Europe’s beauty and personal care e-commerce market is thriving, with strong local players and an ever-growing consumer base. Items such as cosmetics, fragrances, skincare, and other toiletries fall under the beauty and personal care category. With its diverse offerings, the
is estimated to reach nearly 33 billion U.S. dollars in 2024. By 2028, it is forecast to increase by one-third, generating over 40 billion U.S. dollars in revenue.
A closer look
Europeans use different purchasing channels to acquire beauty and personal care products. For the former, they visit beauty specialist websites, such as Sephora, Douglas, and Notino, all of which were founded in Europe. For personal care products, mass merchandise retailers, grocers, and pharmacies are the preferred online destinations. A dominant retailer in this product category is Amazon: in
Italy, France, and Spain, the marketplace topped the list of most visited online stores for personal care purchases. When comparing the financial performance of the two categories, personal care produces the
highest annual revenues in the region. However, cosmetics, the largest subcategory of beauty, generates the
highest average revenue per user (ARPU).
The Gen Z beauty frenzy
This e-commerce sector is captivating consumers' attention like never before. In 2024, an estimated 140 million users will engage in the
online beauty and personal care market in Europe. This figure is forecast to reach nearly 170 million by 2028. Of these shoppers, there is one age group that stands out in how much they purchase beauty items over the internet. Generation Z, or Gen Z, is a cohort comprised of young adults who make up the latest generation of consumers and are the most technically savvy of them all. Social media heavily influences this age group’s beauty routine; it is where they get inspiration for new purchases and product recommendations from content creators. Among European Gen Zers, Swedish shoppers are the
most avid online beauty shoppers, followed by Italians and Norwegians. Sephora addresses their generation the most
compared to other retailers, according to French Gen Z shoppers.
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