The global beauty industry is entering a transformative era, with global beauty sales going up by 10% with the Asia Pacific region leading the growth with 14.3%. China’s market has been recognised as the most booming one, with TikTok Shop – Douyin’s sales increasing by 49%.
India is among the emerging markets for online beauty sales
The report also states that the digital-first strategy-driven marketing is increasingly gaining more relevance in the beauty retail industry. While the North American market has grown by 21%, it is closely followed by the Asia Pacific market at 20%. India, along with Brazil are next emerging markets, as identified in the report.
A projected boom for the wellness industry
Consumers are now opting more for wellness-based beauty products as their demand as grown by 64% globally, according to the State of Beauty 2025 report. Focus on supplements and getting adequate sleep has also increased considerably. Industry is now exploring opportunities in related fields such as sexual wellness, stress relief, immunity boosters, etc.
Tweakments challenge traditional beauty norms
“Tweakments” — minimally invasive cosmetic procedures — are becoming as integral to skincare routines as serums or masks. According to NielsenIQ’s latest State of Beauty 2025 report, tweakments are reshaping traditional beauty norms, shifting consumers from daily product layering toward efficiency-driven, result-oriented treatments.
The report further states that globally, 35 % of consumers say they simplify or adjust their skincare after a procedure, treating tweakments as adjuncts and core skin investments. In some markets, a significant share now sees them as a replacement for regular skincare steps. This signals a rising demand for aesthetic services that complement or even supplant conventional regimens. But the consumer opinion is divided on this trend as 29% of the global population are pro these procedures while 30% are sceptical about the same.
Read the full report here.
