Top countries for the online beauty and cosmetics industry globally 2024, by traffic

In 2024, the country with the largest traffic share for the online beauty and cosmetics industry was the United States at around 20.1 percent, with approximately one to four billion website visits in total. In second place ranked Japan, with a traffic share of about 14.3 percent. Out of the top ten countries, Russia had the highest traffic growth, at 22.7 percent.

The fastest growing beauty markets online

Recent data from 2024 shows that Pakistan, Mexico, and Australia are the countries with the fastest growing online beauty and cosmetics industries worldwide. In that year, Pakistan's online beauty and cosmetics market grew by 38 percent year-over-year. Similarly, Mexico's industry experienced a growth of 29.5 percent YoY, while Australia's experienced a growth of 26.6 percent YoY.

The global size of the beauty and personal care e-commerce market

Online purchase of beauty and personal care products are growing steadily. In 2024, online purchases of beauty and personal care products generated an estimated 227 billion U.S. dollars worldwide. By 2029, this figure is expected to hit over 338 billion U.S. dollars in revenue. Of these, personal care sales make up the largest share of sales, followed by cosmetics and skincare.