiences in their online stores this year
The value of virtual beauty consultations has grown to an estimated $2 billion industry worldwide
47% of online beauty shoppers are more likely to buy from brands that offer virtual try-ons
65% of consumers have used augmented reality filters for makeup before buying products
Digital beauty consultations, including virtual try-ons and live demos, resulted in a 30% increase in customer satisfaction
76% of beauty brands have launched virtual reality experiences for product demos or tutorials
83% of consumers want to see more virtual try-on features before making a purchase
Make-up brands using augmented reality report a 29% higher sales conversion rate compared to those not using AR
64% of new makeup product launches include a digital component such as AR, VR, or interactive content
The use of AI-powered color matching in online makeup shopping has increased by 68% over the past year

Virtual Try-On and Augmented Reality Technologies Interpretation

With the digital transformation skyrocketing in the beauty industry—where virtual try-ons boost sales by up to 40%, nearly two-thirds of consumers prefer trying makeup virtually, and AR-driven brands see a 29% higher conversion—it's clear that lipstick and algorithms are blending to rewrite the art of making a sale.