The McKinsey Beauty Consumer Survey 2025 was fielded in February 2025, with 1,000 to 1,500 respondents per market, across Australia, Brazil, China, France, Germany, India, Italy, Japan, KSA, South Korea, UAE, UK and US.
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Countries with biggest share of consumers engaging with beauty live shopping 2025
A survey conducted in February 2025 revealed that China remains the most developed live commerce market globally, with ** percent of beauty consumers having attended a show on a live selling platform such as Douyin and Kuaishou, in the last 12 months. In contrast, only ** percent of consumers in the United States had done so, while ** percent of American consumers have never heard about beauty live commerce.Â
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McKinsey & Company. (June 9, 2025). Countries with the biggest share of consumers engaging with beauty live shopping in 2025 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 30, 2026, from /statistics/1619944/top-countries-engagement-with-beauty-live-shopping/
McKinsey & Company. "Countries with the biggest share of consumers engaging with beauty live shopping in 2025 ." Chart. June 9, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 30, 2026. /statistics/1619944/top-countries-engagement-with-beauty-live-shopping/
McKinsey & Company. (2025). Countries with the biggest share of consumers engaging with beauty live shopping in 2025 . ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 30, 2026. /statistics/1619944/top-countries-engagement-with-beauty-live-shopping/
McKinsey & Company. "Countries with The Biggest Share of Consumers Engaging with Beauty Live Shopping in 2025 ." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 9 Jun 2025, /statistics/1619944/top-countries-engagement-with-beauty-live-shopping/
McKinsey & Company, Countries with the biggest share of consumers engaging with beauty live shopping in 2025 ÌÇÐÄÆƽâ°æ, /statistics/1619944/top-countries-engagement-with-beauty-live-shopping/ (last visited July 30, 2026)
Countries with the biggest share of consumers engaging with beauty live shopping in 2025 [Graph], McKinsey & Company, June 9, 2025. [Online]. Available: /statistics/1619944/top-countries-engagement-with-beauty-live-shopping/
