This is more than a larger online share
McKinsey expects online to rise from 26% of global beauty sales in 2024 to nearly one-third by 2030. Discovery and purchase are moving across creators, social platforms, marketplaces, and AI.
This is a global outlook across several online channels, not a growth forecast for one platform or brand.
1. Build one real content moment into the product
Visible application, dispensing, texture, or a clear result can work in short video when the moment is repeatable within actual directions—not just a shoot trick.
2. Make the hero SKU's role unmistakable
A social feed cannot explain an entire range at once. Focus on one customer concern, one use scene, and one reason to remember the product.
3. Prepare product information AI can read
Provide ingredients, function, audience, routine order, size, evidence, and cautions in a consistent web structure—not just a product name and mood copy.
- Who uses it and when
- What evidence supports the language
- How it fits with other routine steps
- Whether ingredient, size, and directions match across channels
4. Separate views from channel economics
Promotions, affiliate commissions, and rapid content production carry costs. Test whether attention becomes repeat purchase and whether singles, samples, or bundles can support channel margins.
5. Connect social discovery to marketplace replenishment
Customers may discover in video, verify through search and reviews, then buy on a marketplace. Keep names, hero images, descriptions, and pricing architecture recognizable across channels.
Sources
- From aisle to algorithm: The beauty categories, channels, and concepts shaping 2030 growth — McKinsey & Company, 2026-06-18
- An e-commerce glow-up — McKinsey & Company, 2025-07-15
For more context, see the product development guide and MOQ 1,000 guide.