E-commerce to account for over a quarter of health & beauty sales in 2026

An overview of health, beauty & personal care sales by channel in 2021 and 2026.

Online health, beauty & personal care sales are expected to grow more than three times faster than store-based sales between 2021 and 2026, according to research from WARC's sister company Edge by Ascential. This means e-commerce will account for over a quarter (26.8%) of the category's sales in 2026, up from an expected 19.5% this year.