Online beauty and personal care market seen reaching $161.4 billion by 2032

By AI, Created 12:21 PM UTC, June 02, 2026, /AGP/ – Online beauty and personal care sales are projected to more than triple from 2022 to 2032 as shoppers buy skincare, haircare, makeup and other products through digital channels. Allied Market Research says influencer marketing, wider product choice and growing demand for natural and organic items are among the main drivers.

Why it matters: - The online beauty and personal care market could become a $161.4 billion category by 2032, up from $54.2 billion in 2022. - The forecast implies a 11.7% compound annual growth rate from 2023 to 2032. - Growth in the channel reflects how consumers are shifting more beauty spending to websites, apps and social platforms.

What happened: - Allied Market Research released a report on the online beauty and personal care market on June 2, 2026. - The report defines the market as buying and selling beauty and personal care products through digital channels such as websites, mobile apps and social media platforms. - The report projects the market will expand from $54.2 billion in 2022 to $161.4 billion by 2032. - The report covers product category, gender, nature and region.

The details: - Online retailers sell skincare, haircare, makeup, fragrances, personal hygiene and grooming products for men, women and children. - Digital channels let shoppers compare products and prices, read reviews and make purchases from home. - Many retailers offer free shipping, competitive prices and personalized recommendations based on purchase history. - The report segments the market by skin and sun care products, hair care products, deodorants and fragrances, makeup and color cosmetics, and other products. - The report also breaks the market out by men, women and unisex buyers. - The market is bifurcated into organic and conventional products. - Regional coverage includes North America, Europe, Asia-Pacific and LAMEA. - The report lists Avon Products, Beiersdorf, Church & Dwight, Henkel, Johnson & Johnson, Kao, Koninklijke Philips, L’Occitane, L’Oréal, Oriflame, Reckitt Benckiser, Shiseido, Procter & Gamble, Unilever and Estée Lauder among the key players. - A sample report is available here. - The company is also offering purchase inquiries and checkout links for the report here and here.

Between the lines: - Influencer marketing is helping brands reach specific, highly engaged audiences and lift awareness and sales. - Social media marketing is emerging as a key route to expand customer reach in beauty and personal care. - Demand for natural and organic products is rising as consumers focus more on ingredients and healthier routines. - Working women are cited as a demand driver because higher workforce participation can expand online spending on beauty products. - The report says the coronavirus outbreak disrupted the industry across supply chains and changed consumer buying behavior. - Return and refund policies remain a barrier because shoppers may hesitate to buy high-value or specialty products online. - Market players are investing more in the natural aspects of their products as consumer interest in organic skincare grows.

What’s next: - The market’s growth will likely depend on whether brands can keep converting shoppers through social commerce, better product discovery and clearer return policies. - Natural, organic, vegan and cruelty-free offerings are positioned to capture more demand as consumers seek products aligned with their values. - Retailers that improve trust and convenience online may gain share from brick-and-mortar stores.

The bottom line: - Online beauty and personal care is moving from a convenience channel to a core sales engine for a broad range of brands and product types.