REPORT: U.S. Beauty Ecommerce Grew Almost 24 Percent

By  //  June 22, 2019

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It’s no secret ecommerce sales, in general, are on the rise year-over-year. More and more people are embracing shopping online — plus mobile devices are better equipped than ever before to let people browse and buy at any given moment.

It’s no secret ecommerce sales, in general, are on the rise year-over-year. More and more people are embracing shopping online — plus mobile devices are better equipped than ever before to let people browse and buy at any given moment.

The total U.S. ecommerce market grew by more than 15 percent in 2017. This is a promising figure for merchants in any sector hoping to capitalize on the increasing enthusiasm for buying online.

However, there’s even better news for sellers of beauty products and cosmetics specifically: The same report from Internet Retailer found online beauty grew by 23.6 percent in the same year, meaning this category is seeing even higher growth than all-around ecommerce.

There’s huge potential for retailers within this space to get their “piece of the pie”.

What Makes Beauty Ecommerce So Appealing?

Looking at these figures, beauty and online retail is a match made in heaven. So much so, it’s worth taking a closer look at why people choose to buy makeup online, and why retailers are having success selling it, too.

Beauty is a visual thing. In lieu of heading down to a department store like consumers used to do, people have become more comfortable buying beauty products sight unseen if these products are backed up with strong imagery and a robust brand aesthetic.

Using top platforms like Shopify to sell makeup allows retailers to create highly customized websites full of optimized images, helpful video, customizable color palettes and calls to action.

What’s more, beauty products are inexpensive to ship, making it feasible to offer fast and low-cost or free delivery to consumers. Bundling is also easily accomplished, which is popular in the beauty world.

Another factor; makeup readily lends itself to impulse buys. The right Instagram ad, YouTube video or influencer partnership at the right time will motivate people to fill their shopping carts with relatively inexpensive items.

Tips for Successfully Selling Makeup Online

The leading online beauty retailer, Glossier, saw a growth rate of 275 percent in 2017. Why is this company doing so well? It’s dominating the game of “mostly digital” retail.

Yes, Glossier has brick-and-mortar stores in a few large cities — including Los Angeles, Miami and New York City. However, customers who want its products in other parts of the country must order online.

With this in mind, Glossier excels at creating an immersive retail experience with unique packaging and conveying its unique selling proposition (USP).

Those pink bubble-wrap pouches and cute sticker sheets are findable far and wide across the internet. In fact, they’re so cute users generate content about receiving them, which extends Glossier’s brand power.

This company also sticks with products centered upon the premise of creating “happy, healthy skin.” This cosmetics company enhances customers’ natural looks with cleansers, highlighters and glosses. It’s what sets them apart from other top brands.

What is your online store doing differently?

Settle upon that as your unique selling proposition and convey it to customers through your content and images. If your cosmetics company uses cruelty-free ingredients emphasize how consumers will never find exploitative resources like palm oil in your products.

Or perhaps your brand strives to project a certain image, helping customers look like the version of themselves they most want to see. Charles Revson, one of the founders of the cosmetics giant Revlon has been quoted as saying, “In the factory we make cosmetics; in the store we sell hope.”

The company incorporates this ethos into their branding to this very day, displaying that quote on its “Our Founders” landing page.

This is a good time to sell beauty products, as U.S. beauty ecommerce is growing quickly. Just make sure you’ve got a USP to set you apart and a website that makes people want to try your wares.

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