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Market Research Report

Global Face Cosmetics Market Outlook 2019-2035: Growth Opportunities | COVID-19 Impact Analysis

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Global Face Cosmetics Market Outlook Overview 2019-2035

Caring for our skin is one of the easiest ways to ensure long-term health, confidence, and youthfulness. These natural skincare brands are dedicated to redefining beauty industry standards for products that are not only good for us but also good for our planet. Natural and organic skincare products combine essential vitamins, botanicals, and minerals that heal and restore our skin—without harming our earth.

The demand for natural beauty products has never been stronger, propelling and pemium brands alike to offer green formulations to meet the desires of health-conscious consumers.

  • Consumer demand for natural skin care products will continue to grow, led by the younger consumer.
  • Key natural attributes in greatest demand from skin care consumers include CBD, plant-based, sustainable and organic.
  • Traditional channels may have an opportunity to promote a broader natural skin care assortment to keep natural shoppers in store

Young Consumers Increase Demand for Natural Skin Care

The demand for natural beauty products has never been stronger, propelling indie and legacy brands alike to offer green formulations to meet the desires of health-conscious consumers.

The brief states:

  • 88% of skin care consumers agree that they can nourish their skin with the food they eat;
  • 72% of skin care consumers agree that their skin is just like any other organ;
  • 50% of skin care consumers report they are currently seeking skin care products that claim to be all-natural or free of synthetic chemicals;
  • 33% of skin care consumers indicate they would like to buy products with natural and chemical-free attributes; and
  • 30% of skin care consumers increasing their natural purchases in the last year; those increasing their natural purchases skew female and younger.

By 2025, the global skin care market is estimated to be 189.3 billion U.S. dollars. The skin care industry has witnessed a shift from demand from older consumers to a growing younger consumer base

“Clean” beauty today is not just about what’s in consumers’ products, but also how products are produced and packaged. Sustainability is a hot topic across virtually every sector, but it’s become a particularly important conversation within CPG, an industry with replenishable products historically featuring single-use packaging. Consumers — especially millennials and Gen-Z — are leading the shift away from single-use plastic. This shift is accelerating as government regulation in the EU and select US states pushes CPG companies towards adopting more sustainable alternatives. To tap into the trend, beauty corporates are increasingly investing in sustainable development initiatives and technologies.

For example, Unilever has pledged to cut down its plastic usage and specifically halve its use of “virgin plastic” by 2025. Earlier this year, L’Oreal invested in biotech startup Carbios, which is developing plastic recycling technologies, and also stated it will move to paper-based cosmetic tubes in 2020.

Global Face Cosmetics Market Segmentation

By Product

  • Consumer Health Products (Skin Health Products, Self Care Products, Essential Health Products)
  • (Anti-Aging, skin Whitening or lightening, Serums and Masks, Face wash, Mouth Wash ,Facial Creams, Cleansing Wipes and others ) (Pore Strips, Fade Creams and Toners)
  • Medical Devices (Orthopedics, Surgery and Interventional Solutions)
  • Pharmaceuticals Products (Immunology, cardiovascular & Metabolic Diseases, Pulmonary Hypertension Infectious Diseases and Vaccines, Neurosciences, Oncology)

By Price

  • Low and Medium Range
  • High Prices
  • High End Prices

By Gender

  • Males
  • Females

By Distribution Channel

  • Online
  • Offline

By Geography

  • North America (U.S. & Canada) Face Care Cosmetics Industry {Market Share (%), Market Size (USD Billion)}
  • Latin America (Brazil, Mexico, Argentina & Rest Of Latin America) Face Care Cosmetics Industry {Market Share (%), Market Size (USD Billion)}
  • Europe (The U.K., Germany, France, Italy, Hungary, Spain, Poland, Sweden & Roe)Face Care Cosmetics Industry {Market Share (%), Market Size (USD Billion)}
  • Asia-Pacific (China, India, Japan, Singapore, South Korea, Australia, New Zealand, Rest Of Asia) Face Care Cosmetics Industry {Market Share (%), Market Size (USD Billion)}
  • The Middle East & Africa (GCC, South Africa, North Africa, Romea) Face Care Cosmetics Industry {Market Share (%), Market Size (USD Billion)}

Global Face Cosmetics Market Dynamics

Increased usage of sunblock, anti-tan, and anti-aging creams is another key factor augmenting industry growth. In addition, demand for moisturizing lotions, facial wipes, hair styling gels, and creams is also expected to spur the cosmetics sector, thereby driving the global market growth.

