The global beauty industry is changing. Consumers are no longer discovering products exclusively through advertisements, physical stores or traditional e-commerce websites.

They are increasingly turning to video content, product demonstrations and interactive shopping experiences.

And nowhere is this transformation more visible than in China.

Livestream commerce has become an established part of the Chinese beauty market, connecting product discovery, expert recommendations and online purchasing within a single experience.

For European beauty brands, the developments in China offer an important insight into what the future of digital beauty retail could look like.

41% IN CHINA VS. JUST 8% IN EUROPE

The difference between the Chinese and European markets is striking.

According to McKinsey's Global Beauty Consumer Survey 2025, 41% of beauty consumers surveyed in China had watched a shopping livestream during the previous year.

In Europe, that figure was only 8%.

That means beauty consumers in China were more than five times as likely to have participated in livestream shopping as consumers in Europe.

This difference highlights just how far livestream commerce has developed in China and how much room there may be for growth in the European market.

While livestream shopping is already familiar to many Chinese consumers, European brands are still exploring how to integrate this format into their digital sales strategies.

For brands willing to innovate, this creates an opportunity to build experience before livestream commerce becomes more widely adopted.

55% OF CHINA'S ONLINE BEAUTY SALES ARE NOW CONTENT-LED

The transformation becomes even more impressive when looking at how Chinese beauty products are sold online.

According to Moojing Market Intelligence, content-led commerce accounted for 55% of online beauty sales across three major Chinese marketplaces between January and July 2026.

In the same period in 2022, this figure was just 28%.

Content-led commerce includes sales driven by livestreaming, short-form video and creator-generated content.

Although these figures do not represent livestream sales alone, they demonstrate a major shift in consumer purchasing behavior.

Consumers are increasingly discovering products through engaging digital content rather than searching for them directly on traditional e-commerce platforms.

For beauty brands, the message is clear.

The way customers discover a product is becoming just as important as the product itself.

WHY BEAUTY IS PERFECT FOR LIVESTREAM COMMERCE

Beauty is one of the product categories particularly well suited to livestream shopping.

Unlike many other products, cosmetics and skincare often require explanation, demonstration and personal recommendations.

Customers want to understand how products work, what ingredients they contain and whether they are suitable for their individual needs.

A product image cannot always answer these questions.

Livestreaming can.

During a live shopping session, a professional host can demonstrate skincare routines, explain product benefits and show how cosmetics look when applied.

Viewers can ask questions about specific concerns and receive immediate answers.

This interaction helps customers make more informed purchasing decisions while giving brands the opportunity to demonstrate their expertise.

Rather than simply selling a skincare product, brands can show customers how to use it and where it fits into their daily routine.

FROM BEAUTY CONTENT TO DIRECT SALES

Social media has already transformed how consumers discover beauty products.

Tutorials, reviews and influencer recommendations play an important role in shaping purchasing decisions.

However, traditional social media content often creates a gap between product discovery and the actual purchase.

A consumer might watch a skincare tutorial, become interested in a product and then visit several websites before deciding whether to buy.

Livestream commerce can bring these stages together.

Customers can discover a product, watch a demonstration, ask questions and access purchasing options during the same live experience.

For beauty brands, this creates a more direct connection between marketing and sales.

It also provides valuable insights into customer questions, product preferences and purchasing concerns.

WHY EUROPE REPRESENTS A MAJOR OPPORTUNITY

China's experience demonstrates that interactive shopping can become an important part of the beauty e-commerce landscape.

Europe, however, remains at a much earlier stage of adoption.

This does not mean that European consumers will automatically follow the same purchasing habits as Chinese consumers.

Different cultures, shopping preferences and retail environments require different approaches.

Nevertheless, the gap between the two markets highlights an opportunity worth exploring.

European consumers are already familiar with beauty tutorials, influencer recommendations and product demonstrations on social media.

Livestream commerce builds upon these existing behaviors by introducing direct interaction and immediate purchasing opportunities.

For European beauty brands, the challenge is to turn familiar digital content into a professional and engaging shopping experience.

THE ADVANTAGE OF ENTERING EARLY

As new digital sales channels develop, brands that begin experimenting early have an opportunity to gain valuable experience.

They can discover which livestream formats resonate with their audiences, which products generate engagement and how direct customer interaction influences buying decisions.

For beauty brands, this could include weekly skincare sessions, live product launches, makeup tutorials or exclusive collection previews.

Over time, these experiences can become a recognizable part of the brand's e-commerce strategy.

The objective is not simply to replicate what works in China.

It is to understand the possibilities of livestream commerce and adapt them to European consumers.

Brands that build these capabilities early may be better positioned as the market develops.