US online beauty and personal care sales reach $4.3 billion

Online beauty and personal care sales in the US now total $4.3 billion (£2.8bn), according to new research. 

The data, issued by management consultancy A.T Kearney, also revealed that the online channel represents 6.5% of beauty and personal care sales in the US. 

Skincare is one of the most popular segments for e-commerce purchases, with 11% of products bought online. 

Colour cosmetics is one the fastest-growing segments, seeing a 16% increase in the number of products purchased online since 2012. 

Nearly half, 47%, of survey participants said they bought more products online in 2014 than in 2013. 

A.T. Kearney partner Hana Ben-Shabat, who co-wrote the study, said: “It is no longer sufficient for beauty and personal care brands and retailers to invest in digital as a hotbed of experimental ideas. 

“Winning companies are those that are executing against a deliberate short and long-term e-commerce strategy. Collaboration between manufacturers and retailers in the quest for engaging today’s online consumer is more important than ever before.” 

Image: Marks & Spencer