GITNUXREPORT 2026

Marketing In The Beauty Industry Statistics

The beauty industry increasingly spends billions on digital marketing and influencer campaigns.

Min-ji Park

Research Analyst focused on sustainability and consumer trends.

First published: Feb 13, 2026

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Statistic 1

TV advertising in beauty achieved 2.8% response rate among boomers in 2023.

Statistic 2

Beauty OOH campaigns delivered 17% uplift in store visits in 2023.

Statistic 3

Print ads in beauty magazines generated $0.45 revenue per dollar spent in 2023.

Statistic 4

Retail media networks in beauty yielded 4:1 ROI for CPG brands in 2023.

Statistic 5

Podcast sponsorships in beauty podcasts averaged 12% conversion lift in 2023.

Statistic 6

Direct mail coupons for beauty products redeemed at 5.2% rate in 2023.

Statistic 7

Beauty Super Bowl ads achieved 450% higher brand lift than average in 2023.

Statistic 8

Search ads CPC for beauty keywords averaged $2.15 in 2023.

Statistic 9

Radio ads for beauty reached 15% higher recall in local markets.

Statistic 10

Influencer video ads outperformed static by 3x in engagement ROI.

Statistic 11

Beauty email personalization lifted open rates to 35% in 2023.

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CTV streaming ads for beauty achieved $4.50 ROAS average.

Statistic 13

SMS marketing in beauty converted at 19% open rate.

Statistic 14

Billboard ROI measured 6% sales lift per 1,000 impressions.

Statistic 15

Retargeting ads recovered 23% of abandoned beauty carts.

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Podcast listener purchase intent for beauty sponsors up 14%.

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71% of women aged 18-34 are beauty consumers influenced by targeted ads.

Statistic 18

Gen Z represents 40% of new beauty buyers with $143 billion spending power.

Statistic 19

82% of beauty purchases by consumers are impulse-driven in 2023.

Statistic 20

Sustainable packaging influences 68% of beauty buyers' decisions in 2023.

Statistic 21

Men’s grooming market consumers grew 15% to 25% of total beauty spenders.

Statistic 22

56% of consumers prefer personalized beauty recommendations in 2023.

Statistic 23

Loyalty programs retain 89% of beauty customers annually in 2023.

Statistic 24

44% of beauty shoppers prioritize vegan/cruelty-free claims.

Statistic 25

Hispanic consumers in US drive 20% growth in multicultural beauty marketing.

Statistic 26

61% of consumers aged 35+ seek anti-aging products via email campaigns.

Statistic 27

Boomers (55+) now 28% of beauty market, seeking premium products.

Statistic 28

75% of beauty consumers read reviews before purchase in 2023.

Statistic 29

Inclusivity in shades drove 35% loyalty among diverse consumers.

Statistic 30

Subscription boxes retained 62% of subscribers in beauty category.

Statistic 31

Post-pandemic, 53% prefer in-store try-ons over virtual.

Statistic 32

Eco-conscious buyers (47%) willing to pay 10% premium for green beauty.

Statistic 33

Mobile-first shopping: 70% of beauty buys via smartphones.

Statistic 34

39% of dads buy beauty/grooming for family, up 12% YoY.

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Social media ad spend in beauty reached $6.7 billion in the US in 2023.

Statistic 36

78% of beauty consumers discover brands via Instagram in 2023 surveys.

Statistic 37

TikTok drove 45% of beauty product virality in 2023 with short-form video campaigns.

Statistic 38

Email marketing ROI in beauty averaged 42:1 in 2023.

Statistic 39

65% of Gen Z beauty purchases influenced by YouTube tutorials in 2023.

Statistic 40

SEO traffic for beauty sites increased 22% YoY due to content marketing in 2023.

Statistic 41

Facebook ads generated 31% higher conversions for beauty brands in 2023.

Statistic 42

52% of beauty shoppers use Pinterest for inspiration, boosting pin-based campaigns.

Statistic 43

Programmatic ads in beauty delivered 18% better targeting precision in 2023.

Statistic 44

User-generated content on socials increased beauty engagement by 28% in 2023.

Statistic 45

AR try-on tools marketing adoption reached 55% of brands in 2023.

Statistic 46

Snapchat AR lenses for beauty saw 1.2 billion views in 2023 campaigns.

Statistic 47

Google Shopping ads drove 29% of beauty e-com traffic in 2023.

