Beauty Marketing in 2022: A Year-End Review

Last updated on: 2022

Agency Life

The end of 2022 marks another successful year for the ever-evolving beauty industry. After a difficult 2020, beauty brands rallied to connect with customers in new ways, ushering in an era of rapid innovation that has dramatically changed the landscape of beauty marketing in 2022. Their efforts have certainly paid off: following an 8% decrease in 2020, the beauty world bounced back strong with 2021 marking “the best year ever for cosmetics,” according to Statista. Revenue has continued to rise in 2022 with the industry “expected to reach $131 billion in global sales by 2026, up from $72 billion in 2020.” Talk about a comeback! As the year draws to a close, let’s review a few of the key e-commerce trends responsible for propelling the beauty industry to new heights. 

Here’s our year-end review for beauty marketing in 2022!


Props to the beauty industry for getting this one right. In recent years, beauty brands have started placing a greater emphasis on diversity, and market research reveals this shift is driving sales. Based on surveys conducted by market research company Nielsen, Yieldify reports that “the number of unique color ranges has grown seven times as fast as product lines as a whole,” while “the number of unique colors of foundation sold has grown three times as fast as the rate of new general product development across foundations.” Furthermore, data from Global Cosmetic Industry shows that sales of multicultural beauty products are increasing at twice the rate of the conventional market. Inclusive beauty is more than just a passing fad; it’s the new standard to which consumers hold cosmetic brands, and companies are adapting accordingly. Honestly, it’s about time!

Clean Beauty

Walk down the beauty aisle of any mainstream retailer and you’ll come face-to-face with the rise of natural beauty products. Callouts like “clean,” “organic,” and “vegan” are all the rage, and almost every big beauty brand has launched a product line focused on hitting these targets. According to Yieldify, “A Harper’s Bazaar poll of more than 1,000 women across all ages, races, and ethnicities discovered more than 60% of women would be willing to spend on new brands if they were offering natural products. New sustainable brands also attracted the interest of 55% of those surveyed.” Millennial and Gen Z consumers are especially concerned with buying natural and organic cosmetics, suggesting that this trend is here to stay. 


Who doesn’t love feeling seen? The emergence of personalized online shopping experiences has been a huge hit in the retail world, particularly in the beauty industry, where tailoring products to an individual’s specific needs can save consumers a considerable amount of browsing time. More than half of online shoppers say they are more likely to return to websites that provide personalized recommendations, while an independent survey conducted by SmarterHQ revealed that 80% of customers only shop on sites that offer personalized experiences. Capitalizing on the desire for customization has served beauty retailers well, fostering a greater sense of connection between companies and their customers and bolstering brand loyalty in the process.

AI, AR, & VR Technology

Obviously, the technologies that make hyper-personalization possible deserve some recognition. In the wake of the pandemic, consumers have embraced the ability to shop from the safety of their homes, causing a sharp spike in e-commerce across all major industries. The introduction of virtual try-on features, which rely on the combined powers of AI, AR, and VR, has proved enormously lucrative for beauty brands, and these technologies are only getting more sophisticated. The proof is in the pudding, as they say. After launching a virtual try-on feature that allows consumers to experiment with different makeup shades, Tarte Cosmetics saw a whopping 200% increase in sales. Similarly, Aveda’s introduction of a highly realistic hair color try-on tool dramatically increased website traffic to the brand’s salon locator and drove a 112% spike in time spent on the company website. To explore some of the best virtual try-on experiences the web has to offer, check out this article from Harper’s Bazaar

Influencer Marketing

Influencer marketing is a tried and true trend in the beauty industry, but our current pop culture climate has exponentially expanded the playing field. Social media platforms have given rise to a new generation of everyday influencers in beauty marketing in 2022, and the subsequent explosion of sales revenue confirms that beauty brands are making excellent use of their reach. Interestingly, when it comes to influencer marketing, relatability drives sales more than celebrity. Take Katie Jane Hughes for example, a British influencer who posts daily makeup tutorials on Instagram for her 838,000 followers. A 2019 article by Forbes explains, New research shows that ‘influencers’ like Hughes are changing the face of the beauty industry, attracting cult-like followings on social media, particularly Instagram and YouTube. In the competition for the consumer’s attention, influencers are winning with pretty packages of photos and videos, as consumers increasingly reject more traditional forms of marketing like TV commercials and magazine ads—even those with smiling celebrities pitching beauty products—as less credible and less trustworthy.” Honestly, that checks out; we love a relatable queen. Looking for quick beauty hacks to elevate your daily glam? Check out Rose Gallagher’s TikTok, where she shares tips and tricks on everything from false eyelashes to affordable foundation. 

@rosegallagherbeauty The best alternative to lip liner ❤️ #lipliner #lipstick #lips #lipstickhack #makeuphack #makeuptips (AD info: no paid or sponsored content. I work with #ITCosmetics ongoing) #ITRose #LearnwithRose #LearnwithMe #Learnontiktok #lipsticktutorial #lipstickchallenge #pillowlips #easymakeup ♬ original sound – Rose Gallagher

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