1. Consumer Awareness

  • Consumers have constant access to information due to the Internet and social media, which allows them to stay informed about ingredients that may potentially harm them or the environment.
  • Consumers also have begun demanding full transparency from cosmetic companies on their sourcing methods, product, ingredients and sustaina­bility practices, according to Kline.

2. Distribution Channel Expansion

  • Rather than sticking to traditional distribution channels, such as health and natural food stores in the U.S., natural personal care marketers look for other opportun­ities, such as beauty spas and salons.
  • European retail stores have made shelf space available for natural products through the development of private labels.

3. The Challenge of Traditionally Non-natural Product Categories

Marketers have had to create ways to compete in a market filled with many naturally positioned brands. With that said, many companies who produce naturally position products have entered traditionally non-natural product categories, including cosmetics.

Geographical Markets (Dominate Markets/Target OPPORTUNITIES)


While cosmetic surgery largely remains a sensitive topic in the United States, Asian markets have long embraced the practice.

Notably, East Asian markets have seen a growing demand for cosmetic surgery, thanks to increased medical tourism and relatively affordable treatments across the region.

Companies have raised millions of dollars for different use cases across the medical aesthetics space. This includes Eunogo, which offers a virtual assistant for arranging medical aesthetic appointments for foreigners visiting Korea; GengMei, a Chinese cosmetic surgery app; and SoYoung, an online marketplace and social network for consumers interested in plastic surgery.

Recent activity suggests that Western markets are catching up with Asia in terms of commoditizing plastic surgery treatments.

Botox bars like Alchemy 43 and Ever/Body have respectively raised $3M and $17M from investors like Forerunner Ventures, Tiger Global Management, and others. Online aesthetics marketplace RealSelf has raised over $40M.

And outside of the US, Shoppers Drug Mart, which is Canada’s largest drug chain, launched a standalone clinic offering Botox injections, fillers, laser treatments, and other treatments earlier this year while Instagram aesthetics are driving increased cosmetic procedures in the UK .

Travel & hospitality
  • As consumers look to take their wellness routines while on-the-go, the travel and hospitality sectors have significantly overlapped with the beauty industry.
  • Beauty brands such as Sunday Riley and Elemis (acquired by L’Occitane in January 2019) have inked partnerships with airlines — United Airlines and British Airways, respectively — to supply beauty kits for premium passengers.
  • These channels can help beauty brands access new markets while allowing traditional players to cater to consumers’ increased desire for beauty and wellness products.
  • Brands are also targeting hotel-goers for beauty products and services.
  • Beauty app Nomi caters to on-the-go business travelers by sending hair stylists and makeup artists to hotel rooms, while hotels such as the James Nomad Hotel in New York have experimented with CBD-infused beauty products for travelers to use after their long journeys.
  • And many wellness cruises, which have gained popularity, have partnered with luxury spa and wellness brand Canyon Ranch to offer amenities ranging from fitness classes to spa treatments.
  • Ultimately, the cross-convergence of beauty with other wellness sectors coupled with alternative retailers entering the space signals increased beauty co-investment opportunities with players in retail, luxury, hospitality, and wellness.
  • Other Asian beauty markets on the rise include China, which is a hotbed for virtual beauty thanks to its advanced mobile technologies and tech giants (further discussed below). Meanwhile, Indonesia offers a booming halal beauty market.
  • Beyond Asia, Brazil represents one of the fastest-growing global markets for beauty and personal care. Big beauty corporates are also attempting to penetrate the African beauty market, according to Business of Fashion.
  • Ultimately, targeting new continents — or even country-specific markets — requires hyper-localization.

