Makeup Market – Global Industry Size, Share, Trends, Opportunity and Forecast, By Product (Powders, Gels, Lotions, Others), By Application Area (Lips, Eyes, Face, Nails), By Sales Channel (Hypermarket/Supermarket, Specialty Store, Online, Others), By Region & Competition, 2020-2030F

Market Overview

Global Makeup Market was valued at USD 42.97 billion in 2024 and is expected to grow to USD 61.72 billion by 2030 with a CAGR of 6.28% during the forecast period. The global makeup market is expanding due to increasing beauty consciousness, social media influence, and rising disposable incomes. Consumers seek innovative, multifunctional, and clean beauty products, driving demand for organic, vegan, and cruelty-free formulations. Personalization and AI-driven recommendations enhance customer engagement, while e-commerce and digital marketing fuel sales. Premiumization trends, celebrity endorsements, and influence collaborations further shape the industry. According to the study, women spend an average of USD1,064 per year on beauty maintenance, while men spend USD728. For some, these expenses are overwhelming, with 1 in 6 admitting to spending more on beauty and wellness than they can afford. Despite financial challenges, 1 in 3 Americans plan to increase their beauty-related spending in 2025 compared to 2024.

Key Market Drivers

Rising Beauty Consciousness and Social Media Influence

One of the most prominent drivers of the global makeup market is the increasing emphasis on beauty and personal care among consumers. Social media platforms such as Instagram, TikTok, and YouTube have revolutionized how beauty trends emerge and spread globally. Influencers, beauty bloggers, and celebrity endorsements play a crucial role in shaping consumer preferences, often driving viral product trends. The accessibility of beauty tutorials and reviews has made it easier for consumers to experiment with different products and techniques, boosting overall market demand. A recent report revealed that 68% of consumers actively seek skincare products with clean ingredients. Additionally, 41% are influenced by social media platforms like Instagram, guiding their preference toward clean beauty choices.

Additionally, the growing awareness of self-care and wellness has led to an increased focus on makeup as a means of self-expression and confidence enhancement. Younger consumers, particularly Gen Z and millennials, are more inclined to invest in high-quality, innovative makeup products that align with their individual styles and aesthetic preferences. This shift has driven brands to continuously launch trend-driven collections, limited-edition products, and collaborations with popular influencers to capture market attention and drive sales.

Increasing Demand for Clean and Sustainable Beauty

Sustainability and clean beauty have become major forces shaping the global makeup market. Consumers today are more conscious of the ingredients in their beauty products and the environmental impact of their purchases. The demand for vegan, cruelty-free, organic, and eco-friendly makeup is surging, prompting brands to reformulate products and adopt sustainable packaging solutions. Major players are investing in biodegradable materials, refillable packaging, and transparent ingredient sourcing to appeal to environmentally conscious shoppers.

Regulatory changes and increased scrutiny of harmful ingredients have also accelerated the shift toward clean beauty. Consumers are actively avoiding products with parabens, sulfates, and synthetic fragrances, leading brands to emphasize natural and skin-friendly formulations. The rise of dermatologically tested and hypoallergenic makeup is also contributing to market expansion, especially among individuals with sensitive skin. As the demand for ethical and sustainable beauty grows, companies that prioritize transparency and responsible sourcing gain a competitive edge in the evolving marketplace.

Growing Influence of Emerging Markets

Emerging markets, particularly in Asia-Pacific, Latin America, and the Middle East, are becoming major growth engines for the global makeup industry. Rising disposable incomes, urbanization, and changing beauty standards have contributed to the surge in demand for cosmetics in these regions. Countries such as China, India, Brazil, and the UAE are witnessing rapid market expansion, with consumers increasingly embracing global beauty trends while seeking products tailored to their cultural preferences.

Local beauty brands are gaining traction by offering region-specific formulations and shades, while international brands are investing in localized marketing strategies to cater to diverse consumer bases. E-commerce growth in emerging markets has further accelerated makeup sales, with digital platforms making high-quality beauty products more accessible. Social commerce, live-streaming beauty tutorials, and direct-to-consumer (DTC) models are particularly successful in these regions, enabling brands to build strong connections with their audience.

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Key Market Challenges

Rising Competition and Brand Saturation

The makeup industry has become increasingly competitive, with a surge in both established brands and new entrants vying for consumer attention. The rise of indie and direct-to-consumer (DTC) beauty brands has intensified competition, challenging legacy companies to differentiate themselves. Social media and e-commerce have lowered barriers to entry, allowing smaller brands to capture niche markets and build loyal customer bases through personalized marketing and influencer collaborations.

With consumers having an overwhelming number of choices, brand loyalty is becoming harder to maintain. Shoppers frequently switch brands based on trends, influencer recommendations, and innovative product launches, making it difficult for companies to establish long-term customer retention. Additionally, the rapid pace of beauty trends, driven by social media platforms such as TikTok and Instagram, forces brands to continuously innovate, which can strain research and development (R&D) resources. To remain competitive, companies must focus on strong brand differentiation, unique product offerings, and engaging customer experiences.

Stringent Regulations and Ingredient Scrutiny

Regulatory compliance is another significant challenge in the global makeup market. Governments and health agencies across different regions impose strict guidelines on product formulations, ingredient safety, and advertising claims. The growing awareness of potentially harmful chemicals, such as parabens, phthalates, and synthetic fragrances, has led to increased scrutiny and regulatory action.

For example, the European Union (EU) has some of the world’s most rigorous cosmetic regulations, requiring brands to comply with detailed safety assessments and ingredient bans. Similarly, in markets such as the United States and China, regulatory frameworks are evolving, making it necessary for brands to adapt their formulations to meet regional standards. Additionally, the rise of clean beauty and consumer advocacy has pushed brands to be more transparent about ingredient sourcing and safety.

