Key Beauty Trends to Watch in 2025: Navigating Growth and Change in eCommerce

The beauty and cosmetics eCommerce market has experienced continuous growth over the past seven years and is expected to increase by a total of 117.8 billion U.S. dollars between 2024 and 2029. As the market expands, it brings both challenges and changes. 2025 will also introduce new opportunities and hurdles. In this blog, we highlight the key trends for the beauty, cosmetics, and self-care market in 2025, and provide insights on how eCommerce businesses can efficiently adapt to these changes and maximize their potential.

Marketplaces

According to Statista, in 2024, online marketplaces emerged as the most preferred e-commerce channels for beauty shoppers. These platforms offer the convenience of a one-stop-shop, featuring an extensive selection of products from various brands, making it easier for consumers to compare options and find what suits their needs. Beyond product variety, online marketplaces also serve as a source of inspiration, offering personalized recommendations, user reviews, and detailed product information that help shoppers make informed decisions.

Platforms like Amazon, TikTok Shop, and Shein have redefined the shopping experience by blending convenience with discovery. Notably, TikTok Shop ranked as the top e-commerce platform for cosmetics during Black Friday 2024, according to NielsenIQ. 

Social Commerce

Social selling has been an emerging phenomenon in recent years and continues to be a prominent trend heading into 2025. Social selling is rapidly growing into a major sales channel, with high engagement and conversion rates. E-commerce businesses should embrace social commerce by being actively present and proactive on platforms like TikTok and Instagram, leveraging these channels to connect with consumers, build brand awareness, and drive sales.

Rising Trends in Social Commerce and Influencer Marketing

With the growing popularity of social commerce, influencer marketing is also on the rise. The global influencer marketing market has more than tripled since 2020. By 2025, the market is estimated to reach approximately 33 billion U.S. dollars according to Statista. 

TikTok, in particular, has become extremely popular, with videos like product try-ons and unboxing videos gaining massive attention. Social media facilitates global connections, allowing international brands to quickly gain popularity. For example, the demand for Korean skincare products has risen significantly due to the brands' presence on TikTok.

For resellers and retailers, it is crucial to be present on social channels to stay updated on the latest trends and brands, enabling them to react quickly to consumer demand. Additionally, brands can easily gain worldwide recognition through various platforms, reaching a broader audience and expanding their global presence.

Sustainability

Eco-conscious beauty has evolved from a niche trend into a fundamental consumer expectation. To achieve long-term success, brands and retailers must prioritize sustainability by offering eco-friendly products and ensuring transparency throughout their supply chains. Consumers are increasingly mindful of their environmental impact, seeking brands that minimize water and energy consumption while reducing packaging waste. Some companies go even further by implementing green delivery solutions, such as electric vehicles or bicycle couriers, to not only reduce their carbon footprint but also strengthen their brand image as responsible and forward-thinking.

Personalization and AI

Consumers are increasingly seeking beauty products tailored to their unique needs, with hyper-personalization set to be a defining trend for 2025. Powered by AI, this approach offers customized experiences and product recommendations based on individual preferences, enhancing consumer satisfaction and loyalty. With hyper-personalization, brands can better cater to consumers' evolving demands, making it easier for them to find exactly what they need and leading to more frequent repurchases.

A prime example of AI transforming the beauty industry is L’Oréal’s ModiFace AR technology, which allows shoppers to virtually try on products with photo-realistic accuracy. This innovation is revolutionizing the online beauty shopping experience by giving consumers the ability to visualize products before purchasing, bridging the gap between digital and physical retail.

In addition to virtual try-ons, AI-driven personalization is reshaping skincare routines. Advanced technologies analyze factors like skin conditions, environmental influences, and lifestyle habits to recommend tailored products and regimens in real time. The key advantage? Precision. Instead of relying on trial and error, consumers can make data-backed decisions that lead to more effective and satisfying results.

This level of personalization not only impacts purchasing decisions but also fosters customer loyalty, increasing the likelihood of repeat purchases. Subscription boxes, for example, have become a popular way for beauty brands to deliver curated, personalized products directly to consumers, enhancing the overall experience and driving consistent engagement

Staying Ahead in 2025

To stay ahead in the beauty industry in 2025, it’s crucial to seamlessly integrate all sales channels and merge the online experience with in-store interactions. Offering a unified experience across platforms—whether through your own store or marketplaces—ensures you capture sales from every possible channel. Social media platforms like TikTok and Instagram are key tools for engaging with your audience, driving sales, and staying on top of beauty trends. These platforms not only offer direct sales opportunities but also help you tap into the pulse of what's trending in the industry.

In addition to digital strategies, sustainability will continue to be a significant focus. Beauty brands must look for greener product options and optimize their supply chains for environmental responsibility. This includes reducing packaging waste by using recycled and fitted packaging materials, as well as offering more eco-friendly delivery choices. Transparency is essential—being open about your environmental impact and the ingredients in your products will build trust with consumers.

Furthermore, AI-driven personalization is a game-changer for beauty brands. Using customer data to offer personalized recommendations, targeted advertisements, and curated subscription boxes helps create a unique shopping experience for each customer. Tools like online skin analysis and AI-powered, photo-realistic makeup try-ons allow consumers to experience the product virtually, bridging the gap between online shopping and in-store experiences.

At Fidelity Fulfilment, we strive to stay on top of these beauty trends. As a fulfilment partner for many respected beauty brands worldwide, we’re dedicated to helping businesses grow through seamless omnichannel integration, sustainable practices, and personalized customer experiences. We support brands with flexible delivery options, recycled packaging solutions, and the ability to create personalized subscription boxes that stand out in a competitive market.

Looking for a fulfilment partner to help your beauty brand grow in 2025? Contact our team today to learn how we can support your success.