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In the United Kingdom (UK), those between the age of 25 and 49 years old are significantly more likely to purchase beauty products online than other generations. According to a survey conducted in March 2026, over ** percent of consumers in that age range reported buying beauty products online. In comparison, that figure stood at ** percent for ** to ** year old shoppers and ** percent those above the age of **.

Offline still beats online

Although the online beauty and personal care market in the UK is growing steadily, a significant majority of consumers still prefer to purchase their health and beauty products from traditional brick-and-mortar retail stores. In December 2025, approximately ** percent of shoppers opted for physical stores, while around ** percent chose online platforms for their beauty purchases. Furthermore, online beauty shoppers in the UK typically make these purchases only once every two or three months.Ìý

Sephora’s comeback

In the UK, the online beauty market is currently dominated by well-established local players, namely Boots and Superdrug. These two retailers have been competing head-to-head for the past decade, with Boots taking the lead in terms of website visits and ranked second in revenue. However, in 2024, Sephora, the French beauty specialist owned by the luxury conglomerate LMVH, reentered the market after an 18-year absence. As a premium beauty retailer with a large backing from LMVH, Sephora's entry into the market has the potential to shake things up and challenge the dominant positions of Boots and Superdrug, which primarily retail in affordable beauty brands with limited high-end product offerings. It remains to be see how Sephora will fare in its quest to capture market share against the popular native companies.Ìý