Fastest-growing beauty e-commerce subcategories in the U.S. 2020

The popular saying 'happiness is freshly painted nails' became true in 2020 as nail polish was the fastest-growing e-commerce cosmetics segment in the United States. This category scored a remarkable 145 percent sales growth rate. It was followed by body wash, with a 102 percent growth.

How much does an average spend on beauty products?

Although the concept of beauty is old as time, the zest for trying new products or grooming is still fresh as a daisy. An average consumer in the United States spent about 197 dollars on cosmetics, perfume, and bath products in 2019. The beauty market’s total revenue was estimated to be almost 50 billion U.S. dollars.

Beauty retailers measure up among U.S shoppers

Amazon and other online stores are trying to put their best face forward in the beauty industry. In 2021, beauty retailers such as Ulta and Sephora exhibited a winning streak, as they were chosen as the type of sites where beauty shoppers most often start shopping online in the United States, with a 44 percent preference among surveyed consumers. Amazon ranked second, earning the preference of 22 percent of respondents.