Moisturizers Market Report 2025

The moisturizers market size has grown strongly in recent years. It will grow from $11.87 billion in 2024 to $12.69 billion in 2025 at a compound annual growth rate (CAGR) of 6.9%. The growth during the historic period is attributed to increased skincare awareness, higher disposable incomes, the expansion of beauty retail chains, rising demand for anti-aging products, and the growth of e-commerce adoption.

The moisturizers market size is expected to see strong growth in the next few years. It will grow to $16.35 billion in 2029 at a compound annual growth rate (CAGR) of 6.6%. The growth expected in the forecast period can be credited to growing skincare awareness, an increasing number of female consumers, rising demand for multifunctional moisturizers, a stronger focus on preventive skincare, and the expanding influence of personalized skincare. Key trends anticipated during the forecast period include the clean beauty movement, the emergence of waterless skincare products, demand for vegan and cruelty-free options, the launch of moisturizing spray products, and probiotic-infused moisturizers.

The increasing expenditure on beauty products is anticipated to drive the expansion of the moisturizers market in the coming years. Beauty products, which include makeup, skincare, and haircare items, are used to enhance personal appearance and care. Spending on these products is rising as social media influencers and viral trends motivate more consumers to experiment with and purchase the latest beauty items. This surge in spending fuels greater demand for moisturizers, as consumers increasingly invest in skincare to maintain hydrated, healthy, and youthful skin. For example, in January 2025, Made in CA, a Canada-based online platform that compiles and promotes Canadian-made products and services, reported a notable 34% increase in in-store beauty product sales from 2021 to 2022, highlighting the growing consumer interest and demand during that period. Consequently, the rising expenditure on beauty products is contributing to the growth of the moisturizers market.

Leading companies in the moisturizers market are focusing on creating innovative products, such as spray-based moisturizers, to enhance convenience and improve the user experience. These moisturizing sprays are lightweight skincare items that provide hydration through a fine mist, enabling quick and even application on the face or body without rubbing. For instance, in June 2023, Curél Skincare, a Japan-based brand, introduced an ultra-fine moisturizing spray designed to hydrate and soften dry, sensitive skin. This spray contains refined micro-ceramide particles that deeply penetrate the skin to strengthen the skin barrier and retain moisture effectively. The mist is free from fragrance, colorants, and alcohol, making it ideal for on-the-go hydration and gentle enough for all skin types. This launch aligns with the increasing demand for innovative, easy-to-use moisturizers that accommodate sensitive skin.

In April 2024, Clariant AG, a specialty chemicals company headquartered in Switzerland, acquired Lucas Meyer Cosmetics for an undisclosed sum. Through this acquisition, Clariant seeks to strengthen its position in the high-value cosmetic ingredients sector by incorporating innovative, natural, and sustainable products into its portfolio, better addressing customer demands in the personal care industry. Lucas Meyer Cosmetics is a Canada-based company specializes in biotechnological and natural actives and offers a range of moisturizing solutions designed to hydrate and protect the skin.

Major players in the moisturizers market are Johnson & Johnson, The Procter & Gamble Company, Unilever PLC, L'Oréal S.A., Colgate-Palmolive Company, The Estée Lauder Companies Inc., Chanel S.A., Kao Corporation, Beiersdorf AG, Amway Corporation, Shiseido Company Limited, Coty Inc., Amorepacific Corporation, Avon Products Inc., Mary Kay Inc., Clarins Group, The Body Shop International Limited, Revlon Inc., Oriflame Cosmetics Global SA., Kiehl's LLC, Burt's Bees Inc., Nutrix International LLC, HCP Wellness Private Limited, and Natura Europa SAS.

Asia-Pacific was the largest region in the moisturizers market in 2024. North America is expected to be the fastest-growing region in the forecast period. The regions covered in moisturizers report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East and Africa. The countries covered in the moisturizers market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report’s recommendations and conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

The rapid escalation of U.S. tariffs and the resulting trade tensions in spring 2025 are significantly impacting the retail and wholesale sector, particularly in sourcing, inventory management, and pricing strategies. Higher duties on imported consumer goods including electronics, apparel, furniture, and packaged foods have raised procurement costs for retailers and wholesalers, compelling many to either increase prices for end consumers or absorb losses. Small and mid-sized businesses with limited pricing power are especially vulnerable, often facing squeezed margins and reduced competitiveness. Inventory cycles are also disrupted as firms grapple with delays and uncertainty in international supply chains. Additionally, retaliatory tariffs in foreign markets have curtailed export opportunities for U.S. brands, limiting revenue growth. In response, companies are shifting toward domestic and regional suppliers, investing in supply chain resilience, and adopting data-driven demand forecasting to navigate cost volatility and maintain customer satisfaction.

Moisturizers are skincare products designed to hydrate and nourish the skin by sealing in moisture and preventing water loss. They function by forming a protective layer on the skin’s surface, helping to preserve the skin’s natural hydration and enhance its overall texture and appearance. Consistent use of moisturizers promotes healthy, balanced skin and shields it from damage caused by dryness, pollution, and other environmental factors.

The primary types of moisturizers include face moisturizers and body moisturizers. Face moisturizers are specially formulated to hydrate and protect facial skin, addressing various concerns such as anti-aging, acne control, and sun protection. They come in different forms such as creams, lotions, and gels, tailored for various skin types including normal, dry, oily, combination, and sensitive. These products are distributed through channels such as online stores, supermarkets and hypermarkets, specialty stores, and others, catering to a diverse range of end-users including men, women, infants, and children.

The moisturizers market research report is one of a series of new reports that provides moisturizers market statistics, including the moisturizers industry global market size, regional shares, competitors with the moisturizers market share, detailed moisturizers market segments, market trends, opportunities, and any further data you may need to thrive in the moisturizers industry. This moisturizers market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

The moisturizers market consists of sales of facial creams, body lotions, ointments, gels, balms, and serums. 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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