Amazon Sells More Beauty Than Ulta or Sephora. The 2025 US Beauty Market Map.

42% of US beauty sales are now online. That share is growing faster than retail.

The 2025 US beauty market is worth roughly $107B to $110B. Here's where that money actually goes.

Online is 42% of beauty, and it's the faster-growing half.

Online: 41–43% of the market, $45–46B, growing 8–12% year over year.
Brick-and-mortar: 57–59% of the market, $62–64B, growing 3–5% year over year.

Stores are still bigger. But online is growing two to three times faster.

Amazon is the biggest online beauty engine.

eCom only, 2025:

Amazon: $16B, up 10%.
Walmart online: $4B, up 8%.
DTC and Shopify: $4B, up 14%.
eBay: $1.5B.
TikTok Shop: $1.4B, up 50%.
Meta Shops: $1B.
Target Plus: $0.8B.
Pinterest Shop: $0.5B.
Etsy: $0.4B.
FSA Stores: under $0.2B.

Amazon sells roughly four times more beauty than the next online channels combined into a single number. It's not one channel among many. It's the center of online beauty.

Amazon now sells more beauty than Ulta or Sephora.

Put online and physical retail on the same chart, and the picture gets sharper.

eCom + retail, 2025:

Grocery stores: $22B.
Drugstores: $16B.
Amazon: $16B, up 10%.
Walmart: $14B.
Ulta Beauty: $11B.
Sephora: $10B.
Target: $8B.
DTC and Shopify: $4B, up 14%.
Meta, Pinterest and Etsy: under $2B.
TikTok Shop: $1.4B, up 50%.

Amazon sits level with drugstores, ahead of Walmart, Ulta, Sephora and Target.

For beauty brands still treating Amazon as a side channel, that's the number worth sitting with. The biggest beauty retailer most brands are under-investing in isn't a store.

The most interesting growth is next to Amazon.

Amazon is the biggest. It's not the fastest.

TikTok Shop: up 50%.
DTC and Shopify: up 14%.
Amazon: up 10%.
Walmart online: up 8%.

TikTok Shop is still small in dollars. But it grows five times faster than Amazon, and much of the demand it creates ends up being bought somewhere else.

Amazon alone is not a strategy.

Each channel has a different job:

• TikTok creates attention. It's where shoppers discover a product.

• Amazon captures high-intent demand. It's where they compare, read reviews and buy.

• DTC gives the brand a direct relationship. Margin, data and the customer's email.

• Retail adds reach and trust. A bigger stage, once the product has proof.

Retail still matters. But the fastest movement is happening where customers can discover, compare and buy in minutes.

What this means for your brand.

Brands building for only one channel are leaving too much growth on the table.

The ones winning connect them. TikTok sends demand. Amazon converts it into sales and reviews. DTC keeps the customer. Retail follows the proof.

So the question isn't which channel to pick. It's which channel is doing the heavy lifting for your brand right now, and whether the others are set up to support it.

FAQ

How big is the US beauty market in 2025?
Roughly $107B to $110B, with 41–43% ($45–46B) sold online.

How much beauty does Amazon sell in the US?
About $16B in 2025, up 10%. That's more than Ulta Beauty ($11B) or Sephora ($10B), and level with drugstores.

Which beauty sales channel is growing fastest?
TikTok Shop, up 50% to $1.4B, followed by DTC and Shopify, up 14% to $4B.

Related: The Future of eCommerce Is Here. And It's Not One Channel. · TikTok Engages. Amazon Sells.

Amazon, Shopify, Instagram, TikTok Shop. Plus the retention that keeps them buying.
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