GITNUXREPORT 2025

Marketing In The Cosmetics Industry Statistics

Cosmetics industry thrives through influencer marketing, sustainability, personalization, and e-commerce.

Jannik Linder

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

First published: April 29, 2025

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Statistic 1

Millennials are the largest consumer group for cosmetics, making up around 35% of purchases

Statistic 2

60% of consumers prefer purchasing cosmetics from brands that promote sustainability

Statistic 3

45% of consumers are influenced by social media when purchasing cosmetics

Statistic 4

The average consumer follows 6 to 8 beauty brands on social media

Statistic 5

Female consumers account for approximately 85% of total cosmetics sales worldwide

Statistic 6

52% of consumers prefer personalized skincare products over generic ones

Statistic 7

40% of beauty consumers are willing to pay a premium for eco-friendly products

Statistic 8

The average cosmetics consumer uses 7 different products daily

Statistic 9

The largest age group buying cosmetics is 25-34 years old, comprising 40% of the market

Statistic 10

30% of consumers are influenced by celebrity endorsements when selecting beauty products

Statistic 11

The top three traits consumers look for in cosmetics are safety, efficacy, and natural ingredients

Statistic 12

Nearly 50% of millennials prefer online shopping for cosmetics over in-store purchases

Statistic 13

Female consumers aged 18-34 are the primary target demographic for most new cosmetic launches, comprising over 60% of new product consumers

Statistic 14

85% of consumers prefer brands with a strong social impact or ethical stance

Statistic 15

58% of consumers use mobile devices to research beauty products, highlighting the importance of mobile-optimized content

Statistic 16

Nearly 50% of consumers intend to purchase more vegan and cruelty-free cosmetics in the next year, reflecting strong ethical consumer trends

Statistic 17

The top reason consumers try new cosmetics is to improve their appearance, cited by 78%

Statistic 18

55% of beauty consumers are influenced by the brand’s environmental commitments when choosing products

Statistic 19

The penetration rate of organic cosmetics among global consumers reached 20% in 2023, up from 12% in 2018

Statistic 20

Brands that engage in cause marketing related to social issues see a 30% increase in brand loyalty

Statistic 21

72% of millennials looking for new cosmetics rely on user-generated content for reviews, tutorials, and demos

Statistic 22

The proportion of female consumers in the skincare segment is over 60%, reflecting gender preferences in cosmetics

Statistic 23

65% of beauty brands now use influencer marketing as a primary digital marketing strategy

Statistic 24

Digital advertising accounts for over 55% of total marketing spend in the cosmetics industry

Statistic 25

The average consumer exposure to beauty ads increased by 18% in 2022 due to social media and digital platforms

Statistic 26

In 2022, influencer-generated content led to an average sales increase of 11% for beauty brands

Statistic 27

68% of consumers said they are more likely to buy a product if it is endorsed by a micro-influencer

Statistic 28

Beauty brands investing in AI-driven customer service saw a 25% increase in customer satisfaction rates

Statistic 29

The use of TikTok as a marketing platform for beauty brands increased by 150% in 2022, becoming a key channel for viral campaigns

Statistic 30

The global cosmetics market was valued at approximately $380 billion in 2022

Statistic 31

Skincare accounts for about 38% of the total cosmetics market

Statistic 32

The e-commerce sales in the cosmetics sector grew by 25% in 2022

Statistic 33

Organic and natural cosmetics segments are expected to grow at a CAGR of 8.2% from 2023 to 2028

Statistic 34

The use of augmented reality (AR) in beauty apps increased customer engagement time by 30%

Statistic 35

The global anti-aging market in cosmetics is projected to reach $72.6 billion by 2025

Statistic 36

Lipstick sales have decreased by 12% in the past three years, but lip gloss increased by 9%

Statistic 37

Vegan cosmetics sales grew by 15% in 2022, outpacing traditional products

Statistic 38

The average spend per consumer on cosmetics per year is $73

Statistic 39

Men’s grooming products now account for 17% of the global cosmetics market, growing at 6% annually

Statistic 40

The use of clean label cosmetics increased by 22% in 2022, driven by consumer demand for transparency

Statistic 41

The use of virtual try-on technology increased by 150% during 2022, making shopping more interactive

Statistic 42

The influencer marketing industry in cosmetics is projected to reach $21.3 billion by 2027, growing at a CAGR of 10.8%

Statistic 43

Natural sunscreens are among the fastest-growing segments, with a CAGR of 7%, due to increased skin cancer awareness

Statistic 44

65% of cosmetic brands now sell directly to consumers via their own websites, bypassing traditional retail channels

