FROM AISLE TO ALGORITHM: THE BEAUTY CATEGORIES CHANNELS,AND CONCEPTS SHAPING 2030 GROWTH

June 18, 2026
The global beauty market is expected to grow by 5 percent annually through 2030. But major
disruptions are underway, driven by expanding definitions of beauty, fluid shopping behaviour,
and social commerce.
For both brands and retailers, beauty’s competitive landscape is in flux: Players with novel
products, as well as new entrants from adjacent categories, are gaining ground against
incumbents. And as product discovery and purchase migrate toward creators, social
platforms, and digital marketplaces, legacy beauty channels such as department stores and
specialty retail chains must find new ways to attract and retain shoppers.
Last year, we described a beauty industry that faced rising pressure from value-conscious
consumers, intensifying competition, and higher marketing costs. But the industry’s growth
outlook has remained steady: The global beauty market is again expected to grow by 5
percent annually, reaching $590 billion by 2030, in line with previous projections. Even so,
the industry is entering a phase of disruption.
Based on a new McKinsey analysis1 of the global beauty sector and sales data, we examine
the state of the market, describe the rapidly changing channel landscape, and highlight the
strategic choices retailers and brands will need to make to position themselves for success in
the years ahead.
Source:
https://www.mckinsey.com…..