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1、The Stateof BeautyAcross DTC,Amazon and TikTok ShopExecutive summaryFosphas beauty playbook,The State of Beauty,explores how beautybrands are driving growth across DTC,Amazon and TikTok Shop,andwhat these shifts reveal about the future of modern commerce.Drawing on Fosphas cross-channel data,the rep

2、ort examines wherebudgets are flowing,which platforms are delivering efficientacquisition,and how creative and commerce are converging to shapeperformance in 2026.The analysis is powered by Fospha,a measurement company built togive brands a complete view of marketing effectiveness.At itsfoundation i

3、s Core Fosphas always-on,ad-level model thatquantifies the impact of every impression,view and click across allchannels.Building on Core are two complementary products:Beam Forecasting that identifies where the next dollar will drivethe highest incremental return.Halo Unified measurement that captur

4、es the influence of paidmedia on marketplace sales across Amazon and TikTok Shop.Together,these insights offer a forward-looking view of how beauty issetting the pace for full-funnel,data-led growth.FOSPHA 2025THE STATE OF BEAUTYFOSPHA.COMContentsThe beautylandscape in 20251Page 44Beauty on TikTok S

5、hop2Beauty on DTCPages 7-17Pages 25-355How to win in 2026Pages 36-413Beauty on AmazonPages 18-24FOSPHA 2025THE STATE OF BEAUTYThe state of beauty in 20252025 marked a pivotal year for the beauty industry,defined by rapid digital maturity,the rise ofmarketplace commerce,and a growing demand for proof

6、 of impact across every touchpoint.1.A market that reached record scaleThe US beauty and personal care eCommerce market surpassed$67B in 2025,with digitalinfluencing nearly two-thirds of total category sales.While Amazon and Walmart continued todominate personal care online,Sephora and Ulta expanded