96 Makeup Statistics: Market Size, Products, Social Media, Technology, and Gender
96 Makeup Statistics:
Market Size, Products, Social Media, Technology, and Gender
Miriam Otero
17 min
May 23, 2024
Beauty has always been an important part of our lives, often being the first thing we notice about someone. The beauty industry is vast, innovative, and continuously growing, with billions in revenue. People of all genders are increasingly embracing beauty products, driving this growth.
At HAIR & SKIN, we specialise in skin rejuvenation, using advanced technology and expert care to help over 18'000 customers regain their confidence.
In this report, we share key statistics and insights about the market size, revenue, emerging trends, new products, and more in this thriving industry.
Top 10 Makeup Statistics
Nearly 40% of adults aged 18-22 are interested in gender-neutral beauty products. [Source: 12]
The makeup market is expected to grow from $43.61 billion in 2024 to $70.80 billion by 2032, with an annual growth rate of 6.24%. [Source: 7]
43% of women clean their makeup brushes monthly. [Source: 21]
The CBD-infused cosmetics market is expected to grow by $2.22 billion, with an annual growth rate of almost 25% from 2020 to 2024. [Source: 14]
People in their 20s spend more on makeup than any other age group. [Source: 8]
The global anti-ageing cosmetics market was worth $38.62 billion in 2018 and is expected to grow to $65.16 billion by 2032, with an annual growth rate of 3.71%. [Source: 14]
In 2023, mascara was the top-selling eye cosmetic in the U.S. Other products in this category included eyeliner, eyeshadow, eyebrow makeup, and eye combos. [Source: 4
By late 2023, Huda Beauty, founded by influencer Hudda Kattan, was the most viewed brand on Instagram, with nearly 40% of users seeing its hashtags. [Source: 19]
In 2023, mascara was the top-selling eye cosmetic in the U.S. Other products in this category included eyeliner, eyeshadow, eyebrow makeup, and eye combos. [Source: 4]
In 2023, women's cosmetics made up 62.9% of global revenue. [Source: 18]
Makeup Market Size Statistics
The allure of the beauty industry is hard to resist, drawing in many new companies and investors. To succeed in this competitive market, brands need to make unique choices that set them apart.
In 2022, the beauty market, including skincare, fragrance, makeup, and haircare, made about $430 billion in revenue. [Source: 6]
In 2023, facial cosmetics sales in the U.S. brought in about $2.3 billion. [Source: 4]
In 2023, eye cosmetics were the second most profitable segment, with sales revenue of about $2.2 billion. [Source: 4]
Beauty is expected to focus on "premiumization," with the premium beauty segment projected to grow by 8% annually (compared to 5% for mass beauty) from 2022 to 2027, as consumers spend more on higher-end products, especially in fragrance and makeup. [Source: 6]
In 2023, the global makeup market was worth $41.49 billion. [Source: 7]
The makeup market is expected to grow from $43.61 billion in 2024 to $70.80 billion by 2032, with an annual growth rate of 6.24%. [Source: 7]
Blending makeup well can make a person look more attractive. Using smart virtual cosmetic tools improves the grooming experience for women. Today, beauty product makers and retailers are creating innovative virtual beauty tools for a complete grooming solution. For example, in March 2022, Perfect Corp. launched a virtual try-on NFT collection, allowing consumers to interact with digital assets and try different products based on suggestions. [Source: 7]
Global revenue in the 'Cosmetics' segment of the beauty and personal care market is expected to grow by $20.5 billion (18.91%) between 2024 and 2028. After eight years of growth, it is projected to reach a new high of $128.89 billion in 2028. [Source: 10,15]
The global anti-ageing cosmetics market was worth $38.62 billion in 2018 and is expected to grow to $65.16 billion by 2032, with an annual growth rate of 3.71%. [Source: 14]
The CBD-infused cosmetics market is expected to grow by $2.22 billion, with an annual growth rate of almost 25% from 2020 to 2024. [Source: 14]
The global cosmetics market was worth $429.2 billion in 2022 and is expected to grow to $864.6 billion by 2032, with an annual growth rate of 7.1% from 2023 to 2032. [Source: 17]
The global cosmetics market was valued at $295.95 billion in 2023 and is expected to grow at an annual rate of 6.1% from 2024 to 2030. [Source: 18]
In 2023, 72.2% of cosmetic sales came from offline stores. [Source: 18]
In 2023, North America made up 23.8% of the global cosmetics market revenue. [Source: 18]
The beauty industry is growing fast and attracting many new companies and investors. With high revenue from skincare, makeup, and haircare, brands need to stand out to succeed in this competitive market. Consumers are spending more on high-quality beauty products, showing a bright future for the industry. New virtual beauty tools and the rise of CBD-infused cosmetics highlight the industry's exciting and dynamic nature.
