Xin Ou
Research expert covering Greater China
Skincare e-commerce - statistics & facts
In the era of convenience, where every click holds the promise of radiant skin, the skincare industry has transformed into a digital haven for beauty enthusiasts and novices alike. Consumers can now explore a vast array of products, from luxurious serums to innovative face masks, all delivered straight to their doorsteps. In 2024, one out of every six skincare purchases worldwide will be made through digital channels, generating over 30 billion U.S. dollars in revenue. By 2029, the global online skincare market is forecast to be worth nearly 47 billion dollars. As for the market leaders in this growing industry, the United States ranks first based on revenue, followed by China and Japan.
Self-care shoppers go mobile
Consumers have long embraced the practice of self-care through their daily skincare routines, finding solace in these moments of personal indulgence before their busy days commence. Throughout the day, they are likely to encounter an abundance of short-form videos on social media, showcasing others engaging in their own skincare rituals and promoting various products and techniques. In fact, in 2024, referrals from social media platforms accounted for approximately 10 percent of all website visits to e-commerce sites selling skincare. As consumers worldwide purchase skincare products predominantly while using their smartphones, they might be tempted to purchase these items while scrolling through social sites.
From #GlassSkin, to #JellyCleaners and #SnailMucin
Due to the rise of ‘skinfluencers’, consumers today are more knowledgeable than ever before about the science behind skincare. Before making purchases, they scrutinize ingredient lists and seek user-generated content online. The most trending skincare ingredients of 2023 were retinol and niacinamide, based on the most viewed hashtags on TikTok. Moreover, many of the industry’s crazes originate from Korean skincare, also known as K-Beauty, such as achieving dewy skin that shines and reflects like glass, or using emulsifying cleansers in the consistency of jelly, and even using serums made from real snail mucin.
When taking a closer look at what is trending online, Elemis Cleansing Balm was the most sought-after skincare product in 2023 in terms of Google searches, followed by Charlotte Tilbury Magic Cream, and The Ordinary Niacinamide. As for the most followed skincare brands on TikTok and Instagram, there are notable differences between mid-range and high-end brands. On TikTok, more affordable skincare brands amass higher follower counts, with CeraVe being the most followed skincare brand on the app, with a fan base of over 1.3 million users. Other inexpensive brands such as The Ordinary and Nivea trail closely behind. On Instagram, in turn, premium brand names such as Estée Lauder, Tatcha, and SkinCeuticals, top the rankings.
