NielsenIQ's "State of beauty 2026" found global beauty sales grew 10% year-on-year, while eCommerce expanded six times faster than physical retail. At the same time, TikTok projects the creator economy will contribute US$1.2 trillion to Asia Pacific by 2030, with nine in 10 consumers saying authentic creator content influences what they buy. Together, the findings point to a broader transformation in commerce, where discovery, consideration and purchase increasingly happen within a single creator-led experience. Why beauty became the blueprintUnlike many retail categories, beauty products can't simply be described. Related articles:Influencer effect fades as trust takes over among SG shoppersLazada deepens creator commerce push through Meta affiliate partnershipOver 60% of marketers set to supercharge creator investments in 2026