Makeup Statistics By Market, Revenue, Consumer Demographics And Region

Introduction

Makeup Statistics: In the modern era, the makeup industry has experienced unprecedented growth, supported by technological advancements, changing consumer preferences, and the rise of social media. The advent of online platforms has democratized beauty, allowing individuals from diverse backgrounds to connect, share ideas, and create their unique beauty routines. Beyond its aesthetic function, makeup has become a powerful tool for self-expression and identity formation.

It enables individuals to experiment with different looks, challenge societal beauty standards, and embrace their individuality. For many, makeup is a form of art, a way to create a personal canvas and express their inner selves. Let’s look at the overall Makeup Statistics to understand the consumer trends, market size, and other market performance in 2025.

Editor’s Choice

• Makeup Statistics show that 1 out of 3 beauty products consumers prefer to connect with brands on social media.
• 67% of beauty product consumers are likely to trust brands promoted by their favorite influencers.
• In the current year, the worldwide organic and natural beauty market is projected to cross US$22 billion.
• Every year, approximately US$80 billion of revenue out of the US$380 billion in the worldwide cosmetic market goes to makeup sales.
• Once again, face-related cosmetics generate the highest revenue per capita. The similar category will grow even more, amounting to US$4.80 by 2028.
• In 2023, in the US, most make-up users aged 35 to 54 said they used related products, representing 73%; comparatively, consumers who intended to use the same had a lesser contribution, 15% in 18 to 24 years.
• 57% of makeup consumers in the US prefer to purchase products from retailers because those stores sell the brands they like, as stated by the respondents to a survey by Statista.
• The Asia-Pacific region is the fastest-growing market for makeup, with an expected market value of US$38 billion in 2024, reflecting a robust growth rate of 6.5%.
• Lipstick is the most frequently used makeup product; 75% of women and 40% of men said they have been using it.
• Looking ahead, the global market for organic and sustainable makeup products is expected to continue growing at a compound annual growth rate (CAGR) of 8.5%, reaching a market size of US$40 billion by 2028.

General Makeup Statistics

• Makeup Statistics show that 1 out of 3 beauty products consumers prefer to connect with brands on social media.
• 45% of the shoppers come to know about new cosmetic brands through social media.
• According to a report by Hollywood Mirrors, 78% of beauty product consumers said social media content influences their makeup purchase decisions.
• In addition, the same report states that 70% of consumers prefer brands that offer inclusive options.
• Before COVID-19, 85% of the in-store purchases for the industry were captured beauty products.
• Makeup Statistics show that 67% of beauty product consumers are likely to trust brands promoted by their favorite influencers.
• Based on a McKinsey study in 2023, 40% of people in various countries love trying new beauty brands.
• In Q1 of 2023, 90% of online beauty product sales were generated by TikTok’s live streams.

Makeup Statistics Market By Segment

• Makeup Statistics 2024 shows that the worldwide organic and natural beauty market is projected to cross US$22 billion in the current year.
• Phthalates-free personal and beauty care products recorded an 11% sales increase compared to 2023.
• Furthermore, cruelty-free personal and beauty care products recorded a 27% increase in sales.
• By 2027, Makeup Statistics estimates the natural cosmetic segment to amount to US$54.5 billion.
• Every year, approximately US$80 billion of revenue out of the US$380 billion in the worldwide cosmetic market goes to makeup sales.
• By 2028, the anti-aging cosmetics market is estimated to amount to US$85.6 billion.

Cosmetics Market By Region 2024

Worldwide

• As of 2024, the cosmetics revenue in the worldwide market is expected to amount to US$108.40 billion.
• In addition, the annual growth rate is estimated to be 4.43%.
• About the global cosmetics market, the United States of America is projected to contribute the most in total revenue, resulting in US$20,130 million in the current year.
• US$13.99 is the projected per-person revenue in 2024.
• In 2024, non-luxury items are projected to contribute around 71% of sales in the cosmetics industry.

