March 31, 2026
Online sales outpace in-store by 6x as digital-first and AI-influenced commerce accelerates
globally
CHICAGO–(BUSINESS WIRE)– NielsenIQ (NYSE:NIQ), a global leader in consumer intelligence,
today released its State of Beauty 2026 report, showing the global beauty market grew 10%
year-on-year, with E-commerce expanding six times faster than in-store sales. The findings
highlight a rapid shift to digital-first, AI-influenced commerce across key global markets.
As consumer expectations evolve toward convenience, personalization, and seamless digital
experiences, beauty brands are under increasing pressure to adapt. From AI-powered product
discovery to social commerce and livestream shopping, the path to purchase is becoming
more dynamic—requiring brands to move faster and engage consumers across an increasingly
complex ecosystem.
Key findings from the State of Beauty 2026 report:
- Global beauty sales grew 10% year-over-year, driven by strong digital acceleration
- E-commerce is growing 6x faster than in-store sales, reshaping channel strategies
- 49% of consumers are willing to pay more for locally made products, reflecting rising
demand for authenticity and trust - 52% will pay a premium for convenience, as time-saving solutions drive purchase
decisions - 63% of consumers prioritize mental wellness, signaling continued expansion of holistic
beauty
“Beauty is entering a new phase of growth defined by both resilience and rising complexity,”
Tara James Taylor, SVP, Beauty Vertical, NIQ. “Consumers are more intentional in how they
spend, seeking products that deliver real value, simplicity, and wellbeing. At the same time,
AI and digital commerce is transforming how consumers discover and evaluate products,
shifting advantage to brands that show up clearly and consistently across digital ecosystems.”
Source:
https://investors.nielseniq.com/….
