Trends and Data

Social media and celebrity influence linked to Australians buying beauty products online

Press Release predicts Aussie shoppers will spend nearly $140-million on beauty items in 2019, with $11-million worth sold in April alone

9 April 2019 - Today,, Australia’s number one shopping destination¹, has revealed the top 1 trends in beauty for 2019, showcasing the impact social media influencers and celebrities have on shopping.

eBay predicts Aussies are set to spend nearly $140-million on beauty items on this year, with $11-million worth of products sold in the month of April alone. The data also reveals what’s hot for the year ahead, with our desire to look good online and celebrity star-power winning over wallets. Recent research has found two-thirds of millennials admit what they see on their social media news feeds drives their spending habits².

Consequently, Australians are turning their backs on trusted beauty classics, opting for newer brands featured on some of the world’s most famous faces – and Instagram feeds. eBay data has found Dior and YSL are no longer the must-have brands, while the Chrissy Teigen and Beyoncé endorsed Glossier has experienced sales growth of more than 2,700 per cent over the last five years.

eBay Australia Trendwatcher, Julie Nestor said, “eBay is a real-time barometer of pop-culture, so it’s no surprise when there’s a hot beauty trend going viral, it’s flying off eBay’s virtual shelves too.

“eBay offers Aussies the best prices and the convenience of shopping an unparalleled range of items from leading beauty brands including L’Oréal, Maybelline, Garnier, Chanel, Revlon and NARS. It’s not only great value, it’s an easier and simpler way for shoppers to get their hands on everyday beauty essentials.”

The top beauty trends for 2019

  • Males heating up the beauty game: Makeup isn’t just for Aussie women, the guys are stepping up their game too. eBay data reveals almost one in five beauty purchases (19 per cent) are made by men. Sydney (34 per cent), Melbourne (32 per cent) and Canberra (32 per cent) lead the way, inspired by some of Australia’s most experimental beauty buffs, from Michael Finch to the king of celebrity makeup Max May
  • Celebs owning the beauty feeds: The Kardashians might still be big on the screen but they no longer have the biggest influence on our beauty routines. Data reveals we’ve chosen Rihanna as our ultimate beauty go-to guru, with her Fenty Beauty range spiking sales by 239 per cent over the year
  • Bagging up beauty in the darkest hours: The midnight makeup haul has well and truly hit beauty fanatics with 15 per cent of Australians making purchases in the early hours of the morning (between 12am–9am). With the rise of international YouTube sensations, such as Rachel Levin and Nikkie De Jager, we’re logging-on in a quest to nail the look – no matter what time of day or night
  • Queensland home to regional beauty hotspots: Despite its laid-back culture, Queensland is home to Australia’s highest-spending regional beauty hotspots – Mackay, Toowoomba, Cairns, Bundaberg and Hervey Bay. Queenslanders prioritise nail care over any other beauty routine, with nail art accessories ranking as the top purchased product
  • Metropolitan Liverpool on top: Sydneysiders in Liverpool are the biggest beauty addicts across the nation, buying big on eyelash extensions. They’re followed by Truganina (VIC), Sydney CBD, Werribee (VIC) and Cranbourne (VIC)

From 9-18 April, eBay will offer 20 per cent off the health and beauty category, giving shoppers access to all the essentials from a wide range of brands including L’Oreal, Maybelline and Garnier.³

Shoppers can access the top picks via eBay’s Health and Beauty hub here.

¹ Roy Morgan research, June 2018
² UBank research, July 2018
³ View T&Cs

Quinn GirlsOlivia White



About eBay Marketplaces:

eBay is one of the world’s largest online marketplaces, connecting people with the things they need and love virtually anytime, anywhere. eBay has 179-million active buyers globally and more than 1.2-billion live individual and merchant listings at any given time. With mobile apps available in 190 countries, eBay delivers a personalised shopping experience and seamless access to inventory from down the street and around the world. Tailored shopping experiences customise buying and selling; and eBay provides variety and choice for sellers by enabling them to offer goods through online, mobile and local channels to consumers around the world. For more information, visit

Christine Yangoyan, Pulse
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