The way consumers shop for cosmetics is evolving fast. Today’s beauty buyers aren’t just looking for the right shade or texture. They care about what’s inside, how it’s made, and whether they can trust the brand behind it.
To help brands stay ahead, we recently hosted a webinar inspired by our e-book, Decoding Online Shopping: Cosmetics Consumer Trends for 2025. Our hosts, Lara Hourquebie and Justin Trout unpacked what today’s beauty shoppers expect, the digital experiences that build loyalty, and practical test ideas you can apply right away. If you missed the live session, here’s your recap of the new rules shaping beauty e-commerce.
What’s shaping beauty e-commerce in 2025
From our research and client insights, three big themes stood out:
- 🌱 Sustainability isn’t optional: eco-friendly, cruelty-free, and ethical sourcing have become the baseline.
- ✨ Ingredient transparency: shoppers want to know exactly what goes into their skincare and cosmetics.
- 📱 Social media’s influence: skincare routines and beauty standards are amplified online, fueling demand for authenticity and trust.
And yes, price still matters, but high-quality reviews are the second most influential factor.
Why social proof works (and how Clarins put it to the test)
One of the strongest insights from both the e-book and webinar was the importance of social validation. Shoppers feel reassured when they see that others have purchased, rated, or recommended a product – especially in beauty, where confidence is key.
Clarins put this into practice by experimenting with a social proof widget on their product pages. The idea was simple: show shoppers in real-time that others were also browsing or buying the same product.
The impact?
- +5% increase in average order value
- +€5.8K uplift in revenue
By targeting this experiment to the right audience segments, Clarins proved that even small nudges can build confidence and boost sales.
Your 2025 beauty brand checklist
- Embed sustainability and ingredient transparency into your brand story.
- Make reviews and social proof highly visible – don’t leave trust-building to chance.
- Test new ideas, even small ones like Clarins’ widget – they can create outsized results.
- Keep the focus on loyalty over discounts: long-term trust beats short-term price cuts.
Building better experiences through relevance
As our research shows, shoppers are happy to share details like their skin type, concerns, or makeup preferences if it helps them find the perfect match. But when it comes to things like personal contact details, they’re far less willing.
The takeaway? Consumers want relevance, not noise. They’re open to sharing what improves their journey – as long as brands use it thoughtfully and transparently.
In short: the beauty brands that blend values, personalization, and experimentation will be the ones to win hearts (and baskets) in 2025.
👉 For more insights, download our e-book Decoding Online Shopping: Cosmetics Consumer Trends for 2025 and see how to turn shopper expectations into results.
