Amazon's dominance in European online beauty retail faces fresh competition from emerging platforms that target younger consumers and niche markets differently.
According to NielsenIQ Digital Purchases data, Amazon remains a top player across Europe's online beauty space. However, TikTok Shop has accelerated its expansion, capitalizing on its massive Gen Z user base and social commerce integration. The platform converts scrolling into shopping seamlessly, allowing beauty brands to reach consumers already engaged in beauty content and trends.
Beyond TikTok Shop, smaller disruptors including Joybuy and Primor are carving out territory. Joybuy focuses on competitive pricing and direct-to-consumer partnerships, while Primor emphasizes curated beauty selections and local relevance across European markets.
The shift reflects changing consumer behavior in beauty retail. Amazon built its empire through convenience, selection, and logistics. But younger shoppers increasingly expect entertainment woven into their shopping experience. TikTok Shop delivers exactly that—influencer recommendations, trend-driven content, and impulse purchases happen in the same feed.
Traditional beauty retailers also haven't abandoned digital. Sephora, Ulta, and regional chains continue strengthening their own e-commerce platforms and apps. However, their growth rates pale compared to social commerce alternatives.
What matters most: Amazon's stronghold isn't absolute anymore. Its advantage rests on fast shipping and reliable customer service, not discovery or community. TikTok Shop and competitors exploit the gap between Amazon's transactional model and what beauty shoppers increasingly want—storytelling, peer validation, and trend acceleration.
For brands, this fragmentation creates both opportunity and complexity. Selling through Amazon ensures reach. Selling through TikTok Shop requires understanding algorithm-driven visibility and creator partnerships. European beauty brands now juggle multiple platforms to capture sales across different consumer segments, distribution methods, and price points.