Marketing in makeup is changing fast as shoppers navigate mobile-first channels. In 2023, reviews on Ulta.com shaped 89% of purchases, while AR try-on tools boosted foundation conversions by 41%. The page also covers loyalty and lifecycle messaging, plus digital media moves like SEO, shopping ads, and platform video that influenced growth and ROI across regions.
Key Takeaways
- 78% of makeup buyers actively seek personalized product recommendations during online journeys in 2023 surveys.
- Loyalty programs for makeup brands retained 62% of customers, with 3x higher lifetime value in 2023.
- AR virtual try-on tools increased conversion rates by 41% for foundation shades in 2023.
- Programmatic ad spend on Google Display for makeup keywords reached $2.8B globally in 2023, with 18% CTR improvement via retargeting.
- SEO-optimized makeup landing pages improved organic traffic by 47% for top brands in 2023.
- Google Shopping ads for makeup products achieved a 12:1 ROAS for L'Oréal in Q2 2023.
- 82% of nano-influencers in makeup (1k-10k followers) delivered higher ROI than mega-influencers in 2023 Q3 campaigns.
- Kylie Jenner's makeup collabs with influencers generated $1.2B in earned media value across 2022-2023.
- 67% of makeup purchases by millennials were influenced by micro-influencers (10k-100k followers) in 2023 surveys.
- Global makeup market grew 8.5% to $110B in 2023, driven by marketing innovations in Asia-Pacific.
- Clean beauty makeup segment marketing ROI hit 4.2x in 2023 due to sustainability claims.
- Vegan makeup campaigns captured 23% market share growth in Europe, 2022-2023.
- In 2023, 72% of makeup consumers discovered new products via Instagram Reels, with brands reporting a 28% higher conversion rate from video content compared to static posts.
- TikTok's makeup hashtag challenges garnered over 15 billion views in 2022, boosting participating brands' sales by an average of 19% within 30 days.
- 65% of Gen Z makeup buyers aged 18-24 engage daily with Snapchat AR filters from brands like Sephora, increasing try-on conversions by 35%.
Digital personalization, reviews, and AR try ons are driving makeup growth and higher ROI in 2023.
Related reading
01 · Category
Consumer Engagement19 stats
01
78% of makeup buyers actively seek personalized product recommendations during online journeys in 2023 surveys.
02
Loyalty programs for makeup brands retained 62% of customers, with 3x higher lifetime value in 2023.
03
AR virtual try-on tools increased conversion rates by 41% for foundation shades in 2023.
04
User reviews influenced 89% of makeup purchases on Ulta.com in 2023, with 4+ star ratings boosting sales 28%.
05
Gamified quizzes for skin type matching on makeup sites engaged 55% more users, +19% sales in 2023.
06
SMS marketing for flash makeup sales achieved 29% open rates and 12% redemption in 2023.
07
Community forums on brand sites for makeup tips saw 34% of members convert to repeat buyers in 2023.
08
Personalized email subject lines for makeup restocks lifted open rates by 26% in 2023 tests.
09
Post-purchase surveys for makeup feedback improved NPS by 15 points for brands in 2023.
10
84% of makeup shoppers used AI chatbots for shade matching in 2023.
11
Referral programs rewarded 19% of makeup sales via friend shares.
12
Live chat support on makeup sites resolved 92% queries, +16% sales.
13
Wishlist features for makeup increased cart size by 23% in 2023.
14
Pop-up notifications for makeup deals converted 9.2% of visitors.
15
Brand storytelling videos on homepages held attention 2.1x longer.
16
Exit-intent offers for makeup samples captured 15% of leaving users.
17
Social proof badges on PDP lifted makeup add-to-cart by 31%.
18
Voice assistants handled 12% of makeup reorder queries in 2023.
19
Festival makeup kits marketing saw 55% repeat buys via email nurtures.
Interpretation
Consumer Engagement Interpretation
In 2023, consumer engagement in the makeup industry became noticeably more interactive as shoppers expected personalization and were swayed by digital experiences like AR try on, user reviews, and loyalty programs, with 78% actively seeking personalized recommendations and virtual try on lifting conversions by 41%.
02 · Category
Digital Advertising20 stats
01
Programmatic ad spend on Google Display for makeup keywords reached $2.8B globally in 2023, with 18% CTR improvement via retargeting.
02
SEO-optimized makeup landing pages improved organic traffic by 47% for top brands in 2023.
03
Google Shopping ads for makeup products achieved a 12:1 ROAS for L'Oréal in Q2 2023.
04
Email retargeting campaigns for abandoned makeup carts recovered 22% of lost sales in 2023.
05
YouTube pre-roll ads for makeup tutorials had 9.2% view-through rates, 2x industry average in 2023.
06
Amazon DSP ads targeting makeup buyers increased AOV by 15% for Sephora in 2023.
