The Lithuanian cosmetics market expanded markedly to $106M in 2024, surging by 9.3% against the previous year. In general, the total consumption indicated a strong increase from 2012 to 2024: its value increased at an average annual rate of +8.5% over the last twelve-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, consumption increased by +63.8% against 2020 indices.

Growing sustainability awareness among shoppers is driving product innovation in the industry. EU hygiene and beauty product manufacturers are introducing organic products and recyclable packaging in a bid to reap the benefits of this trend. Overall, although hygiene and personal care products are considered necessities, the price points and quality of the product purchased tend to be discretionary. Revenue is projected to climb at a compound annual rate of 1.5% over the five years through 2024 to reach €133 billion. The COVID-19 outbreak boosted demand for soaps and detergents, with shoppers becoming more hygiene- and health-conscious, driving revenue growth. Nevertheless, stay-at-home restrictions and the closure of non-essential retail stores took a toll on demand for perfumes and cosmetics. Sales of anti-microbial soaps and detergents skyrocketed as Europeans consciously tried to avoid catching and spreading the virus. The entry of many organic beauty and hygiene product makers offering sustainable and eco-friendly products online also attracts more shoppers, driving industry performance. Industry producers and shoppers alike are feeling the weight of hyperinflation, partly caused by the Russia-Ukraine conflict hiking oil prices across Europe. Manufacturers are passing higher costs of petrochemical feedstock, the industry’s main input, onto consumers to prevent shrinking profitability, with revenue projected to grow by 1.4% in 2024. Ethical and environmental awareness among consumers is only going to grow stronger, shaping the behaviour of consumers and producers alike. Manufacturers will splash the cash on using recyclable packaging and minimising the use of harmful chemicals while selling off unprofitable brands. Fuelled by the entry of online-focused local organic beauty and hygiene product makers, revenue is estimated to swell at a compound annual rate of 8% over the five years through 2029 to €195.2 billion.

The Lithuanian market for beauty, make-up and skin care preparations totaled $76M in 2024, rising by 4.3% against the previous year. In general, consumption recorded a resilient increase. Over the period under review, the market attained the peak level in 2024 and is expected to retain growth in years to come.

In 2024, the Lithuanian talcum and cosmetic powder market increased by 38% to $9.3M, rising for the second year in a row after two years of decline. Overall, the total consumption indicated a modest increase from 2012 to 2024: its value increased at an average annual rate of +1.9% over the last twelve years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, consumption increased by +44.8% against 2022 indices.

The global micropigmentation machine market is experiencing robust growth, driven by increasing demand for permanent makeup and cosmetic tattooing procedures. The market size in 2025 is estimated at $500 million, exhibiting a Compound Annual Growth Rate (CAGR) of 12% from 2025 to 2033. This expansion is fueled by several key factors. Firstly, the rising popularity of cosmetic procedures among millennials and Gen Z is significantly boosting market demand. Secondly, technological advancements in micropigmentation machines, including improved precision, reduced pain, and faster healing times, are attracting a wider customer base. The increasing availability of skilled and certified micropigmentation technicians further contributes to market growth. Finally, the growing adoption of social media and influencer marketing is raising awareness about these procedures and driving demand. However, the market also faces some challenges. Stricter regulatory frameworks and safety concerns related to the procedures can act as restraints. Furthermore, the high initial investment required for equipment and training can limit market penetration, particularly among smaller businesses. Nevertheless, the overall market outlook remains positive, with significant growth opportunities in developing economies and expanding product portfolios to cater to diverse customer preferences and needs. Key players such as Kwadron, Cheyenne, and Microbeau International are strategically focusing on technological innovation and expanding their global reach to capitalize on the expanding market. The segment comprising advanced machines with integrated features for precision and control is expected to see significant growth in the coming years.

In 2024, the Lithuanian lip make-up preparations market increased by 7.9% to $4.2M, rising for the third consecutive year after two years of decline. In general, consumption posted a prominent expansion. Over the period under review, the market reached the maximum level in 2024 and is likely to see gradual growth in the near future.

The Lithuanian eye make-up preparations market surged to $12M in 2024, growing by 28% against the previous year. In general, consumption saw a relatively flat trend pattern. Eye make-up preparations consumption peaked at $15M in 2014; however, from 2015 to 2024, consumption failed to regain momentum.