Revenue in The Worldwide Market By Segment

(Source: statista.com)

Based on the above predictions in the charts, by 2028, the face cosmetics segment is expected to be the most revenue-generating segment. Previously, eye-related cosmetics were the leading category. As of 2024, the Face, eyes, lips, natural cosmetics, and nails are the respective ranked revenue-generating segments.

Average Revenue Per Capita in The Worldwide Market By Segment

(Source: statista.com)

Once again, face-related cosmetics generate the highest revenue per capita. Makeup Statistics projects the similar category to grow even more, amounting to US$4.80 by 2028. Overall, eyes and face cosmetics have been the best-performing segment in the entire industry compared to nails, lips, and natural cosmetics.

Asia

• In 2024, the cosmetics revenue in the Asian market is projected to amount to US$44.70 billion.
• Furthermore, the market is projected to have a stable growth rate of 4.59%.
• The per capita revenues are estimated to reach US$9.84 in the current year.
• As of 2024, around 72% of sales in the cosmetics industry will be represented by non-luxury items.

Americas

• In 2024, the per capita revenue in the American cosmetics industry is projected to reach US$29.76.
• Between 2024 and 2028, the annual growth rate is estimated to be at 4.28%.
• Similar to the other regions, the US non-luxury cosmetic segment will contribute 75% to total cosmetics sales in 2024.
• As of today, the revenue in the market is projected to reach US$30.26 billion.

Africa

• In the African market, the cosmetics industry is estimated to generate a revenue of US$8.52 billion.
• Between 2024 and 2028, the CAGR is estimated to be at 7.83%.
• US$6.56 is the estimated per-person revenue.
• As of 2024, the non-luxury segment is projected to represent 88% of the sales in the African cosmetic industry.

Australia and Oceania

• As of 2024, the per-person revenue is projected to reach US$45.1.
• In addition, the cosmetics market in Australia and Oceania regions is estimated to generate a revenue of US$1.96 billion.
• In the current year, around 82% of total sales are projected to be generated from the non-luxury cosmetic segment.
• Between 2024 and 2028, the revenue is projected to grow at a CAGR of 4.31%.

Europe

• Revenue in the European cosmetics market is expected to grow at a CAGR of 2.93% by 2024.
• Furthermore, the revenue is expected to reach US$22.97 billion in 2024.
• Compared to the European population, the per-person revenue is projected to amount to S$27.22.
• 57% of the total sales are estimated to be generated from mon-luxury items in 2024.

Spending on Makeup and Skincare Products By Average Monthly Spend

(Reference: demandsage.com)

The majority of beauty product shoppers in the US spend between $1 and $50, or 31%. On the other hand, only 4% spend more than $500. 5% of Americans do not spend any money on beauty products.

Purchase Frequency Among Beauty Shoppers Online in The US

(Reference: statista.com)

Makeup Statistics 2023  shows that 26% of beauty online products shoppers purchase only a few times a year. With a minor difference, 23% prefer to buy every month. Around 29% reported to purchase either several times a month or weekly. Surprisingly, 10% of the shoppers purchased beauty products every day.

Top Reasons To Buy Makeup At Beauty Retailers Among US Consumers

(Reference: statista.com)

57% of makeup consumers in the US prefer to purchase products from retailers because those stores sell the brands they like, as stated by the respondents to a survey by Statista. Furthermore, others said that retailers provide rewards/ loyalty programs (49%), while 42% supported taking advantage of promotions and sales.

Most Visited Beauty and Cosmetics Websites in The US

In the US as of March 2024, ulta.com was the most visited beauty and cosmetics website, with 30.39 million visits, followed by qvc.com and sephora.com, with 24.64 million and 24.57 million visits each.

Purchase Intent Clicks on Beauty eCommerce Products in The US By Says of The Week

(Reference: statista.com)

Makeup Statistics show that Saturday is the most common day when consumers are more likely to purchase beauty products on eCommerce websites. These consumers represent more than 15%. Furthermore, with a minor difference, Thursdays, Fridays, and Sundays contributed 14%+. Comparatively, the purchase intent rate is lower on Mondays, Tuesdays, and Wednesdays.

