Top Beauty eCommerce Trends To Dominate The Market In 2024

Beauty eCommerce is the industry where it is absolutely essential to keep up with market and social fluctuations and adopt trends as quickly as possible. Although we are well into 2024 already, it is never too late to uncover this year’s trends and utilize them to unlock your full potential in the beauty e-commerce market. Here are the biggest trends to take a look at and consider for your business activities this year.

eCommerce In The Beauty Industry In 2024

As the world keeps changing and evolving, so does the beauty industry. eCommerce has become a game changer for the market, transforming the way customers view shopping in general and beauty shopping in particular. The possibility to make cosmetics purchases online completely transformed how customers discover and buy beauty products. In 2024, online sales of health and beauty brands are expected to occupy over 1/4 of the beauty industry market: the 2023 trend is continuing.

There is no doubt that the COVID-19 pandemic with a global lockdown was a major factor that contributed to such rapid growth of the market. Beauty brands had to face the challenge of virtual sales and adapt their growth strategies to the needs and expectations of beauty shoppers. And the trend keeps on going even now that the pandemic is over. For the e-commerce giant Amazon, beauty became the fastest-growing product category, increasing by almost 25%. Sephora, one of the world's leading beauty retailers after, has successfully capitalized on the ecommerce boom. It won the race among beauty ecommerce websites, with virtual sales reaching 2.3 billion dollars.

So, even after the pandemic came to an end, the expansion of beauty eCommerce continues. The way beauty brands basically re-invented eCommerce adopting the virtual sales tools, and there is no denial that this has been a success so far: since the beginning of the pandemic, virtual sales in the sector have more than doubled. The competition is high in the market, and if you want to keep on expanding and growing your brand, these are the trends you should pay attention to.

Augmented Reality Experiences

In recent years, augmented reality (AR) technology has found use in multiple industries, including beauty commerce. In beauty commerce, AR has completely transformed the way customers interact with products, offering a whole range of entertaining digital experiences. Here is how beauty brands harness the power of AR to create innovative and engaging platforms that enhance the customer journey.

How AR Enhances Customer Experience

The overall customer experience has only seen advantages in implementing augmented reality tools. The main perks of AR in beauty eCommerce are:

• Personalization. AR allows customers to personalize their online shopping experience by virtually trying on products. This level of personalization creates a more tailored and engaging experience, increasing customer satisfaction and loyalty.
• Accessibility and Convenience. AR-powered try-on eliminates the need for customers to visit physical stores to try out products. This makes beauty ecommerce more inclusive and accessible to a wider audience.
• Product Discovery. AR features encourage customers to explore and discover new products. By virtually trying on different shades or experimenting with different skincare products, customers can view more products and find new favorites, ultimately driving sales for beauty brands.
• Engagement. Augmented reality tools are natural drivers of user engagement. Brands can benefit from features such as virtual try-on or AR makeup tutorials to increase page view time and stimulate purchases.
• Social Sharing. AR experiences in beauty ecommerce often come with capability to share on social media. Customers create virtual makeovers and share them on socials, which leads to increased brand visibility, engagement, and potential viral marketing.

Virtual Try-On For Makeup And Skincare Beauty Brands

Virtual try-on has become a game changer in beauty eCommerce.This AR-powered feature allows users to see how different shades of makeup products, such as lipstick or foundation, look on their face and skin tone. Similarly, virtual try-on empowers customers to see the potential effects of skincare products on them, i.e. try on skincare.

By leveraging AR-powered virtual try-on tools like TINT from Banuba, beauty brands can address a common pain point for online shoppers - the inability to test products physically. TINT by Banuba provides a realistic representation of how products will look and perform, giving customers the confidence to make purchase decisions. Additionally, virtual try-on features can save time and minimize product returns, enhancing customer satisfaction.

Personalization, Inclusion, Customization

The world of eCommerce and beauty is constantly changing, and in order to keep up with the ever evolving customer requests, personalization tools exist. With the help of advanced artificial intelligence (AI) algorithms, online beauty brands are leveraging customer data to provide personalized recommendations, enhance inclusivity, and offer customizable experiences.

AI-driven Algorithms for Personalized Recommendations

As AI has grown in popularity, product recommendations will never be the same. With AI-driven algorithms, beauty brands can now analyze vast amounts of customer data, including browsing history, purchase behavior, and individual preferences, to deliver highly personalized product recommendations. By understanding customer preferences and offering relevant product recommendations, cosmetics brands can create a more engaging and personalized shopping experience.

TINT is a good example of an AI-powered try-on and recommendations platform. It features a smart advisor that analyzes individual features and preferences to provide the best-matching cosmetics products.

