Online beauty shoppers in the UK 2023, by generation
In the United Kingdom (UK), millennials are significantly more likely to purchase beauty products online than other generations. According to a survey conducted in the second quarter of 2023, over half of millennials reported buying beauty products online. In comparison, that figure stood at 28 percent for Gen X shoppers and 18 percent for Baby Boomers.
Offline still beats online
Although the online beauty and personal care market in the UK is growing steadily, a significant majority of consumers still prefer to purchase their health and beauty products from traditional brick-and-mortar retail stores. In December 2023, approximately 55 percent of shoppers opted for physical stores, while roughly 28 percent chose online platforms for their beauty purchases. Furthermore, online beauty shoppers in the UK typically make these purchases only once every two or three months.
Sephora’s comeback
In the UK, the online beauty market is currently dominated by well-established local players, namely Boots and Superdrug. These two retailers have been competing head-to-head for the past decade, with Boots taking the lead in terms of revenue rankings and website visits. However, in 2024, Sephora, the French beauty specialist owned by the luxury conglomerate LMVH, reentered the market after an 18-year absence. As a premium beauty retailer with a large backing from LMVH, Sephora's entry into the market has the potential to shake things up and challenge the dominant positions of Boots and Superdrug, which primarily retail in affordable beauty brands with limited high-end product offerings. It remains to be see how Sephora will fare in its quest to capture market share against the popular native companies.
