According to a survey on beauty trends conducted in Indonesia in 2023, most respondents stated that they purchased their make up from e-commerce. By comparison, ** percent of respondents bought their make up from the brand's official website.

A survey conducted on beauty trends in Indonesia in 2022 found that around ** percent of the respondents aged 20 to 24 years old and 40 to 44 years old agreed that it was important to use make-up daily. The same survey found that over ** percent of the respondents, who thought that wearing make-up daily was essential, were either employees, entrepreneurs, or freelancers.

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Face Make-Up Market Size 2024-2028

The face make-up market size is forecast to increase by USD 16.36 billion at a CAGR of 5.41% between 2023 and 2028.

The market is experiencing significant growth, driven by the increasing demand for BB and CC creams. These multifunctional products offer benefits such as skin care and sun protection, making them popular choices among consumers. Another trend influencing the market is the growing prominence of social media influencers. They are driving the demand for innovative and high-performance make-up products, leading to an increase in sales. Consumers increasingly prefer foundation with skin-friendly ingredients and minimal preservatives and fragrances. However, there are challenges facing the market, including the risk of exposure to toxic chemicals in make-up products. Consumers are becoming more aware of the potential health risks and are demanding safer alternatives. As a result, companies are focusing on developing natural and organic make-up lines to cater to this demand. Overall, the market is expected to continue its growth trajectory, driven by these trends and challenges.

What will be the Size of the Face Make-Up Market During the Forecast Period?

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The face makeup market in the United States continues to experience strong growth, driven by increasing beauty consciousness and the desire for aesthetic appeal. Social media platforms have significantly influenced this trend, with beauty influencers showcasing innovative formulations and techniques to enhance facial features. cosmetic products such as foundation, concealer, blush, and more, cater to various skin conditions and skin tones, allowing individuals to conceal flaws and enhance their physical appearance.
Moreover, the demand for organic and natural cosmetics, as well as halal certified products, reflects consumers' growing preference for healthier and ethically sourced options. The working women population, in particular, drives the online sales channels for affordable facial care solutions. Overall, the face makeup market offers a wide range of cosmetic and skin care products to meet diverse consumer needs and preferences.

How is this Face Make-Up Industry segmented and which is the largest segment?

The face make-up industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Product

  Foundation
  Face powder
  Concealer
  Others


Distribution Channel

  Offline
  Online


Geography

  APAC

    China
    Japan
    South Korea


  North America

    US


  Europe

    UK


  South America



  Middle East and Africa

By Product Insights

The foundation segment is estimated to witness significant growth during the forecast period.

The market encompasses a range of products including foundation, concealer, blush, bronzer, highlighter, setting powders, and complexion solutions. These cosmetics cater to various skin concerns, such as under-eye circles, dark spots, pores, and blemishes. Foundation, available in forms like cream, liquid, mousse, and powder, creates a uniform complexion and enhances the application of subsequent make-up. The popularity of BB and CC creams, which offer multifunctional benefits and streamline skincare routines, fuels market expansion. The trend toward highlighting and contouring further boosts demand for face make-up products, particularly in developed regions.

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The foundation segment was valued at USD 31.57 billion in 2018 and showed a gradual increase during the forecast period.

Regional Analysis

North America is estimated to contribute 35% to the growth of the global market during the forecast period.

Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The market in the Asia Pacific (APAC) region is witnessing significant growth due to the increasing number of working women and the rising middle class population. These demographics are increasingly focusing on personal grooming and beauty consciousness, leading to an increase in demand for face make-up products. Major markets in this region include China, South Korea, India, and Japan. International players such as L'Oreal SA, Procter & Gamble Co., Estee Lauder Companies Inc., and Kao Corp. dominate the market, offering a wide range of products. These companies primarily sell their products through mass-market channels like hypermarkets, supermarkets, and e-retail platforms.

Market Dynamics

Our face make-up market researchers analyzed the data with 2023 as the base

Forecast: Import of Beauty, Make-Up and Skin Care Preparations to Palestine 2022 - 2026 Discover more data with ReportLinker!

Sweden Exports of beauty or make-up preparations, preparations for the care of skin to Laos was US$98 during 2022, according to the United Nations COMTRADE database on international trade. Sweden Exports of beauty or make-up preparations, preparations for the care of skin to Laos - data, historical chart and statistics - was last updated on September of 2025.

According to the results of a survey carried out in 2022, for the Halloween season, 75 percent of male consumers worldwide stated that they planned to purchase specific Halloween make-up. A slightly lower share of female respondents stated the same. That year, Australia was the country with the highest share of consumers who planned to purchase specific make-up for Halloween.

Forecast: Skin Care, Make Up and Cosmetics Market Size Value in Austria 2022 - 2026 Discover more data with ReportLinker!

European Union Exports of beauty or make-up preparations, preparations for the care of skin to Tonga was US$788 during 2022, according to the United Nations COMTRADE database on international trade. European Union Exports of beauty or make-up preparations, preparations for the care of skin to Tonga - data, historical chart and statistics - was last updated on July of 2025.

