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From the high streets of London to the boutiques of Paris, beauty continues to flourish despite economic uncertainties.
But what's really interesting is how the industry is changing. Today's beauty consumers are switching between GRWM (get ready with me) videos on TikTok, AR try-ons, and personalized skincare quizzes, all while expecting brands to be sustainable and tech-savvy at the same time.
In this blog post, we'll break down twelve eye-opening statistics that show just how much the industry has grown, and six major trends that are changing the game in 2025.
Whether you're a beauty brand looking to stay ahead or simply curious about where the industry is heading, these insights will help you understand the forces shaping the future of beauty and cosmetics in Europe.
Game-Changing Statistics Transforming Beauty Industry in 2025
Let's dive into what the European beauty and cosmetics industry looks like. These insights show some pretty interesting shifts in how people are shopping, what they're buying, and how the industry is evolving.
1. European Beauty Market Set to Generate $148.10 Billion Revenue in 2025
The European beauty and personal care market is hitting new heights, with revenue expected to reach $148.10 billion in 2025. The industry is growing steadily at 2.22% yearly, with personal care products taking the biggest slice of the pie.
This growth comes despite economic uncertainties, showing just how resilient the beauty sector has become as consumers continue to prioritize their personal care and beauty routines.
2. 43% of European Beauty Sales Will Come from eCommerce by 2025
The digital transformation of beauty shopping is in full swing across Europe. By 2025, 43% of all beauty and personal care sales will happen online. The shift reflects how European shoppers have embraced virtual try-ons, detailed product reviews, and easy price comparisons.
Brands are making the most of this digital movement by creating immersive online experiences, from virtual consultations to AI-powered skincare analysis. And with younger consumers leading this digital charge, these numbers are likely to keep climbing.
3. British Beauty Industry Showed Record Growth of 11% Despite Economic Challenges
The British beauty sector is booming, with an impressive 11% growth in 2023 pushing total sales to £27.2 billion. This growth puts the beauty industry ahead of several major sectors like publishing and chemical manufacturing. Employment in the sector is thriving too, with a 10% increase in the workforce during the same period.
What makes this particularly remarkable is how the industry has bounced back from recent challenges, including Brexit adjustments and cost-of-living pressures, showing that British consumers continue to prioritize their beauty and personal care spending even during tough economic times.
4. Beauty Industry is Dominated by Skincare
Skincare has firmly taken the lead in the beauty industry, becoming the top priority for beauty enthusiasts worldwide. The growing "skinification" trend, where skincare ingredients and benefits are infused into haircare, makeup, and personal care products, shows just how much consumer expectations have evolved. In 2023, skincare held the largest market share in beauty at 40%, and its dominance is set to continue, with revenue projections reaching more than $226 billion by 2029. As demand for high-performance, multi-benefit formulas rises, skincare continues shaping the future of beauty innovation across the board.
5. 89% of TikTok Users Purchase Beauty Products After Seeing Them on Platform
TikTok has become a powerhouse in driving beauty sales with its video content pool. A staggering 89% of users have bought beauty products after discovering them on the platform.
Beauty tutorials, product reviews, and viral trends on TikTok are shaping purchasing decisions more than ever before. The platform's success in beauty comes from its authentic, user-generated content and the ability to showcase products in action.
For beauty brands, this represents a huge shift in how products gain traction, with viral TikTok moments often leading to products selling out within days.
6. German Beauty Market Leads Europe with €15.85 Billion in Sales
Germany stands at the forefront of European beauty, with its market value reaching €15.85 billion in 2023.
While countries like France, Italy, and the UK follow closely behind, Germany's beauty market continues to set the pace for the rest of Europe. Much of this success comes from the country's unique mix of established luxury brands and innovative newcomers, plus a strong presence of both global companies and local manufacturers.
German consumers particularly favor skincare and sustainable beauty products, helping drive the market's consistent growth.
7. Women in the UK Spend an Average of £1,000 Monthly on Beauty Treatments
British beauty enthusiasts are investing heavily in their self-care routines. Women who regularly visit salons spend around £1,000 monthly on hair, nails, beauty, and aesthetic treatments.
