Global Beauty Demand Surges Past $670 Billion: A Golden Opportunity for Cross-Border Sellers
2025/9/23:The beauty industry has long been a star in the global consumer landscape, and today it is shining brighter than ever. According to Exploding Topics, global beauty revenues are projected to surpass $677 billion by 2025, with continuous expansion fueled by innovation, social media, and shifting consumer behavior.
A Growing Global Market
The global beauty industry remains dominated by major players such as L’Oréal ($44.5 billion in sales), followed by Unilever, Estée Lauder, Procter & Gamble, and Shiseido. North Asia leads as the largest beauty and personal care market, accounting for 35% of global share, with North America and Europe following closely at 26% and 22% respectively.
Beyond traditional segments, male grooming is emerging as a powerful force. Allied Market Research projects the men’s personal care market to reach $276.9 billion by 2030, growing at an annual rate of 8.6%. Social media platforms like TikTok highlight this trend, where men’s skincare hashtags attract billions of views.
Skincare remains the backbone of beauty, valued at $180 billion and accounting for 42% of the market—greater than haircare and makeup combined. Meanwhile, organic and natural products are gaining traction, with organic skincare expected to maintain an annual growth rate of 8.7% through 2027.
Innovation and Viral Success
Innovation is fueling beauty’s global momentum. Earlier this year, a whipped shea butter and manuka honey cream by Evil Goods went viral on TikTok, generating $2 million in sales within one month in the U.S. alone. Its natural ingredients struck a chord with consumers seeking effective yet gentle skincare solutions, showcasing how authenticity and trend alignment can transform products into overnight hits.
Chinese Beauty Brands Going Global
While established giants dominate headlines, Chinese beauty brands are actively building their presence in international markets. SACHEU Beauty, founded by Hong Kong–born influencer Sarah Cheung, is one example. Combining Eastern beauty traditions with modern tools, the brand leveraged TikTok as its primary marketing channel, quickly gaining traction in North America.
In 2023, the launch of its Lip Liner Stay product went viral on TikTok, highlighting how social media and influencer-driven strategies can propel young brands into global recognition.
What This Means for Cross-Border E-Commerce
For cross-border sellers, the surge in global beauty demand is more than just a trend—it’s an opportunity. With consumers worldwide eager for innovative, natural, and niche products, cross-border e-commerce provides the gateway to reach these audiences quickly and effectively.
Brands that can combine strong product innovation with reliable international logistics stand to capture market share from both established players and emerging rivals. Efficient warehousing, transparent customs clearance, and fast delivery are no longer optional—they are essential to maintaining customer trust and brand growth.
Connecting Beauty and Logistics
The global beauty boom shows no signs of slowing down. But while viral videos may drive sales, it is logistics and fulfillment that ultimately deliver on those promises.
At B&J Global, we understand this dynamic. With warehouses located across North America’s core cities, we help cross-border beauty sellers reduce delivery times, streamline inventory management, and navigate customs efficiently. In the fast-moving beauty market, having the right logistics partner is what ensures that a trending product doesn’t just go viral—but actually reaches customers on time.