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Curious which beauty products are flying off the shelves in 2025? In this blog, we will take a look at the 10 best ecommerce products in the beauty market, highlighting their unique features, why they have gained widespread consumer trust, and how they reflect current industry trends.
The international beauty and personal care market is expanding tens and folds. It is likely to generate revenues of approximately US$677.19bn in 2025. It is currently one of the highest-paid e-commerce niches. The cosmetics segment alone is valued at over USD 354.68 billion. This is due to growing consumer demand, innovation in product formulations, and the trend towards self-care and wellness. The skincare products are most dominant and contribute around 40% of the total beauty revenue. The popularity of natural and organic beauty products is growing at about 10% annually. Additionally, e-commerce has become a significant sales channel, accounting for over 35% of global beauty sales, fueled by social media influence and digital marketing. Consumers, particularly Millennials and Gen Z highly impact the market trends with their preferences.
This list comprises the top 10 selling products in the world in the beauty and personal care niche:
Skin-care serums are the most profitable ecommerce beauty products. They are lightweight, oil- or water-based liquids packed with high concentrations of active ingredients designed to penetrate the top layer of the skin more effectively than creams or lotions. They are trending due to their potent formulations and ability to deliver targeted skincare benefits. Platforms like Instagram and TikTok have popularized serums through beauty influencers and dermatologists, boosting their demand. Consumers are drawn to serums for their effectiveness and alignment with beauty trends, which has greatly amplified their sales.
Anti-aging, hydrating, brightening, anti-acne, and sensitive skin serums.
High among women and increasingly among men, especially in urban areas, due to rising skin concerns (acne, aging, pigmentation). Growth is strong in North America, Europe, andthe Asia-Pacific regions.
Influenced by social media trends, dermatologist recommendations, and online reviews. Natural and organic ingredients are preferred.
In recent times, dermal fillers have become the fastest-growing ecommerce products in the online beauty market. These are injectable substances such as hyaluronic acid, collagen, or calcium hydroxylapatite that restore facial volume, reduce wrinkles, and minimize scarring. They are becoming popular due to their minimally invasive nature and ability to provide natural-looking results without surgery. The growing awareness of aesthetic treatments and evolving beauty standards has made fillers a sought-after option. The aging population and the desire to maintain youthful appearances also drive demand. Consumers appreciate dermal fillers for their convenience, minimal downtime, and effectiveness in anti-aging.
By material: Hyaluronic acid (HA), calcium hydroxylapatite (CaHA), and others.
By application: Facial line correction, lip enhancement, cheek augmentation, and reconstructive surgery.
High demand for minimally invasive treatments with immediate results. It is increasing with the aging population opting for non-surgical cosmetic procedures. Asia-Pacific is the fastest-growing market.
Influenced by social media and celebrities. Consumers want safe, effective, and natural-looking results.
Sunscreens are one of the best e-commerce beauty products that are in high demand. They are made to protect the skin from harmful ultraviolet (UV) radiation. Heightened awareness of skin cancer risks and the importance of daily sun protection have made sunscreen a staple in skincare routines worldwide. Trends toward outdoor lifestyles and increased UV exposure awareness, combined with innovations like lightweight, non-greasy formulas and tinted sunscreens, have boosted its popularity. Consumers desire sunscreens that offer broad-spectrum protection with added skincare benefits such as hydration or anti-aging. The convenience of online shopping and the availability of diverse sunscreen types have driven strong sales.
By SPF level, formulation (cream, spray, stick), skin type, and added benefits (anti-aging, hydrating, vitamin C).
It is rising due to increased awareness of sun damage and skin cancer. Multi-functional sunscreens with added skincare benefits are sold more.
Consumers want broad-spectrum protection and added benefits. The buying behavior is influenced by education on sun risks, social media, and dermatologist advice.
Facial cleanser is a product that is most selling in e-commerce. It is used to remove dirt, oil, makeup, and impurities from the skin's surface. With increasing emphasis on skincare hygiene and prevention of skin issues like acne and dullness, facial cleansers remain essential. Innovations in gentle, natural, and multifunctional cleansers appeal to consumers seeking effective yet skin-friendly products. The rise of personalized skincare and clean beauty trends has expanded product variety, driving strong online sales.
By type (foaming, gel, cream, micellar water), skin type (oily, dry, sensitive, combination), and ingredient source (natural, synthetic).
Due to increased skincare awareness, pollution, and urbanization.
Preference for gentle, effective, and customized formulations. Influenced mainly by beauty trends and influencer marketing. Online shopping and product reviews play a major role in buying decisions.
Mascara remains a beauty staple due to its instant impact on eye appearance, enhancing expressiveness and attractiveness. This cosmetic product is most profitable due to rising trends in natural-looking lashes, waterproof, and long-lasting formulas. Consumers value mascara for its ease of use and transformative effect on their look. The product performs well online due to frequent repurchases.
By type (regular, waterproof, volumizing, curling), and price (mass-market, premium).
High among women aged 18-44, with urban and professional segments leading. There is a growing demand for waterproof and cruelty-free formulas.
Influenced by social media, beauty influencers, and product innovation (e.g., brush design). Frequent repurchases due to short product life and new launches.
Foundation is one of the best-selling ecommerce products, available in cream, liquid, mousse, or powder form, applied to the face to create a smooth, even skin tone and serve as a base for makeup. Consumers want foundations that offer long-lasting wear, lightweight textures, and added skincare benefits like hydration and sun protection. The foundation segment is expected to grow significantly, supported by expanding distribution channels and social media-driven demand.
