Facial Makeup Market Report 2026

The facial makeup market size has grown strongly in recent years. It will grow from $10.3 billion in 2025 to $10.86 billion in 2026 at a compound annual growth rate (CAGR) of 5.4%. The growth in the historic period can be attributed to growing beauty consciousness, rapid expansion of cosmetic retail, celebrity endorsements influence, rising youth consumer base, increasing usage of makeup in daily routines.

The facial makeup market size is expected to see strong growth in the next few years. It will grow to $13.38 billion in 2030 at a compound annual growth rate (CAGR) of 5.3%. The growth in the forecast period can be attributed to rising demand for personalized beauty solutions, growing adoption of premium cosmetic ranges, increasing emphasis on sustainable beauty formulations, rapid expansion of online beauty platforms, increasing acceptance of inclusive makeup trends. Major trends in the forecast period include increasing demand for customizable makeup shades, growing focus on skin-friendly and dermatologically tested products, rising popularity of long-lasting and transfer-proof makeup, expansion of male grooming and makeup adoption, increasing shift toward premium and luxury cosmetic products.

Rising influencer marketing is expected to propel the growth of the facial makeup market going forward. Influencer marketing is a form of marketing that involves collaborating with individuals who have a significant following on social media to promote a brand's products or services. Influencer marketing is a popular strategy in face makeup to present items in use, offer product reviews, and give makeup tips. Influencer marketing helps beauty firms access a wider audience, build brand awareness, and boost sales. For instance, in February 2024, according to Benchmark Company LLC, a US-based venture capital firm, influencer marketing experienced a significant increase, reaching $21.1 billion in 2023, a 29% rise from the $16.4 billion recorded in 2022. Therefore, the rising influencer marketing is driving the growth of the facial makeup market.

Major companies operating in the facial makeup market are developing innovative technologies, such as handheld makeup applicators and electronic eyebrow applicators, to enhance user experience and accessibility. Handheld makeup applicators and electronic eyebrow applicators are innovative beauty tools designed to enhance makeup application efficiency and precision for users. For instance, in January 2023, L'Oréal S.A, a France-based company that that develops, manufactures, and sells personal care products, launched, two innovative beauty devices, the HAPTA handheld makeup applicator and Brow Magic. The HAPTA is designed to assist individuals with limited mobility or tremors in applying makeup independently, featuring stabilizing technology developed in collaboration with Verily, which facilitates easy lipstick application. Brow Magic, developed in partnership with Korean tech company Prinker Korea Inc., is an electronic eyebrow applicator that creates customized brow shapes using a smartphone app. This device utilizes advanced printing technology to deliver precise results.

In December 2024, L’Oréal, a France-based cosmetics and beauty company, acquired Gowoonsesang Cosmetics, including the Dr.G brand, for an undisclosed amount. With this acquisition, L’Oréal aimed to strengthen its position in the fast-growing K-Beauty segment and accelerate the international expansion of effective, affordable skincare products by leveraging Dr.G’s established market presence and growth potential. Gowoonsesang Cosmetics is a South Korea-based dermatology-led skincare company specializing in ingredient-driven, science-based skincare solutions.

Major companies operating in the facial makeup market report are L'Oréal, Estée Lauder Companies, Shiseido Company Limited, Coty Inc., Revlon, CHANEL, Giorgio Armani S.p.A., Lakme, Mary Kay Inc., Kose Corp., Natura and Co Holding SA, Grupo Boticario, Avon Products Inc., Clarins Group, Oriflame Holding AG, Lotus Herbals, Amorepacific Group, Kylie Jenner LLC, Huda Beauty, Makeup Art Cosmetics.

North America was the largest region in the facial makeup market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the facial makeup market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the facial makeup market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The facial makeup market consists of sales precision eyeliner pen, liquid lipstick, hydrating lip balm, highlighter, waterproof eyebrow pencils. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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