GITNUXREPORT 2025

Marketing In The Beauty Industry Statistics

Social media drives 72% of beauty consumer purchase decisions worldwide.

Jannik Linder

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

First published: April 29, 2025

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Statistic 1

72% of beauty consumers say they make a purchase decision based on social media recommendations

Statistic 2

65% of consumers follow beauty brands on at least one social media platform

Statistic 3

49% of makeup buyers use virtual try-on apps before purchasing

Statistic 4

80% of beauty brands invest in influencer marketing campaigns

Statistic 5

67% of beauty brands use Instagram as a primary platform for marketing

Statistic 6

Beauty brands that leverage augmented reality (AR) see a 30% higher conversion rate

Statistic 7

54% of beauty brands use TikTok for marketing purposes

Statistic 8

76% of beauty brands believe content marketing increases customer engagement

Statistic 9

42% of beauty companies use data analytics to personalize marketing campaigns

Statistic 10

Influencer marketing ROI in beauty industry is estimated at $6.50 for every $1 spent

Statistic 11

78% of beauty brands see Instagram as their most effective platform for engagement

Statistic 12

55% of beauty brands invest in influencer collaborations annually

Statistic 13

36% of beauty brands allocate more budget to digital marketing than traditional advertising

Statistic 14

77% of beauty marketers plan to increase influencer collaborations in 2023

Statistic 15

Social media stories are used by 70% of beauty brands for daily promotions

Statistic 16

65% of consumers have made a purchase after seeing a beauty ad on TikTok

Statistic 17

63% of beauty brands reported growth in sales after implementing influencer marketing

Statistic 18

73% of beauty brands utilize email marketing to engage customers

Statistic 19

76% of beauty brands reported increased engagement after implementing video marketing strategies

Statistic 20

69% of beauty consumers say they’ve skipped a purchase due to negative online reviews

Statistic 21

35% of cosmetic purchases are made via mobile devices

Statistic 22

50% of women aged 18-34 prefer to buy beauty products via social commerce platforms

Statistic 23

65% of consumers read beauty product descriptions thoroughly before making a purchase

Statistic 24

70% of beauty consumers research products before purchasing online

Statistic 25

The average order value in online beauty retail increased by 8% in 2022

Statistic 26

The global beauty and personal care market is projected to reach $716.6 billion by 2025

Statistic 27

The mobile beauty app industry is expected to grow at a compound annual growth rate (CAGR) of 12.4% through 2027

Statistic 28

The global anti-aging skincare market is projected to reach $109.4 billion by 2023

Statistic 29

Subscription box services in the beauty industry grew by 30% in 2022

Statistic 30

The skincare segment accounts for approximately 36% of the total beauty market

Statistic 31

The global organic beauty market grew by 12% in 2022, reaching $17 billion

Statistic 32

61% of consumers prefer to buy beauty products online

Statistic 33

45% of beauty consumers say they are more likely to purchase after viewing user-generated content

Statistic 34

The average spend per customer on skincare products increased by 15% during 2022

Statistic 35

53% of consumers say they discover new beauty products via social media influencers

Statistic 36

48% of Millennials and Gen Z prefer to buy beauty products from brands with sustainability initiatives

Statistic 37

85% of consumers trust online reviews as much as personal recommendations

Statistic 38

The average customer lifetime value (CLV) in the beauty sector increased by 10% in 2022

Statistic 39

41% of consumers in the beauty sector say they are influenced by virtual try-on technology

Statistic 40

The popularity of clean beauty products increased sales by 37% in 2022

Statistic 41

Over 60% of beauty consumers prefer brands that demonstrate transparency on ingredients

Statistic 42

52% of beauty purchasers say they’ve tried new brands due to social media influence

Statistic 43

47% of global beauty consumers prefer cruelty-free products

Statistic 44

The average time spent on beauty-related social media content per user is 2.9 minutes daily

Statistic 45

46% of consumers say they are willing to pay more for sustainable beauty products

Statistic 46

83% of consumers are more likely to buy from brands that have a strong social media presence

Statistic 47

72% of respondents consider brand transparency a key decision factor

Statistic 48

The most popular online platform for beauty tutorials is YouTube, with 80% of beauty content viewed there