Makeup Consumer Demographics

• Lipstick is the most frequently used makeup product; 75% of women and 40% of men said they have been using it.
• The majority of cosmetics consumer shoppers belong to the age group of 18 to 34 years.
• Women’s leading reason to wear makeup is to improve their appearance.
• Other than lipstick, the most often used makeup products are mascara, foundation, eye shadow, and eyeliner.
• On average, an American woman is likely to spend US$3,756 on beauty products and services every year, which equates to US$75 every month.
• In comparison to women, men spend around $2,928 on the same.

Usage of Makeup Products Containing SPF/ Sunscreen in the US By Age Group

(Reference: statista.com)

In 2023, in the US, most make-up users aged 35 to 54 said they used related products, representing 73%; comparatively, consumers who intended to use the same had a lesser contribution, 15% in 18 to 24 years. Non-makeup consumers, representing 40%, reported using products containing SPF/ sunscreen.

US Facial Cosmetics Sales 2023 By Segment

(Reference: statista.com)

Foundation was the most popular facial cosmetics category, representing 837.4 million sales in the US. Concealer and body accessories contributed US$384.6 million and US$341.7 million in sales, respectively. Other leading categories include powder, blush, makeup combo, and bronzer.

Spending on Beauty Products By Country

(Reference: zippia.com)

According to Zippia.com, the majority of the spending on beauty products is generated in the US, resulting in US$89.7 billion. With a major difference, China and Japan followed, contributing US$58.3 billion and US$36.9 billion, respectively.

Leading Cosmetics and Make-Up Brands By Brand Awareness in the US in 2023

L’Oréal was the leading cosmetics and make-up brand in the US in 2023, with more than 80% of brand awareness. Revlon, Avon, and Covergirl followed respectively, with 80% and 77% for the latter each.

(Source: statista.com)

Revenue of Top Beauty and Personal Care Categories During US Amazon Prime Day

(Reference: statista.com)

During Amazon Prime Day 2023, Laneige generated the highest revenue, representing 23.3 million US dollars. Waterpik and Creast contributed US$19 million and 18.1 million US dollars, respectively.

Most Googled Celebrity Beauty Brands Worldwide By Search Volume

(Reference: statista.com)

In 2023, Rare Beauty by Selena Gomez recorded 7,708,000 searches on Google and thus became the leading celebrity beauty brand globally. Furthermore, Fenty Beauty by Rihanna was the second most searched brand in the same category. Millie Bobby Brown’s Florence by Mills, Kylie Jenner’s Kylie Cosmetics, and Gwyneth Paltrow also recorded the highest search volumes.

Consumer Trends in the Makeup Industry Worldwide By Regions – Statistical Analysis

Overview

The makeup industry is experiencing dynamic shifts in consumer behavior across different regions worldwide. In 2024 and beyond, these trends will be influenced by factors such as economic conditions, cultural shifts, and technological advancements. This analysis provides a detailed breakdown of consumer trends in key regions, including North America, Europe, Asia-Pacific, Latin America, and the Middle East and Africa.

North America

In North America, the makeup industry is projected to see steady growth, with an estimated market value of US$16.5 billion in 2024. This represents a 3.2% increase from 2023. The region is witnessing a strong trend toward natural and clean beauty products, driven by consumer awareness of ingredients and their impact on health and the environment. Approximately 45% of consumers in the U.S. are now prioritizing organic and vegan makeup products. Additionally, the rise of e-commerce continues to dominate, with online sales accounting for 35% of total makeup sales in the region, up from 28% in 2023.

