What you need to know

The online beauty market has continued to perform well and growth is outstripping the wider beauty and personal care market. In 2019, Mintel estimates that online sales of beauty and grooming products will increase by 11.4% to £1.5 billion, with similarly robust growth forecast in 2020.

The online beauty market however is undoubtedly challenging. Price competition is intense as low prices are a primary reason for buying beauty and grooming products online. Meanwhile, as interest in sustainability is rising, retailers are likely to face more scrutiny in future and pressure will mount on those that do not fulfil online orders in an eco-friendly manner.

Products covered in this Report

This Report examines the UK online beauty market, including retail sales through both specialist and non-specialist retailers, as well as other online activities, such as product/brand research and social media engagement.

The beauty online market size is defined as all purchases where transactions are made through a retailer’s website, or through an auction site, rather than by other ordering methods, even if the product is viewed online prior to purchase.

For the purposes of this Report, Mintel has used the following definitions for the beauty market:

  • Fragrances

  • Skincare

  • Colour cosmetics

  • Haircare

  • Soap, bath and shower products.

The Report excludes everyday toiletries such as deodorants, oral care, shaving and hair removal products.

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