Makeup Products Statistics
Egyptians are thought to have invented makeup, being the first to use cosmetics for dramatic looks. Nowadays, the beauty industry includes a wide range of products, from eye makeup to hair and skin care items. But who dominates this industry, and how much is it worth?
Indonesia, home to the world's largest Muslim population, has a thriving halal beauty market. Brands like Base, Esqa, and Rosé All Day are leading examples of Indonesian halal-certified makeup and skincare companies targeting this market. [Source: 3]
India-based Nykaa has raised over $94 million and plans to go public at a $3 billion valuation. India's beauty market is set to exceed $20 billion by 2025, driven by higher disposable incomes and greater exposure to makeup. [Source: 3]
A 2023 survey found that L'Oréal was the top cosmetics and make-up brand, known by 83% of online consumers in the U.S. Revlon came in second, with 80% brand awareness. [Source: 4]
Ulta Beauty was the top health and beauty retailer in the U.S. in 2022 based on sales. Ulta made about $10.2 billion in retail sales, while Sephora made nearly $7 billion. [Source: 4]
In 2023, mascara was the top-selling eye cosmetic in the U.S. Other products in this category included eyeliner, eyeshadow, eyebrow makeup, and eye combos. [Source: 4]
In addition to eye cosmetics, lipstick was a profitable part of the cosmetic industry, making over $550 million in revenue for lip products in 2023. [Source: 4]
Wellness-inspired products, like skincare and makeup with probiotic and Ayurvedic ingredients, supplements, and beauty devices like LED face masks, are popular with consumers focusing more on self-care and mindfulness after the pandemic. [Source: 6]
In a survey, almost 52% of people said they had bought cosmetic products at a Walmart or Walmart Supercenter in the United States. [Source: 9]
Many American consumers buy cosmetics at pharmacies like CVS, Walgreens, and Rite Aid. Around 58% of women in the U.S. shop for health and beauty products at drugstores. [Source: 9]
MAC was the top cosmetic brand for upper-income U.S. teens, with Maybelline and Urban Decay next in line. MAC was also the favorite among average-income U.S. teens. [Source: 9]
Anti-ageing cosmetics are essential for keeping the skin glowing and moisturised. Many products in the cosmetic industry contain antioxidants like vitamins C and E to help slow down aging. [Source: 13]
Our skin boosters are crucial for a radiant glow. They contain hyaluronic acid, a natural substance in the body responsible for skin's radiance and firmness. As we age, our production of hyaluronic acid decreases. Skin boosters restore it, making slight wrinkles disappear and leaving the skin looking plumper, firmer, and smoother.
According to a 2019 survey by MDPI on green consumer behavior in Hungary, nearly 70% of the 196 respondents prefer to buy natural cosmetics and are willing to pay more for products made with natural ingredients. Additionally, the rise in disposable income worldwide has led to increased use of anti-ageing cosmetic products. [Source: 13]
Several multinational corporations, such as L'Oréal, Unilever, Procter & Gamble, The Estee Lauder Companies, Shiseido, and Beiersdorf, control the production of cosmetics and beauty products. [Source: 15]
In 2022, the French cosmetics company L'Oréal was the world's top beauty manufacturer, earning over $40 billion in revenue. [Source: 15]
L'Oréal owns L'Oréal Paris, the top personal care brand in the world, valued at almost $48 billion in 2023. [Source: 15]
According to a 2021 article from the National Center for Biotechnology Information, personal care products (PCPs) are used for hygiene, cleanliness, and grooming. Around 30-40% of dermatology prescriptions worldwide include a PCP, and the average person uses at least two PCPs every day. [Source: 18]
In 2023, 78% of consumers care about sustainability, and almost 55% are willing to pay more for eco-friendly brands. [Source: 18]
In Germany, people look for cruelty-free products and safe ingredients when buying sustainable beauty items. [Source: 19]
The beauty industry has come a long way since ancient Egypt, now including a wide range of products from eye makeup to hair and skincare. It's a competitive market, with companies like Indonesia's Base and India's Nykaa making waves, while global giants like L'Oréal lead the way. More people are looking for wellness and eco-friendly products, showing a shift towards self-care. Big brands keep innovating, offering unique items like our skin kits that combine skin analysis, treatment, and high-quality care for beautiful skin. The beauty industry is always changing, keeping it exciting and fresh.
