Knowledge analytics agency Euromonitor Worldwide has not too long ago launched analysis exploring how nice of an affect social commerce performs within the consumption habits of worldwide magnificence customers, with “22% of magnificence product gross sales formed by world social media commerce (S-Commerce) and three% of complete e-commerce gross sales had been carried out through social platforms in 2024.” The corporate’s Passport: Digital Shopper 2025 report attributed this development to the rise of user-generated content material, influencer advertising, and shoppable options embedded inside social apps.
“Magnificence and private care merchandise had been the highest sellers in 2024 on TikTok Store, accounting for about 6% of US TTS gross sales,” the corporate reported through its E-Commerce system. Euromonitor’s knowledge additionally exhibits that social media platforms are rapidly changing conventional engines like google as the first supply of preliminary product discovery, particularly amongst youthful customers.
Along with social engagement, well being and wellness tendencies proceed to affect shopping for habits. Based on the corporate’s Voice of the Client: Magnificence Survey 2024, “36% of worldwide customers are planning to extend spending on well being and wellness.” The survey discovered that digital channels are taking part in an academic function, serving to customers make ingredient-conscious, lifestyle-oriented decisions.
We spoke with Yang Hu, Perception Supervisor; Bob Hoyler, World Perception Retail Supervisor; and Quan Yao Peh, Guide at Euromonitor Worldwide, to realize their insights into the agency’s analysis and evaluation of this rising development in magnificence and private care.
Social platforms take heart stage in product discovery
Unsurprisingly, excessive engagement is without doubt one of the major drivers on social media platforms, “particularly amongst key client teams akin to younger feminine customers, who spend a big period of time scrolling by means of content material on platforms like TikTok, Instagram, and YouTube,” Hu informed CosmeticsDesign US.
She famous that engagement on these platforms serves as an immersive expertise for customers, with “influencer content material, stay streams, and short-form movies flip[ing] product discovery into an enticing journey, making customers extra prone to discover and buy.”
Because of this, social content material is changing conventional search behaviors, particularly amongst Gen Z. “Inside the magnificence market, social media platforms have already surpassed engines like google in terms of preliminary product discovery,” she added.
The shift from product-centric to experience-led advertising
As competitors intensifies, manufacturers are shifting past conventional promoting to undertake extra experience-led approaches, “the place immersive, shareable content material, omnichannel experiences, and lifestyle-led advertising are central to constructing client loyalty and long-term model presence,” Hu mentioned.
Offline activations additionally play a task in boosting digital visibility. “For manufacturers which are historically much less digitally savvy, an excellent start line is internet hosting pop-up offline occasions that supply distinctive, immersive experiences,” she mentioned. “These occasions can organically encourage customers to seize and share their moments on social media.”
Platform energy is rising, and so are expectations
Hoyler emphasised the rising affect of social platforms over manufacturers.
“As social media turns into extra central to customers’ lives, the stability of energy between social media platforms and types is shifting in favour of the social media platforms,” he mentioned. “Manufacturers should not solely promote on these platforms however should more and more abide by their vendor necessities.”
Because of this, manufacturers should even be extra selective and results-driven of their social media investments, he continued. “Manufacturers should additionally develop into extra assiduous in monitoring the effectivity of their social spending, reducing spend to platforms which are dropping eyeballs.”
Subsequently, constructing belief is a key differentiator in such a crowded content material setting. “To attain this, manufacturers want to stress authenticity, transparency and consistency,” he defined, including that “figuring out micro-influencers who align with the model’s values permits for real advocacy, which resonates extra with engaged and dependable audiences.”
Livestreaming and shoppable video develop past Asia
Whereas these tendencies are gaining momentum on a world scale, in response to Peh, the Asia Pacific area stays on the forefront of retail innovation and “leads in Social and Livestreaming E-Commerce,” Peh mentioned, the place “these channels proceed to remodel how customers uncover, interact and transact with manufacturers and retailers.”
He pointed to the success of TikTok Store within the area, which “has seen phenomenal success throughout Southeast Asian markets, and has introduced growth plans into the Japanese market in mid-2025.”
Hoyler echoed the chance for world markets to observe swimsuit. “With shoppable video quickly shifting into the worldwide mainstream, and livestreaming on the verge of doing so outdoors Asia, it’s incumbent upon manufacturers to adapt with the occasions.”
Strategic implications for magnificence and private care manufacturers
It’s clear that the specialists agree: with market e-commerce, social commerce, and livestreaming all gaining traction, magnificence business stakeholders could be smart to align their methods with platform-specific dynamics.
“Main manufacturers are investing in storytelling codecs, digital-first launches, and social commerce experiences that mirror cultural nuance,” Hu concluded. “Benchmarking best-in-class e-commerce and content material methods is important for future content material technique.”
Shifting ahead, Hoyler urged prioritizing platforms that mix attain with commerce options. “The sensible play for manufacturers is to extend their visibility on social media platforms that supply each market and livestreaming options,” he concluded. “TikTok and Douyin are the plain decisions, however, with its pivot to shoppable movies, YouTube supplies an attention-grabbing various.”