Statistic 48

LinkedIn B2B marketing for beauty ingredients grew leads by 33%.

Statistic 49

Twitter (X) real-time trendjacking in beauty increased reach 40x.

Statistic 50

Beauty apps push notifications boosted open rates to 48% in 2023.

Statistic 51

Voice search optimization captured 20% of beauty queries in 2023.

Statistic 52

Live streaming sales on platforms like Taobao hit $2.5B for beauty in 2023.

Statistic 53

YouTube Shorts for beauty tutorials amassed 15B views in 2023.

Statistic 54

Beauty influencer partnerships on Instagram yielded 11x ROI on average in 2023.

Statistic 55

49% of consumers trust beauty influencers more than celebrities in 2023 polls.

Statistic 56

Micro-influencers (10k-50k followers) drove 60% higher engagement for beauty in 2023.

Statistic 57

Affiliate marketing commissions in beauty averaged 12% of sales in 2023.

Statistic 58

73% of beauty brands used nano-influencers for authentic campaigns in 2023.

Statistic 59

Sponsored beauty posts on TikTok generated 3.2x more sales than non-sponsored in 2023.

Statistic 60

Diversity in influencer casting boosted beauty campaign recall by 25% in 2023.

Statistic 61

Affiliate programs in beauty grew subscriber bases by 35% YoY in 2023.

Statistic 62

Virtual influencer marketing spend in beauty hit $100 million in 2023.

Statistic 63

67% of millennials bought beauty products via influencer links in 2023.

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Brand ambassador programs with influencers cost $50k-$500k per deal in 2023.

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81% of beauty shoppers made purchases from influencer recs in 2023.

Statistic 66

UGC from influencers increased beauty conversion rates by 22%.

Statistic 67

Amazon affiliates drove 15% of beauty sales via influencers in 2023.

Statistic 68

Long-term influencer contracts in beauty improved loyalty by 30%.

Statistic 69

Gaming influencer collabs for beauty reached 10M engagements.

Statistic 70

Employee advocacy as influencers boosted beauty authenticity scores 27%.

Statistic 71

Cross-industry influencer swaps in beauty grew awareness 19%.

Statistic 72

Shoppable Instagram posts via influencers sold $1.2B in beauty.

Statistic 73

The global beauty industry marketing spend reached $25.6 billion in 2023, driven by digital channels.

Statistic 74

Beauty brands allocated 12-15% of their revenue to marketing in 2022, up from 10% in 2019.

Statistic 75

US beauty market advertising expenditure hit $8.4 billion in 2023.

Statistic 76

The beauty sector's CAGR for marketing investments is projected at 5.2% from 2023-2028.

Statistic 77

Luxury beauty marketing budgets grew 7% YoY in 2023 to $4.2 billion globally.

Statistic 78

Digital marketing accounted for 62% of total beauty industry ad spend in 2023.

Statistic 79

E-commerce marketing in beauty drove 28% market growth in 2022.

Statistic 80

Asia-Pacific beauty marketing spend surged 9.3% in 2023 to $10.1 billion.

Statistic 81

Clean beauty segment marketing investments doubled to $1.8 billion by 2023.

Statistic 82

Influencer marketing in beauty grew to $1.5 billion globally in 2023.

Statistic 83

Global beauty market size hit $580 billion in 2023 with marketing at forefront.

Statistic 84

Marketing tech spend in beauty rose 18% to $3.2 billion in 2023.

Statistic 85

Direct-to-consumer beauty brands marketing grew 24% YoY in 2023.

Statistic 86

Europe beauty ad market valued at $7.9 billion with 4% growth in 2023.

Statistic 87

K-beauty marketing exports boosted Asia spend by 12% in 2023.

Statistic 88

Omnichannel marketing strategies in beauty expanded market share by 15%.

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From a staggering $25.6 billion global marketing spend to the 42:1 ROI of email campaigns, the numbers reveal a beauty industry where success is powered by digital savvy and a deep connection with the ever-evolving consumer.