Makeup and Social Media Statistics
Influencer marketing has quickly become the best way to reach beauty consumers, proving more effective than celebrity endorsements and company ads.
British makeup guru Katie Jane Hughes shares close-up photos of her face on Instagram daily for her 911,000 followers. She showcases shimmery gold eyelids, glossy pink lips that match her auburn hair, and eyebrows tinted with tiny strokes of brown gel to fix her teenage overplucking mistake. [Source: 2]
“People used to watch celebrities on the red carpet talking about what they were wearing, or they would flip through magazines and look at celebrities in makeup ads, but that has lost its traction, especially among younger consumers. Now, people want to go online and get an at-your-fingertips experience. They want to ask an influencer questions and get personal responses.” - Alessia Vettese, Harvard Business School MBA Graduate
TikTok influencers Nel Twins launched their own cosmetics line in April 2020, while the D’Amelio family partnered with Morphe Cosmetics to release various makeup products. [Source: 3]
As of early 2023, the top influencer in the beauty sector on Instagram, based on media impact value (a measure that gives a monetary worth to posts and interactions), was make-up artist Mario Dedivanovic, with a value of $19.2 million. For comparison, Kylie Jenner's media impact value was $14.6 million. [Source: 19]
By late 2023, Huda Beauty, founded by influencer Hudda Kattan, was the most viewed brand on Instagram, with nearly 40% of users seeing its hashtags. [Source: 19]
On TikTok, over 3 million people follow each celebrity brand: Rare Beauty by Selena Gomez and Florence by Mills by Millie Bobby Brown. [Source: 19]
In the meantime, people felt joy about beauty posts from certain brands on Instagram. French and Chinese consumers value beauty products that are completely natural the most. [Source: 19]
Younger consumers are more willing to engage with influencer content than regular ads, so branded beauty content is likely to stay popular on social media. However, as consumers become more aware of marketing tactics, brands need to be careful about their future unique selling point (USP) claims. [Source: 19]
A recent study found that 42% of people aged 18 to 24 get their makeup inspiration from social media. [Source: 20]
The beauty hashtag is very popular on Instagram, with over 490 million posts. Also, 86% of the top 200 beauty videos on YouTube were made by users, not brands. [Source: 20]
MSLK says people trust user-generated photos seven times more than traditional ads. [Source: 20]
A Harvard Business School study found that 62% of women follow beauty influencers on social media. [Source: 20]
Some social influencers have built strong communities over the years, allowing them to greatly impact the beauty industry. [Source: 20]
Consider Bianca Classen from BibisBeautyPalace. She's one of Germany's top influencers, with 7.8 million Instagram followers, and her beauty tips and tutorials can start trends across the country. [Source: 20]
The most influential people have gone from supporting beauty brands to creating their own limited edition cosmetics or becoming beauty entrepreneurs. [Source: 20]
For example, In 2010, Emily Weiss started her beauty blog "Into The Gloss" as a side project. By 2013, with a million monthly readers, she became a full-time influencer and launched her beauty platform Glossier.com in October 2014. [Source: 20]
Kylie Jenner, already a famous celebrity and social media star, launched Kylie Cosmetics’ matte liquid lipsticks, which became a huge beauty business. In 2019, she sold a 51% stake of her brand to Coty, making her one of the youngest self-made billionaires. [Source: 20]
Instagram remains the top social app for beauty brands, with 90% of all beauty-related posts in 2020 published there. [Source: 20]
With over 2 billion monthly users, YouTube is still crucial for beauty brands due to its popular how-to videos and product tutorials. [Source: 20]
The pandemic sped up the trend of short-form videos, shown by TikTok's growth. With over 100 million daily users, mostly Gen Z, and a viral-friendly algorithm, TikTok became a key platform for beauty brands. In 2020, e.l.f. Cosmetics' #eyeslipsface challenge set a record as the most viral TikTok campaign in the U.S., with over 1 billion views. [Source: 20]
A report by Launch Metrics found that 85% of marketers consider Instagram one of their top channels. For instance, Estée Lauder spends 75% of its marketing budget on influencer collaborations. [Source: 20]
Influencer marketing is now the best way to reach beauty consumers, and it works better than celebrity endorsements and ads. Influencers like Katie Jane Hughes and social media platforms like Instagram and TikTok have changed the beauty industry, making personal connections and real-time interactions more important. Younger consumers prefer content from influencers over traditional ads, so brands will need to keep up with this trend to stay competitive.