In the fourth quarter of 2023 alone, UK consumers spent £2 billion in hairdressers and personal grooming salons. This high spending trend highlights how beauty services have become an essential part of many Britons' monthly budgets, rather than just occasional luxuries.
Particularly in cities like London, Birmingham, and Glasgow, which are considered the UK's top beauty spots, the salon industry continues to thrive.
8. Beauty Industry Creates Over 600,000 Jobs Across Britain in 2023
The beauty industry has become a major employer across the UK, with a workforce that grew to more than 603,000 people in 2023.
This represents a significant 10% increase in employment from the previous year. The hair and beauty services sector alone supports 224,000 jobs, showing how the industry creates opportunities at every level, from product development to retail and personal services.
9. 44% of Spanish Women Are Inspired By Friends and Acquaintances to Try Out New Beauty Trends
Spanish beauty consumers are shifting away from traditional marketing channels in favor of more authentic sources. A remarkable 44% turn to friends and acquaintances for beauty advice, while 41% rely on social media platforms like TikTok, Instagram, and YouTube.
This tops traditional sources like brand advertisements (23%) and magazines (18%). Reviews and ratings also play a crucial role, with 29% of Spanish consumers checking them before making beauty purchases.
The trend shows how word-of-mouth and social proof have become more powerful than conventional advertising in shaping beauty buying decisions.
10. 56% of Men Buy More Skincare Products Than Five Years Ago
The men's beauty and skincare market is experiencing a dramatic shift. Over half of men now buy more skincare products compared to five years ago, marking a significant change in male grooming habits.
The market is expected to grow to $110 billion by 2030, driven by changing attitudes toward male self-care. Men are increasingly looking beyond basic grooming, with 15% already using cosmetics and another 17% interested in trying them.
Men are becoming more interested in skincare science, product ingredients, and developing proper skincare routines.
11. Natural and Clean Beauty Products to Reach $59 Billion by 2031
Clean and natural beauty is taking center stage at the global level. With projected growth to $59 billion by 2031, it's clear that consumers are voting with their wallets for cleaner ingredients.
This massive growth is powered by increasing awareness about product ingredients and their impact. The UK particularly leads this shift in Europe, accounting for 21% of global 'clean' cosmetics launches in recent years.
Vegan claims in haircare have tripled, and even budget-friendly brands are expanding their natural and clean beauty lines to meet this growing demand.
12. Beauty Treatment Market Size in UK Hits £5.8 Billion
The UK's beauty treatment market continues to expand, reaching a substantial £5.8 billion in 2025. Three-quarters of beauty businesses are small, independent operations employing fewer than five people.
London, Birmingham, and Glasgow lead this growth as the UK's top beauty hubs, with new salons and treatment centers opening regularly to meet growing demand.
Major Trends Shaping the Beauty and Cosmetics Industry
While statistics tell us where we are, beauty and cosmetics trends show us where we're heading. These six key movements are reshaping how European consumers discover, shop for, and interact with beauty brands, creating new opportunities and challenges in the market.
1. Social Commerce: Why TikTok and Instagram Are Becoming Beauty's New Marketplace
Social media platforms have evolved beyond marketing channels to become actual shopping destinations for beauty lovers. Health and beauty brands are seeing their highest engagement rates on Instagram, second only to apparel, with beauty influencers achieving a 1.87% engagement rate.
But it's TikTok that's really dominating the beauty space, with an extraordinary 7.52% engagement rate for beauty content.
Truly Beauty exemplifies this shift perfectly. The brand grew to 2.3 million TikTok followers between 2020 and early 2024, with their videos regularly reaching over 10 million views. Their success comes from leveraging user-generated content and tackling beauty topics in an authentic, engaging way. Video commerce for beauty and cosmetics is also particularly effective on these social platforms.
2. Bringing Social Shopping Habits to Owned Digital Stores with Storyly
As beauty shoppers increasingly engage with social media for product discovery and inspiration, brands must find ways to replicate these experiences on their own digital platforms. Storyly enables beauty brands to seamlessly integrate personalized, shoppable, and interactive, full-screen content into their apps and websites, creating a shopping journey that feels just as dynamic and engaging as TikTok or Instagram. With shoppable videos, personalized product recommendations, and interactive elements like polls and quizzes, Storyly helps brands turn browsing into buying, directly on their own channels. By bridging the gap between social media trends and owned digital storefronts, beauty brands can maintain customer engagement and drive conversions without relying solely on third-party, social media platforms.