Key Takeaways

The global beauty industry marketing spend reached $25.6 billion in 2023, driven by digital channels.
Beauty brands allocated 12-15% of their revenue to marketing in 2022, up from 10% in 2019.
US beauty market advertising expenditure hit $8.4 billion in 2023.
Social media ad spend in beauty reached $6.7 billion in the US in 2023.
78% of beauty consumers discover brands via Instagram in 2023 surveys.
TikTok drove 45% of beauty product virality in 2023 with short-form video campaigns.
Beauty influencer partnerships on Instagram yielded 11x ROI on average in 2023.
49% of consumers trust beauty influencers more than celebrities in 2023 polls.
Micro-influencers (10k-50k followers) drove 60% higher engagement for beauty in 2023.
71% of women aged 18-34 are beauty consumers influenced by targeted ads.
Gen Z represents 40% of new beauty buyers with $143 billion spending power.
82% of beauty purchases by consumers are impulse-driven in 2023.
TV advertising in beauty achieved 2.8% response rate among boomers in 2023.
Beauty OOH campaigns delivered 17% uplift in store visits in 2023.
Print ads in beauty magazines generated $0.45 revenue per dollar spent in 2023.

The beauty industry increasingly spends billions on digital marketing and influencer campaigns.

Advertising Spend and ROI

TV advertising in beauty achieved 2.8% response rate among boomers in 2023.
Beauty OOH campaigns delivered 17% uplift in store visits in 2023.
Print ads in beauty magazines generated $0.45 revenue per dollar spent in 2023.
Retail media networks in beauty yielded 4:1 ROI for CPG brands in 2023.
Podcast sponsorships in beauty podcasts averaged 12% conversion lift in 2023.
Direct mail coupons for beauty products redeemed at 5.2% rate in 2023.
Beauty Super Bowl ads achieved 450% higher brand lift than average in 2023.
Search ads CPC for beauty keywords averaged $2.15 in 2023.
Radio ads for beauty reached 15% higher recall in local markets.
Influencer video ads outperformed static by 3x in engagement ROI.
Beauty email personalization lifted open rates to 35% in 2023.
CTV streaming ads for beauty achieved $4.50 ROAS average.
SMS marketing in beauty converted at 19% open rate.
Billboard ROI measured 6% sales lift per 1,000 impressions.
Retargeting ads recovered 23% of abandoned beauty carts.
Podcast listener purchase intent for beauty sponsors up 14%.

Advertising Spend and ROI Interpretation

While TV ads politely nod to boomers, the real beauty sales come from meeting customers everywhere else—from the billboards they drive by and the streaming shows they binge to the targeted emails and influencer videos that make them actually click.

Consumer Demographics and Behavior

71% of women aged 18-34 are beauty consumers influenced by targeted ads.
Gen Z represents 40% of new beauty buyers with $143 billion spending power.
82% of beauty purchases by consumers are impulse-driven in 2023.
Sustainable packaging influences 68% of beauty buyers' decisions in 2023.
Men’s grooming market consumers grew 15% to 25% of total beauty spenders.
56% of consumers prefer personalized beauty recommendations in 2023.
Loyalty programs retain 89% of beauty customers annually in 2023.
44% of beauty shoppers prioritize vegan/cruelty-free claims.
Hispanic consumers in US drive 20% growth in multicultural beauty marketing.
61% of consumers aged 35+ seek anti-aging products via email campaigns.
Boomers (55+) now 28% of beauty market, seeking premium products.
75% of beauty consumers read reviews before purchase in 2023.
Inclusivity in shades drove 35% loyalty among diverse consumers.
Subscription boxes retained 62% of subscribers in beauty category.
Post-pandemic, 53% prefer in-store try-ons over virtual.
Eco-conscious buyers (47%) willing to pay 10% premium for green beauty.
Mobile-first shopping: 70% of beauty buys via smartphones.
39% of dads buy beauty/grooming for family, up 12% YoY.

Consumer Demographics and Behavior Interpretation

While youth and impulse may drive the beauty industry's volume, its true loyalty and future growth are carved out by inclusivity, sustainability, personalization, and the often-overlooked power of every demographic from Gen Z to Boomers, all shopping on their phones.