Makeup and Technology Statistics
Technology impacts all parts of life, including beauty and cosmetics. Beauty tech combines technology with cosmetics and beauty products. New developments in artificial intelligence (AI), augmented reality (AR), and the internet of things have boosted the industry.
At-home devices can measure daily conditions like the emergence of dark spots or environmental factors. L’Oréal’s Perso uses this data to create custom-formulated makeup each day. [Source: 3]
L’Oréal's ModiFace app lets customers try on makeup virtually. It uses AI to analyse images and descriptions from brands and social media, creating realistic AR projections for users. [Source: 3]
Target has an accelerator program called Target Takeoff to mentor new beauty brands. Alumni include the gender-neutral makeup line Fluide and Mented Cosmetics, which creates makeup for people of colour. [Source: 3]
In December 2020, Google introduced an AR-powered tool in Google Search that allows users to try on makeup products from brands like L'Oréal, Estée Lauder, and MAC Cosmetics using their phone's front-facing camera. [Source: 3]
Since 2017, the Taiwan-based beauty company has enhanced its AR tech, allowing users to virtually try makeup with 3D face AR. Its AI Skin Diagnostic tool analyses skin for wrinkles, redness, oiliness, and texture, recommending personalised skincare products. [Source: 3]
In 2020, L’Oréal launched Signature Faces, a collection of virtual makeup products. These makeup filters work on platforms like Zoom, Instagram, and Snapchat. [Source: 3]
L'Oreal's Lancome has created a custom foundation machine called Le Teint Particulier. It uses AI to find the perfect match for your skin. [Source: 11]
At Selfridges and Harrods in the UK, Lancome consultants use a handheld scanner to determine your skin tone. The data is processed by a computer with a special algorithm that selects from 20,000 shades. The chosen shade is then mixed on the spot in the store. [Source: 11]
Advances in image recognition and face tracking technology are making digital overlays more precise. For example, Sephora's Virtual Artist allows customers to try on thousands of shades of lipstick and eyeshadow virtually using their smartphones or in-store kiosks. [Source: 11]
Since its launch in 2016, Sephora's Virtual Artist has been used to try on over 200 million shades. Other brands, like Garnier and Germany's DM, have also released their own "try on" apps. [Source: 11]
The HiMirror, a "smart mirror" made by Taiwan's New Kinpo Group, takes a photo of your face every time you log in. It scans for wrinkles, red spots, pores, fine lines, and brightness levels. [Source: 11]
Olay has a service called Skin Advisor for smartphones, and their new app, "FutureYou Simulation," uses AR to show users how their skin and face might look in the future. [Source: 11]
Consider the Opté wand from Proctor and Gamble (P&G), a makeup printer introduced at this year's Consumer Electronics Show in Las Vegas. This wand scans the skin and applies small amounts of makeup to cover age spots, burst blood vessels, and other blemishes. [Source: 11]
One of the newest beauty tech trends involves virtual makeup, not real cosmetics. Inspired by AR filters on Snapchat and Instagram, "e-makeup" artists create digital makeup looks for your online images. Parisian artist Ines Marzat, also known as Ines Alpha, is a leader in this trend, designing digital makeup for artists, musicians, and models on Instagram. [Source: 11]
Technology is changing the beauty industry in exciting ways. With AI and AR, we now have smart mirrors, apps to try on makeup virtually, and devices that create custom skincare and makeup. Big brands like L’Oréal and Sephora are leading this trend. As tech keeps improving, we'll see even more personalised beauty experiences, making it easier for everyone to look and feel their best.
Makeup Statistics By Demographics
Creating a buyer persona is a crucial part of your content marketing strategy. Traditionally, factors like age, ethnicity, and gender have been important in shaping customer personas. Nowadays, we also consider behavior. However, for cosmetics companies, demographics remain very important.