Statistic 49

43% of consumers say they trust brands that advocate for social issues

Statistic 50

The use of AI in beauty marketing is expected to grow at a CAGR of 24% through 2028

Statistic 51

58% of consumers say that personalized marketing influences their loyalty to beauty brands

Statistic 52

55% of consumers prefer brands that actively engage with customers on social media

Statistic 53

85% of shoppers want personalized product recommendations

Statistic 54

The anti-aging segment is responsible for over 30% of total skincare sales

Statistic 55

60% of beauty buyers are influenced by a brand’s online reputation

Statistic 56

48% of consumers prefer purchasing from brands with a strong social or environmental stance

Statistic 57

The global sales of vegan beauty products grew by 25% in 2022

Statistic 58

68% of consumers follow at least three beauty brands on social media

Statistic 59

85% of beauty consumers want brands to be authentic and transparent

Statistic 60

The number of beauty brands using virtual reality for customer experience has doubled in the past three years

Statistic 61

58% of beauty consumers made purchases influenced by eco-friendly packaging

Statistic 62

60% of beauty consumers are influenced by brand sustainability claims

Statistic 63

The use of eco-friendly ingredients in beauty products increased by 20% in 2023

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Key Highlights

72% of beauty consumers say they make a purchase decision based on social media recommendations
The global beauty and personal care market is projected to reach $716.6 billion by 2025
61% of consumers prefer to buy beauty products online
80% of beauty brands invest in influencer marketing campaigns
45% of beauty consumers say they are more likely to purchase after viewing user-generated content
67% of beauty brands use Instagram as a primary platform for marketing
The average spend per customer on skincare products increased by 15% during 2022
53% of consumers say they discover new beauty products via social media influencers
Beauty brands that leverage augmented reality (AR) see a 30% higher conversion rate
48% of Millennials and Gen Z prefer to buy beauty products from brands with sustainability initiatives
58% of beauty consumers made purchases influenced by eco-friendly packaging
The mobile beauty app industry is expected to grow at a compound annual growth rate (CAGR) of 12.4% through 2027
54% of beauty brands use TikTok for marketing purposes

In a rapidly evolving industry where social media recommendations drive 72% of beauty purchases and influencer marketing yields an impressive $6.50 return for every dollar spent, understanding the dynamic landscape of marketing in the beauty sector has never been more essential.

Consumer Preferences

72% of beauty consumers say they make a purchase decision based on social media recommendations
65% of consumers follow beauty brands on at least one social media platform
49% of makeup buyers use virtual try-on apps before purchasing

Consumer Preferences Interpretation

With nearly three-quarters of beauty consumers swayed by social media, a majority following brands online, and half relying on virtual try-ons, the industry’s future increasingly hinges on digital influence and immersive tech—proving that in beauty, virtual is the new real.

Digital Marketing and Brand Engagement

80% of beauty brands invest in influencer marketing campaigns
67% of beauty brands use Instagram as a primary platform for marketing
Beauty brands that leverage augmented reality (AR) see a 30% higher conversion rate
54% of beauty brands use TikTok for marketing purposes
76% of beauty brands believe content marketing increases customer engagement
42% of beauty companies use data analytics to personalize marketing campaigns
Influencer marketing ROI in beauty industry is estimated at $6.50 for every $1 spent
78% of beauty brands see Instagram as their most effective platform for engagement
55% of beauty brands invest in influencer collaborations annually
36% of beauty brands allocate more budget to digital marketing than traditional advertising
77% of beauty marketers plan to increase influencer collaborations in 2023
Social media stories are used by 70% of beauty brands for daily promotions
65% of consumers have made a purchase after seeing a beauty ad on TikTok
63% of beauty brands reported growth in sales after implementing influencer marketing
73% of beauty brands utilize email marketing to engage customers
76% of beauty brands reported increased engagement after implementing video marketing strategies

Digital Marketing and Brand Engagement Interpretation

In a digital beauty race where 80% of brands seep dollars into influencer campaigns, 67% prioritize Instagram—where 78% find engagement most effective—while innovative touches like AR boost conversions by 30%, and TikTok drives half the brands’ sales; all underscored by a data-driven, story-sharing strategy that’s transforming makeup counters into virtual catwalks—highlighting that in this industry, beauty truly is only skin-deep to those who market smartly.

