Priority one: online sales of beauty and health products in the United States grew 3.5 times

Admitad Affiliate North America
3 min readOct 5, 2021

Amid the lockdown in 2020 and the restrictions that have not been completely lifted this year, Americans have increased online purchases for self-care: cosmetics, medicines and other beauty and health products. According to the affiliate network Admitad Affiliate, in the first half of 2021, the number of sales in this industry jumped by 248%, and the amount of purchases doubled (by 106%).

Lockdown was removed long ago, and most residents returned to their usual life. However, a majority of consumers remained working remotely and preferred to spend their free time at home. Back in 2020, sales of personal care products began to grow rapidly, and this trend continues now.

The trend is global. According to Admitad Affiliate, in the first half of 2021, the number of global sales of beauty and health products increased by 27%, while the amount of sales jumped by 47%. The global user interest in manufacturing brands in this industry is also growing; the number of clicks on their sites has grown by 7 times.

The start of this trend is expected: Americans got more time to take care of themselves and used it to their advantage. At the same time, home care procedures help relieve some stress from the next wave of the pandemic. The growth in online medicine sales is also caused by the epidemiological situation in the country and the concerns of consumers about their health and immune system.

The average bill for American personal care shoppers declined slightly in 2021 and is now around $ 53. According to this indicator, the country lags behind the leaders:

Where did the customers come from?

According to Admitad Affiliate, while choosing beauty and healthy products, consumers often look for the best price and actively use cashback and coupons. At the same time, a significant part of users trust the recommendations of bloggers and social network communities. Here’s how sales were distributed across different traffic channels:

Some traffic channels are gaining popularity in 2021. Beauty brands should pay attention to them:

In general, the United States is well ahead of the global total in 2021 in terms of growth in the cosmetics, hygiene and pharmaceutical sectors. Moreover, the US is ahead of most trends shaping the global market, including health supplements, natural cosmetics, water-less beauty products.

Since the start of the pandemic, concern with health has become universal, as we can see from the stats. Self-care has become a healthy habit of many consumers and they are unlikely to get rid of it even if the pandemic weakens. Even the beauty industry has become closer to the health segment with an increasing demand on eco cosmetics and personal care products. Furthermore, the fear of getting infected has driven interest in healthcare products, especially immune-boosting ones.

We can expect further growth in online sales in this industry. Hand sanitizers will stay with us for a long time.



Admitad Affiliate North America

We provide managed promotion on the CPA/Rev-Share model across our global affiliate network of 15 different traffic categories in 15 different languages.