Liquid Makeup Global Market Report 2024

The liquid makeup market size has grown exponentially in recent years. It will grow from $8.35 billion in 2023 to $8.93 billion in 2024 at a compound annual growth rate (CAGR) of 6.9%. The growth observed during the historic period can be attributed to several factors, including the rise of social media and digital platforms, heightened awareness of skincare benefits among consumers, increasing demand for natural and organic products, and the influence of inclusive beauty movements promoting diversity and representation within the beauty industry.

The liquid makeup market size is expected to see exponential growth in the next few years. It will grow to $11.12 billion in 2028 at a compound annual growth rate (CAGR) of 5.6%. The forecasted growth is expected to be driven by several factors, including the digitalization of the shopping experience, the influence of Generation Z consumers, a focus on sustainability and eco-friendly formulations, and the popularity of multi-functional beauty products. Major trends anticipated during this period include the rise of vegan and cruelty-free formulations, increased integration of technology into beauty products and shopping experiences, ongoing product innovations, and the formation of strategic partnerships within the beauty industry.

The burgeoning awareness surrounding personal grooming is poised to drive the expansion of the liquid makeup market in the foreseeable future. Personal grooming, encompassing practices such as hygiene maintenance, nail and hair care, odor prevention, and appropriate dressing, is influenced by a myriad of factors including societal norms, professional standards, and individual confidence levels. Liquid makeup emerges as a cornerstone of personal grooming routines due to its adaptability, user-friendly application, and ability to offer diverse finishes and coverage options, enabling individuals to accentuate their natural features effectively. For example, findings from an October 2022 survey conducted by the New York Post revealed stark differentials in grooming habits between genders, with only one in ten women concurring that personal hygiene upkeep is straightforward, compared to 73% of men and women collectively. Notably, the survey highlighted a preference among the majority (90%) for hand and body washing over practices such as tooth brushing (87%) and deodorant application (84%). Furthermore, gender-specific grooming tendencies were evident, with men demonstrating a proclivity for nail trimming (69%) and facial shaving (74%), while women prioritized intimate area hygiene (85%) and skincare regimens (84%). Consequently, the escalating emphasis on personal grooming is expected to act as a catalyst for the growth of the liquid makeup market.

Leading firms within the liquid makeup market are directing their efforts towards innovative offerings, exemplified by products such as G-Suite, aimed at enhancing market profitability. G-Suite stands out as a luxurious, vegan lipstick boasting a distinctive buttery, demi-matte formulation that delivers opaque coverage in a single swipe. Notably, in April 2023, Glossier, a prominent US-based cosmetics and skincare brand, unveiled its G-Suite lipstick line. This meticulously crafted product blends a rich array of emollient oils to ensure smooth, long-lasting wear, while avoiding the issue of settling into lip lines. Available in nine vibrant shades, the development of this product spanned three years, resulting in a formula characterized by a soft-touch, silicone-inspired texture packaged in Glossier's signature pink tube. The inclusion of a shade-revealing window and an easy-to-use doe foot applicator further enhance its appeal and usability. G-Suite has garnered widespread acclaim for its exceptional comfort, moisturizing properties, extended wear, and universally flattering color range. Moreover, it features a selection of skin-friendly ingredients including rose wax silica, black raspberry seed oil, Ashland's Orchid Complex, and shea butter, catering to the discerning preferences of today's consumers.

In February 2022, Revolution Beauty Group, a prominent personal care product company headquartered in the United States, completed the acquisition of BH Cosmetics for $3.9 million. The strategic rationale behind this acquisition was to accelerate Revolution Beauty's expansion, particularly within the US market, leveraging BH Cosmetics' strong brand presence, loyal customer base, and diverse product portfolio. Additionally, the acquisition aimed to realize operational synergies, further enhancing Revolution Beauty's overall efficiency and competitiveness. BH Cosmetics, renowned for its range of color makeup and high-quality brushes, is a well-established cosmetics brand based in the United States.

Major companies operating in the liquid makeup market report are LVMH Moet Hennessy Louis Vuitton SE, Unilever PLC, L'Oréal S.A., Estee Lauder Companies Inc., Chanel S.A., Kao Corporation, Shiseido Company Limited, Natura & Co Holding SA, Coty Inc., Ryohin Keikau Corporation, Amorepacific Corporation, Nu Skin Enterprises Inc., Revlon Inc., Benefit Cosmetics LLC, Fenty Beauty by Rihanna LLC, e.l.f. Beauty Inc., KIKO Inc., Nippon Shikizai Inc., KVD Vegan Beauty, Too Faced Cosmetics LLC, HUDA BEAUTY FZ-LLC, Morphe LLC, Jouer Cosmetics, Pacifica Beauty LLC, YOJIYA Co. Ltd.

Asia-Pacific was the largest region in the liquid makeup market in 2023. The regions covered in the liquid makeup market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the liquid makeup market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Liquid makeup comprises cosmetics with a fluid consistency formulated for application on the face. It serves to even out skin tone, conceal imperfections, and enhance facial features, offering easy blending and buildable coverage to accommodate diverse skin types and beauty preferences.

The primary types of liquid makeup products include foundation, eye products, concealer, lip products, and others. Foundation, for instance, is applied to the face to achieve an even and uniform complexion while concealing flaws. These products are utilized by individuals of all genders and distributed through various channels, including online and offline outlets.

The liquid makeup market research report is one of a series of new reports that provides liquid makeup market statistics, including liquid makeup industry global market size, regional shares, competitors with a liquid makeup market share, detailed liquid makeup market segments, market trends and opportunities, and any further data you may need to thrive in the liquid makeup industry. This liquid makeup market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The liquid makeup market consists of sales of blush, highlighter, eyeliner, mascara, and setting spray. Values in this market are ‘factory gate’ values, that is, the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


This product will be delivered within 3-5 business days.