Rwanda Imports from Argentina of Beauty or Make-up Preparations, Preparations for the Care of Skin was US$81 during 2022, according to the United Nations COMTRADE database on international trade. Rwanda Imports from Argentina of Beauty or Make-up Preparations, Preparations for the Care of Skin - data, historical chart and statistics - was last updated on September of 2025.

According to a survey conducted in July 2022, about ** percent of Vietnamese female respondents revealed that they wore makeup less than once a week. During the period examined, around ** percent of the respondents confirmed wearing makeup every day, while *** percent of them stated not doing it at all.

Colombia Exports of beauty or make-up preparations, preparations for the care of skin to France was US$0 during 2022, according to the United Nations COMTRADE database on international trade. Colombia Exports of beauty or make-up preparations, preparations for the care of skin to France - data, historical chart and statistics - was last updated on July of 2025.

Hungary Exports of beauty or make-up preparations, preparations for the care of skin to Mexico was US$348 during 2022, according to the United Nations COMTRADE database on international trade. Hungary Exports of beauty or make-up preparations, preparations for the care of skin to Mexico - data, historical chart and statistics - was last updated on July of 2025.

European Union Imports of beauty or make-up preparations, preparations for the care of skin from Samoa was US$14 during 2022, according to the United Nations COMTRADE database on international trade. European Union Imports of beauty or make-up preparations, preparations for the care of skin from Samoa - data, historical chart and statistics - was last updated on September of 2025.

Finland Imports of beauty or make-up preparations, preparations for the care of skin from Belarus was US$625 during 2022, according to the United Nations COMTRADE database on international trade. Finland Imports of beauty or make-up preparations, preparations for the care of skin from Belarus - data, historical chart and statistics - was last updated on September of 2025.

Armenia Exports of beauty or make-up preparations, preparations for the care of skin to Japan was US$6 during 2022, according to the United Nations COMTRADE database on international trade. Armenia Exports of beauty or make-up preparations, preparations for the care of skin to Japan - data, historical chart and statistics - was last updated on September of 2025.

In 2022, the celebrity makeup brand Huda Beauty was the most followed on the Instagram app, with around ** million followers. Kylie Cosmetics by Kylie Jenner ranked second, with almost ** million followers.

Madagascar Exports of beauty or make-up preparations, preparations for the care of skin to France was US$836 during 2022, according to the United Nations COMTRADE database on international trade. Madagascar Exports of beauty or make-up preparations, preparations for the care of skin to France - data, historical chart and statistics - was last updated on August of 2025.

According to a 2024 survey, millennials made up the largest share of consumers globally who mostly shopped for beauty products online (** percent). Gen Z (** percent) and Gen X (** percent) consumers followed, while around ** percent of Baby Boomers did so.

Doubling the money The online beauty and personal care market worldwide generated a revenue of about **** billion U.S. dollars in 2022, with China, the United States, and Japan being the three biggest markets. The cosmetics market is the fastest growing segment of the beauty market worldwide and is estimated to incur almost double its current revenue by 2027. In 2023, around *** million people around the world purchased beauty products online. This number is expected to increase to over *** billion by 2027.
Trending on TikTok With social media becoming more and more prominent, especially in younger generations, it is not a surprise that more people also engage in social commerce and purchase beauty products from apps. In the United States, TikTok has become the leading social media platform for purchasing various beauty items, followed by Instagram and Facebook. On TikTok, content creators and brands promote sales in two main ways, video sales and live sales. The majority of app-based sales are made through live sales, which refer to livestreams that promote products and offer shopping links. It is easy to see how popular beauty products are on TikTok from the number of views they receive, with Dyson, Cerave, and The Ordinary being the most popular beauty brands.

How high is the brand awareness of Rare Beauty in the United States?When it comes to cosmetics and make-up users, brand awareness of Rare Beauty is at *** in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.How popular is Rare Beauty in the United States?In total, *** of U.S. cosmetics and make-up users say they like Rare Beauty. However, in actuality, among the *** of U.S. respondents who know Rare Beauty, *** of people like the brand.What is the usage share of Rare Beauty in the United States?All in all, ** of cosmetics and make-up users in the United States use Rare Beauty. That means, of the *** who know the brand, *** use them.How loyal are the users of Rare Beauty?Around ** of cosmetics and make-up users in the United States say they are likely to use Rare Beauty again. Set in relation to the ** usage share of the brand, this means that *** of their users show loyalty to the brand.What's the buzz around Rare Beauty in the United States?In September 2022, about ** of U.S. cosmetics and make-up users had heard about Rare Beauty in the media, on social media, or in advertising over the past three months. Of the *** who know the brand, that's ***, meaning at the time of the survey there's little buzz around Rare Beauty in the United States.If you want to compare brands, do deep-dives by survey items of your choice, filter by total online population or users of a certain brand, or drill down on your very own hand-tailored target groups, our Consumer Insights Brand KPI survey has you covered.

France Imports from Belize of Beauty or Make-up Preparations, Preparations for the Care of Skin was US$916 during 2022, according to the United Nations COMTRADE database on international trade. France Imports from Belize of Beauty or Make-up Preparations, Preparations for the Care of Skin - data, historical chart and statistics - was last updated on July of 2025.