Online-Exclusive Beauty Brand Growth 2025

The online-exclusive beauty market is experiencing explosive growth in 2025, driven by digital-native consumers, viral marketing, and the demand for personalized experiences. Brands that operate entirely online are no longer seen as niche—they’re now defining the direction of the global beauty industry. With platforms like TikTok, Instagram, and Xiaohongshu fueling discovery and engagement, these brands are scaling rapidly without relying on traditional retail.

Many are prioritizing community-building, sustainability, and innovation, offering everything from refillable formulas to biotech-based ingredients. This list highlights the top 10 fastest-growing online-only beauty brands, each capturing consumer attention in unique and strategic ways. Their momentum points to a future where direct-to-consumer beauty not only thrives but sets the industry standard.

 

Online-Exclusive Beauty Brand Growth 2025 (Editor's Choice)

 

Here are the top 10 fastest-growing online-exclusive beauty brands of 2025, based on recent industry reports, social commerce data, and brand performance trends:

1. SHEGLAM

Backed by fashion giant SHEIN, SHEGLAM has added nearly 2 million new Instagram followers in a year. Its success is driven by viral tutorials and influencer collaborations, particularly in the U.S., Brazil, and Mexico.

2. Hair Syrup

Founded by Lucie Macleod, Hair Syrup turned a Dragons’ Den rejection into a triumph, achieving £4.5 million in revenue by the end of 2024 and projecting £6.5 million for 2025. The brand's growth is fueled by TikTok virality and strategic retail partnerships.

3. Cécred

Launched by Beyoncé in 2024, Cécred amassed 2 million paying customers within six months. Its innovative bioactive keratin ferment technology caters to all hair types, setting it apart in the haircare market.

4. R.E.M. Beauty

Ariana Grande's R.E.M. Beauty, valued at over $500 million, continues to thrive with its online-exclusive model and strategic partnerships with retailers like Sephora. The brand's diverse product lines and celebrity backing contribute to its sustained growth.

5. 900.care

This French startup revolutionizes personal care by offering waterless, refillable products, preventing 3.5 million plastic bottles from entering waste streams. With €21 million in funding and 90,000 active customers, 900.care exemplifies sustainable innovation.

6. Documents

A Chinese fragrance brand blending traditional Oriental culture with contemporary design, Documents has secured multi-million dollar funding from investors like L'Oréal's BOLD fund. Its unique positioning appeals to Gen Z and Millennial consumers.

7. Wonderskin

Known for its peel-off lip stains, Wonderskin leverages TikTok virality to drive sales without relying on traditional retail channels. Its innovative products and strong online presence make it a standout in the beauty industry.

8. UKLash

Specializing in lash and brow serums, UKLash has capitalized on social media trends to build a loyal customer base. Its focus on effective, niche products contributes to its rapid online growth.

9. Pink Honey

This UK-based brand has gained popularity for its innovative brow products, particularly the "Brow Glue." Its success is driven by TikTok tutorials and a strong community of beauty enthusiasts.

10. Medicube

A Korean skincare brand, Medicube has expanded its global reach through online platforms, offering products like the Zero Pore Pad 2.0. Its emphasis on clinical efficacy and social media marketing fuels its growth.

 

 

Online-Exclusive Beauty Brand Growth 2025 and Future Implications

 

Online-Exclusive Beauty Brand Growth 2025 #1. SHEGLAM

SHEGLAM has seen rapid global expansion in 2025, adding millions of followers across platforms like Instagram and TikTok. As a beauty arm of fashion giant SHEIN, the brand benefits from seamless integration into an already-established e-commerce ecosystem. Its consistent growth stems from viral beauty tutorials, user-generated content, and affordable pricing. The brand’s influencer strategy positions it to dominate in emerging markets such as Brazil and Southeast Asia. Moving forward, SHEGLAM is likely to expand into personalized beauty tech or AR try-on tools to further engage digital-native shoppers.

 

Online-Exclusive Beauty Brand Growth 2025 #2. Hair Syrup

Hair Syrup skyrocketed from a Dragons’ Den rejection to a £6.5 million business by leaning into community support and social media buzz. The founder, Lucie Macleod, has built a dedicated Gen Z and Millennial following through transparency and brand relatability. TikTok challenges and behind-the-scenes content have fueled its viral momentum, especially for its hair oil range. Its DTC-only model proves that beauty success today doesn’t require traditional retail. In the future, Hair Syrup may scale via localized fulfillment and targeted UGC campaigns across niche haircare concerns.

 

Online-Exclusive Beauty Brand Growth 2025 #3. Cécred

Cécred, Beyoncé’s haircare line, became an instant hit after launching in 2024, attracting over 2 million customers in under six months. The brand merges scientific innovation with cultural storytelling, leveraging bioactive keratin technology to serve a broad range of hair types. Its online exclusivity amplifies its premium branding while enabling direct access to consumer data. With this data, Cécred is well-positioned to develop custom regimens or expand into scalp-focused products. The brand’s trajectory suggests that celebrity brands with real utility—not just hype—will outperform in the long run.

