Online Skincare Sales Surge

by | Dec 17, 2020

The NPD Group have reported that online sales of high-end skincare increased 54% in 2020.

The NPD Group reports that high-end skincare saw the largest growth in the prestige beauty market this year.


“The prestige beauty market was quick to respond to the change in consumer behaviour during lockdown. Many brands switched their marketing efforts online with innovations including virtual consultations, classes and facials at home led by a skincare professional,” said Emma Fishwick, account manager at NPD UK beauty.


The report from NPD Group found that sales of skincare sets and kits have been a key contributor to the growth, which increased 57% compared to the same period in 2019. The prestige beauty market, as a whole, saw a 38% increase in online sales throughout the majority of 2020, accounting for more than £491million worth of sales.


E-commerce accounted for 41% of total prestige beauty sales in the period from January 2020 to the end of October 2020, compared to 21% over the same period last year. This substantial shift in consumer behaviour was driven by the ongoing coronavirus pandemic, and consequential restrictions, which saw the closure of brick-and-mortar retailers, salons and clinics.

Latest posts:

How to trade in China, according to beauty trading experts

How to trade in China, according to beauty trading experts

UK success stories in the Chinese market feel novel. Take British brand's Vitabiotics expansion which has seen 30-40% year on year growth in the market since 2015, or, Argentum Apothecary's launch into China Duty Free just a year after making the jump. BeautyMatter is...

How much filler did Alice Hart-Davis’ MRI reveal?

How much filler did Alice Hart-Davis’ MRI reveal?

Originally published by Alice Hart-Davis, founder of The Tweakments Guide and member of the Council's Policy Committee, this article explores how long dermal fillers really last in the face. Alice says herself: 'Just how long can temporary dermal fillers last in the...


Stay on top of what's happening across the British beauty industry with our weekly news updates, delivered straight to your inbox.

Thanks for subscribing to receive news updates from the British Beauty Council.

Pin It on Pinterest

Share this on social: