GITNUXREPORT 2025

Hr In The Makeup Industry Statistics

Majority of makeup artists are women; social media drives industry growth.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

The most popular social media platform among makeup artists is Instagram, with 84% usage rate

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67% of professional makeup artists use YouTube tutorials for learning new techniques

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33% of makeup brands incorporate cruelty-free products

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72% of makeup consumers prefer products with natural ingredients

Statistic 5

COVID-19 pandemic caused a 40% decrease in in-salon makeup appointments in 2020

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48% of makeup buyers are women aged between 18-34

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85% of makeup artists believe that sustainability will be a major trend in the next 5 years

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The average consumer switches brands in makeup every 2.5 years

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55% of makeup purchases are influenced by online reviews

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The average age of makeup consumers in North America is 32

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47% of makeup consumers are willing to pay more for sustainable and eco-friendly products

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65% of makeup artists use online courses for skill enhancement

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40% of consumers prefer to purchase makeup products through online stores rather than physical stores

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33% of makeup consumers prefer mineral makeup due to its natural ingredients

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59% of makeup product sales are now influenced by TikTok trends

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46% of beauty brands report an increase in demand for personalized makeup products in 2023

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The average spend on makeup per customer in North America is approximately $75 annually

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68% of makeup artists believe that inclusivity in product shades has improved significantly over the past 5 years

Statistic 19

71% of makeup consumers prefer cruelty-free and vegan brands

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54% of makeup tutorials are now created by influencers rather than professional makeup artists

Statistic 21

29% of makeup products sold online are packaged with recyclable or biodegradable materials

Statistic 22

63% of makeup brands plan to increase their focus on clean beauty products in the next 3 years

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19% of makeup consumers have tried virtual try-on technology, and 80% rated it as a positive experience

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42% of makeup consumers aged 35-44 prefer mineral and natural products

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80% of makeup artists consider social media essential for their business

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60% of makeup artists use digital booking platforms to manage appointments

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70% of makeup artists plan to increase their digital marketing budget in 2024

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The majority of makeup brands (around 60%) collaborated with influencers in 2022

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50% of makeup artists report using augmented reality applications in their work

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87% of makeup artists agree that virtual reality could revolutionize training and client consultations

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75% of makeup brand executives recognize digital innovation as a key to future growth

Statistic 32

55% of makeup brands are investing more in influencer collaborations than traditional advertising

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28% of makeup brands reported developing a presence on TikTok exclusively in 2023

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Approximately 65% of makeup artists worldwide are women

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Around 72% of professional makeup artists in the U.S. are aged between 25 and 44

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45% of makeup brands reported increased hiring in the past year

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38% of makeup artists have received formal cosmetology training

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The average annual salary for professional makeup artists in the U.S. is around $30,000

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58% of makeup artists work freelance

Statistic 40

52% of respondents to a survey said they started their makeup careers within 2 years of learning the craft

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26% of makeup professionals earn their income through product lines they’ve launched themselves

Statistic 42

The average length of training for a professional makeup artist is approximately 6 months

Statistic 43

23% of makeup artists work primarily in television and film industries

Statistic 44

78% of professional makeup artists agree that ongoing training is essential for career development

Statistic 45

The number of freelance makeup artists in Asia has grown by 20% over the past 3 years

Statistic 46

The percentage of professional makeup artists with social media followings over 10,000 has increased by 30% in the last 2 years

Statistic 47

The global makeup industry was valued at approximately $50 billion in 2022

Statistic 48

The percentage of vegan makeup products worldwide has increased by 25% over five years

Statistic 49

The percentage of online makeup product sales increased by 35% during 2021

Statistic 50

The global organic makeup market size was valued at $8 billion in 2022 and is projected to grow at a CAGR of 9%

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15% of makeup product sales come from emerging markets such as India and Brazil

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The global anti-aging makeup market is projected to reach $14 billion by 2027, at a CAGR of 7%

Statistic 53

The global contouring makeup market is expected to grow at a CAGR of 8% through 2026

Statistic 54

44% of makeup brands have expanded their product lines to include skincare

Statistic 55

62% of makeup brands are planning to increase investment in eco-friendly packaging by 2025

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22% of makeup brands reported launching new lines aimed at men in the past year

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Key Highlights

Approximately 65% of makeup artists worldwide are women
The global makeup industry was valued at approximately $50 billion in 2022
Around 72% of professional makeup artists in the U.S. are aged between 25 and 44
45% of makeup brands reported increased hiring in the past year
38% of makeup artists have received formal cosmetology training
The average annual salary for professional makeup artists in the U.S. is around $30,000
58% of makeup artists work freelance
80% of makeup artists consider social media essential for their business
The most popular social media platform among makeup artists is Instagram, with 84% usage rate
52% of respondents to a survey said they started their makeup careers within 2 years of learning the craft
67% of professional makeup artists use YouTube tutorials for learning new techniques
33% of makeup brands incorporate cruelty-free products
The percentage of vegan makeup products worldwide has increased by 25% over five years

The vibrant world of makeup is undergoing a digital-driven transformation, with 80% of makeup artists relying on social media, 58% working freelance, and the industry valued at a staggering $50 billion in 2022—highlighting a dynamic landscape where innovation, sustainability, and inclusivity shape the future of beauty professionals worldwide.

