In earlier insights at Weitnauer Group, we explored global shifts shaping perfumes and cosmetics and examined how digital platforms influence category growth. Now, with the rapid acceleration of omnichannel behaviour, one question has become increasingly important for distributors and beauty brands alike:
Which beauty distribution channels are more relevant today – webrooming or showrooming?
As beauty consumers move seamlessly between online research and physical touchpoints, understanding these two behaviours is essential for strengthening distribution strategies, protecting market share, and improving cross-channel conversion. Webrooming and showrooming each play a distinctive role in the modern beauty journey, especially in categories where sensory validation, brand trust, and product confidence remain decisive.
This article examines both behaviours through the lens of data, consumer psychology, and distribution realities—before answering the main question: which path matters more in beauty in 2025?
What Is Webrooming in Beauty?
Webrooming occurs when consumers research beauty products online—via reviews, tutorials, lists, comparison tools—and then complete their purchase in a physical store (Pattern, 2025).
This journey is deeply rooted in the nature of beauty products: texture, scent, payoff, and finish cannot be fully replicated online.
Industry data demonstrates the strength of this behaviour:
- Social media drives 87% of beauty discovery, making it the dominant channel for shaping consumer perception and demand (Awisee, 2025)
- Approximately 80% of shoppers now begin their journey online (Forbes, 2016)
- However, complexion products and fragrances still require in-person sensory validation.
- Beauty shoppers report feeling more confident when online discovery is followed by professional consultation.
4 Reasons why webrooming matters
- Tactile assurance remains irreplaceable: shoppers want to test shades, note fragrance longevity, feel texture, and verify ingredient claims before committing.
- Cross-channel trust building: the combination of online research + expert advice increases conversion and reduces returns.
- Immediate product ownership: many consumers want to walk out with the product immediately after online discovery.
Implications for Beauty Distributors
According to Stipe, to support webrooming:
- Strengthen SEO-optimised product pages with how-to content and ingredient breakdowns (TCF, 2025).
- Keep authentic reviews visible and well-structured (TCF, 2025).
- Ensure retail locations offer immersive testers, trained advisors, and strong brand consistency.
- Guarantee stock availability to prevent drop-off between online research and in-store visits.
- Click-and-collect gives shoppers immediate access to their purchase and eliminates shipping fees (Lundi Matin, 2025).
- Simple in-store returns remove friction from the post-purchase experience, making customers more inclined to visit a physical store.
Webrooming is a powerful driver of retail performance – and a key anchor for premium beauty distribution.
What Is Showrooming in Beauty?
Showrooming is when consumers test products physically in a store, but eventually buy online (Pattern, 2025).
This behaviour is increasingly common as e-commerce offers convenience, availability, and price incentives.
Industry indicators show the influence of this behaviour:
- Showrooming generates 45% higher purchase intent than online browsing alone.
- 70% of beauty shoppers report increased brand trust after visiting a physical store.
- Luxury beauty categories—fragrances, skincare sets, limited editions—see the strongest showrooming-to-online conversion (Amra & Elma Showrooming Trends, 2025).
3 Reasons Why Consumers Choose Showrooming
- Lower Prices Online: The primary driver for showrooming is the ability to find better prices online. About 69% of showrooming consumers cite lower prices on e-commerce platforms as their motivation for purchasing online after checking products in-store. Free shipping also plays an important role, influencing 47% of shoppers to buy online (Econsultancy, 2013)
- Desire to Experience Products Physically: Shoppers want to touch, test, and try products in-store to verify quality, texture, or fit before buying (Shopify, 2023)
- Convenience and Avoiding Carrying Purchases: Showrooming eliminates the burden of carrying products home as purchases are completed online with home delivery (Shopify, 2023).
Implications for Beauty Distributors
Supporting showrooming requires:
- Digital product cards and QR codes prompting online purchase (IRX, 2025).
- In-store access to loyalty apps, product pages, and digital shade finders (42Signals, 2024).
- Price alignment or transparency across omnichannel environments (Science Direct, 2025).
- Seamless models like reserve in-store, buy online, or test offline, subscribe online.
Showrooming complements digital growth and strengthens long-term loyalty through real experience + digital convenience.
Market Context: Why Both Behaviours Are Rising
The global beauty category is expanding rapidly. According to our recent article:
The global beauty category continues to accelerate. Our recent analysis shows that:
- Global beauty revenue is set to exceed USD 650 billion in 2025.
- Skincare remains the dominant segment, representing 42 percent of total category value.
Within this landscape, two consumer behaviours are becoming especially prominent.
Webroomers conduct extensive online research before purchasing and place stronger emphasis on the functional attributes and performance of a product.
In contrast, showroomers, particularly within hedonic or higher-value categories, tend to buy premium products in-store but later search for a retailer offering the same item at a better price (Computer & Operations Research, 2025).
The direction is unmistakable: beauty distribution has become fully phygital.
Consumers now move effortlessly between physical and digital touchpoints, expecting the same level of information, consistency, and value in every channel.
Phygital Beauty Distribution: The Winning Approach
The most successful distributors and beauty brands in 2025 focus on building a phygital ecosystem:
1) Unified Data Systems
CRM integrations connect online search behaviour with in-store advice—leading to targeted sampling, replenishment offers, and better segmentation.
2) Digitally-enabled Consultants
In-store advisors equipped with tablets, digital try-ons, and ingredient libraries elevate the brand experience.
3) AR and AI Tools
Online virtual try-on, shade finders, and routine configurators reduce uncertainty before consumers visit the store.
Flexible Cross-Channel Commerce
Consumers expect:
- Click-and-collect
- Buy online, return in-store
- Store-to-home delivery
- Online reservations for in-store testing
Immersive Showrooms
Interactive beauty showrooms demonstrate up to 52% conversion uplift (Amra & Elma Showrooming Trends, 2025), particularly for fragrances and prestige skincare.
The strongest distribution models allow consumers to switch channels seamlessly at any moment.
What Is More Relevant Today: Webrooming or Showrooming?
After analysing both journeys, the answer is clear:
Both are equally relevant—and both are rising.
But their relevance differs by category, price point, and region:
Webrooming is more relevant when:
- Sensory validation is critical (perfumes, complexion, textures).
- The purchase requires confidence or expert advice.
- Consumers want immediate product possession.
- Retail plays a strong cultural role (LATAM, Middle East).
- Webroomers engage in longer research cycles focused on core product attributes.
Showrooming is more relevant when:
- Price sensitivity or online value is high.
- Consumers prefer delivery convenience.
- Online loyalty ecosystems are strong.
- SKU depth online is superior to physical stores.
- They validate high-value items in-store, then search online for lower prices.
The real competitive advantage
In 2025, the relevance is not in choosing one path.
It is in integrating both.
Beauty shoppers no longer follow linear paths. They mix online discovery, in-store testing, and cross-channel purchasing fluidly. The distributors who build cohesive omnichannel strategies—supported by data, consultants, e-commerce capability, and phygital tools—will outperform the market.
With a global footprint and long-term partnerships across perfumes, cosmetics, and skincare, Weitnauer Group helps brands build omnichannel strategies that work across diverse markets, including Latin America.
If you are looking to strengthen your omnichannel distribution worldwide, our teams are ready to support you.