Statistic 45

The COVID-19 pandemic accelerated the growth of beauty e-commerce by two years, according to industry reports

Statistic 46

The fastest-growing distribution channel in cosmetics is online marketplaces, with a growth rate of 18% annually

Statistic 47

The global men's grooming market is projected to reach $81 billion by 2027, growing at a CAGR of 6%

Statistic 48

Around 70% of beauty brands now incorporate cruelty-free practices

Statistic 49

Eco-friendly and biodegradable packaging in cosmetics grew by 25% in 2022, showing a shift towards sustainability

Statistic 50

Personalization in cosmetics, such as custom shade options, increased sales volume by 20% in 2022

Statistic 51

Eco-conscious packaging is now a priority for 70% of new product launches in the cosmetics industry

Statistic 52

The percentage of consumers participating in beauty product recycling programs increased by 40% in 2022, showcasing environmental awareness

Statistic 53

83% of consumers are more loyal to brands that offer eco-friendly packaging options

Statistic 54

80% of consumers read product reviews before making a cosmetics purchase

Statistic 55

The COVID-19 pandemic caused a 15% increase in beauty product sales in online marketplaces

Statistic 56

Beauty subscription boxes see a retention rate of 65%, indicating high customer loyalty

Statistic 57

72% of consumers say packaging influences their purchase decision

Statistic 58

Consumers spend an average of 15 minutes per session on beauty brand websites, improving the chances of conversion

Statistic 59

Customer reviews influence 91% of cosmetics purchasing decisions, highlighting the importance of online reputation management

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Key Highlights

The global cosmetics market was valued at approximately $380 billion in 2022
Skincare accounts for about 38% of the total cosmetics market
Millennials are the largest consumer group for cosmetics, making up around 35% of purchases
60% of consumers prefer purchasing cosmetics from brands that promote sustainability
The e-commerce sales in the cosmetics sector grew by 25% in 2022
45% of consumers are influenced by social media when purchasing cosmetics
Organic and natural cosmetics segments are expected to grow at a CAGR of 8.2% from 2023 to 2028
Around 70% of beauty brands now incorporate cruelty-free practices
The average consumer follows 6 to 8 beauty brands on social media
Female consumers account for approximately 85% of total cosmetics sales worldwide
The use of augmented reality (AR) in beauty apps increased customer engagement time by 30%
52% of consumers prefer personalized skincare products over generic ones
The global anti-aging market in cosmetics is projected to reach $72.6 billion by 2025

With the cosmetics industry booming into a $380 billion global market driven by digital innovation, sustainability, and changing consumer preferences, brands are reshaping their marketing strategies to stay ahead in this vibrant and evolving landscape.

Consumer Demographics and Preferences

Millennials are the largest consumer group for cosmetics, making up around 35% of purchases
60% of consumers prefer purchasing cosmetics from brands that promote sustainability
45% of consumers are influenced by social media when purchasing cosmetics
The average consumer follows 6 to 8 beauty brands on social media
Female consumers account for approximately 85% of total cosmetics sales worldwide
52% of consumers prefer personalized skincare products over generic ones
40% of beauty consumers are willing to pay a premium for eco-friendly products
The average cosmetics consumer uses 7 different products daily
The largest age group buying cosmetics is 25-34 years old, comprising 40% of the market
30% of consumers are influenced by celebrity endorsements when selecting beauty products
The top three traits consumers look for in cosmetics are safety, efficacy, and natural ingredients
Nearly 50% of millennials prefer online shopping for cosmetics over in-store purchases
Female consumers aged 18-34 are the primary target demographic for most new cosmetic launches, comprising over 60% of new product consumers
85% of consumers prefer brands with a strong social impact or ethical stance
58% of consumers use mobile devices to research beauty products, highlighting the importance of mobile-optimized content
Nearly 50% of consumers intend to purchase more vegan and cruelty-free cosmetics in the next year, reflecting strong ethical consumer trends
The top reason consumers try new cosmetics is to improve their appearance, cited by 78%
55% of beauty consumers are influenced by the brand’s environmental commitments when choosing products
The penetration rate of organic cosmetics among global consumers reached 20% in 2023, up from 12% in 2018
Brands that engage in cause marketing related to social issues see a 30% increase in brand loyalty
72% of millennials looking for new cosmetics rely on user-generated content for reviews, tutorials, and demos
The proportion of female consumers in the skincare segment is over 60%, reflecting gender preferences in cosmetics

Consumer Demographics and Preferences Interpretation

In a beauty industry where Millennials lead the charge—making up nearly 35% of purchases, with a deep preference for eco-friendly, personalized, and socially conscious products, and where 72% of them rely on user-generated content—cosmetic brands must now master the art of authentic engagement, sustainability, and mobile-friendly innovation to truly appeal to the modern, digital-savvy, and ethically driven consumer.

