Australian online beauty market forecast to grow 47% to $2.2bn by 2030
Pattern’s 2026 report forecasts Australia’s online beauty market will grow 47% to $2.2 billion by 2030. In the fourth quarter of last year, beauty sales on marketplaces reached about $200 million, nearly matching the combined $199.3 million of Mecca, Sephora, Adore Beauty and Chemist Warehouse.
Amazon’s beauty and personal care sales increased $66.7 million year‑on‑year, lifting its share of the Australian online beauty market to 19.9%. According to the report, 71% of Australian online beauty buyers say they intend to purchase from Amazon in the next year, while 43% would switch to a similar product from another brand if their usual item was out of stock. Some 38% of beauty buyers now use AI tools more often than last year to find products online, and 55% say they trust AI‑generated recommendations.
“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,” Merline McGregor, Pattern Australia MD 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,” Merline McGregor, Pattern Australia MD said.
What we know
Pattern’s State of Beauty & Personal Care in Australian Ecommerce 2026 report forecasts 47 per cent growth to $2.2 billion by 2030.
In the fourth quarter of last year, beauty sales across marketplaces reached about $200 million, compared with combined sales of $199.3 million from Mecca, Sephora, Adore Beauty and Chemist Warehouse.
Amazon’s beauty and personal care sales rose $66.7 million year on year, taking its share of Australia’s online beauty market to 19.9 per cent.
According to the report, 71 per cent of Australian online beauty buyers intend to buy from Amazon in the next year, while 43 per cent would consider a similar product from another brand if their preferred product was unavailable.
Some 38 per cent of beauty buyers use AI tools more often than last year to find products online, while 27 per cent have used ChatGPT or a similar assistant to research or purchase products.