Beauty products and cosmetics have been an established e-commerce category for quite some years now. During the eight years that PostNord/Direct Link has published the report “E-commerce in Europe”, the share of consumers who shop for beauty and cosmetics online has increased every year. In the latest report from 2021, an average of 35% in the twelve European countries covered by the survey stated that they shopped beauty and cosmetics products online during the last year. In the US market, online sales are predicted to more than double in 2022 compared to 2019.

However, the online popularity of this category is not surprising, as it’s quite the perfect match. The industry has developed significantly in terms of the way products are shown and marketed online. In addition, most of the products bought online are low in weight and volume and can often be delivered directly to the recipient’s mailbox.

One group that is a large consumer of beauty and cosmetics products is the so-called Generation Z, usually defined as people born between 1997 and 2009. This is the first generation that has spent their entire lives more or less constantly connected online. They differ from previous generations in several ways, for instance when it comes to how they perceive marketing. They love brands, but at the same time require them to be genuine, honest, and socially engaged. They also favor visual-based media and marketing rather than text-based means. For that reason, social media platforms and influencers have become particularly important and valued marketing channels towards this target group. Studies show that more than 65% of those who belong to Generation Z are motivated by social media to buy and try new beauty products.

To learn more about European e-commerce and what you need to know to succeed there, order your free copy of the ”E-commerce in Europe 2021” report.

Olof Källgren, Market Information Manager, Direct Link