Beauty AdvertisingDrive Campaign Results

How is the industry evolving?

Beauty is becoming a discovery-led, omnichannel market. Global sales are expected to grow by 5% annually to reach $590 billion by 2030, with ecommerce — already representing 28% of beauty sales —projected to generate most of the industry’s growth. Consumers are also becoming more informed and value-conscious, moving fluidly across channels and price tiers while prioritizing credible claims, visible results and products that support broader wellness routines.

As content, discovery and commerce converge, beauty brands need to reach consumers beyond increasingly competitive search and social environments. Native advertising across premium open-web publishers can complement these channels by placing relevant product stories in trusted environments, reaching new audiences during moments of discovery and using predictive AI to optimize campaigns toward traffic, customer acquisition and sales

How has spending on advertising changed over time?

Beauty advertising is becoming more performance-led as brands face greater pressure to connect media investment with customer acquisition and revenue.

In 2025, 54% of US media buyers planned to increase performance advertising, compared with 22% increasing brand advertising, while 62% identified acquiring new customers as a leading investment goal. For beauty brands, this increases the value of native formats that combine product discovery with measurable action.

Placement quality also influences performance. Premium media environments drove 40% higher purchase intent and were 30% more effective at driving purchase intent than lower-quality placements, while 85% of consumers said premium environments increased their trust in advertisers.

Recent research also found that in-feed native ads generate more clicks when the creative feels less overtly sales-led, reinforcing the value of relevant, content-led experiences supported by strong post-click journeys and continuous optimization.