The State of Beauty
Significant headroom remains: Beauty brands are seeing strong performance across Paid Social and Google, but over 60% of cross-channel growth potential is still untapped.
Measurement must evolve: Last Click and siloed reporting miss up to 83% of total revenue impact, under-crediting impression-led and brand-building activity.
Diversification drives resilience: Balancing investment across DTC, Amazon, and TikTok Shop expands reach, reduces risk, and improves blended performance.
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Why this playbook matters
The beauty industry has entered a new era of digital scale and complexity. In 2025, online beauty sales surpassed $67 billion, with digital influencing nearly two-thirds of total category sales. As channels multiply and commerce becomes truly omnichannel, understanding where growth is coming from has never been more critical.
Fospha's Beauty Playbook will reveal how beauty brands are adapting - connecting awareness to conversion across DTC, Amazon, and TikTok Shop, and replacing outdated attribution with full-funnel, privacy-safe measurement.
Built from Fospha’s cross-channel data and developed in collaboration with ICED Media, this playbook helps marketers understand how creative and commerce now converge, and how data-led decision-making is reshaping growth strategies in 2026.
What you'll learn
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The state of beauty in 2025
How digital maturity, creator-led commerce, and cross-channel shopping are reshaping beauty marketing into the new year.
How to win in a multi-marketplace world
What top brands are doing to succeed across DTC, Amazon, and TikTok Shop - and how to unify measurement across them.
Proving upper-funnel ROI
Why impression-led platforms like Meta, TikTok, and YouTube drive incremental marketplace sales that Last Click misses.
The state of beauty in 2025
How digital maturity, creator-led commerce, and cross-channel shopping are reshaping beauty marketing into the new year.
How to win in a multi-marketplace world
What top brands are doing to succeed across DTC, Amazon, and TikTok Shop - and how to unify measurement across them.
Proving upper-funnel ROI
Why impression-led platforms like Meta, TikTok, and YouTube drive incremental marketplace sales that Last Click misses.
Building a beauty-specific measurement model ahead of 2026
Learn how Fospha helps brands capture and quantify cross-channel impact - so every ad, creator, and platform earns its true value.
Stay ahead with the inside scoop from Fospha.
For over 10 years we've been leading the change in marketing measurement.
