The Future of Cosmetics: E-Comm Trends to Watch

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Cosmetics is one of the fastest-evolving categories in digital commerce. With trends shifting at the speed of social media and shopper expectations rising, understanding what drives consumer behavior is more critical than ever. Dot Insights analyzes millions of data points in real time to help brands decode what matters most on the digital shelf.

Below are the key e-commerce trends shaping the future of cosmetics, based on review analysis, pricing data, digital shelf performance and shopper behavior insights tracked by Dot Insights.

1. Medicalization at Home Clinical-grade treatments are no longer exclusive to clinics. From LED masks to portable diagnostic devices like UCARE, shoppers are bringing advanced wellness routines into their homes. Even product packaging is shifting to medical-inspired aesthetics, with brands like Dr.Jart+ reflecting this trend in both form and function. This category is growing among shoppers seeking results-driven skincare with scientific credibility.

2. Clean and Vegan Packaging Sustainability is no longer a bonus, it is an expectation. Packaging that communicates values like "100% natural", "cruelty-free", and "vegan" is on the rise. Although only 1 percent of consumers currently identify as vegan, projections indicate this could rise to 10 percent by 2030. Shopper reviews increasingly reference eco-conscious packaging and brand transparency as decision factors. Brands like adidas are responding with full product lines dedicated to ethical beauty and fashion.

3. Premiumization Standard products are getting premium makeovers. Entry-level brands are moving into mid-tier segments by introducing elevated packaging and minimalist aesthetics. Pantene's PRO-V bottle redesign is a leading example of how visual upgrades can reposition a product. Dot Insights shows that packaging design linked to perceived quality has a measurable impact on shopper conversion.

4. Personalization AI, bioprinting, and data-driven personalization are transforming the category. L'Oréal’s Modiface enables virtual makeup try-ons, enhancing the shopper journey on platforms like Amazon. Ipsos data shows that personalization increases purchase likelihood by 80 percent and doubles conversion rates. Product naming also reflects this trend, with terms like "multicultural", "gender-neutral" and "age-inclusive" driving engagement on digital shelves.

5. Nutricosmetics Beauty from within is becoming a global movement. One-third of consumers now take vitamin supplements, and this figure is climbing. In the US, usage jumped from 36 percent to 43 percent since mid-2022. Dot Insights data reveals rising demand for supplements targeting skin, hair and nail health. This cross-category expansion opens opportunities for brands to blend skincare with wellness.

From Self-Care to Plastic Surgery: Exploring Leading E-Comm Beauty Trends in Asia

TikTok is much more than viral dances and lip-syncing - it's also a platform for showcasing winning cosmetic content. Efforts that focus on demonstrations of efficacy - before and afters, education - product usage and combination demos, and skincare regimens - how to integrate products into daily routines are some of the most successful.

Our CEO Sevin Balliktas highlighted in her speech, one such brand that has successfully leveraged TikTok is SKINTIFIC - which rose to the top in Indonesia through innovative online strategies and TikTok shops. The brand was born online through rising TikTok trends, emerging in marketplaces, and then building its solid presence offline. The company's hero products were transformed into trending products through strategic partnerships with micro-influencers - a communication tactic that accounted for 72% of their influencer strategy.

Yasemin Özen Gürelli CCO at Ipsos brings enlightening insights: a primary trend taking South Korean e-commerce beauty by storm is Inssa - characterizing self-care via isolation and reflection to drive personal growth. Inssa delivers an experience that transcends physical improvement, promoting inner satisfaction.

• Beauty standards have soared in recent times, with 70% of people considering skincare a necessity. The impact of influencers on the industry is not to be underestimated.

• Meanwhile, intense cosmetic surgeries have become commonplace - South Korea, for instance, ranks 3rd globally with 311,571 facial plastic surgeries.

• At the same time, people are investing in personal care devices, with 36% owning electronic foot massagers and 32% owning IPL (Intense Pulsed Light) skin treatment devices for use at home.

Skin Care Is Booming in Türkiye

Dot Insights reveals the latest shopper trends shaping the digital shelf

Cosmetics e-commerce in Türkiye is experiencing a surge in shopper demand, with skincare leading the charge. Nearly 50 percent of online shoppers purchased a cosmetic product this year, resulting in a 69 percent year-over-year increase in total sales. According to Ipsos, the average shopper now makes 3.4 cosmetic purchases per year. Daily usage of skin creams rose by 58 percent in 2022 alone, indicating a deeper commitment to skincare routines.

What Dot Insights Uncovered

Skin Care Category Performance: Dot Insights analysis shows a sharp decline in low-priced products. The share of products priced under 80₺ dropped from 62.5 percent to 20.8 percent compared to the previous year. At the same time, brand diversity on the first page declined from 17 to 14. This indicates increased dominance by a few key players. While Mjcare led the category last year, Rise and Shine took the lead this year, with Mjcare following closely behind.

Shoppers are using more specific language when searching. Top keywords include sabun (soap), peeling (exfoliation), yağ (oil), gözenek (pore) and güneş (sun). These insights are critical for brands looking to optimize product titles and search visibility.

Skin Serum Dynamics: Brand variety in the serum category remained relatively stable, shifting slightly from 16 to 15 brands on the shelf. However, leadership changed. The Purest Solutions lost the top position to Doa Kozmetik. Price inflation also played a role. The share of products under 120₺ dropped from 71 percent to 25 percent, pushing more premium alternatives into the spotlight.

Search behavior is aligned with trending concerns. Most searched terms include eşitleyici (corrector), aydınlatıcı (illuminating), leke karşıtı (anti-spot) and asit (acid). TikTok trends continue to shape both product naming and shopper interest.

Makeup Category Insights: The number of brands on the digital shelf dropped from 21 to 14, yet SKU count increased. This shows a consolidation of brand presence paired with diversification in product variants. Despite rising prices, shoppers’ spending thresholds remain consistent. The share of makeup products priced below 80 TL declined slightly from 50 percent to 43 percent.

Mascaras continue to dominate, while interest in liquid formats is on the rise. Keywords like aydınlatıcı (illuminating), teleskopik (telescopic) and likit (liquid) gained traction. The rise of liquid blush on TikTok directly influenced product demand and search conversions.

What Shopper Reviews Reveal: Dot Insights reviewed over 244,000 user comments across categories such as shampoo, skin serum and facial cleansers. Sentiment remains strong with 78 percent of reviews being positive. Shoppers focus on four main themes: product performance, recommendations, size expectations and price.

Recommendations are especially influential in beauty, often driving consideration. Size-related feedback highlighted occasional inconsistencies between product images and delivered items. Interestingly, 73 percent of label size comments were positive, suggesting improved communication on packaging.

Dot Insights helps brands track category shifts in real time and decode the signals behind shopper behavior. With the right data, brands can act faster, sharpen positioning and convert trends into results.

Is your brand ready to lead the next chapter of skincare growth?

Source: Dot Insights analysis based on Datadot dataset, May 2023 versus May 2022, Trendyol