Australia’s beauty and personal care market is undergoing rapid transformation, with online sales projected to grow by 47% to $2.2 billion by 2030, according to Pattern’s State of Beauty & Personal Care in Australian Ecommerce 2026 report. The shift is driven by marketplaces, social media, and AI tools that now dominate how consumers discover and buy products.
In the fourth quarter of last year, online beauty sales through marketplaces reached about $200 million, compared with combined sales of $199.3 million from Mecca, Sephora, Adore Beauty and Chemist Warehouse.
Pattern Australia MD Merline McGregor said consumers aren’t thinking about a brand’s distribution strategy. They simply expect beauty products to be available through the channels they use, and they’re willing to switch brands for that convenience.
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Social media plays a critical role in product discovery, particularly among beauty buyers. Nearly half of them are more likely to purchase following a creator recommendation, compared to just 15% of non-beauty buyers. Instagram and Facebook each influenced consideration or purchase among 47% of beauty buyers, followed by YouTube and TikTok. McGregor said beauty has become one of the most socially influenced retail categories, as consumers discover products through creators, watching demonstrations and researching ingredients long before deciding where to buy.
However, social media discovery does not always lead to purchase on the same platform. Consumers may discover a product on TikTok, research it through Google and complete the purchase elsewhere.
AI is accelerating this trend. 38% of beauty buyers use AI tools more often than last year to find products online, while 27% have used ChatGPT or a similar assistant to research or purchase products. More than half (55%) trust AI-generated recommendations. McGregor said brands need to ensure their products and information can be found across the channels consumers use to search and buy. “A great product can only go so far if consumers can’t discover it, find credible information about it or purchase it through their preferred channels,” she said.
