The Ugandan market for beauty, make-up and skin care preparations stood at $76M in 2024, approximately equating the previous year. Over the period under review, the total consumption indicated moderate growth from 2012 to 2024: its value increased at an average annual rate of +4.3% over the last twelve years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, consumption decreased by -11.5% against 2022 indices.

For the fourth consecutive year, Uganda recorded growth in overseas purchases of beauty, make-up and skin care preparations, which increased by 4% to 6.2K tons in 2023.

As of January 2025, Sandra Cires Art was the most subscribed beauty content creator on the video platform, with around 16.6 million subscribers to the channel. Beauty and makeup creators Jeffree Star ranked second, with approximately 15.7 million subscribers. Fashion and beauty-related videos such as makeup and skincare tutorials, cosmetics hauls, and product recommendations are among the most popular content on YouTube. Social video platforms As of the beginning of 2024, more than nine in 10 users worldwide reported watching videos online, with music videos being the most popular category. As of July 2024, around 38 percent of the global digital population accessed YouTube, while the short-video app TikTok saw a reach of approximately 28 percent among internet users worldwide. In recent years, video content has become increasingly more popular with users, with even text-based social media platforms like Reddit planning to include this format in their libraries. Content creators and influencers marketing Video content creation has become a popular industry in the U.S. with the rise of social media and online platforms. From YouTube to TikTok, video creators produce engaging and shareable content that is gaining audience traction. Moreover, Influencer marketing is becoming increasingly popular among both genders in the US. According to a 2022 survey among adults in the United States, around 36 percent of men and 42 percent of women stated they followed influencers or content creators on social media. In addition, the market for influencer representation has witnessed significant growth, with its size increasing by more than twofold since 2019. As of 2024, the industry has reached an all-time high value of 24 billion U.S. dollars, highlighting the growing importance of digital influencer marketing.