Key Market Trends

Expansion of Digital and AI-Driven Beauty Solutions

Technology is transforming the way consumers shop for makeup. The rise of artificial intelligence (AI), augmented reality (AR), and digital beauty tools has revolutionized the customer experience, making it easier for shoppers to explore, test, and purchase makeup products online.

AR-powered virtual try-on tools allow consumers to test different makeup shades and styles using their smartphones before making a purchase. AI-driven beauty apps analyze skin tone, texture, and preferences to recommend personalized makeup products, enhancing customer satisfaction. Major brands are also leveraging AI for smart shade matching, ensuring that consumers find the perfect foundation or lipstick based on their unique features.

Increasing Popularity of Hybrid Makeup Products

Consumers are seeking multi-functional products that offer both cosmetic and skincare benefits, leading to the rise of hybrid makeup. These products combine the aesthetics of traditional makeup with the nourishing properties of skincare, allowing consumers to achieve beauty and wellness simultaneously.

Popular hybrid products include foundation with SPF protection, lipsticks infused with hydrating ingredients like hyaluronic acid, and primers containing anti-aging or brightening agents. This trend is particularly appealing to busy individuals looking for efficient beauty solutions that simplify their routines.

Growing Demand for Personalized and Inclusive Beauty

Diversity and inclusivity have become central themes in the makeup industry. Consumers expect brands to offer a wider range of shades, catering to different skin tones, undertones, and preferences. The push for inclusivity has led to an expansion of foundation and concealer ranges, ensuring that beauty products are accessible to people of all ethnicities.

Additionally, personalization is reshaping the makeup industry, with brands offering customized solutions tailored to individual beauty needs. AI-driven beauty tools, DNA-based skincare analysis, and bespoke foundation blending services are gaining traction, allowing consumers to create products that match their unique skin concerns and aesthetic goals.

Segmental Insights

Application Area Insights

The face segment dominated the global makeup market, driven by high consumer demand for products like foundation, concealer, primer, blush, bronzer, and highlighter. The increasing preference for flawless, radiant skin has fueled the popularity of long-lasting, lightweight, and skincare-infused face makeup. Innovations such as hybrid foundations with SPF and hydrating properties further boost segment growth. Additionally, the rise of personalized and inclusive shade ranges has expanded the consumer base. Social media trends, influencer marketing, and virtual try-on technologies contribute to sustained demand, solidifying the face segment as the largest and most influential category in the global makeup industry.

Sales Channel Insights

The supermarket/hypermarket segment dominated the global makeup market due to its wide product availability, competitive pricing, and convenience. Consumers prefer these retail formats for their ability to compare multiple brands and access frequent promotions. Supermarkets and hypermarkets also offer an extensive range of makeup products, catering to diverse customer preferences. The presence of dedicated beauty aisles and in-store testers enhances the shopping experience. Additionally, strong partnerships between major beauty brands and retail chains ensure consistent product accessibility. Despite the rise of e-commerce, the physical retail experience in supermarkets and hypermarkets continues to drive significant sales in the makeup industry.

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Regional Insights

North America dominated the global makeup market, driven by high consumer spending, strong brand presence, and a well-established beauty industry. The region benefits from a culture of beauty innovation, with leading brands launching advanced formulations and inclusive shade ranges. Social media influence, celebrity endorsements, and e-commerce expansion further fuel market growth. Consumers in the U.S. and Canada prioritize premium, clean, and hybrid makeup products, boosting demand. Additionally, the rise of personalized beauty solutions and AI-driven shopping experiences strengthens North America's market leadership, making it the most influential region in the global makeup industry.

Recent Developments

• In July 2024, beauty brand Lamior expanded its hybrid makeup and skincare range with the launch of the ‘Glow Burst Encapsulated Foundation.’ Marking a first in India, this innovative product features bio-advanced encapsulated pigment micro-droplet technology.
• In Aug 2024, Bobbi Brown Cosmetics introduced the Weightless Skin Foundation SPF 15, offering medium coverage with 24-hour wear and hydration. Available in 53 shades, it caters to diverse skin tones.
• In Aug 2023, L’Oréal completed its acquisition of Aesop, a luxury beauty brand known for its premium skincare, haircare, and body care products. This acquisition strengthens L’Oréal’s presence in the high-end beauty market, expanding its portfolio with Aesop’s sustainable and minimalist approach to beauty.
• In Oct 2023, ​Kimirica introduced its first plant-based Hydrating + Brightening Face Cream, formulated with 92.57% natural-origin ingredients. This lightweight, non-greasy cream combines Liquorice, Turmeric root extracts, and Australian Caviar Lime to brighten skin and reduce dark spots.

Key Market Players

• L'Oréal S.A.
• Unilever plc
• Avon Products, Inc.
• Revlon Consumer Products LLC
• Coty Inc.
• The Procter & Gamble Company
• Kao Corporation
• Shiseido Co., Ltd.
• Benefit Cosmetics LLC
• The Estée Lauder Companies Inc.

Report Scope:

In this report, the Global Makeup Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

•   Makeup Market, By Product:

o   Powders

o   Gels

o   Lotions

o   Others

• Makeup Market, By Application Area:

o   Lips

o   Eyes

o   Face

o   Nails

• Makeup Market, By Sales Channel:

o   Hypermarket/Supermarket

o   Specialty Store

o   Online

o   Others

• Makeup Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Europe

§  France

§  United Kingdom

§  Italy

§  Germany

§  Spain

o   Asia-Pacific

§  China

§  Japan

§  India

§  South Korea

§  Indonesia

o   South America

§  Argentina

§  Colombia

§  Brazil

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

§  Turkey

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Makeup Market.

Available Customizations:

Global Makeup Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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