Europe

Europe remains a significant market for makeup, with a forecasted market size of US$22 billion in 2024, growing at a rate of 2.8% year-over-year. Consumers in this region are increasingly favoring sustainable packaging and refillable products, with 40% of makeup buyers expressing a preference for eco-friendly packaging. The influence of social media and beauty influencers continues to play a crucial role, with 50% of European consumers indicating that their purchasing decisions are influenced by online beauty content. Additionally, premium and luxury makeup brands are expected to gain more traction, particularly in countries like France and Italy, where luxury goods are deeply embedded in consumer culture.

Asia-Pacific

The Asia-Pacific region is the fastest-growing market for makeup, with an expected market value of US$38 billion in 2024, reflecting a robust growth rate of 6.5%. This growth is primarily driven by the increasing middle-class population and rising disposable incomes in countries like China and India. K-beauty (Korean beauty) and J-beauty (Japanese beauty) trends continue to influence consumer preferences, strongly emphasizing skincare-infused makeup products. In China, 65% of consumers prefer makeup products that offer skincare benefits, such as hydration and sun protection. Moreover, digitalization and the use of artificial intelligence (AI) in personalized beauty recommendations are rapidly gaining popularity, with 30% of online shoppers in the region utilizing AI-driven tools to select makeup products.

Latin America

Makeup Statistics show that Latin America’s makeup market is expected to reach US$7.5 billion in 2024, growing at a moderate rate of 3.0%. The region is characterized by a strong demand for bold and vibrant makeup products, reflecting cultural preferences for colorful and expressive beauty trends. Brazil and Mexico are the largest markets in the region, with Brazil alone accounting for 40% of the total market share. The rise of local and regional makeup brands is also notable, as consumers are increasingly drawn to products that resonate with their cultural identity. Despite economic challenges in some countries, the market remains resilient due to the affordable luxury positioning of many makeup brands.

Middle East & Africa

The makeup industry in the Middle East & Africa is poised for significant growth, with a projected market size of US$5 billion in 2024, representing a 4.5% increase from 2023. The demand for high-end and luxury makeup products is robust in the Gulf Cooperation Council (GCC) countries, where consumer spending on beauty is among the highest globally. In Saudi Arabia and the UAE, 55% of makeup consumers prefer luxury brands. Additionally, there is a growing interest in halal-certified makeup products driven by the region’s predominantly Muslim population. The makeup industry is gradually expanding in Africa, with South Africa and Nigeria leading the market growth due to increasing urbanization and a youthful population.

Future Trends Beyond 2025

Looking beyond Makeup Statistics 2025, the global makeup industry is expected to continue evolving, with key trends including the further integration of technology in beauty routines, increased demand for sustainable and ethical products, and the expansion of makeup offerings tailored to diverse skin tones. The global market is projected to grow at a compound annual growth rate (CAGR) of 4.5%, reaching a market size of US$100 billion by 2028. Regions like Asia-Pacific and North America will remain at the forefront of innovation and growth while emerging markets in Latin America and Africa will present new expansion opportunities.

In conclusion, the makeup industry is set for sustained growth across all regions, driven by changing consumer preferences, technological advancements, and a growing emphasis on sustainability and inclusivity. Brands that adapt to these trends will be well-positioned to capture the evolving demands of global consumers.

Demand Analysis for Organic and Sustainable Makeup Products Worldwide By Regions

Overview

The demand for organic and sustainable makeup products has seen significant growth in recent years, driven by increasing consumer awareness of environmental issues and the health impacts of synthetic ingredients. In 2024 and beyond, this trend is expected to continue, with regional variations in the level of demand and growth rates. This analysis explores the demand for these products across key regions, including North America, Europe, Asia-Pacific, Latin America, and the Middle East & Africa.

North America

In North America, the demand for organic and sustainable makeup products is projected to grow by 8.2% in 2024, with the market expected to reach US$6.5 billion. Consumers in the U.S. and Canada are increasingly prioritizing products that are not only good for their skin but also for the environment. Approximately 60% of makeup consumers in the region now prefer products with organic certifications, such as USDA Organic or Ecocert, and over 50% are willing to pay a premium for sustainably sourced ingredients. The rise of the clean beauty movement has also led to a surge in indie brands that emphasize transparency and ethical practices, contributing to the overall market growth.