Digital and Social Media Marketing

Social media ad spend in beauty reached $6.7 billion in the US in 2023.
78% of beauty consumers discover brands via Instagram in 2023 surveys.
TikTok drove 45% of beauty product virality in 2023 with short-form video campaigns.
Email marketing ROI in beauty averaged 42:1 in 2023.
65% of Gen Z beauty purchases influenced by YouTube tutorials in 2023.
SEO traffic for beauty sites increased 22% YoY due to content marketing in 2023.
Facebook ads generated 31% higher conversions for beauty brands in 2023.
52% of beauty shoppers use Pinterest for inspiration, boosting pin-based campaigns.
Programmatic ads in beauty delivered 18% better targeting precision in 2023.
User-generated content on socials increased beauty engagement by 28% in 2023.
AR try-on tools marketing adoption reached 55% of brands in 2023.
Snapchat AR lenses for beauty saw 1.2 billion views in 2023 campaigns.
Google Shopping ads drove 29% of beauty e-com traffic in 2023.
LinkedIn B2B marketing for beauty ingredients grew leads by 33%.
Twitter (X) real-time trendjacking in beauty increased reach 40x.
Beauty apps push notifications boosted open rates to 48% in 2023.
Voice search optimization captured 20% of beauty queries in 2023.
Live streaming sales on platforms like Taobao hit $2.5B for beauty in 2023.
YouTube Shorts for beauty tutorials amassed 15B views in 2023.

Digital and Social Media Marketing Interpretation

Today’s beauty industry is a digital masquerade where the real magic isn't in the jar, but in the meticulously engineered moment a teenager's scroll, a TikTok trend, a tailored ad, and a "try-on" filter all conspire to make you believe you discovered it yourself.

Influencer and Affiliate Marketing

Beauty influencer partnerships on Instagram yielded 11x ROI on average in 2023.
49% of consumers trust beauty influencers more than celebrities in 2023 polls.
Micro-influencers (10k-50k followers) drove 60% higher engagement for beauty in 2023.
Affiliate marketing commissions in beauty averaged 12% of sales in 2023.
73% of beauty brands used nano-influencers for authentic campaigns in 2023.
Sponsored beauty posts on TikTok generated 3.2x more sales than non-sponsored in 2023.
Diversity in influencer casting boosted beauty campaign recall by 25% in 2023.
Affiliate programs in beauty grew subscriber bases by 35% YoY in 2023.
Virtual influencer marketing spend in beauty hit $100 million in 2023.
67% of millennials bought beauty products via influencer links in 2023.
Brand ambassador programs with influencers cost $50k-$500k per deal in 2023.
81% of beauty shoppers made purchases from influencer recs in 2023.
UGC from influencers increased beauty conversion rates by 22%.
Amazon affiliates drove 15% of beauty sales via influencers in 2023.
Long-term influencer contracts in beauty improved loyalty by 30%.
Gaming influencer collabs for beauty reached 10M engagements.
Employee advocacy as influencers boosted beauty authenticity scores 27%.
Cross-industry influencer swaps in beauty grew awareness 19%.
Shoppable Instagram posts via influencers sold $1.2B in beauty.

Influencer and Affiliate Marketing Interpretation

In 2023, the beauty industry discovered that trusting a relatable person with a phone over a distant celebrity pays off handsomely, as authentic micro-influencers and their shoppable posts quietly built an empire of trust, high engagement, and remarkable sales.

Market Size and Growth

The global beauty industry marketing spend reached $25.6 billion in 2023, driven by digital channels.
Beauty brands allocated 12-15% of their revenue to marketing in 2022, up from 10% in 2019.
US beauty market advertising expenditure hit $8.4 billion in 2023.
The beauty sector's CAGR for marketing investments is projected at 5.2% from 2023-2028.
Luxury beauty marketing budgets grew 7% YoY in 2023 to $4.2 billion globally.
Digital marketing accounted for 62% of total beauty industry ad spend in 2023.
E-commerce marketing in beauty drove 28% market growth in 2022.
Asia-Pacific beauty marketing spend surged 9.3% in 2023 to $10.1 billion.
Clean beauty segment marketing investments doubled to $1.8 billion by 2023.
Influencer marketing in beauty grew to $1.5 billion globally in 2023.
Global beauty market size hit $580 billion in 2023 with marketing at forefront.
Marketing tech spend in beauty rose 18% to $3.2 billion in 2023.
Direct-to-consumer beauty brands marketing grew 24% YoY in 2023.
Europe beauty ad market valued at $7.9 billion with 4% growth in 2023.
K-beauty marketing exports boosted Asia spend by 12% in 2023.
Omnichannel marketing strategies in beauty expanded market share by 15%.

Market Size and Growth Interpretation

It seems we've all collectively agreed that to look convincingly natural in the digital age, you need to first smother yourself—and the entire internet—in a truly unnatural amount of marketing spend.