- Global Luxury Spending Reached €1.44 Trillion
- Where Are the World's Biggest Luxury Audiences?
- A Small Group of Consumers Drives a Huge Share of Luxury Spending
- Beauty Spending Is Approaching $700 Billion Globally
- Beauty Growth Looks Different Around the World
- Fragrance, Skincare and Haircare Are Creating New Audience Opportunities
- Luxury & Beauty Shopping Is Becoming More Digital
- Turn Luxury & Beauty Signals Into Actionable Audiences
- Reach the Consumers Behind Luxury & Beauty Spending
- FAQ
Summary:
Luxury and beauty represent two of the world’s largest consumer categories. Global luxury spending reached around €1.44 trillion in 2025, while the global beauty and personal care market is expected to generate almost $700 billion in 2026. However, spending is highly fragmented across markets, product categories and consumer groups. For advertisers, effective targeting increasingly depends on identifying signals such as luxury shopping, prestige beauty, skincare, fragrance, watches, jewelry, designer fashion and premium ecommerce behavior rather than relying only on income or broad demographic audiences.
Reach Luxury & Beauty Audiences with Effective Data Signals
Luxury and beauty consumers are some of the most valuable audiences for advertisers. But they are not one single group.
Some spend thousands on fashion, watches and jewelry. Others enter the luxury market through fragrance, cosmetics, eyewear or accessories. Some buy luxury regularly, while others save for one premium purchase.
Where they live matters too. The biggest luxury markets are still concentrated in the U.S., Europe and China, while the Middle East and other emerging markets are becoming more important.
For advertisers, reaching people with high incomes is only part of the picture.
The bigger opportunity is understanding where valuable consumers are, what they spend on and what they are interested in buying right now.
Global Luxury Spending Reached €1.44 Trillion
Luxury remains a huge global market.
Consumers spent around €1.44 trillion on luxury in 2025. Personal luxury goods such as fashion, accessories, watches, jewelry and beauty represented around €358 billion of that market. But that money is spread across many very different categories.
A fragrance shopper is not automatically interested in designer fashion. Someone researching a luxury watch may behave very differently from someone looking for jewelry or premium skincare.
That is why targeting a broad Luxury Shopper audience will not be enough for every campaign.
Advertisers can go deeper and look at signals connected to:
- Designer fashion
- Luxury handbags and accessories
- Watches
- Fine jewelry
- Prestige beauty
- Premium skincare
- Fragrance
- Luxury footwear
- Eyewear
- Accessible luxury
- Luxury travel and experiences
The more specific the campaign is, the more useful those differences become.
Reach Luxury Consumers Based on What They Actually Want
Where Are the World’s Biggest Luxury Audiences?
Luxury demand is global, but a large share of spending is still concentrated in a few major markets.
In 2025, Europe remained the largest market for personal luxury goods, with around €108 billion in sales. The Americas followed at approximately €101 billion.
At a country level, the United States is the world’s largest luxury goods market. Statista expects the U.S. market to generate around $97 billion in 2026, with China also remaining one of the world’s largest luxury markets. But each market looks different.
Europe
Europe generated around €108 billion in personal luxury goods sales in 2025.
It remains a major destination for both local and international luxury shoppers. Cities such as Paris and Milan continue to attract high-value buyers, while Madrid and Barcelona are becoming more important luxury shopping destinations.
Tourism also matters. Luxury purchases made while traveling can create very different audiences from local luxury demand.
United States & Americas
The Americas generated around €101 billion in personal luxury goods sales in 2025.
The U.S. is particularly important because of both the size of the market and its large population of wealthy consumers.
But even here, not every luxury shopper is the same.
Campaigns may need to separate high-intent luxury shoppers from people who are only exploring their options. They may also need to target audiences differently based on what they want to buy, such as fashion, watches, beauty, or fragrance.
China
China remains one of the world’s most important luxury markets.
Luxury demand was weaker in 2025, but Chinese consumers still represent a major audience for global brands. Bain estimated that Mainland China’s luxury market declined by around 3–5% in 2025.
China also remains especially important for prestige beauty, digital shopping and younger luxury audiences.
Middle East
The Middle East was one of the strongest luxury regions in 2025.
Bain estimated growth of around 4–6%, helped by strong demand and tourism in Dubai and Abu Dhabi, as well as growing luxury spending in Saudi Arabia.
The opportunity is also growing outside the traditional luxury markets. The Middle East, Latin America, Southeast Asia, India and Africa together represented around €45 billion in luxury spending in 2025 roughly the size of the Mainland China market.
For global advertisers, this is important.
The same luxury campaign and the same audience strategy will not necessarily work equally well in New York, Paris, Dubai and Shanghai.
Connect with Luxury & Beauty Consumers
A Small Group of Consumers Drives a Huge Share of Luxury Spending
Luxury spending is highly concentrated.