Europe

Europe remains one of the largest markets for organic and sustainable makeup products, with an estimated market size of US$9.2 billion in 2024, reflecting a 7.5% growth rate from the previous year. The region’s consumers are particularly concerned about the environmental impact of their purchases, with 70% of makeup buyers indicating that sustainability is a key factor in their purchasing decisions. In countries like Germany, France, and the UK, there is a strong preference for products with minimal packaging and those made from biodegradable materials. Additionally, the European Union’s stringent regulations on cosmetic ingredients have further boosted the demand for natural and organic alternatives, with 55% of consumers opting for products free from synthetic chemicals.

Asia-Pacific

The Asia-Pacific region is witnessing rapid growth in the demand for organic and sustainable makeup products, with a projected market value of US$12 billion in 2024, growing at a rate of 10.1%. This growth is driven by rising consumer awareness of the harmful effects of synthetic chemicals, coupled with the increasing influence of Western beauty trends. In China, Japan, and South Korea, consumers are showing a strong preference for makeup products that incorporate natural ingredients and are free from parabens, sulfates, and other harmful chemicals. Approximately 40% of consumers in these markets prefer organic makeup, and this percentage is expected to rise as more brands enter the market with certified organic products.

Latin America

In Latin America, the market for organic and sustainable makeup products is still in its early stages but is growing steadily. The market is expected to reach US$2 billion in 2024, with a growth rate of 6.0%. Consumers in Brazil, Mexico, and Argentina are becoming more conscious of the benefits of organic ingredients, particularly in light of growing concerns about skin health and safety. Around 35% of consumers in the region are now seeking out products labeled as organic or natural. However, the higher cost of these products compared to conventional makeup remains a barrier to widespread adoption. Nevertheless, as local brands begin to offer more affordable organic options, demand is expected to increase.

Middle East & Africa

The Middle East & Africa region is seeing a growing interest in organic and sustainable makeup, particularly in the luxury segment. The market is expected to grow by 7.0% in 2024, reaching a value of US$1.5 billion. In the GCC countries, including Saudi Arabia and the UAE, there is a strong demand for high-end organic products, with 50% of consumers in these markets preferring products with organic certifications. Additionally, the demand for halal-certified makeup, which often aligns with organic and sustainable principles, is on the rise. In Africa, the market is smaller but expanding, with South Africa leading the way as consumers increasingly seek out natural and organic beauty products.

Future Trends Beyond 2025

Looking ahead, the global market for organic and sustainable makeup products is expected to continue growing at a compound annual growth rate (CAGR) of 8.5%, reaching a market size of US$40 billion by 2028. The demand will be driven by ongoing consumer education on the benefits of organic products, increasing availability of such products in mainstream retail channels, and continued innovation in sustainable packaging. Regions like Asia-Pacific and North America will lead the growth, while Europe will maintain its strong position as a key market for sustainable beauty products.

Conclusion

In conclusion, the demand for organic and sustainable makeup products is set to grow significantly across all regions, driven by increasing consumer awareness, regulatory support, and the ongoing shift toward ethical and eco-friendly beauty practices.

Brands that focus on transparency, certification, and sustainable practices will be well-positioned to capture the growing demand in this segment.

Pramod Pawar

Pramod Pawar brings over a decade of SEO expertise to his role as the co-founder of 11Press and Prudour Market Research firm. A B.E. IT graduate from Shivaji University, Pramod has honed his skills in analyzing and writing about statistics pertinent to technology and science. His deep understanding of digital strategies enhances the impactful insights he provides through his work. Outside of his professional endeavors, Pramod enjoys playing cricket and delving into books across various genres, enriching his knowledge and staying inspired. His diverse experiences and interests fuel his innovative approach to statistical research and content creation.

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