Industry Reports/
Beauty
United States
INDUSTRY REPORT
·
United States

Beauty Influencer & Affiliate Strategy Report – United States

How US D2C beauty brands win share in the world's most competitive beauty market, with creators as the sales force and affiliate as the measurement system.

16 pages · PDF
2027
7 chapters · 30+ sources
US$108.7bn
US beauty sales in 2025, up 7% in H1 2026
~48%
of US beauty sales now happen online
2 in 3
shoppers bought on a creator's recommendation
Beauty
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WHAT'S INSIDE

7 chapters, from market data to your next test round

01
The market
A US$109bn market moving online: who owns the beauty customer, from Amazon and Ulta to TikTok Shop.
02
Five structural trends
Why skin, hair, body and fragrance outgrow colour cosmetics, plus dupes, K-beauty and new needs to 2030.
03
Where demand is created
How creators close the sale, especially with Gen Z, and the roles Instagram and TikTok Shop play.
04
The economics of the channel
Partnership ads, affiliate as the performance layer, and the break-even math behind every creator.
05
Competitive landscape
How e.l.f., Rhode, Rare Beauty and others win with creators, four category models and three open gaps.
06
Seven levers for 2027
Concrete decisions for founders and marketing leads, from seeding ranges to tier ladders.
07
Execution
The US beauty calendar, a 10-step creator workflow and how to launch a test round in two weeks.
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All 7 chapters, every chart and 30+ sources, free in your inbox.

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BY THE NUMBERS

Where the market is moving

+118%
haircare growth on TikTok Shop, year on year
−45%
cost per incremental purchase with creator partnership ads
182m
Americans reached by Instagram ads, up 9.7%
US$13.8bn
US affiliate marketing spend forecast for 2026

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FAQ

About this report

Who is this report for?

Founders, heads of marketing and growth leads at US D2C beauty and personal care brands, and the agencies that run their creator programs.

Is the report free?

Yes. Enter your work email and phone number, and we email you the full 16-page PDF.

Where does the data come from?

Circana, McKinsey, NielsenIQ, eMarketer, company filings and regulators. Every figure is listed with its source and reference period at the end of the report.

Is there a version for other markets?

Not yet. The Australia, DACH and Benelux editions of the Beauty report are coming soon.

Can you build a report for my brand?

Yes. Book a demo and we will prepare a free strategy report for your brand, with your products on a live application page.