A new report from global ecommerce accelerator Pattern reveals a significant shift in Australia's beauty retail market. According to the 2026 State of Beauty & Personal Care in Australian Ecommerce, online marketplaces are now generating revenue comparable to all major specialist beauty retailers combined. The report forecasts the Australian online beauty market will grow by 47%, reaching an estimated US$2.2 billion by 2030.
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In the fourth quarter of 2025, online beauty sales from marketplaces like Amazon generated approximately A$200 million, nearly matching the A$199.3 million reported collectively by established retailers such as Mecca, Sephora, Adore Beauty, and Chemist Warehouse.
Merline McGregor, Managing Director for Pattern Australia, noted that while the beauty market is expanding, the dynamics are changing. Marketplaces are increasingly competing with traditional beauty retailers, and consumers are becoming less attached to conventional shopping methods and their preferred brands.
Social media is revolutionizing how beauty products are discovered and purchased. Nearly half (47%) of beauty buyers reported they are more likely to purchase after seeing a recommendation from a creator, in contrast to 15% of non-beauty buyers. Instagram and Facebook each influenced 47% of beauty buyers to consider or purchase products last year, followed by YouTube at 45% and TikTok at 38%. However, the platforms where products are discovered do not always align with where they are purchased. When learning about products via social media, 39% of beauty buyers indicated they would buy from a retailer or brand’s website, while 32% would choose Amazon.
McGregor affirmed the importance for brands to connect discovery and purchasing channels. As beauty shopping becomes heavily influenced by social media, consumers often research products on different platforms before making a purchase. Brands need to strategize to effectively convert consumer interest into sales.