 

Online-Exclusive Beauty Brand Growth 2025 #4. R.E.M. Beauty

R.E.M. Beauty continues to grow its online footprint through innovative packaging, themed collections, and collaborations, maintaining a valuation exceeding $500 million. Founded by Ariana Grande, the brand appeals to younger consumers looking for clean, expressive makeup. Its online-only launch strategy, now complemented by select physical retail placements, has allowed for low overhead and fast innovation cycles. Consumers respond well to its cohesive identity across platforms like YouTube Shorts and Reels. As beauty trends evolve, R.E.M. may lean into AI-based try-ons and limited-edition product drops tied to music releases.

Online-Exclusive Beauty Brand Growth 2025 #5. 900.care

French startup 900.care has disrupted personal care with its waterless and refillable formulas, a model that aligns with Europe’s tightening sustainability regulations. By preventing over 3 million plastic bottles from entering circulation, it’s established strong ethical appeal among Gen Z. Online-only distribution allows them to educate users on how their system works, which would be more challenging in traditional stores. Their scalable business model has attracted major funding and a loyal DTC audience. Future expansion will likely include regional localization and biodegradable packaging advancements.

 

 

Online-Exclusive Beauty Brand Growth 2025 #6. Documents

Documents has emerged as a powerful luxury fragrance brand out of China, balancing traditional Eastern storytelling with contemporary minimalist design. Its success shows that premium online fragrance sales are viable when backed by distinct cultural positioning. The brand’s investor backing, including support from L’Oréal’s BOLD fund, reflects a strong belief in its global potential. Younger Chinese and international buyers are driving growth through e-commerce and social platforms like Xiaohongshu. Over the next year, Documents may expand into international collaborations or personalized fragrance kits to sustain momentum.

 

Online-Exclusive Beauty Brand Growth 2025 #7. Wonderskin

Wonderskin became a viral hit thanks to its peel-off lip stain, which generated millions of views on TikTok. Its growth strategy relies on creating demo-worthy products that are both visually engaging and high-performing. By skipping brick-and-mortar retail, the brand is able to test, iterate, and ship products faster than legacy brands. Strong reviews and repeat purchases show that virality can translate into long-term success if the product delivers. Moving ahead, Wonderskin is likely to explore new textures and interactive packaging as part of its innovation strategy.

 

Online-Exclusive Beauty Brand Growth 2025 #8. UKLash

UKLash has grown its online presence by staying focused on lash and brow serums, products that fit easily into targeted digital advertising. The brand has tapped into micro-influencer testimonials and authentic before-after photos to build trust and conversions. It thrives on Instagram and Pinterest, where beauty tutorials are a key discovery driver. By avoiding product bloat and staying niche, UKLash maintains high margins and customer loyalty. Expansion into personalized subscription kits or diagnostic tools could boost its growth through deeper customer engagement.

 

Online-Exclusive Beauty Brand Growth 2025 #9. Pink Honey

Pink Honey’s meteoric rise can be traced back to its standout brow glue and dedicated TikTok fanbase. The brand is popular for products that perform well on camera and in real life, making it a hit among content creators. Its strategy includes consistent reposting of influencer clips and encouraging user-generated tutorials. Pink Honey’s ability to cultivate community around a small product set suggests high scalability with minimal risk. Future product extensions could focus on eyes and contouring tools to stay within its established niche.

 

Online-Exclusive Beauty Brand Growth 2025 #10. Medicube

Medicube, a Korean DTC skincare brand, continues to gain global traction with dermatologist-backed, results-driven formulas. The brand focuses on pore care and texture improvement, two concerns highly searchable online. Its digital-first model includes interactive customer support, influencer-led reviews, and gamified app usage. This feedback loop allows for real-time adjustments in formulation and marketing. In the future, Medicube may push further into AI skin diagnostics and offer custom formulations based on user-uploaded skin scans.

 

The Future of Beauty Lies in Digital-First Innovation

 

These top-performing online-exclusive beauty brands are redefining how consumers discover, engage with, and purchase beauty products. Their success stories reflect a larger industry shift toward personalization, sustainability, and community-led growth—all without the need for physical storefronts.

As younger generations continue to prioritize convenience, transparency, and social validation, the direct-to-consumer model will become the default rather than the exception. These brands are not just riding trends—they’re setting them. Looking ahead, expect to see even more investment in AI diagnostics, personalized formulas, and content-driven commerce as the beauty industry continues evolving online.

 

Sources:

1. https://hypeauditor.com/blog/the-fastest-growing-beauty-brands-on-instagram-in-2025-what-they-re-doing-right/
   
2. https://www.thetimes.co.uk/article/dragons-den-rejection-lucie-macleod-hair-syrup-bszf6trst
   
3. https://en.wikipedia.org/wiki/C%C3%A9cred
   
4. https://en.wikipedia.org/wiki/R.E.M._Beauty
   
5. https://www.hooleybrown.com/blog-post/16-brilliant-beauty-brands-to-watch-in-2025
   
6. https://www.hooleybrown.com/blog-post/16-brilliant-beauty-brands-to-watch-in-2025