AI tools and personalization features do not end here. Thus, a new feature from TINT virtual try-on platform, the skin care effect, analyzes people's skin and forecasts how a certain skincare brand product would affect the individual in both long- and short-term perspectives.

Sustainable And Clean Beauty

As consumers become more conscious of their environmental impact and the ingredients they use on their skin, sustainable and clean beauty has emerged as a significant trend in the beauty ecommerce industry in 2024.

There is a tendency among consumers to prioritize sustainable and clean beauty products, seeking options that are both effective and environmentally friendly. According to a survey by Nielsen, 73% of global consumers would reportedly change their consumption habits to reduce their environmental impact. For the beauty industry, this means an increase in demand for clean, cruelty-free, and ethically sourced products.

The demand for sustainable and clean beauty is further supported by statistics. The Natural and Organic Cosmetics Market is projected to grow at a CAGR of 9.76% from 2021 to 2027, reaching $33.04 billion by 2027. This demonstrates the significant market opportunity for brands prioritizing sustainability and clean formulations.

The New Rise Of Social Media Influencers

In the world dominated by social media, influencers are the trusted authorities when it comes to online shopping and choice between specific brands. Statistics highlight the significant impact of influencers on consumer behavior: about 61% of consumers trust influencer opinions as much as their friends.

Influencer marketing holds the power to change consumer behavior, and beauty brands are well aware of that. This is why influencer collaborations occur and brand ambassadors are crowned. Another potent trend is products co-created by influencers and beauty brands.

Influencer partnerships help brands reach loyal followers and promote products genuinely. This boosts visibility and credibility. Collaborations often include discounts or unique offers to attract shoppers.

However, trends are shifting. Smaller influencers and user-generated content now hold more sway, influencing 42% of buyers. Authenticity remains a valued quality though: 61% of Americans admitted they trusted real-life product demonstrations more than virtual demos and ads.

Social media platforms like Instagram, YouTube, and TikTok are crucial for driving sales in the beauty ecommerce sector. These platforms serve as online stores where influencers and brands engage with their target audience, showcase products, and boost interaction. The surge of short-form video content on platforms like TikTok has played a massive role in transforming beauty product marketing. Quick tutorials, reviews, and viral challenges can reach millions of viewers and lead to significant sales.

Beauty Subscriptions And Membership Programs

According to a report by McKinsey, the subscription ecommerce market has grown by more than 100% annually over the past five years, and 1/3 of Americans have a subscription from a retailer. In terms of beauty eCommerce, a subscription features a package of beauty products selected by the brand and shipped to customers on a regular basis. The convenience, product discovery, cost savings, and exclusive perks they offer make them attractive options for beauty enthusiasts.

Birchbox, a renowned beauty subscription service, has successfully implemented customization and community engagement in its subscription model. Subscribers can personalize their monthly boxes by selecting product preferences and beauty goals. Birchbox also hosts events and workshops, encouraging subscribers to connect and share their experiences.

Omnichannel Approach in Beauty Ecommerce

An omnichannel strategy integrates various online and offline channels to create a seamless and cohesive shopping journey for customers. While combining physical and digital channels seems like a challenging task for a beauty retailer, Glossier, which started as an online store, occasionally steps out from the digital counter and offers an in-store experience.

In fact, the omni approach is not just about combining an old-school brick and mortar with a cosmetic ecommerce website. It means offering more touchpoints through various sources to increase consumer spending and, eventually, brand loyalty.

How To Dominate As A Beauty eCommerce Brand

Creating an online beauty store is not enough in 2024 to have ecommerce sales and become successful in the cosmetics industry. Business owners must be aware of the relevant trends and tendencies to keep up with their competitors and attract more customers.

One of the key steps to skyrocketing in ecommerce is leveraging off-the-shelf advanced tech solutions and partnering up with services providers who can help online cosmetic companies keep up with the trends and offer clients a seamless and hyper-personalized approach.

How TINT Helps Implement Trends For Beauty Brands

TINT virtual try-on platform can transform any beauty website and align with current beauty ecommerce trends. Using patented technologies, it mimics the work of a makeup artist accurately.

Its smart beauty advisor offers personalized product suggestions, while features like AI face analysis and makeup recommendations aid in choosing subscription box items discreetly.

TINT’s virtual try-on feature can replace testers, reducing emissions and plastic waste, promoting sustainability. It also boasts the fastest makeup line digitalization time (just up to 48 hours), enabling brands to offer try-ons before product launches.

Additionally, as an interactive tool, TINT provides an additional communication channel and source of user-generated content. Plus, its smart advisor is available 24/7 for personalized assistance.

By leveraging TINT, beauty businesses can elevate customer engagement, increase conversion rates by 300%, and boost average order value by 30%. Check out our website to see the benefits of TINT with your own eyes.