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Share of Gen Z online shoppers purchasing cosmetics and body care products in 2025, by country

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Sources

Release date

October 2025

Region

Worldwide

Survey time period

October 2024 to September 2025

Number of respondents

* varies by country

Age group

18-64 years

Special properties

consumers who have purchased beauty products online in the past 12 months

Supplementary notes

* Consumers participated in the survey in the following countries: 12,122 from Australia, 8,318 from Austria, 12,124 from Brazil, 12,087 from Canada, 24,955 from China, 8,277 from Finland, 12,152 from France, 36,036 from Germany, 24,170 from India, 12,149 from Italy, 12,114 from Japan, 12,098 from Mexico, 8,284 from the Netherlands, 8,303 from Poland, 8,310 from South Africa, 12,136 from South Korea, 12,128 from Spain, 8,280 from Sweden, 6,755 from Switzerland, 24,124 from the United Kingdom, and 60,603 from the United States.

Citation formats

Share of Gen Z shoppers buying cosmetics and body care items online 2025, by country

Published by
Yihan Ma,
Oct 22, 2025

In 2025, ** percent of South Korean and Indian Gen Z consumers bought cosmetics and body care products online. American Gen Z consumers used the internet to buy cosmetics and body care products, while ** percent of Germans did the same.

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Top online shopping channels

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Global online shoppers

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Spotlight: U.S. consumers

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Topics

Gen Z online beauty shoppersGen Z and media consumption in selected markets in EuropeGen Z online shopping behaviorBeauty and personal care e-commerce in the United StatesBeauty and personal care e-commerce in France
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