Mergers and Acquisitions

  • On the M&A side, 2019 has seen some very high-profile brand acquisitions, especially within the premium skincare space.
  • In October, Shiseido purchased cult “clean clinical” skincare brand Drunk Elephant in a much-anticipated sale worth $845M. Earlier this year, Unilever acquired J-beauty brand Tatcha while L’Occitane bought skincare brand Elemis for $900M. And Colgate-Palmolive, which has upped its M&A activity in recent years, purchased anti-aging skincare brand Filorga in a whopping $1.69B acquisition in July.
  • Beyond brand acquisitions, big beauty is also going after tech.
  • L’Oreal’s acquisition of virtual try-on technology company Modiface served as a major milestone for the industry, signalling that the future of beauty is increasingly tech-enabled. Since then, companies like Ulta Beauty and Henkel have made some of their first tech acquisitions.
  • But while big beauty has recognized that incubation and M&A strategies are essential to compete with smaller brands and maintain market share long-term, their efforts have seen mixed results.
  • Notably, Coty recently announced its partnership with direct sales company Younique will terminate, and it will sell its majority share back to the Younique founders.
  • Though L’Oreal’s Seed Phytonutrients has served as a positive story for how incubation in big beauty companies can be successful, achieving this is much easier said than done.
Partnerships with influencers & celebrities
  • While alternative retailers may create more convenience for beauty shoppers, this over-distribution is heating up competition within beauty retail.
  • It also emphasizes the importance of differentiation for both retailers and brands.
  • Retailers must curate assortments that resonate with consumers, while brands must be focused about which retailers — or individuals — they choose to partner with.
  • Influencer-launched beauty brands can offer retailers a competitive advantage. For instance, new brands like Haus Labs by Lady Gaga and Pattern Beauty by Tracee Ellis Ross have launched exclusively with retailers Amazon and Ulta respectively.
  • Meanwhile beauty brands from Too Faced to Eos have partnered with Gen-Z-popular platform TikTok, as platform stars increase their following and influence over younger consumers.
  • Ultimately, alternative retailers are blurring the lines of where consumers can buy certain types of beauty products beyond high-end department stores or Sephora — leading to increased competition and the need for retail differentiation. Expect existing players to deepen their assortments and new entrants to clamor for beauty brand partnerships.

International and Domestic Players Dominance

Male personal care & beauty routines

While the mainstream media has historically targeted women when it comes to beauty and grooming products, more options for men’s personal care products are emerging.

Personal care and pharmaceutical companies have been selling male-focused products such as razors or hair loss prevention pills for over a century. Now, many of today’s brands are employing direct-to-consumer distribution and refreshed packaging to attract a new generation of male consumers.

Since Unilever’s $1B acquisition of Dollar Shave Club in 2016, M&A of men’s personal care brands has spiked. In late 2018, P&G bought Walker & Company Brands, the parent company of beauty and grooming brands focused on people of color. In May 2019, Edgewell acquired Harry’s Razor Company at a $1.4B valuation. Recently, SC Johnson purchased men’s skincare brand Oar+Alps for a reported $20M.

Private players like unicorn Hims, which aims to be a holistic male wellness brand through its suite of haircare, skincare, and supplement products, are raising capital. Meanwhile, a slew of younger men’s personal care brands are launching, including Hawthorne, Lumin, and others.

Gender-neutral beauty products

“Boy beauty” and gender neutral products support this greater focus on inclusive beauty.

Companies like Asos, Calvin Klein, Yves Saint Laurent, Clinique, and others offer makeup for men, while startups like Context and incumbent brands including MAC, Tom Ford, and Marc Jacobs have all launched gender-neutral makeup lines.

To cater to this trend, beauty incumbents like Maybelline and Covergirl have also announced male brand ambassadors.

People of color

Though there’s been a lot of buzz around more effectively targeting people of color in the beauty sector, there’s still a lot to be done.

Beyond Fenty, a number of inclusion-focused brands have recently launched: Mented Cosmetics, Urban Skin Rx, Live Tinted, and others are making inclusive beauty a core part of their brand value proposition.

Beauty companies are also thinking about how to target specific demographic categories.

For example, Latinx consumers have become an increasingly important shopper demographic for the beauty industry. The average Latinx household income has grown nearly 30% since 2005, and 45% of US-born Latinx females are under the age of 18 — presenting major opportunities for brands to better target Latinx beauty shoppers.

In targeting people of color, companies must be mindful of the risk of overlooking the complex consumer behavior dynamics across particular ethnic groups.

Ultimately, brands that can cater to these demographics without oversimplifying the nuanced dynamics of their communities will be more likely to succeed in the increasingly saturated beauty market.


Though much of the marketing in beauty has focused on millennials and Gen-Z, major opportunity exists in meeting the needs of female baby boomers.

Even though they represent one of the most affluent segments, beauty brands and marketers have tended to ignore this demographic.

Consumers have take notice: 70% of women aged 40+ want to see more beauty products targeting perimenopausal and menopausal women, according to an AARP report.

Not only is there a dearth of product offerings targeting older consumers, but the same AARP report found that advertising in the beauty industry has also largely excluded this demographic, with 74% of boomers perceiving a lack of representation.

Be on the lookout for more beauty brands and corporate initiatives focusing on female boomers — especially as the women’s health space increases its focus on the needs of menopausal women.