Digital and Influencer Marketing Trends

65% of beauty brands now use influencer marketing as a primary digital marketing strategy
Digital advertising accounts for over 55% of total marketing spend in the cosmetics industry
The average consumer exposure to beauty ads increased by 18% in 2022 due to social media and digital platforms
In 2022, influencer-generated content led to an average sales increase of 11% for beauty brands
68% of consumers said they are more likely to buy a product if it is endorsed by a micro-influencer
Beauty brands investing in AI-driven customer service saw a 25% increase in customer satisfaction rates
The use of TikTok as a marketing platform for beauty brands increased by 150% in 2022, becoming a key channel for viral campaigns

Digital and Influencer Marketing Trends Interpretation

As the cosmetics industry increasingly bets on influencer magic—and TikTok, AI, and digital ads—beauty brands are blending beauty with bytes, turning digital influence into a potent formula for sales, satisfaction, and social sway.

Market Size and Segmentation

The global cosmetics market was valued at approximately $380 billion in 2022
Skincare accounts for about 38% of the total cosmetics market
The e-commerce sales in the cosmetics sector grew by 25% in 2022
Organic and natural cosmetics segments are expected to grow at a CAGR of 8.2% from 2023 to 2028
The use of augmented reality (AR) in beauty apps increased customer engagement time by 30%
The global anti-aging market in cosmetics is projected to reach $72.6 billion by 2025
Lipstick sales have decreased by 12% in the past three years, but lip gloss increased by 9%
Vegan cosmetics sales grew by 15% in 2022, outpacing traditional products
The average spend per consumer on cosmetics per year is $73
Men’s grooming products now account for 17% of the global cosmetics market, growing at 6% annually
The use of clean label cosmetics increased by 22% in 2022, driven by consumer demand for transparency
The use of virtual try-on technology increased by 150% during 2022, making shopping more interactive
The influencer marketing industry in cosmetics is projected to reach $21.3 billion by 2027, growing at a CAGR of 10.8%
Natural sunscreens are among the fastest-growing segments, with a CAGR of 7%, due to increased skin cancer awareness
65% of cosmetic brands now sell directly to consumers via their own websites, bypassing traditional retail channels
The COVID-19 pandemic accelerated the growth of beauty e-commerce by two years, according to industry reports
The fastest-growing distribution channel in cosmetics is online marketplaces, with a growth rate of 18% annually
The global men's grooming market is projected to reach $81 billion by 2027, growing at a CAGR of 6%

Market Size and Segmentation Interpretation

Despite a slowing lipstick market, the cosmetics industry is shining brighter than ever with a 25% surge in e-commerce, a 150% rise in virtual try-ons, and a booming segment of vegan, clean-label, and men's grooming products—proof that beauty is increasingly about authenticity, interactivity, and personalized digital experiences.

Product Innovation and Sustainability

Around 70% of beauty brands now incorporate cruelty-free practices
Eco-friendly and biodegradable packaging in cosmetics grew by 25% in 2022, showing a shift towards sustainability
Personalization in cosmetics, such as custom shade options, increased sales volume by 20% in 2022
Eco-conscious packaging is now a priority for 70% of new product launches in the cosmetics industry
The percentage of consumers participating in beauty product recycling programs increased by 40% in 2022, showcasing environmental awareness
83% of consumers are more loyal to brands that offer eco-friendly packaging options

Product Innovation and Sustainability Interpretation

As the cosmetics industry pivots towards sustainability and personalization, with 70% adopting cruelty-free standards and an 83% customer loyalty boost from eco-friendly packaging, it's clear that beauty brands are blending environmental conscience with consumer demands—proving that looking good now truly means doing good.

Purchase Behavior and Retail Channels

80% of consumers read product reviews before making a cosmetics purchase
The COVID-19 pandemic caused a 15% increase in beauty product sales in online marketplaces
Beauty subscription boxes see a retention rate of 65%, indicating high customer loyalty
72% of consumers say packaging influences their purchase decision
Consumers spend an average of 15 minutes per session on beauty brand websites, improving the chances of conversion
Customer reviews influence 91% of cosmetics purchasing decisions, highlighting the importance of online reputation management

Purchase Behavior and Retail Channels Interpretation

In the competitive world of cosmetics, where 80% of consumers heed reviews, 72% are swayed by packaging, and a remarkable 91% rely on online opinions, brands must craft engaging, trustworthy experiences—both visually and narratively—to turn browsing into buying, especially amid a pandemic-driven online boom.