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In today’s digital landscape, beauty brands and retailers are discovering new ways to connect with their audiences. Content marketing plays a key role here. By providing valuable information, insights and inspiration, brands and retailers can stand out and engage shoppers more effectively throughout their e-commerce journey. Engaging with customers at each stage – from discovery to purchase – ensures your beauty brand remains a preferred choice in an increasingly competitive market.
The beauty industry is experiencing consistent growth, with global sales having risen by 7% in the past year. By 2030, online channels are expected to account for nearly one-third of global beauty sales (up from 26% in 2024) – the highest share of any channel. This surge is not solely due to rising demand or premiumisation, it is also being fuelled by shifts reshaping beauty retail. A report earlier this year highlights e-commerce and social commerce as key growth drivers in the beauty and personal care sector.
Whilst e-commerce continues to grow, it has already become the leading sales channel across several categories including haircare, skincare, beauty and personal care, reinforcing its dominance in these sectors. In the US, online sales now significantly outpace in-store purchases, representing 41% of all beauty and personal care sales. With e-commerce now accounting for nearly half of all global beauty sales, it has become essential for most beauty industry players.
Shoppers are becoming increasingly selective, informed and value-driven. They are no longer simply purchasing products but rather are selecting brands and retailers they trust, whose values align with their own. Consequently, online content (such as articles, guides, reviews and video demonstrations) plays a crucial role in product discovery and decision-making. To meet these evolving expectations brands and retailers must invest in a well-crafted content marketing strategy which supports consumers at every stage of their journey, helping them to find the right product and encouraging them to choose your brand over the competition.
It is essential to ensure your PDPs are optimised and present a consistent brand message across all retailer platforms. Not only does this create a seamless shopping experience, it also amplifies your brand voice. Retailers like Sephora are increasingly selective, launching fewer new brands each year and prioritising with compelling digital propositions. Sephora UK’s VP of global merchandising for haircare notes that many underperforming brands share a common flaw because they take a one-size-fits-all approach: “A lot of brands are quite single-minded. You need to work with the retailer to deliver a great customer experience.”
The beauty industry is undergoing rapid e-commerce growth, driven by shifting consumer preferences and increasing online sales. In the beauty and luxury space your brand story is everything. However, even the most compelling content can fall short of delivering if it does not appear where shoppers make their buying decisions.
As the global leader in content syndication, Flixmedia’s expertise ensures your visuals and messaging appear seamlessly across retailer sites, engaging more than 1 billion shoppers worldwide. We transform product pages into immersive, high-converting experiences that preserve premium brand equity, boost customer engagement, and deliver measurable sales uplift.
Flixmedia helps brands and retailers adapt and localise their content strategy for each retailer while maintaining consistency in messaging and quality. Our powerful cloud-based syndication platform automatically maps your content to every retailer’s specific format and layout, keeping execution simple, scalable, and impactful. With Flixmedia your content performs everywhere it matters most – turning visibility into conversion
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