By type (liquid, powder, cream, stick), skin type, and shade range.
End-users: Individuals and professionals (makeup artists).
Rising with increased beauty consciousness and desire for a flawless complexion. Social media and influencer marketing are also significant factors.
Consumers want products that match their skin tone and type. Online reviews influence purchases.
Lipsticks remain the most profitable thing to sell online. These are popular for self-expression and creativity. The demand for diverse shades and long-lasting formulations continues to flourish. These are available in various formulations, including matte, glossy, and creamy textures. Consumers are drawn to lipsticks for their ability to accentuate individuality and complete makeup looks. The product’s visibility on social platforms and influencer endorsements fuel online sales.
By finish (matte, crème, shimmer), form (stick, liquid), and distribution channel (supermarkets, e-commerce, specialty stores).
Consistently high, especially among women. Cruelty-free and diverse shade options are popular.
Influenced by fashion trends, social media, and seasonal events. Long-lasting, moisturizing, and safe formulations are preferred. Impulse buying is common in supermarkets; online, AR try-ons aid decision-making.
An eyebrow pencil is a makeup tool that defines, fills, and shapes eyebrows, enhancing facial features by adding precision and depth. They have become a significant product in beauty routines, with trends emphasizing natural yet well-defined brows. The rise of multifunctional and long-wear eyebrow products caters to consumer demand for convenience and durability. Their ease of use and effectiveness in framing the face make them a staple product. Their online sales are boosted by tutorials and influencer content that result in repeat purchases.
By type (pencil, pomade, gel, powder, wax), gender, age group, and distribution channel (hypermarkets, specialty stores, online). Women are primary consumers.
Rising due to beauty trends, social media, and the desire for defined brows.
Consumers want ease of use, precision, and natural-looking results. Mostly influenced by tutorials, influencers, and celebrity trends.
Hair care products include shampoos, conditioners, styling tools, and treatments. They serve as best-selling e-commerce products as consumers want solutions for diverse hair textures and scalp and hair health. This category performs well online due to a large user base and advanced formulations being developed every day.
By product (shampoo, conditioner, oil, treatments), hair type, gender, and age.
Increasing due to concerns over hair loss, scalp health, and demand for natural/organic products. Both men and women are active consumers.
Influenced by product effectiveness, packaging, and price.
Perfumes sell the most in the e-commerce market. There is growing interest in this niche and unique fragrances that offer a distinctive olfactory experience. Consumers want personalization and exclusivity in their scent choices. Perfume appeals to consumers’ desire for individuality and sensory pleasure. E-commerce growth in this segment is supported by storytelling marketing, sample offerings, and virtual scent discovery tools, which help overcome the challenge of not testing scents physically before purchase.
By fragrance type (floral, woody, oriental, fresh), concentration (EDT, EDP, parfum), gender, and price (luxury, mass-market).
Steady, with spikes during holidays and gifting seasons. Premium and niche fragrances are growing segments.
Influenced by brand, scent profile, packaging, and celebrity endorsements. In-store sampling and gifting also drive purchases. Repeat purchases are common for signature scents.
Identify a niche within the beauty ecommerce market to emphasize your research on. Analyze product demand, competition, and profitability by checking metrics such as monthly sales volume, number of sellers, and customer reviews. Combine primary research (direct consumer surveys, interviews) and secondary research (industry reports, competitor analysis) to understand consumer preferences, brand perception, and potential growth areas.
Follow emerging beauty trends such as sustainability (eco-friendly packaging, cruelty-free testing), clean ingredients (non-toxic, paraben-free) as these are increasingly important to consumers, especially younger demographics like Gen Z. Use Google Trends to stay updated on new product demands and shifts in consumer behavior. Also pay attention to social media buzz and hashtags related to beauty trends.
Use online marketplaces to identify top-selling ecommerce products by reviewing their bestseller lists and sales volume data. Observe sales performance on digital beauty stores and marketplaces. Track social media-driven sales trends, especially live sales on platforms like TikTok, which influence beauty product purchases and can highlight trending items.
Selling on top b2b marketplaces such as BeauteTrade.com can benefit in many ways. This platform deals in bulk sourcing and selling of cosmetics, beauty, and personal care products. It is a favorite among suppliers, manufacturers, and buyers globally. The website features a plethora of high-quality and trendy beauty items. BeauteTrade.com provides businesses with exposure to the global market, easy product listing, and access to numerous importers and buyers.
Creating your own branded online store is a top method for selling beauty products. It allows you full control over your brand identity, customer experience, and inventory management. You can personalize the website according to your products uniquely and offer customer support. This approach helps build trust and loyalty with consumers who prefer a direct relationship with the brand. You must also monitor your online store's performance and optimize accordingly for the best results.
Social media platforms like Instagram, Facebook, TikTok, and Pinterest are powerful channels for promoting and selling beauty products. These enable visual storytelling through posts, videos, tutorials, and influencer collaborations, which can drive engagement and sales. Instagram, for example, has a large base of beauty influencers who can help amplify your product reach. Social commerce features allow customers to shop directly from posts.
The beauty ecommerce market offers excellent business opportunities for sellers worldwide. These fastest growing products reflect consumers’ increasing demand and have great potential to drive sales. You can take help from B2b marketplaces, social media platforms, or build your own website to start your business in this segment. Make sure to do market research, analyze consumer trends, and monitor online sales data to find the perfect product that guarantees you maximum profitability.
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