3. AI and AR: How Technology is Revolutionizing Beauty Shopping
Technology is reshaping the beauty shopping experience, making it more interactive and personalized than ever before. According to research, 4 in 5 women in the UK aged 16+ say finding easy-to-use cosmetic products is their priority, and AI tools are helping make this possible.
For instance, Maybelline has developed an AI tool that lets users virtually try on their makeup ranges, intelligently creating different looks. Looking ahead, AI won't just stop at virtual try-ons.
Brands are developing technology that could analyze multiple factors beyond appearance, including genetics, environment, and lifestyle, to provide truly personalized skincare recommendations.
We're also seeing this technology being integrated into store mirrors, evolving from current somewhat clumsy implementations to tools that could genuinely speed up shopping decisions and improve the overall beauty retail experience. This shift towards interactive content for beauty brands is transforming how customers experience products before purchase.
4. Hybrid Beauty: The Fusion of Skincare and Makeup
The lines between skincare and makeup are becoming increasingly blurred in the European beauty market. Looking at current consumer behavior, we're seeing a major shift toward products that do more than just enhance appearance.
This 'skinification' of makeup is particularly evident in how consumers are spending: while the full-face makeup look is declining, skin-focused products are seeing the highest spending.
Quality over quantity has become the new norm. While only 37% of women now buy liquid/cream foundation, they're investing more in better formulas that promise skincare benefits.
We're seeing this in action with products like Chanel's skin-focused foundation, which emphasizes a 'healthy, winter glow' over heavy coverage, reflecting consumers' growing preference for makeup that works like skincare.
5. Personalization at Scale: The End of One-Size-Fits-All Beauty
Beauty brands are moving away from generic solutions as consumers demand products tailored to their specific needs.
Research shows that personalization can significantly impact the entire customer lifecycle, with nearly 80% of consumers more likely to make repeat purchases from companies offering personalized experiences.
This shift is evident with brands like Dr. Elsa Jungman, who offers a microbiome test where consumers swab their facial skin to analyze the top 10 bacteria and fungi present. Based on these results, customers receive completely personalized skincare recommendations.
Another example is Pure Culture Beauty, which combines at-home skin testing with lifestyle and environmental factors to create custom skincare formulas.
As personalization in beauty eCommerce becomes the norm, brands are finding innovative ways to replicate the in-store consultation experience online.
6. Sustainable Packaging and Ingredients: The New Beauty Standard
Sustainable beauty trends continue to shape product development and packaging decisions. Sustainability has moved from a nice-to-have to a must-have in European beauty. The market data clearly shows this shift. 66% of consumers actively seek environmentally friendly brands, and 55% are willing to pay more for sustainable products.
Looking specifically at quality versus price considerations, European consumers, especially in markets like the Netherlands, now rank quality and skin compatibility above price when making beauty purchases.
One clear example of this shift is evident in brands like L'Oréal, who recently partnered with biotech firm Geno to develop sustainable ingredients using fermentation processes, moving away from traditional sources like palm oil and fossil fuels.
Conclusion
The European beauty industry stands at an exciting crossroad in 2025. With a market value of $148.10 billion and growing, it's clear that beauty remains a priority for European consumers, even in challenging economic times.
The future looks particularly promising for brands that can adapt to changing consumer preferences, whether that's through personalized experiences, sustainable practices, or innovative digital solutions.
For beauty brands looking to stay competitive, the message is clear: digital transformation isn't optional anymore. With 43% of sales happening online by 2025, and social media heavily influencing purchase decisions, brands need to create engaging digital experiences that match the personalized service of traditional beauty retail.
This is where interactive tools like Storyly can make a difference, helping beauty brands create immersive shopping experiences through personalized content and recommendations.
Whether you're an established beauty brand or a new player in the market, success in 2025 and beyond will depend on your ability to meet consumers where they are and deliver the personalized, sustainable, and tech-savvy experiences they've come to expect.