07
Native ads on beauty sites like Allure drove 31% higher click-to-purchase rates for mascara products in 2023.
08
Mobile app install ads for makeup AR try-on apps saw 68% completion rates in 2023 campaigns.
09
Voice search optimization for "best red lipstick" queries boosted makeup brand visibility by 39% in 2023.
10
Connected TV (CTV) ads for makeup during prime time reached 45M unique viewers, +24% brand lift.
11
Google Ads remarketing for makeup searches yielded 11.5x ROAS in holiday 2023.
12
SEMrush data showed "cruelty-free makeup" keyword volume up 44% in 2023 marketing.
13
Facebook Pixel optimization for makeup funnels reduced CPA by 33% in 2023.
14
Programmatic video ads on DV360 for makeup reached 90% viewability in 2023.
15
Bing Ads for makeup competed with 22% lower CPC than Google in 2023 tests.
16
Pinterest promoted pins for makeup drove 28% of high-intent traffic in 2023.
17
Dynamic search ads auto-generated 39% more makeup leads for e-tailers.
18
TikTok Ads Manager pixel tracked 25% better attribution for makeup ROAS.
19
Newsletter ad swaps in beauty spaces generated 17% click rates for makeup.
20
QR code campaigns in digital mags led to 14% scan-to-site conversions.
Interpretation
Digital Advertising Interpretation
For digital advertising in the makeup industry, the biggest trend in 2023 is that performance improvements are being driven by smarter targeting, like $2.8B in programmatic Google Display spend with an 18% CTR lift from retargeting and a 12 to 1 ROAS on Google Shopping ads for L'Oréal.
03 · Category
Influencer Marketing20 stats
01
82% of nano-influencers in makeup (1k-10k followers) delivered higher ROI than mega-influencers in 2023 Q3 campaigns.
02
Kylie Jenner's makeup collabs with influencers generated $1.2B in earned media value across 2022-2023.
03
67% of makeup purchases by millennials were influenced by micro-influencers (10k-100k followers) in 2023 surveys.
04
Brand ambassador programs for indie makeup brands saw 40% retention increase via influencer loyalty in 2023.
05
Affiliate marketing links from beauty YouTubers drove 29% of Fenty Beauty's online sales in 2023.
06
75% of influencer-sponsored makeup hauls on TikTok had authenticity scores above 90%, boosting trust by 22%.
07
Celebrity endorsements like Rihanna's Fenty led to 150% stock value surge for partner retailers in launch months of 2023.
08
User-generated content from influencers amplified makeup brand reach by 5.2x on average in 2023 campaigns.
09
58% of beauty brands allocated 25-35% of marketing budgets to influencer partnerships in 2023.
10
Long-term influencer contracts in makeup yielded 3x higher engagement than one-offs in 2023 data.
11
69% of makeup influencer contracts in 2023 included performance-based bonuses tied to sales.
12
Huda Beauty's influencer army of 500+ generated 2.5B impressions in 2023 campaigns.
13
54% of Gen Alpha parents followed kid-safe makeup influencers for family purchases.
14
Sponsored Instagram takeovers by makeup influencers boosted story views by 62%.
15
81% of makeup brands measured influencer success via engagement over reach in 2023.
16
Charli D'Amelio's makeup line launch via influencers hit $20M sales in week 1, 2023.
17
Diversity in influencer casting for makeup ads improved campaign performance by 27%.
18
Virtual influencer Lil Miquela promoted 12 makeup collabs, +14% sales lift each.
19
Podcast influencer shoutouts for makeup drove 11% of listener purchases in 2023.
20
76% of makeup micro-influencers charged under $500 per post, highest ROI tier.
Interpretation
Influencer Marketing Interpretation
In influencer marketing for makeup, brands are seeing the strongest results from smaller creators, with 82% of nano-influencers outdelivering mega-influencers on ROI in 2023 Q3 and micro-influencers driving 67% of millennial purchases in 2023.
More related reading
04 · Category
Market Trends And Roi19 stats
01
Global makeup market grew 8.5% to $110B in 2023, driven by marketing innovations in Asia-Pacific.
02
Clean beauty makeup segment marketing ROI hit 4.2x in 2023 due to sustainability claims.
03
Vegan makeup campaigns captured 23% market share growth in Europe, 2022-2023.
04
Post-pandemic makeup marketing shifted 42% budget to digital, yielding 15% higher ROI.
05
Inclusivity-focused makeup ads increased brand loyalty by 37% among diverse demographics in 2023.
06
E-commerce makeup sales rose 27% YoY in 2023, with marketing attribution at 65% digital channels.
07
Premium makeup pricing strategies via aspirational marketing boosted margins by 18% in 2023.
08
K-beauty makeup export marketing grew 32% to $10B in 2023, fueled by social trends.
