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Cosmetics & Personal Care Products Direct Selling Market Size, Share and Global Trend by Type (Health Supplements, Hair Care, Skin Care, Fragrances) and Regional Forecast, 2024-2032

Region :Global | Report ID: FBI100183 | Status : Ongoing



Direct selling became an important marketing channel in the 20th century around the world. The concept is demarcated as the distribution of consumer products and services through personal, face-to-face sales away from fixed business locations are referred to as direct selling.

In 2017, Cosmetics & Personal Care Products Direct Selling Market was ranked as the second highest revenue generating segment in the overall global direct selling market, after wellness products segment. According to the World Federation of Direct Selling Associations (WFDSA), cosmetics & personal care products segment held 32% of the market share in overall global direct sales market in 2017. According to WFDSA, in 2017, there were more than 116 million direct selling partners or direct sellers across the globe.

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Women empowerment (financial independence by becoming direct sellers), an increased adaptation of personalized marketing and development of skills through direct selling is playing a crucial role in fuelling the growth of cosmetics & personal care products direct selling market. Other significant reasons for the anticipated growth of cosmetics & personal care products direct selling market are the development of small, medium enterprises sector, rising CSR initiatives by direct selling companies, escalating tax contributions to the government exchequer which is leading to increased governmental support to direct selling the business, and others.


Some of the key companies that are present in the global cosmetics & personal care products direct selling market include Avon, Amway, Vorwerk, Herbalife, Infinitus, Natura, Mary Kay, Nu Skin, Tupperware, Perfect, JoyMain, Conway, Sun Hope, Oriflame, Rolmex, Alphay, Belcorp, Longrich, Telecom Plus, and Young Living.




By Product Type

·      Health Supplements

·      Hair Care

·      Skin Care

·      Fragrances

·      Others

By Geography

·      North America (U.S., Canada, and Mexico)

·      Europe (France, Germany, Italy, Spain, U.K., Russia, and Rest of Europe)

·      Asia Pacific (China, India, Japan, Australia, and Rest of Asia Pacific)

·      South America (Brazil, Argentina, and Rest of South America)

·      Middle East & Africa (South Africa and Rest of MEA)


Skincare product segment is anticipated to be the leading segment in the global cosmetics & personal care products direct selling market owing to the introduction of organic and chemical-free skin care products by direct selling giants such as Natura Cosmeticos, Forever Living, Mary Kay cosmetics, and others. According to a survey, 88% of the Chinese women who fall under the age 20-30 years, and 83% of Chinese women who are between 31 to 45 years, prefer to put makeup regularly.

Increased awareness among consumers towards using safe and natural skin care products is fuelling the growth of the market in countries such as China, Germany, South Korea, United States, and others, where beauty cosmetics and personal care products are widely used. Fragrances and hair care segment are expected to perform decently in the global cosmetics & personal care products direct selling market due to an anticipated increase in their demand during the forecast period.


Cosmetics & personal care products direct selling market in the Asia Pacific is projected to witness a steep rise over the forecast period, due to the rising adaptation of direct selling or multi-level marketing in countries such as Malaysia, China, India, Japan, South Korea, and others. China, being the second largest market for direct selling business in the world, is contributing significantly to the growth of cosmetics & personal care products direct selling market of Asia Pacific.

Presence of renowned direct selling cosmetics and personal care product companies in the Asia Pacific such as Oriflame Cosmetics, Amway, Avon, Nu Skin, and others, and their strong distribution and selling networks across the region is impacting the growth of the market positively. Furthermore, the increased contribution of cosmetics & personal care products direct selling market in the growth of the economy of the region due to colossal consumer base of beauty & personal care products in APAC is significantly boosting the growth of the market.


  • In December 2018, Avon in collaboration with a Korea-based beauty management company, Bonne developed a K beauty collection product line. The development of this product line is a strategic step to encourage more industry partners to collaborate with direct selling companies like Avon, in order to expand their regional reach.

  • In July 2018, a new direct selling company in Nashville, named Tomorrow’s Leaf launched its first line of products SkinSanity, with the aim to provide a solution for suppression of acne-causing bacteria in just 30 seconds. The product claims to be gluten-free, silicon-free, and non-GMO.

  • Ongoing
  • 2023
  • 2019-2022

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