Share of online beauty shoppers by gender 2023| ��ƽ��

Share of global consumers purchasing beauty products online in 2nd quarter 2023, by gender

Characteristic	Share of respondents
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Release date

November 2023

More information

Region

Worldwide

Survey time period

Q2 2023

Number of respondents

19,293 respondents

Special properties

shopping online on a monthly basis

Supplementary notes

19,293 consumers participated in the survey in the following countries: the United States, United Kingdom, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain, Czechia, and Greece.

The sample sizes are nationally representative, including both Klarna users and non-Klarna users.

The date of release is the date of access.

Citation formats

A survey conducted in the second quarter of 2023 revealed that globally, women purchased beauty products online more than men. An average of ** percent of women worldwide purchased beauty products online on a monthly basis from April to June of 2023. In comparison, around **** of men did the same.

Leading beauty markets

Worldwide, the United States ranks as the leading e-commerce market for beauty, with an industry worth around ** billion U.S. dollars as of 2022. China follows closely with a market generating roughly ** billion dollars in revenue. Cosmetics are the leading online segment of all beauty categories, worth around ** billion U.S. dollars worldwide in 2023. Fragrances are the second-largest beauty segment, valued at around ** billion U.S. dollars.

A hub of beauty

Global health, personal, and beauty care shoppers seem to favor online marketplaces for their shopping needs, with Alibaba leading the ranking. In 2022, Alibaba’s beauty segment achieved net sales of roughly ** billion U.S. dollars, followed by Amazon, at ** billion dollars. On online marketplaces such as Alibaba and Amazon, consumers have the option to choose from countless different brands and third-party vendors. On these sites, prices tend to be on the affordable side. In recent years, Amazon has focused on expanding their catalog to include more skincare and cosmetics items, which has proved to be a successful strategy. In fact, beauty sales make up *** percent of total sales, a share expected to grow in the coming years.