E-commerce and Purchasing Behavior

69% of beauty consumers say they’ve skipped a purchase due to negative online reviews
35% of cosmetic purchases are made via mobile devices
50% of women aged 18-34 prefer to buy beauty products via social commerce platforms
65% of consumers read beauty product descriptions thoroughly before making a purchase
70% of beauty consumers research products before purchasing online
The average order value in online beauty retail increased by 8% in 2022

E-commerce and Purchasing Behavior Interpretation

In a beauty market where 69% of consumers skip purchases over negative reviews and 70% research extensively before buying, brands must prioritize authentic online experiences, as mobile and social commerce now captivate over half of young consumers, driving up online order values by 8% in 2022.

Industry Growth and Market Size

The global beauty and personal care market is projected to reach $716.6 billion by 2025
The mobile beauty app industry is expected to grow at a compound annual growth rate (CAGR) of 12.4% through 2027
The global anti-aging skincare market is projected to reach $109.4 billion by 2023
Subscription box services in the beauty industry grew by 30% in 2022
The skincare segment accounts for approximately 36% of the total beauty market
The global organic beauty market grew by 12% in 2022, reaching $17 billion

Industry Growth and Market Size Interpretation

As the global beauty industry marches toward a projected $716.6 billion by 2025—with mobile apps booming at 12.4% CAGR, organic products climbing 12%, and subscription boxes growing 30%—it's clear that consumers are not only investing billions in beauty but also demanding personalized, sustainable, and convenient solutions, making marketing strategies more crucial than ever.

Market Trends and Consumer Preferences

61% of consumers prefer to buy beauty products online
45% of beauty consumers say they are more likely to purchase after viewing user-generated content
The average spend per customer on skincare products increased by 15% during 2022
53% of consumers say they discover new beauty products via social media influencers
48% of Millennials and Gen Z prefer to buy beauty products from brands with sustainability initiatives
85% of consumers trust online reviews as much as personal recommendations
The average customer lifetime value (CLV) in the beauty sector increased by 10% in 2022
41% of consumers in the beauty sector say they are influenced by virtual try-on technology
The popularity of clean beauty products increased sales by 37% in 2022
Over 60% of beauty consumers prefer brands that demonstrate transparency on ingredients
52% of beauty purchasers say they’ve tried new brands due to social media influence
47% of global beauty consumers prefer cruelty-free products
The average time spent on beauty-related social media content per user is 2.9 minutes daily
46% of consumers say they are willing to pay more for sustainable beauty products
83% of consumers are more likely to buy from brands that have a strong social media presence
72% of respondents consider brand transparency a key decision factor
The most popular online platform for beauty tutorials is YouTube, with 80% of beauty content viewed there
43% of consumers say they trust brands that advocate for social issues
The use of AI in beauty marketing is expected to grow at a CAGR of 24% through 2028
58% of consumers say that personalized marketing influences their loyalty to beauty brands
55% of consumers prefer brands that actively engage with customers on social media
85% of shoppers want personalized product recommendations
The anti-aging segment is responsible for over 30% of total skincare sales
60% of beauty buyers are influenced by a brand’s online reputation
48% of consumers prefer purchasing from brands with a strong social or environmental stance
The global sales of vegan beauty products grew by 25% in 2022
68% of consumers follow at least three beauty brands on social media
85% of beauty consumers want brands to be authentic and transparent
The number of beauty brands using virtual reality for customer experience has doubled in the past three years

Market Trends and Consumer Preferences Interpretation

In an era where 61% of consumers choose online beauty shopping, 85% rely on reviews and social media to guide their purchases, and brands that champion transparency, sustainability, and authenticity see loyalty soar—it's clear that the future of beauty marketing hinges on genuine engagement, innovative tech like AI and virtual reality, and a steadfast commitment to social and environmental values.

Sustainability and Eco-Friendly Initiatives

58% of beauty consumers made purchases influenced by eco-friendly packaging
60% of beauty consumers are influenced by brand sustainability claims
The use of eco-friendly ingredients in beauty products increased by 20% in 2023

Sustainability and Eco-Friendly Initiatives Interpretation

In an era where half the beauty sector's consumers are swayed by eco-conscious packaging and sustainability claims—and with eco-friendly ingredients surging by 20% in 2023—it's clear that sustainability isn't just a trend but the new standard in beauty marketing.