Mecca and Sephora Among Beauty Retail Giants Outpaced by Online Marketplaces
Pattern's new report finds Australian online marketplaces now generate roughly as much beauty revenue as all major specialist retailers combined — about A$200 million in Q4 2025 versus A$199.3 million for retailers including Mecca and Sephora. Australia's online beauty market is forecast to grow 47% to US$2.2 billion by 2030, with Amazon now holding 19.9% of the market after a A$66.7 million year-on-year sales increase.
Key figures
- Forecast growth to 2030
- 47%
- Amazon yoy sales increase q4 2025
- A$66.7 million
- Australia online beauty market 2030
- US$2.2 billion
- Marketplace online beauty sales q4 2025
- A$200 million
- Amazon share of australia online beauty market
- 19.9%
- Specialist retailer online beauty sales q4 2025
- A$199.3 million
AI analysis
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