Bain found that just over 2% of luxury customers account for around 45% of global luxury purchases.
That makes identifying high-value consumers especially important.
At the very top of the market, the numbers become even more striking.
BCG estimates that top-tier luxury clients spend around €360,000 per year on luxury. When luxury cars, wellness and longevity are included, average yearly spending rises to around €500,000.
At the same time, the overall luxury audience has become smaller.
Bain estimates that the number of luxury consumers fell from around 400 million in 2022 to about 340 million in 2025.
That creates an interesting challenge for advertisers.
Reaching someone who occasionally buys an entry-level luxury product is very different from reaching someone who regularly spends on luxury fashion, watches, jewelry, travel and premium experiences.
Campaigns may need to identify:
- Luxury shoppers
- High-value consumers
- Designer fashion buyers
- Premium accessory shoppers
- Watch enthusiasts
- Jewelry shoppers
- Prestige beauty buyers
- Accessible luxury consumers
- Luxury travelers
- Online luxury shoppers
- Consumers comparing premium brands
The higher the value of the customer, the more important it becomes to avoid wasting media on audiences that simply look similar on paper.
Beauty Spending Is Approaching $700 Billion Globally
Beauty offers an even larger potential audience.
The global Beauty & Personal Care market is expected to generate around $698.4 billion in 2026. That works out at approximately $88 per person worldwide.
The United States is the world’s largest market, with expected revenue of around $106.8 billion in 2026.
That equals approximately $306 per person.
Beauty spending is also growing across different price levels.
In 2025, U.S. consumers spent:
- $36 billion on prestige beauty
- $72.7 billion on mass-market beauty
Prestige sales grew 4% year over year, while mass beauty grew 5%.
This tells advertisers something important.
Consumers do not always stay within one price category.
The same person might buy an affordable mascara, premium skincare and a luxury fragrance.
So income alone does not tell you what type of beauty shopper someone is.
Their actual interests and behavior can tell you much more.
Turn Luxury & Beauty Demand into Campaign Reach
Beauty Growth Looks Different Around the World
Beauty demand also changes significantly by region.
Circana’s 2025 data shows very different growth rates across prestige beauty markets:
- China: +16%
- Latin America: +12%
- Europe: +4%
- North America: +4%
And category performance differs too.
In Latin America, prestige beauty growth was particularly strong in 2025:
- Hair: +30%
- Fragrance: +16%
- Makeup: +15%
- Skincare: +13%
In China, prestige fragrance grew 26%, while skincare, hair and makeup all posted double-digit growth.
For global beauty campaigns, these differences matter.
A prestige beauty campaign in China may focus heavily on skincare, fragrance and online shopping.
A campaign in Europe may need to separate prestige buyers from shoppers looking for mid-range products and better value.
A North American campaign can reach a huge beauty audience, but may need more detailed segmentation to distinguish mass, premium and prestige buyers.
One broad Beauty Interested segment cannot capture all of those differences.
Activate Luxury & Beauty Audiences for Your Next Campaign
Fragrance, Skincare and Haircare Are Creating New Audience Opportunities
Beauty behavior is becoming more specific.
Consumers increasingly shop around a particular product, ingredient, routine or need.
Skincare shoppers may research:
- Anti-aging
- Hydration
- Sensitive skin
- Acne
- Retinol
- Niacinamide
- SPF and sun care
- Dermatological skincare
- Premium skincare
- Korean beauty
- Natural beauty
- Beauty devices
And these categories keep changing.
For example, Circana reported that the U.S. prestige skincare market grew 3% in 2025, while mass skincare grew 6%. Prestige fragrance grew 5%, while fragrance in mass retail grew 15%.
Hair was another strong category, with treatments, styling and scalp care helping to drive prestige growth. Sun care is growing too.
Across France, Germany, Italy, the Netherlands, Spain and the UK, the sun-care market reached around €1.6 billion, with sales up 11.6% year over year in the 52 weeks ending March 29, 2026.
Prestige SPF products grew even faster. Sales across the UK, France, Germany, Italy and Spain increased 20% in Q1 2026.
For advertisers, these signals are much more useful than simply knowing that someone is interested in beauty.
They help move targeting closer to the product a consumer may actually want to buy.
Luxury & Beauty Shopping Is Becoming More Digital
Where consumers buy luxury and beauty is changing too.
Online personal luxury goods sales were worth around €76.2 billion in 2025.
At the same time, resale is becoming a much bigger part of luxury shopping.
BCG estimates that the global secondhand fashion and luxury market is already worth around $210–220 billion and could reach $320–360 billion by 2030.
It is growing at around 10% per year roughly three times faster than the firsthand market.
Beauty is moving online even faster.
McKinsey reports that e-commerce already accounts for around 28% of global beauty sales and expects online channels to drive most of the category’s sales growth through 2030.
In the U.S., the change is especially visible in social commerce.
