Beauty comes from within . . . the digital store? Online channels are expected to account for almost a third of global beauty retail sales by 2030, according to McKinsey’s latest State of Fashion report. The projected growth for e-commerce is higher than all other global beauty sales channels, Senior Partner Kristi Weaver and colleagues note. Specialty retailers and mono-brand stores will likely maintain their share of beauty sales, while drugstores and department stores could see a dip in sales.
Image description:
A stacked bar chart shows the share of global beauty retail sales, by channel, as a percentage, from 2015 to 2030. In 2015, e-commerce accounted for 10%; specialty/mono brands, 19%; grocery/big box, 24%; drugstores and pharmacies, 16%; travel retail, 8%; department stores, 11%; and other, 12%. In 2019, e-commerce accounted for 15%; specialty/mono brands, 19%; grocery/big box, 21%; drugstores and pharmacies, 15%; travel retail, 10%; department stores, 11%; and other, 11%. In 2024, e-commerce accounted for 26%; specialty/mono brands, 18%; grocery/big box, 19%; drugstores and pharmacies, 13%; travel retail, 7%; department stores, 8%; and other, 9%. In 2030, e-commerce is expected to account for 31%; specialty/mono brands, 18%; grocery/big box, 18%; drugstores and pharmacies, 12%; travel retail, 8%; department stores, 7%; and other, 7%.
Note: This image description was completed with the assistance of Writer, a gen AI tool.
End of image description.
To read the report, see “State of Beauty 2025: Solving a shifting growth puzzle,” June 9, 2025.