Skincare dominates the beauty market

The beauty industry is characterized by a wide range of trends. Every day new products or new brands pop up, and some are here to stay. In recent years, skincare has become the main interest of beauty aficionados, and the “skinification” trend is proof of that. This consists of combining skincare with other treatments or personal care products, such as hair care or make-up items. It comes as no surprise that skincare was the most popular beauty product category in 2024, holding amarket share of nearly 40 percent. Skincare is predicted to stay number one, bringing inroughly 236 billion U.S. dollars in revenues by 2030. It is thus easy to imagine that, in the near future, skin benefits will be imperative for almost every cosmetic product on the market.

Industry leaders

The production of cosmetics and beauty products is controlled by several multi-national corporations –L'Oréal, Unilever, Procter & Gamble Co., The Estee Lauder Companies, Shiseido Company, and Beiersdorf to name a few. As of 2024, the French cosmetics company L'Oréal was the leading beauty manufacturer in the world, generating revenues of over 44 billion U.S. dollars that year. The company owns theleading personal care brand worldwide, L'Oréal Paris, valued at over 35 billion U.S. dollars in 2025. 

The influence of social media

The cosmetics industry has benefited from the increasing popularity of social media channels such as Instagram and YouTube. These platforms are not only highly influential amongst certain demographic groups but also create a demand for beauty products and help fill the gap between cosmetics brands and consumers. In January 2025, Sandra Cires Art was themost subscribed beauty content creator on the video platform YouTube with about 16.6 million subscribers to her channel. However, social media are now more than influencers talking to their audience while trying on or promoting cosmetics: with social commerce, it is now possible to purchase beauty items directly on social media apps likeTikTok, mostly through live sales.

Outlook: what is in store for the cosmetics industry?

One of the key topics making headlines at the end of 2025 was the beauty industry's growth slowing down compared to the explosive development between 2022 and 2024. This was driven by economic uncertainty and more conscious consumer spending, as well as other factors, including a slowdown in China, which impacted global sales, especially in the prestige sector. However, retail sales for prestige products in the United States reached a peak that same year, while the Indian and Middle Eastern markets emerged as rising stars in that sector. Several consumers worldwide are not yet willing to give up on their skin care routines, beauty treatments, or color cosmetics products. 

As technological advancements and beauty tech keep on pushing the boundaries of this market, and shoppers ask for increasingly more efficient products, the beauty industry is still poised to remain one of the most relevant and impactful.

Key insights

Revenue of the global cosmetics market

109bn USD

Detailed statistics

Revenue of the cosmetics industry worldwide 2018-2030

Make-up share of the global cosmetics market

17%

Detailed statistics

Breakdown of the cosmetic market worldwide 2011-2024, by product category

Global skincare market value

190bn USD

Detailed statistics

Revenue of the skin care industry worldwide 2018-2030

• Leading beauty company worldwide

  L'Oréal

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  Detailed statistics

  Revenue of the leading ten beauty companies worldwide 2024

• Sales share of L'Oréal's make-up cosmetic branch

  19.4%

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  Detailed statistics

  Sales share of L'Oréal's global cosmetic branch 2024, by business segment

• Sales share of Procter & Gamble's beauty segment

  18%

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  Detailed statistics

  Procter & Gamble's net sales worldwide 2012-2025, by segment

• Revenue of the Unilever Group's personal care segment

  13.62bn EUR

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  Detailed statistics

  Revenue of the Unilever Group worldwide 2024, by product segment

• Sales of Estée Lauder's skin care segment

  6.9bn USD

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  Detailed statistics

  Net sales of Estée Lauder worldwide 2010-2025, by product category

• Most subscribed beauty content creator

  Sandra Cires Art

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  Detailed statistics

  YouTube: most subscribed beauty content creators 2025

• Leading cosmetics brand on social media with the most followers

  Huda Beauty

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  Detailed statistics

  Number of followers of leading cosmetics brands on social media Q1 2025

• Most google celebrity beauty brand

  Rare Beauty

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  Detailed statistics

  Most googled beauty brands worldwide 2023, based on search volume