Teens, tweens, and children

Beauty brands are also looking to babies and children for untapped opportunities.

Though the category is much smaller than adult skincare, it grew by nearly 9% last year,. And 3 out of 4 parents say they would spend more on personal care products for their children rather than on themselves, according to Mintel.

In 2018, luxury skincare brands such as Pai Skincare, Dr. Barbara Sturm, and others expanded into baby and children’s skincare products

Gen-Z focused brands have also been on the rise, such as UK-based Plenaire and Millie Bobby Brown’s Florence by Mills, which recently launched in Ulta. Meanwhile, incumbent brands like Chanel, YSL, and others are revamping their product launch and marketing strategies to attract Gen-Z shoppers.

Of course, to get into the hands of teens, brands must convince their parents that these products meet a real need and are safe for regular use.

Ingredient transparency and non-toxic options will be crucial for this category to see sustained growth.

K-beauty hit the United States in 2011 when Sephora began carrying Korean skincare brand Dr. Jart+. Since then, Western shoppers have clamored for Korean beauty products.

While K-beauty shows no signs of slowing down, other markets are garnering attention for their own heritage-inspired products. Beauty markets across the globe are developing brands for internal consumption while also exporting them globally.

Other Asian beauty markets on the rise include China, which is a hotbed for virtual beauty thanks to its advanced mobile technologies and tech giants (further discussed below). Meanwhile, Indonesia offers a booming halal beauty market.

Beyond Asia, Brazil represents one of the fastest-growing global markets for beauty and personal care. Big beauty corporates are also attempting to penetrate the African beauty market, according to Business of Fashion.

Ultimately, targeting new continents — or even country-specific markets — requires hyper-localization.

Many global beauty market trends are inspiring the exportation of culture-inspired brands. For example, Germany’s — or “G-beauty’s” — minimalist skincare approach has garnered increasing media attention and retail distribution while Ayurvedic-inspired beauty brands such as Sahajan, Aavrani, Uma Oils, and others are targeting Western shoppers.As global beauty markets further develop, expect to see continued globalization and localization of heritage-based trends.

Other face care cosmetics companies are Jeeves Herbal, Bo International Cosmetics Mnaufacturer, Nutriglow Cosmetics Pvt Limited, A One Cosmetics Products, Astabery Biosciences Pvt Limited, Skin Secrets, Tri Star Products Limited, Lotus Herbal Private Limited,Huk Ntaural Products India, Sesderma India, Biotique, Amaira Herbals, Omorfee , Seabucj Ayurveda Pvt Limited, Naturence Herbals , Kiehl’s.

  • 1. L’Oréal $27.2 billion
  • 2. Unilever $21.3 billion
  • 3. Estée Lauder Cos. $11.8 billion
  • 4. P&G $11.8 billion
  • 5. Coty $7.7 billion
  • 6. Shiseido $7.3 billion
  • 7. Beiersdorf $5.9 billion
  • 8. Johnson & Johnson $5.9 billion
  • 9. AmorePacific $5.6 billion
  • 10. Kao $5.3 billion
  • 11. LVMH $5.2 billion
  • 12. L Brands $4.6 billion (est.)
  • 13. Avon $4.1 billion
  • 14. Henkel $4 billion
  • 15, Mary Kay $3.5 billion
  • 16. Colgate-Palmolive $3 billion
  • 17. Chanel $2.8 billion (est.)
  • 18. Natura $2.4 billion
  • 19. Revlon $2.3 billion
  • 20. Kose $2.3 billion

Below are the 15 countries that exported the highest dollar value worth of beauty cosmetics and skincare products during 2018.

  1. France: US$9.6 billion (16.3% of total beauty/skincare goods exports)
  2. United States: $5.8 billion (9.9%)
  3. Singapore: $5.2 billion (8.8%)
  4. South Korea: $4.9 billion (8.4%)
  5. Japan: $3.9 billion (6.6%)
  6. Germany: $3.8 billion (6.5%)
  7. Hong Kong: $2.53 billion (4.3%)
  8. China: $2.47 billion (4.2%)
  9. Italy: $2.3 billion (3.9%)
  10. United Kingdom: $2.2 billion (3.8%)
  11. Poland: $1.7 billion (2.9%)
  12. Belgium: $1.4 billion (2.4%)
  13. Switzerland: $1.33 billion (2.3%)
  14. Canada: $1.3 billion (2.2%)
  15. Spain: $1.1 billion (1.9%)

Among the above countries, the fastest-growing beauty/skincare goods exporters since 2014 were: Japan (up 231.5%), South Korea (up 209%), Singapore (up 135.9%), Hong Kong (up 132.1%) and Switzerland (up 103%). Beauty cosmetics and skincare exports by country totaled US$58.8 billion in 2018, up by 53.2% for all beauty cosmetics and skincare exporters over the five-year period starting in 2014. Year over year, sales for these specialized personal care exports appreciated 18.6% from 2017 to 2018.

