L. Yltävä
Research expert
Beauty and personal care e-commerce in the United Kingdom (UK) - statistics & facts
The online beauty and personal care market in the United Kingdom (UK) has exploded in popularity over the last few decades. This industry has thrived in the digital realm due to the influence of beauty gurus, skincare content creators, and simply the ease of ordering items directly to your doorstep. In 2025, the beauty and personal care e-commerce market in the UK is estimated to reach 6.35 billion U.S. dollars in revenue. By 2028, the revenue for the entire market is expected to exceed seven billion U.S. dollars.
Other well-performing online stores are Superdrug and Cult Beauty. Superdrug is a retail company with a strong web presence. After Boots, the company was the country's most used beauty and health online shop in 2023. Cult Beauty, a brand owned by THG plc, is a pure player, and around a quarter of UK consumers used the brand that year.
The online beauty and personal care e-commerce market in the UK is expected to expand in the coming years. The personal care segment is the most successful one out of all the subcategories, being forecast to generate around five billion U.S. dollars in 2025. Skincare and cosmetics are two other well-performing segments.
In cahoots with Boots
Popular high-street brands are among the brands that dominate the e-commerce market. With thousands of retail stores across the UK and a successful digital adaptation, Boots is one example of an omnichannel retailer. Founded in 1849, the company specializes in pharmaceuticals, healthcare, and cosmetics. In January 2025, a whopping 17 million users visited Boots' online store, along with over 222,000 app downloads. According to a survey, Boots ranked as the most popular online health and beauty store among UK shoppers.Other well-performing online stores are Superdrug and Cult Beauty. Superdrug is a retail company with a strong web presence. After Boots, the company was the country's most used beauty and health online shop in 2023. Cult Beauty, a brand owned by THG plc, is a pure player, and around a quarter of UK consumers used the brand that year.
Shoppers' appetite for beauty
In December 2024, nearly one-third of consumers purchased beauty products through the internet in the UK. Scotland is home to the largest share of digital health and beauty shoppers compared to other UK regions. That same month, around 31 percent of shoppers in Scotland bought wellness products online. Even though beauty is becoming increasingly genderless, women continue to purchase more of these products online compared to their male counterparts.The online beauty and personal care e-commerce market in the UK is expected to expand in the coming years. The personal care segment is the most successful one out of all the subcategories, being forecast to generate around five billion U.S. dollars in 2025. Skincare and cosmetics are two other well-performing segments.
