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Growth of beauty sales for e-commerce and brick-and-mortar in U.S. 2017

In 2017, U.S. e-commerce beauty sales grew by 1.6 billion U.S. dollars while brick and mortar beauty sales decreased by approximately 168 million U.S. dollars.

Beauty Box Subscriptions

One of the newest and most exciting innovations in the beauty industry are subscription boxes. For a monthly fee, beauty subscription box companies such as Birchbox or Ipsy, will regularly mail out a box of mystery cosmetics in order to give the customer a chance to try out products they probably would not have purchased on their own. Part of the appeal of these boxes is that the total value of the box often exceeds the monthly fee.

Social Media and Beauty Brands

Social media plays a bigger part in cosmetics shopping behavior that ever before. Beauty brands such as Kylie Cosmetics, Huda Beauty, and Anastasia Beverly Hills have huge followings on social media sites like Instagram, Twitter, and Facebook, which offers the brands a powerful platform for promoting their products. In the United States, Kylie Cosmetics was the leading beauty brand on social media, with nearly 330 million actions in 2018.

Growth of beauty e-commerce and brick-and-mortar sales in the United States in 2017

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Release date

July 2017


United States

Survey time period

52 weeks ending April 29, 2017

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