The following countries posted the highest negative net exports for beauty cosmetics and skincare products during 2018. Investopedia defines net exports as the value of a country’s total exports minus the value of its total imports. Thus, the statistics below present the deficit between the value of each country’s import purchases and its exports for these specialized personal care commodities.

  1. China: -US$3.8 billion (net export deficit reversing a $20.3 million surplus in 2013)
  2. Hong Kong: -$2.8 billion (up 84.6%)
  3. Russia: -$1 billion (down -1.7%)
  4. Saudi Arabia: -$573.7 million (up 0.4%)
  5. Macao: -$525.1 million (up 37.9%)
  6. Australia: -$430.4 million (up 11%)
  7. Thailand: -$416 million (up 334.9%)
  8. Taiwan: -$410.2 million (up 23.6%)
  9. Canada: -$375.7 million (up 22%)
  10. Vietnam: -$345.6 million (up 897.4%)
  11. Norway: -$305.4 million (up 0.6%)
  12. Malaysia: -$304.8 million (up 81.2%)
  13. Mexico: -$300.9 million (up 48.8%)
  14. United Kingdom: -$277.5 million (up 38%)
  15. Austria: -$268 million (up 19.2%)

Overtaking Hong Kong three years ago in 2014, mainland China incurred the highest deficit in the international trade of beauty cosmetics and skincare products. In turn, this negative cashflow highlights China’s strong competitive disadvantage for this specific product category but also signals opportunities for supplying countries positioned to satisfy the powerful demand among Chinese consumers and businesses.

Below are global conglomerates that represent established players engaged in the international trade of beauty cosmetics and skincare offerings. Each conglomerate’s home country is shown within parenthesis.

  • Avon Products (United States)
  • L’Oreal (France)
  • Proctor & Gamble (United States)
  • Shiseido (Japan)
  • Unilever (United Kingdom)

Competitive Landscape

  • Our Global cosmetics industry report comprises of the following companies as the key players:
  • Coach
  • LVMH
  • Puig
  • Shiseido
  • the Estée Lauder Companies Inc.
  • Ralph Lauren Corporation
  • L’Oréal
  • Coty
  • Revlon
  • Avon Products Inc.
  • Hermès
  • Oriflame
  • The Procter & Gamble Company
  • Unilever PLC
  • GIVI Holding S.p.A.
  • Christian Louboutin S.A.
  • Bottega Veneta
  • Balmain
  • Azzaro
  • Carolina Herrera
  • Groupe Clarins SA, etc

COVID-19 impact on "Global Face Cosmetics Market"

The report analyses and includes complete detailed chapter of 50-70 pages about the short term & long terms impact of COVID-19 outbreak on each segment of "Global Face Cosmetics Market" along with government measures to support the sector. It also showcases the current market landscape during COVID, impact of the virus on leading companies, expected demand schedule and supply chain in the industry and other various major factors. This will help you identify those companies that may benefit from this pandemic as well as those that will lose out.

For a full detailed overview, send here request for market report sample.

Key questions answered in this research report

  • What is the total market size by 2035 and what would be the expected growth rate of sales?
  • What are the total sales in 2018-19 and what would be the expected demand over the forecast period?
  • What are the recent developments and business strategy of companies?
  • What are the market opportunities for the existing and entry level players?
  • What are the key market trends?
  • What are the factors which are driving this market?
  • What are the major barriers to market growth?
  • Who are the key vendors in this market space?

Reasons to buy this market study

  • Global Face Cosmetics Market Facilitate decision-making based on strong historic and forecast data for
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  • Position yourself to gain the maximum advantage of the Reasons to buy this market study
  • Global Face Cosmetics Market Facilitate decision-making based on strong historic and forecast data for
  • Develop strategies based on the latest regulatory framework
  • Position yourself to gain the maximum advantage of the Global Face Cosmetics Market’s growth potential
  • Identify key partners and business development avenues across the globe
  • Respond to your competitor’s business structure, strategy and prospects’s growth potential

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Global Face Cosmetics Market Outlook 2019-2035: Growth Opportunities | COVID-19 Impact Analysis

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