Europe Makeup Market Size, Share & COVID-19 Impact Analysis, By Product (Gels, Lotions, Powders, and Others), By Application Area (Lips, Eyes, Face, and Nails), By Distribution Channel (Exclusive Brand Stores, Hypermarkets/Supermarkets, Online Channel, and Others), and Regional Forecast, 2025-2032

Europe exhibited a second-leading region in the global market share in 2024. Europe makeup market size is projected to increase at a CAGR of 6.74% during the forecast period. The global makeup market size is projected to grow from USD 43.61 billion in 2024 to USD 70.80 billion by 2032.

Organic beauty and cosmetics products play a crucial role in beautifying an individual’s personality. Increasing Europeans' preference for sustainable beauty products offers newer export opportunities for Asian and North American suppliers in Europe. In addition, manufacturers focusing on offering cosmetics made of natural ingredients are accelerating the growth of the European market.

• In August 2022, Schwanhäußer Holding GmbH & Co. KG, a European cosmetics maker, launched lip liner and eyeliner pencils made of sustainable Sulapac materials in Germany. These products are airtight with packaging made of 72% bio-based materials, wood chips, and natural binders.
• As per survey data published by The International Natural and Organic Cosmetics Association, in 2021, around 90% of Europeans consider using or already using natural and organic cosmetics.

Our report covers the following countries/regions – U.K., Germany, France, Italy, Spain, and the Rest of Europe.

EUROPE MAKEUP MARKET TRENDS

Promotion of Cosmetics by Continual Artists and Social Media Influencers to Favor Market Growth

Makeup artists and celebrities continuously promote advanced beauty products to showcase their personalities and lifestyle. This aspect will likely increase the consumer demand for advanced cosmetics and favor European makeup market share. In addition, the growing popularity of at-home grooming trends and evolving cosmetics experimental mindset among millennials support regional product revenues.

• In January 2023, Mary Phillips, shared their sleepy eye makeup technique on TikTok social media to influence 2 million European TikTok users to use it.

EUROPE MAKEUP MARKET GROWTH FACTORS

Increasing E-Commerce Purchasing of Cosmetics to Drive Growth

The rising adoption of online shopping grooming products & cosmetics and increasing utilization of virtual try-on tools are accelerating European makeup market growth. In addition, growing internet penetration in Eastern European countries such as Russia, Hungary, and Romania is supporting the product demand in the region.

RESTRAINING FACTORS

Counterfeit Cosmetics Offering to Limit Market Growth 

Despite increasing disposable income levels to purchase haircare, skincare, and cosmetic products, many consumers cut back on spending and consumption of makeup products. Hence, counterfeit beauty and personal care products are rising in the region. These products are readily available on popular marketplaces, promoted on well-known social networks, and even have websites which imitate the look and feel natural to deceive shoppers. U.K.’s counterfeit skincare and cosmetics products are increasing, and there are chances one can find these products in the beauty section of Amazon or eBay. According to the Government's Intellectual Property Office, 17% of U.K. women have knowingly purchased a counterfeit product online.

• In 2022, a Manchester-based seller was fined hundreds of pounds after they were found possessing 720 fake Huda Beauty palettes and 42 Morphe eyeshadow palettes, which would have been worth approximately USD 40,000.

KEY INDUSTRY PLAYERS

The Estée Lauder Companies Inc. and L’Oréal S.A. are the key players operating in the European cosmetics market. These companies actively conduct R&D investments and offer diversified makeup products, strengthening their European market position during 2023-2030. Other prominent players such as Shiseido Co. Ltd., Coty, Inc., and Kao Corporation also exhibit a robust distribution network and diverse product portfolio. Other significant players are Natura & Co. and Revlon Inc. These companies are focused on strengthening their product portfolio and distribution network through strategic collaboration and partnerships to increase their market share in the European market.

List of Top Europe Makeup Companies:

• L’Oréal S.A. (France)
• The Estée Lauder Companies Inc. (U.S.)
• Shiseido Co., Ltd. (Japan)
• Coty Inc. (U.S.)
• Natura & Co. (Brazil)
• Kao Corporation (Japan)
• Avon Products Inc. (U.K.)
• e.l.f. Cosmetics (U.S.)
• COSMETIZE B.V. (Netherlands)
• LUSH (U.K.)

KEY INDUSTRY DEVELOPMENTS:

• February 2023: Clarins invested USD 135 million for its second cosmetics industry production site in Sainte-Savine in the Parc du Grand Troyes, France.Clarins launched a new formula with 80% ingredients of natural origin for its Joli Rouge lipstick featuring 51 shades in three different finishes: satin, shine and matte. The main ingredients in the formula include organic camelia oil and shea unsaponifiable, and the cases contain approximately 20% recycled plastic.
• February 2023: Ariana Grande's r.e.m. beauty, announced its launch at Sephora, bringing its range of skincare-infused makeup to European consumers. The brand plans to open 81 stores and 13 online sites across Europe, including Sephora UK. Some high-performing products include essential drip lip oil, lustrous liquid eye shadow, and cooling blurring undereye balm.
• February 2023: Merit Beauty, a U.S.-based clean, vegan, cruelty-free minimalist cosmetics brand, launched in the U.K. The company offers luxury products that are safe for the body, the skin, and the planet. Its vegan ingredients include plant-based squalane and plant oils, and its products are shipped in recyclable, reusable or biodegradable packaging.

REPORT COVERAGE

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The market report provides qualitative and quantitative insights on the market and a detailed analysis of the Europe market size & growth rate for all possible segments in the market. The research report elaborates on the market dynamics and competitive landscape along with the market forecast. Various key insights presented in the report are overview of the number of procedures, overview of the regulatory scenario by key countries, pipeline analysis, new product launches, key industry developments – mergers, acquisitions & partnerships and the impact of COVID-19 on the market.

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