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In the first quarter of 2026, the average online order value (AOV) of health and beauty products was approximately U.S. dollars, being the highest value so far.

Consumer spending intentions

Despite economic uncertainties, the outlook for online beauty spending remains positive. A November 2023 study revealed that while nearly half of U.S. consumers plan to maintain their current spending levels on beauty products in 2024, a significant ** percent anticipate increasing their online beauty purchases. This trend is particularly pronounced among younger generations, with half of Gen Z consumers and ** percent of millennials stating they would prioritize beauty spending over other expenses.

Gen Z spending patterns

Generation Z consumers are emerging as a key demographic for online beauty retailers. In 2023, ** percent of Gen Z shoppers in the United States spent between ** and 100 U.S. dollars per month on online beauty products, while ** percent allocated between *** and *** U.S. dollars monthly. These zoomers are also heavily influenced by social media to spend more on beauty products. According to a 2023 survey, ** percent of Gen Zers in the U.S. spent more money on makeup-related merchandise, compared to ** percent of the general population.