The beauty industry is in a period of fast growth, predicted to grow from $420B in 2018 to $716.3B by 2025. The US comes second in terms of cosmetic industry market share with 24%, against the Asia Pacific Region with 48%. In general, US shoppers still prefer to buy their cosmetics in-store at pharmacies or the likes of Walmart and Target. However, newer beauty brands are seeing high sales in eCommerce, with 86% of their sales happening online, versus only 4% of online sales for the top 20 beauty manufacturers. Beauty subscription services are also becoming popular, with 28% of male and 22% of female American consumers currently receiving a subscription box service.