Consumer Preferences and Behavior

The most popular social media platform among makeup artists is Instagram, with 84% usage rate
67% of professional makeup artists use YouTube tutorials for learning new techniques
33% of makeup brands incorporate cruelty-free products
72% of makeup consumers prefer products with natural ingredients
COVID-19 pandemic caused a 40% decrease in in-salon makeup appointments in 2020
48% of makeup buyers are women aged between 18-34
85% of makeup artists believe that sustainability will be a major trend in the next 5 years
The average consumer switches brands in makeup every 2.5 years
55% of makeup purchases are influenced by online reviews
The average age of makeup consumers in North America is 32
47% of makeup consumers are willing to pay more for sustainable and eco-friendly products
65% of makeup artists use online courses for skill enhancement
40% of consumers prefer to purchase makeup products through online stores rather than physical stores
33% of makeup consumers prefer mineral makeup due to its natural ingredients
59% of makeup product sales are now influenced by TikTok trends
46% of beauty brands report an increase in demand for personalized makeup products in 2023
The average spend on makeup per customer in North America is approximately $75 annually
68% of makeup artists believe that inclusivity in product shades has improved significantly over the past 5 years
71% of makeup consumers prefer cruelty-free and vegan brands
54% of makeup tutorials are now created by influencers rather than professional makeup artists
29% of makeup products sold online are packaged with recyclable or biodegradable materials
63% of makeup brands plan to increase their focus on clean beauty products in the next 3 years
19% of makeup consumers have tried virtual try-on technology, and 80% rated it as a positive experience
42% of makeup consumers aged 35-44 prefer mineral and natural products

Consumer Preferences and Behavior Interpretation

As the makeup industry shifts toward digital dominance, sustainability, and personalization—highlighted by 84% Instagram engagement, a 72% consumer preference for natural ingredients, and 71% favoring cruelty-free brands—it's clear that today's consumers are blending beauty with conscience, while influencers and online tutorials continue to redefine professional standards amid a 40% drop in in-salon services due to the pandemic.

Digital Transformation and Marketing

80% of makeup artists consider social media essential for their business
60% of makeup artists use digital booking platforms to manage appointments
70% of makeup artists plan to increase their digital marketing budget in 2024
The majority of makeup brands (around 60%) collaborated with influencers in 2022
50% of makeup artists report using augmented reality applications in their work
87% of makeup artists agree that virtual reality could revolutionize training and client consultations
75% of makeup brand executives recognize digital innovation as a key to future growth
55% of makeup brands are investing more in influencer collaborations than traditional advertising
28% of makeup brands reported developing a presence on TikTok exclusively in 2023

Digital Transformation and Marketing Interpretation

As the makeup industry dynamically blends glamour with cutting-edge technology, an overwhelming 80% of makeup artists see social media as indispensable, while 60% harness digital booking platforms—highlighting a digital makeup revolution that nearly 87% believe will redefine training and consultations, and with 70% planning increased marketing budgets, the industry’s future is poised to be as innovative as it is beautiful.

Industry Workforce and Employment

Approximately 65% of makeup artists worldwide are women
Around 72% of professional makeup artists in the U.S. are aged between 25 and 44
45% of makeup brands reported increased hiring in the past year
38% of makeup artists have received formal cosmetology training
The average annual salary for professional makeup artists in the U.S. is around $30,000
58% of makeup artists work freelance
52% of respondents to a survey said they started their makeup careers within 2 years of learning the craft
26% of makeup professionals earn their income through product lines they’ve launched themselves
The average length of training for a professional makeup artist is approximately 6 months
23% of makeup artists work primarily in television and film industries
78% of professional makeup artists agree that ongoing training is essential for career development
The number of freelance makeup artists in Asia has grown by 20% over the past 3 years
The percentage of professional makeup artists with social media followings over 10,000 has increased by 30% in the last 2 years

Industry Workforce and Employment Interpretation

Despite makeup artistry being a predominantly female profession with a relatively modest average salary of $30,000, the industry's vibrant freelancing culture, rapid social media growth, and emphasis on ongoing training reveal a dynamic landscape where passion and entrepreneurship are transforming beauty into both art and opportunity.

Market Size and Growth

The global makeup industry was valued at approximately $50 billion in 2022
The percentage of vegan makeup products worldwide has increased by 25% over five years
The percentage of online makeup product sales increased by 35% during 2021
The global organic makeup market size was valued at $8 billion in 2022 and is projected to grow at a CAGR of 9%
15% of makeup product sales come from emerging markets such as India and Brazil
The global anti-aging makeup market is projected to reach $14 billion by 2027, at a CAGR of 7%
The global contouring makeup market is expected to grow at a CAGR of 8% through 2026

Market Size and Growth Interpretation

As the global makeup industry—with a $50 billion valuation in 2022—continues to evolve into a greener, more digital, and increasingly age-conscious frontier, the surge in vegan and organic products, coupled with booming online sales and rising markets like India and Brazil, underscores a beauty landscape where sustainability, convenience, and youthful allure intersect at a rapid clip.

Product Trends and Innovation

44% of makeup brands have expanded their product lines to include skincare
62% of makeup brands are planning to increase investment in eco-friendly packaging by 2025
22% of makeup brands reported launching new lines aimed at men in the past year

Product Trends and Innovation Interpretation

With nearly half of makeup brands expanding into skincare, over half planning eco-friendly upgrades, and a growing slate of men’s lines, the industry is clearly painting a more inclusive and sustainable future—one lipstick at a time.