With online beauty sales experiencing double digit growth across North America, Asia Pacific, and Europe in 2025, according to NIQ, driven by AI-enabled personalised experiences, virtual try-ons, and shifting consumer habits, brands need to find new ways to stand out from the crowd.
In this article, Garret Cunningham, VP of Global Optimisation at Columbus, explains how beauty companies can give their online presence a makeover.
Which beauty companies have mastered the art of e-commerce, and what do they have in common?
This year, the ones to watch are L’Oréal, known for AI-driven personalisation and product innovation, and Amazon – a growing supplier of beauty products because it offers a vast product selection with fast shipping options.
Some alternative beauty brands are also stealing the spotlight.
Kylie Cosmetics successfully markets its products with heavily influencer-led initiatives, showing the importance of creating an engaged audience.
P. Louise Cosmetics, despite being a more regional brand, has mastered TikTok Shop with record-breaking sales, and has successfully created a truly ‘phygital’ experience with its online and in-store experiences.
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