TikTok Pushes Beauty Sales Up 22% Across Social Media in 2024

In 2024, 2% of global sales were driven by social media commerce, with 3% of total e-commerce sales happening directly through social platforms. This is according to Euromonitor International’s latest Passport: Digital Shopper 2025 report.

Social media has become a key channel for raising awareness around wellness and personal care. User-generated content and influencer marketing continue to play a role in how consumers learn about products and make purchase decisions.

“With content creation now a regular part of daily life, brands are using these platforms for branding, advertising and customer engagement,” said Bob Hoyler, Global Insights Manager for Retail at Euromonitor International. “It’s helping them reach their audience, drive conversions and support product discovery.”

Euromonitor’s Voice of the Consumer: Beauty Survey 2024 also shows that 36% of global consumers plan to increase their spending on health and wellness. Many are focusing more on healthy skin, product ingredients and achieving results through a more holistic approach to beauty.

Digital content is helping consumers make informed choices. This is especially noticeable in the skincare space where reviews, tutorials and expert opinions shape what people buy.

Social Channels Shaping the Skincare Experience

From limited-time offers to real user feedback, social media is influencing how people shop. The skincare category stands out, with content from dermatologists, influencers and brands all playing a part.

New features like shoppable videos and livestream tutorials are making it easier to ask questions and buy products on the spot. It’s a more interactive way to shop, built into platforms people already use.

TikTok has been especially active. After launching TikTok Shop in late 2023 with 11 product categories, beauty and personal care became the top-selling category in the US in 2024. According to Euromonitor’s e-commerce data, they made up around 6% of total US TikTok Shop sales.

“TikTok is increasingly setting trends, especially in colour cosmetics and skincare,” said Jitong Li, Consultant for Beauty and Fashion at Euromonitor. “As prices rise and consumers become more ingredient-aware, they’re turning to affordable alternatives—what we call ‘dupes’.”

K-Beauty Still Going Strong

Korean beauty continues to do well online. The #Kbeauty hashtag appeared in 7.7 million Instagram posts and 1.4 million TikTok videos in 2024. COSRX, a Korean brand known for its Snail Mucin Serum, saw 72% of its e-commerce sales come through Amazon.

Online-first beauty brands are seeing steady growth worldwide. They’re building loyal audiences and shaping what skincare looks like today by meeting customers where they already are—on social media.