The beauty retail sector is experiencing a significant transformation driven by social commerce, where platforms like TikTok and Instagram are reshaping consumer interactions with brands. Live shopping events hosted by influencers have reinvigorated the shopping experience by merging entertainment with purchases, leading to higher conversion rates than traditional e-commerce. By 2025, social commerce is expected to reach $1.2 trillion globally, with beauty accounting for nearly half of online purchases in key markets, highlighting a rapid evolution in consumer behavior and retail strategies.
The beauty retail landscape is undergoing a dramatic social makeover. What once transpired at department store counters and Sephora aisles is now unfolding in TikTok livestreams and Instagram feeds, transforming how consumers discover, experience and purchase beauty products.
Social commerceâthe seamless fusion of social media and online shoppingâhas emerged as a powerful force, with beauty brands leading the charge. According to McKinsey, U.S. retail social commerce sales are projected to reach nearly $80 billion by 2025, signaling a fundamental shift in consumer behavior.
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