State of Beauty industry trends 2026

What Market Radar took from it

The figures Market Radar reads from this report, as its data records them, each with the publisher, the place and the date.

1. 8% of European consumers attended a shopping live stream in the past year

   McKinsey & Company4 countriesJun 2026

2. 19% of Brazilian consumers attended a shopping live stream in the past year

   McKinsey & CompanyBrazilJun 2026n=1,500

3. 41% of Chinese consumers attended a shopping live stream in the past year

   McKinsey & CompanyChinaJun 2026n=1,500

4. E-commerce is the largest beauty channel globally at 28% of sales

   McKinsey & CompanyGlobalJun 2026

5. 33% of Indian consumers attended a shopping live stream in the past year

   McKinsey & CompanyIndiaJun 2026n=1,500

6. 13% of US consumers attended a shopping live stream in the past year

   McKinsey & CompanyUnited StatesJun 2026n=1,500

Used in Market Radar

The Market Radar pages that use this report.

About this report

Publisher

McKinsey & Company
All 15 McKinsey & Company reports in the library

Published

18 Jun 2026

Type

Survey

Sample

n=6,000

Countries

• Brazil
• China
• Germany
• France
• United Kingdom
• India
• Italy
• United States

Regions

• US
• EMEA
• LatAm
• APAC
• Global

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