Are the rules of commerce being rewritten? In a recent article, the forecasting firm Euromonitor explains that consumers no longer buy cosmetics in the same way they did a few years ago. According to the agency, understanding these changes is no longer optional for brands, distributors, and investors, but necessary.
Social media shopping is becoming increasingly popular. Platforms such as TikTok Shop are disrupting traditional models. “Consumers are developing genuine parasocial relationships with content creators, participating in fun shopping experiences, and buying on impulse driven by entertainment and emotion.”
In 2024, 11% of consumers worldwide (and up to 22% in China) purchased a skincare product via social media.
E-commerce is becoming more human
“Online commerce remains a highly profitable channel, but it is no longer just a question of speed and price. Consumers now expect personalization, variety, and emotional resonance,” comments Euromonitor.
Physical distribution is making a comeback
Despite the rise of digital, in-store sales are gaining ground. Consumers continue to seek human interaction, especially for premium products. Retailers are focusing on immersive and personalized experiences. The goal? To make the point of sale a place of connection and not just a place of transaction.
Supermarkets are moving upmarket
Large retailers are establishing themselves as key players in the beauty industry. Brands such as Tesco, Carrefour, and Walmart are focusing on innovation in their own brands to attract customers looking for quality and affordable prices.
According to Euromonitor, the cosmetics retail landscape is …
