Social commerce continues to reshape magnificence model technique, say Euromonitor consultants

Information analytics agency Euromonitor Worldwide has lately launched analysis exploring how nice of an affect social commerce performs within the consumption habits of world 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 marketing, 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 search engines like google and yahoo as the first supply of preliminary product discovery, particularly amongst youthful shoppers.

Along with social engagement, well being and wellness developments proceed to affect shopping for habits. In accordance with the corporate’s Voice of the Client: Magnificence Survey 2024, “36% of world shoppers are planning to extend spending on well being and wellness.” The survey discovered that digital channels are enjoying an academic position, serving to shoppers make ingredient-conscious, lifestyle-oriented decisions.

We spoke with Yang Hu, Perception Supervisor; Bob Hoyler, International Perception Retail Supervisor; and Quan Yao Peh, Marketing consultant at Euromonitor Worldwide, to achieve 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 likely one of the main drivers on social media platforms, “particularly amongst key client teams comparable to younger feminine customers, who spend a big period of time scrolling by way of content material on platforms like TikTok, Instagram, and YouTube,” Hu instructed CosmeticsDesign US.

She famous that engagement on these platforms serves as an immersive expertise for customers, with “influencer content material, dwell streams, and short-form movies flip[ing] product discovery into an attractive journey, making shoppers extra more likely to discover and buy.”

In consequence, social content material is changing conventional search behaviors, particularly amongst Gen Z. “Throughout the magnificence market, social media platforms have already surpassed search engines like google and yahoo in terms of preliminary product discovery,” she added.

The shift from product-centric to experience-led advertising and marketing

As competitors intensifies, manufacturers are transferring past conventional promoting to undertake extra experience-led approaches, “the place immersive, shareable content material, omnichannel experiences, and lifestyle-led advertising and marketing are central to constructing client loyalty and long-term model presence,” Hu mentioned.

Offline activations additionally play a job in boosting digital visibility. “For manufacturers which can be historically much less digitally savvy, an ideal place to begin is internet hosting pop-up offline occasions that supply distinctive, immersive experiences,” she mentioned. “These occasions can organically encourage shoppers 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 shoppers’ 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.”

In consequence, 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, slicing spend to platforms which can be shedding eyeballs.”

Subsequently, constructing belief is a key differentiator in such a crowded content material atmosphere. “To realize 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 broaden past Asia

Whereas these developments are gaining momentum on a world scale, in keeping with 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 rework how shoppers uncover, have interaction 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 enlargement plans into the Japanese market in mid-2025.”

Hoyler echoed the chance for world markets to observe go well with. “With shoppable video quickly transferring 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 consultants agree: with market e-commerce, social commerce, and livestreaming all gaining traction, magnificence trade stakeholders can be clever 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 advised 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 apparent decisions, however, with its pivot to shoppable movies, YouTube supplies an attention-grabbing different.”