In recent years, the online beauty industry has experienced significant growth, driven by evolving consumer preferences and innovative marketing techniques. The newest trends in selling makeup and beauty brands online have been shaped by this changing landscape, making it imperative for businesses to stay ahead of the curve. Here are some key trends to watch:

  1. Virtual Try-On Technology. As customers increasingly opt for online shopping experiences, virtual try-on technology has emerged as a game-changer. Brands are integrating augmented reality (AR) into their platforms, allowing customers to virtually test products on their skin, ensuring a personalized experience and reducing returns. Consider meeting your consumers where they are on social, testing AR lenses on Snapchat or TikTok.


  2. Influencer Collaborations. Social media influencers continue to hold sway over consumer choices. Beauty brands are forging partnerships with these online personalities, co-creating exclusive products and leveraging their reach to attract and engage customers. If influencers are making content for social and it’s in the contract, “spark” the posts to support them on paid channels.


  3. Sustainable and Inclusive Products. The demand for eco-friendly and cruelty-free products is on the rise. Brands are responding by developing sustainable packaging, using ethically sourced ingredients, and promoting transparent supply chains. Additionally, brands are embracing inclusivity by offering a diverse range of shades and formulations catering to different skin types, tones, and concerns. 


  4. Subscription Services and Beauty Boxes. Subscription-based models are gaining traction, providing customers with curated selections of products, personalized recommendations, and exclusive access to new launches. These services foster customer loyalty and offer a convenient way to discover and sample new products.


  5. Social Commerce. Brands are leveraging social media platforms, such as Instagram and TikTok, to create shoppable content, utilizing features like shoppable posts, live streaming, and interactive quizzes. This approach blurs the lines between entertainment and commerce, making shopping more engaging and seamless for consumers. Make sure that your brand is onboarded with Meta Shop and TikTok shop, so consumers can complete purchases in-app.

    Also, ensure that your site has multiple pay options like Afterpay, Google Pay, and Apple Pay. This will result in higher conversion rates as consumers vary in the way they like to check out.


  1. AI-Powered Personalization. Artificial intelligence (AI) is being used to analyze customer preferences and offer personalized product recommendations, enhancing the overall shopping experience. AI-driven chatbots are also being employed to offer real-time assistance and advice, ensuring a more streamlined customer journey. Paid Search and Social itself is also getting more reliant on AI, with machine learning leading the way, using constantly evolving algorithms to show ads to consumers who are most likely to click and convert.

By staying ahead of these trends, makeup and beauty brands can successfully navigate the competitive online landscape and cater to the ever-evolving needs and preferences of their customers.

Team JD is here to help! If you have any questions, please don’t hesitate to reach out.

Recent News

Super Bowl 2024 Ads Recap: Hits, Misses and Everything in Between
Every year, millions of Americans tune in to the Super Bowl. Most watch the programming for the game, while others are interested in witnessing the competition among brands vying to capture the…
How Brands Can Leverage Meta's New Offerings to Meet Customers Where they Are
Consumers expect to be served where, when and how it matters most to them. Brands have been struggling to keep up with this constant demand and are working towards diversifying their media mixes…
How Retailers & Advertisers Can Maximize Amazon’s Q4 Shopping Events
Prime Day, Black Friday and Cyber Monday - Oh My! Amazon’s seasonal events span Q4 with multiple opportunities to capture elevated traffic and high purchase intent on the platform. As Q4 is off…