In 2011, 44% of women felt negative when they weren’t wearing makeup. They reported feeling unattractive (16%), self-conscious (14%), and like something was missing (14%). [Source: 5]
In 2011, only 3% of women felt more attractive without makeup. [Source: 5]
In 2011, nearly half (44%) of women wore makeup to cover skin flaws. Additionally, 48% said they liked how they looked with makeup, and 32% said it made them feel good. [Source: 5]
In 2011, 11% said they wear makeup because it's a societal norm. [Source: 5]
In 2011, nearly half of women who wear makeup started using it between ages 14 and 16 (51%). More than a quarter started between ages 11 and 13 (27%). [Source: 5]
“Wearing makeup to enhance one’s appearance is normal in our society and often a right of passage for young women. There is concern, however, when makeup no longer becomes a tool for enhancement but, rather, a security blanket that conceals negative feelings about one’s self-image and self-esteem. For many individuals, these feelings may set the stage for addictions or patterns of disordered eating to develop.” - Adrienne Ressler, National Training Director for the Renfrew Center Foundation and a renowned body image expert.
The survey by OnePoll, commissioned by Groupon, found that women spend nearly twice as much on their faces as men ($91 vs. $51 per month). This difference is mainly due to makeup purchases. [Source: 8]
People in their 20s spend more on makeup than any other age group. [Source: 8]
Nearly 40% of adults aged 18-22 are interested in gender-neutral beauty products. [Source: 12]
Over 56% of U.S. men said they used facial cosmetics like foundation, concealer, or BB cream at least once in 2018. [Source: 12]
“In recent years, the notion that men can’t or shouldn’t be using skin-care products or caring more in general about all aspects of their appearance has been receding,” said Andrew Stablein, research analyst at Euromonitor International in a research note.
PowerReviews surveyed 26,340 U.S. consumers in May 2023. Respondents by generation: Gen Z: 10%; Millennials: 57%; Gen X: 27%; and Baby Boomers: 6%. [Source: 16]
In 2023, 69% of shoppers spent $1-100 on both skincare and makeup. For bath and shower products, 62% spent $1-50, and for body care products, 61% spent $1-50. [Source: 16]
In 2023, women's cosmetics made up 62.9% of global revenue. [Source: 18]
A study published in October 2022 by the Global Cosmetic Industry found that about 27% of men are unhappy with their skin care products because they don't address their specific facial skin care needs. [Source: 18]
Additionally, 52% of men said they are buying more colour cosmetics now than they did six years ago. [Source: 18]
In 2023, half of Millennial consumers were willing to spend more on high-quality beauty products. [Source: 19]
The "Real Truth About Beauty" study looked at women of all ages in Canada. It found that by age 14, more than half (55%) of Canadian girls feel pressured to be beautiful. By age 29, this rises to 96%. [Source: 21]
After age 14, girls become more critical of their own appearance. Only 10% of girls aged 10-14 feel pressure to look beautiful, but this rises to 59% of women aged 18-64. [Source: 21]
Nearly half (47%) of women lose three or more tubes of lip gloss each year. [Source: 21]
11% of women own 10 or more makeup brushes. [Source: 21]
43% of women clean their makeup brushes monthly. [Source: 21]
58% of women buy different products for summer and winter seasons. [Source: 21]
72% of women have bought cosmetics that came with a free gift. Of those women, 54% have delayed buying makeup they needed to get a free gift later. [Source: 21]
In a tough economy, 68% of women stick with their usual makeup brands instead of choosing cheaper ones. [Source: 21]
Creating a buyer persona is crucial for content marketing. Traditionally, age, ethnicity, and gender shaped these personas, but now behavior is also important. Many women use makeup to cover flaws and boost confidence, starting from a young age. Men’s use of cosmetics is rising, reflecting changing attitudes. Recent surveys show high spending on skincare and makeup, with a growing interest in gender-neutral products.
Understanding customer demographics and behaviors is vital. Brands must adapt to meet diverse needs, offering personalised skin and hair care solutions. Our holistic approach tailors Skin Kits to individual skin types, and even knows no gender, providing a customised skin care experience.
Frequently asked questions
How Do I Apply Foundation Over Acne?
Consider colour-correcting tricks to neutralise blemishes. Use a green colour corrector on red pimples before applying foundation. [Source: 1]
Why Does Makeup Pill?
Pilling can occur due to thick product layers or mixing powder and cream formulas. [Source: 1]
What Does Lip Liner Actually Do?
Lip liner outlines lips, prevents feathering, and defines lip shape. It can also enhance lipstick colour. [Source: 1]
How Do I Keep Mascara From Smudging Under My Eyes?
Use waterproof formulas that dry matte. They resist smudging and stay put. [Source: 1]
How Do I Apply Lipstick on Dry Lips?
Prep chapped lips with a lip mask, scrub, and balm for a smooth canvas. [Source: 1]
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