Beauty online, in Italy the business is now worth 800 million

Beauty online, an 800 million business

The online beauty business in Europe is worth over 11.37 billion and in Italy almost 800 million and sees men increasingly as protagonists. In fact, razor blades and men’s hair dye are the most requested products on the marketplaces for 2022. This is what emerges from the new survey by theBrandOn Group observatory, a market leader that helps brands sell more and better on all the main marketplaces in the world. The analysis is based on European demand for marketplaces to cover the sales needs of end customers.

Beauty online, what is the European scenario?

Today online sales of beauty sector at the European level they are valid 11.37 billion dollars, with a growth prospect between now and 2027 of 10.91% (globally the growth rate will exceed 9.22%) year on year. The Italian market of online beauty products has reached a value of over 786 million dollarsbut expects growth for i next 5 years by 12.9% per annum. THE

The online beauty market in Italy, therefore, seems to be stabilizing after the incredible post-Covid acceleration, which had caused sales to increase by 60% in 2021. For 2022, in fact, the marketplaces recorded a drop in purchases of only 10%. This means that the sector is facing a much larger market than the pre-pandemic one. It can safely be said that Covid has truly changed the habits of many consumers towards the online purchase of beauty products, which it is now part of our habits of consumption and is no longer the result of just a need dictated by the emergency.

The leading country in this sector is the Great Britainwhich boasts online beauty sales of $2.64 billion, followed by Germany And France. Note the growth of Polandwhich will reach $317.90 million in 2023, an exploit driven by Amazon, a channel that only opened in 2022.

The trends of 2022

Looking at the BrandOn Group ranking, however, 2022 is not only the year of “beauty for man” for online beauty. Thus, if at the top of the most requested products on the marketplaces there are, as anticipated, razor blades and men’s hair dyes, followed by sunscreen and deodorants, after the years of the pandemic, there has been the great return of make-up. In the first 15 positions, in fact, we find 3 different ones foundation – including a bb cream -, a volumizing mascara strictly black and a bronzer.

But what are the beauty products on which the marketplaces have focused for the Christmas 2022? Again according to the BrandOn Group analysis, we find one at the top anti-dandruff healing shampoo and, following, one lifting effect face cream; they hold perfumes in third and fourth position, with the latter occupied by a men’s fragrance. Note that they are just the perfumes to generate the highest turnover. In fifth place, however, one makes its appearance eyebrow pencilalso thanks to the new beauty trends that want them thick and marked again.

Beauty online, in Italy the business is now worth 800 million