How online pharmacies are reshaping beauty retail

Pharmacies aren’t immune to the switch towards online shopping. As health and beauty consumers increasingly expect the speed and convenience of eCommerce browsing, digital-first pharmacies are redefining the industry. It’s out with face-to-face advice and in with shopping beauty favourites from the comfort of the sofa.

For beauty brands and suppliers, this move towards online pharmacies creates both new opportunities and new pressures. Make sure you’re ready to meet the demands of a fast-changing industry by getting to grips with online pharmacies.

Rising Popularity of Online Pharmacies

Online pharmacies saw their first boom during the COVID-19 pandemic.

As the UK went into lockdown and physical shops shut their doors, health and beauty eCommerce was given a major boost. Brands had to switch or get left behind, and consumers quickly got into the habit of shopping online for their favourite beauty items and healthcare essentials.

While lockdown was temporary, it had a lasting effect on the world of online pharmacies. Consumers embraced the shift to eCommerce, with any doubts over telemedicine or shade matching put to risk when there wasn’t another option.

Now, many years after the last lockdown ended, the popularity of online shopping continues to rise. The most recent figures show that revenue from online pharmacies alone was close to £2 billion in 2024, which is almost double what it was in 2019. As of 2026, it’s expected to have broken the £2 billion mark.

Why Are Online Pharmacies So Popular?

When looking at how online pharmacies have managed to cause such waves in the health and beauty industry, convenience plays a huge part. This is undoubtedly one of the biggest drivers behind the rise of online pharmacies, with modern consumers ready for seamless shopping experiences that require low effort.

Online pharmacies are able to take advantage of the established eCommerce systems that make online shopping so popular. Features like next-day delivery, subscription services, and mobile-first shopping are the new normal, and digital brands are using all the tools at their disposal to meet consumer demand.

The availability provided by online pharmacies isn’t lacking, either. From acne treatments to cult beauty staples, consumers have their pick of the bunch when shopping online. There’s no risk of popping to the shops only to return empty-handed, and stock rarely runs out in the world of eCommerce.

There’s also the appeal of discretion. Consumers shopping for sensitive products, like the Wegovy weight loss pill or menopause supplements, can browse and purchase privately through online pharmacies without the perceived awkwardness of in-store interactions.

Online shopping is often more accessible, too, which is a major advantage in the health and beauty industry. Consumers who may struggle to reach the shops can still find and buy all of their favourite products and essential medication, creating a fairer shopping experience for everyone.

It’s important to note that trust in online healthcare services has also evolved, too. 81% would strongly recommend remote consultations, whether for beauty advice or crucial telemedicine services, and a digital-first approach is quickly becoming the ideal standard.

New Challenges for Beauty Retail

With a never-ending cycle of beauty trends and innovation, this isn’t an industry that’s unfamiliar with change. Having said that, the rise of online pharmacies presents unique challenges to the beauty industry, particularly for traditional high street shops.

With a rising number of consumers shopping online, physical shops have seen a drastic decline in foot traffic. Just 53% of consumers use their high street at least once a month, with more people choosing to browse and buy online rather than stroll around their local shops.

As a result, 800 in-person pharmacies around the UK closed between 2020 and 2024. Boots - one of our high street's most prominent health and beauty retailers - shut almost 400 shops in two years, marking an almost 20% decline in their portfolio.

Interestingly, though, Boots' sales figures from 2025 were on the rise despite their closures. This could be due to their eCommerce presence, with options for at-home delivery and quick collections, highlighting another corner of the online pharmacy world that’s thriving.

Despite Boots’ success, it’s clear that high street beauty retail is struggling to keep up with the rise of the online pharmacy. This doesn’t need to mark the end of face-to-face consultations and independent pharmacies; however, with many ways to stay afloat as the industry changes.

A Look at the Future of Pharmacies

While they certainly present challenges to traditional business models, online pharmacies are just another way in which the world of retail is evolving - as it always has done, and always will do.

So, what can we expect next? Let’s take a look at the future of both online and physical pharmacies in the UK:

• A more personalised approach: Online pharmacies are already using customer data to recommend products and automate repeat purchases, and we don’t expect this to change anytime soon. In fact, the rise of AI is expected to increase the accuracy of recommendations, with more sophisticated tech helping consumers discover products that align closely with their health and beauty needs. We could also see this translate to in-store experiences, with apps helping users find what they need without the need for employee input.
• The rise of hybrid retail models: Following in the footsteps of Boots, it’s expected that more pharmacies will adopt both an eCommerce and in-store presence, known as a hybrid retail model. This omnichannel approach enhances consumer choice, giving them options of where to shop and opening the doors to services like click-and-collect and same-day delivery.
• Faster trend cycles: Ecommerce is at the forefront of health and beauty innovation. Online pharmacies are able to bring new products to the public far quicker than traditional models, reducing lead times and helping brands stay on top of viral trends. For the wider industry, that means faster trend cycles and increasing demand for quick stock turnover.

For suppliers and beauty brands, adapting to these changes early is absolutely crucial. As online pharmacies continue to expand their influence within the health and beauty market, businesses that embrace flexibility and digital innovation are far more likely to stay ahead.

The Demand to Shop Local

Rising against online pharmacies is the ‘Shop Local’ movement. There’s still a massive pool of consumers who prefer to shop at local, independent businesses, with 4 out of 5 saying they feel more valued at these premises.

While adopting a hybrid approach is still crucial to improve accessibility and discreet services (and maintain a competitive edge), there’s something to be said for local high-street pharmacies.

By utilising their community-rooted USP and marketing their in-person services - like face-to-face consultations and product recommendations - in-person pharmacies can still find a space in the market.

Final Thoughts

Online pharmacies have experienced a period of exponential growth over the past few years, and that’s not expected to slow any time soon. For the beauty industry, this marks a pivotal moment where brands must adapt. It’s either jump on board the hybrid bandwagon now, or risk losing customers to the convenience of e-commerce.

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