Facial Makeup Market Report 2025

This report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.

The facial makeup market size has grown strongly in recent years. It will grow from $9.73 billion in 2024 to $10.44 billion in 2025 at a compound annual growth rate (CAGR) of 7.3%. The growth in the historic period can be attributed to increased consumer awareness of ingredients, increase in the awareness regarding beauty consciousness, consumer trends, clean beauty movement, health and wellness trends.

The facial makeup market size is expected to see strong growth in the next few years. It will grow to $13.07 billion in 2029 at a compound annual growth rate (CAGR) of 5.8%. The growth in the forecast period can be attributed to rise of e-commerce and omnichannel retailing, the growing number of young and working women population, rise in influencer marketing, diversity and inclusivity, celebrity and designer collaborations. Major trends in the forecast period include regulatory compliance and safety concerns, technological advancements in formulations and application, hyper-personalization with AI and AR, inclusivity and diversity, sustainable packaging.

A rise in influencer marketing is expected to propel the growth of the facial makeup market going forward. Influencer marketing is a form of marketing that involves collaborating with individuals who have a significant following on social media to promote a brand's products or services. Influencer marketing is a popular strategy in face makeup to present items in use, offer product reviews, and give makeup tips. Influencer marketing helps beauty firms access a wider audience, build brand awareness, and boost sales. For instance, in February 2024, according to Benchmark Company LLC, a US-based venture capital firm, influencer marketing experienced a significant increase, reaching $21.1 billion in 2023, a 29% rise from the $16.4 billion recorded in 2022. Therefore, the increase in influencer marketing is driving the growth of the facial makeup market.

Leading companies in the facial makeup market are focusing on developing cutting-edge technologies, such as handheld makeup applicators and electronic eyebrow applicators, to improve user experience and accessibility. These innovative beauty tools, including handheld makeup applicators and electronic eyebrow applicators, are designed to enhance the precision and efficiency of makeup application. For example, in January 2023, L'Oréal S.A., a France-based company specializing in the development, manufacturing, and sale of personal care products, introduced two groundbreaking beauty devices: the HAPTA handheld makeup applicator and Brow Magic. The HAPTA, designed in collaboration with Verily, assists individuals with limited mobility or tremors, enabling them to apply makeup independently through stabilizing technology that facilitates easy lipstick application. Brow Magic, created in partnership with Korean tech company Prinker Korea Inc., is an electronic eyebrow applicator that, with the aid of a smartphone app, customizes brow shapes using advanced printing technology for precise results.

In January 2022, Procter and Gamble, a US-based consumer goods corporation, acquired TULA Life Inc. for an undisclosed amount. The acquisition aims to strengthen Procter and Gamble's presence in the prestige beauty market, particularly in the skincare segment. This acquisition allows P&G to expand its portfolio in the skincare category, tapping into the growing demand for efficacious and wellness-focused products. Tula Skincare is a US-based producer of makeup and skincare products made of probiotic extracts and superfoods.

Major companies operating in the facial makeup market are Procter & Gamble, Shiseido Company, Limited, L'Oréal, Coty Inc., Estée Lauder Companies, Avon Company, Revlon, Amway Corp., LVMH Moet Hennessy Louis Vuitton, Oriflame Holding AG, Kao Corporation, Unilever, Lotus Herbals, Oriflame Cosmetics AG, CHANEL, Giorgio Armani S.p.A., Johnson & Johnson Services, Inc., Natura and Co Holding SA, Clarins Group, Henkel AG & Co. KGaA, L Brands, Lakme, Dr. Babor GmbH and Co. KG, Groupe Clarins, Grupo Boticario, Kose Corp., Mary Kay Inc., Nature Republic OC, Nutriglow Cosmetics Pvt. Ltd.

North America was the largest region in the facial makeup market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the facial makeup market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the facial makeup market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The facial makeup market consists of sales precision eyeliner pen, liquid lipstick, hydrating lip balm, highlighter, waterproof eyebrow pencils. 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).

Facial makeup refers to the products and techniques used to enhance the appearance of the face. It helps create a polished and enhanced appearance and allows self-expression and creativity. It also highlights features, creates a more uniform complexion, and expresses personal style.

The main types of facial makeup are face powder, concealer, foundation, blush, contouring and highlighting, bronzer, primer, and others. Face powder refers to a cosmetic product applied to the face to set makeup, reduce shine, and create a smoother, more even complexion. They are made of natural, organic, and chemical sources in economic and premium price, which are distributed by hypermarkets or supermarkets, specialty stores, online, and other channels for women and men end users.

The main types of facial makeup are face powder, concealer, foundation, blush, contouring and highlighting, bronzer, primer, and others. Face powder refers to a cosmetic product applied to the face to set makeup, reduce shine, and create a smoother, more even complexion. They are made of natural, organic, and chemical sources in economic and premium price, which are distributed by hypermarkets or supermarkets, specialty stores, online, and other channels for women and men end users.

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.

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