09
Subscription box makeup models achieved 28% churn reduction through targeted retention marketing in 2023.
10
Men's makeup market expanded 15% in 2023 via targeted gender-neutral campaigns.
11
Sustainable packaging claims in makeup ads justified 12% price premiums.
12
Omnichannel marketing attribution showed 52% path to purchase digital.
13
Lipstick effect drove 9% sales uptick during economic dips 2023.
14
NFT makeup collectibles marketing raised $50M for brands in 2023.
15
Gen Z makeup spend averaged $250/year, 2x prior gens, per 2023 data.
16
Direct-to-consumer makeup brands grew 28% via owned media marketing.
17
AI-generated ad creatives cut production costs 40% for makeup in 2023.
18
Travel retail makeup marketing rebounded 22% post-2023 restrictions.
19
Private label makeup ROI from retailer co-marketing hit 5.8x.
Interpretation
Market Trends And Roi Interpretation
In the Market Trends And Roi space, the 2023 data shows that brands are getting stronger returns as they shift marketing to digitally led, sustainability and inclusivity driven strategies, with post-pandemic budgets moving 42% to digital and clean beauty reaching a 4.2x marketing ROI while e-commerce sales grew 27% YoY.
report visual · Key figures
Consumer Engagement Drivers in Makeup (2023)
High-intent engagement is boosted by personalized discovery and social proof across the online journey.
78%
78% of makeup buyers actively seek personalized product recommendations during online journeys in 2023 surveys.
89%
User reviews influenced 89% of makeup purchases on Ulta.com in 2023, with 4+ star ratings boosting sales 28%.
84%
84% of makeup shoppers used AI chatbots for shade matching in 2023.
41%
AR virtual try-on tools increased conversion rates by 41% for foundation shades in 2023.
92%
Live chat support on makeup sites resolved 92% queries, +16% sales.
report visual · Key figures
Digital Advertising Performance in Makeup (2023)
Across key channels, makeup advertisers saw strong engagement lift and conversion improvements.
18%
Programmatic ad spend on Google Display for makeup keywords reached $2.8B globally in 2023, with 18% CTR improvement via
47%
SEO-optimized makeup landing pages improved organic traffic by 47% for top brands in 2023.
31%
Native ads on beauty sites like Allure drove 31% higher click-to-purchase rates for mascara products in 2023.
68%
Mobile app install ads for makeup AR try-on apps saw 68% completion rates in 2023 campaigns.
11.5
Google Ads remarketing for makeup searches yielded 11.5x ROAS in holiday 2023.
report visual · Comparison
Influencer Marketing Impact in Makeup (ROI, Purchases & Budget Allocation)
Smaller influencer tiers and influencer partnerships show strong impact on ROI and purchase influence, while many beauty brands allocate a substantial share of marketing budgets to influencer collaborations.
82% of nano-influencers in makeup (1k-10k followers) delivered higher ROI than mega-influencers in 2023 Q3 campaigns.82%
81% of makeup brands measured influencer success via engagement over reach in 2023.
81%
67% of makeup purchases by millennials were influenced by micro-influencers (10k-100k followers) in 2023 surveys.
67%
58% of beauty brands allocated 25-35% of marketing budgets to influencer partnerships in 2023.
58%
report visual · Key figures
Marketing ROI & Impact in the Makeup Industry
Marketing spend shifts and digital/clean-beauty strategies are showing strong performance across ROI, revenue influence, and customer outcomes.
4.2
Clean beauty makeup segment marketing ROI hit 4.2x in 2023 due to sustainability claims.
42%
Post-pandemic makeup marketing shifted 42% budget to digital, yielding 15% higher ROI.
52%
Omnichannel marketing attribution showed 52% path to purchase digital.
18%
Premium makeup pricing strategies via aspirational marketing boosted margins by 18% in 2023.
37%
Inclusivity-focused makeup ads increased brand loyalty by 37% among diverse demographics in 2023.
40%
AI-generated ad creatives cut production costs 40% for makeup in 2023.
report visual · Breakdown
Social video & creator impact in makeup marketing
Across major social platforms, makeup discovery and engagement are strongly driven by video and AR experiences, with meaningful lift in conversions and purchase influence.
65%
65% of Gen Z makeup buyers aged 18-24 engage daily with Snapchat AR filters from brands like Sephora, increasing try-on
35%
Facebook Groups dedicated to makeup tutorials grew 35% membership, influencing 41% group buys.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Sophie Moreland. (2026, February 13). Marketing In The Makeup Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-makeup-industry-statistics
MLA
Sophie Moreland. "Marketing In The Makeup Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-makeup-industry-statistics.
Chicago
Sophie Moreland. 2026. "Marketing In The Makeup Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-makeup-industry-statistics.
Sources & references
88 datasets cited across this report · attribution is report-level
advertising.amazon.com
shopify.com