Consumers now move between:
- Search
- Social media
- Creators
- Marketplaces
- Retailer websites
- Brand websites
- Physical stores
- Resale platforms
Each step creates signals about what they may be interested in.
The advertising opportunity is to turn those signals into audiences that can actually be used in campaigns.
Connect with Luxury & Beauty Consumers
Turn Luxury & Beauty Signals Into Actionable Audiences
Luxury and beauty campaigns rarely need one broad audience.
A watch campaign may need consumers researching luxury watches, premium accessories and high-end lifestyles.
A fragrance launch may need prestige beauty shoppers, perfume enthusiasts, gift buyers and people interested in competing fragrance brands.
A skincare campaign may focus on specific routines, ingredients or skin concerns.
A fashion house may want designer fashion shoppers, premium ecommerce buyers or consumers currently comparing luxury brands.
Depending on the campaign goal, Luxury & Beauty audiences can include:
| Audience | Potential campaign use |
| Luxury Shoppers | Brand awareness and broad luxury campaigns |
| High-Value Consumers | Premium and high-ticket products |
| Designer Fashion Shoppers | Fashion launches and seasonal collections |
| Luxury Watch Enthusiasts | Watch launches and high-value consideration |
| Jewelry Shoppers | Jewelry campaigns and gifting |
| Premium Accessory Buyers | Handbags, footwear and eyewear |
| Prestige Beauty Shoppers | Premium cosmetics and beauty campaigns |
| Skincare Enthusiasts | Skincare products, ingredients and routines |
| Fragrance Shoppers | Perfume launches and gifting |
| Makeup & Cosmetics Buyers | Product launches and ecommerce campaigns |
| Haircare Enthusiasts | Premium haircare and treatments |
| Online Premium Shoppers | Ecommerce and lower-funnel activation |
| Luxury Travelers | Travel, hospitality and cross-category luxury |
| Brand Switchers | Competitive conquesting and customer acquisition |
OnAudience helps agencies, advertisers and brands turn behavioral signals into audiences that can be activated across digital campaigns.
Instead of relying only on broad demographics, campaigns can use signals linked to what consumers browse, research, compare and show interest in.
That helps advertisers focus their budgets on more relevant users, reduce wasted impressions and improve campaign efficiency.
Reach the Consumers Behind Luxury & Beauty Spending
The numbers behind luxury and beauty are huge.
Global luxury spending reached around €1.44 trillion in 2025.
The global beauty and personal care market is expected to generate almost $700 billion in 2026.
But those billions do not come from one type of consumer.
People live in different markets.They spend at different levels. They research different products. They move between mass, premium and luxury brands. And they show very different signals before they buy. For advertisers, good audience data makes those differences easier to see.
OnAudience helps agencies, brands and advertisers reach luxury and beauty audiences based on the signals that matter from designer fashion and luxury shopping to prestige beauty, skincare, fragrance, jewelry, watches and high-value consumer behavior.
Turn Luxury & Beauty Demand Into Measurable Performance
FAQ
What is the size of the global luxury market?
Global luxury spending reached approximately €1.44 trillion in 2025. Personal luxury goods, including fashion, accessories, watches, jewelry and beauty, accounted for around €358 billion.
Which country has the largest luxury market?
The United States remains the world’s largest luxury goods market, with the market expected to generate around $97 billion in 2026. Europe, China and the Middle East also represent major luxury consumer markets.
How much is the global beauty market worth in 2026?
The global Beauty & Personal Care market is expected to generate approximately $698.4 billion in 2026, with the United States representing the world’s largest individual market.
Who are high-value luxury consumers?
High-value luxury consumers are people who regularly spend across categories such as designer fashion, watches, jewelry, premium accessories, travel and other luxury experiences. Spending is highly concentrated: just over 2% of luxury customers account for around 45% of global luxury purchases.
Which beauty categories are growing in 2026?
Growth varies by market, but fragrance, skincare, haircare, sun care and premium beauty are creating particularly strong opportunities. Prestige fragrance, SPF and specialist skincare are among the categories showing notable growth in several major markets.
How can advertisers reach luxury consumers more effectively?
Advertisers can go beyond broad demographic or income targeting by using behavioral signals connected to what consumers browse, research, compare and intend to buy, including designer fashion, watches, jewelry, fragrance, prestige beauty and premium ecommerce.
Why is behavioral data important for luxury and beauty advertising?
Consumers with similar incomes can have very different interests and purchasing behaviors. Behavioral data helps advertisers distinguish, for example, a fragrance shopper from a luxury watch buyer or a prestige skincare customer, making targeting more relevant to the campaign.
What are the most important luxury and beauty advertising trends in 2026?
Key trends include highly concentrated luxury spending, growth in emerging luxury markets, increasing beauty ecommerce, stronger prestige fragrance and skincare demand, growth of luxury resale, and more precise audience targeting based on consumer intent and behavior.
