According to Mintel, which tracks all retail channels (physical and online, from mass to selective), the US makeup market was worth $11.13bn in 2019, an increase of 1.2% compared with 2017.
Representing 45% of the market, the face segment (-3.1%) is losing ground to the eye sector (+5.4%) and lips (+4%), which account for 40% and 15% of the market, respectively.
Among the countries where makeup was performing best in 2019 is South Korea, with sales up by 7.3% to $2.28bn.
The market is boosted by numerous product launches, especially lipsticks. South Korean innovations, including the famed cushion compact, also stimulate exports, notably to Japan (+30% between 2017 and 2018).
In France, Mintel notes that the market has been in decline since 2015, standing at around €1.49bn in 2019. According to projections made before the covid-19 crisis, this decline was expected to continue at an annual pace of about 5.5% in 2020 and 2021.
Looking specifically at the luxury sector, The NPD Group reports that makeup saw notable declines in 2019. In the US, sales dipped by 7% to $7.6bn. It remains the leading beauty segment, but the gap is narrowing with skincare, which is progressing.
The market was down by 5% in Canada and grew by 3% in Mexico.
In Europe, five countries made up a cumulative 3% decline: the UK (-8%), France (-6%), and Germany (-3%), but which were slowed by strong performance in Spain (+3%) and Italy (+5%).
Areas of resistance in the European market remain lipstick and face powder (+1% each) and the market’s top three brands are Christian Dior, Chanel, and Lancôme.