Global Cosmetics and Makeup Market: Global Share and European Statistics

L'Oreal estimates that makeup accounted for 17% of the worldwide beauty market in 2024 [1]. With the total market at more than EUR 290 billion, makeup was worth more than EUR 49 billion (FREEE.REPORT calculation) [1].

The wider cosmetics and personal care industry, which also covers skin care, toiletries, hair care and fragrances, is tracked in Europe by Cosmetics Europe [2].

Cosmetics Europe values the European cosmetics and personal care market at EUR 110 billion at retail sales prices in 2025 [2][4]. In 2024 European retail sales were EUR 104 billion, up 6.3% on 2023, as reported by Premium Beauty News from Cosmetics Europe data [3]. Growth from 2024 to 2025 was about 5.8% (FREEE.REPORT calculation) [2][3].

In 2025 skin care was the biggest category at EUR 32.3 billion, followed by toiletries (EUR 26.4 billion), hair care (EUR 20.3 billion), fragrances and perfumes (EUR 17.1 billion) and decorative cosmetics (EUR 13.6 billion) [2].

The largest European national markets in 2025 were Germany (EUR 18.0 billion), the United Kingdom (EUR 14.7 billion), France (EUR 14.5 billion), Italy (EUR 12.8 billion), Spain (EUR 11.8 billion) and Poland (EUR 6.4 billion) [2]. The fastest-growing countries in 2025 were Bulgaria (+10.1%), Romania (+9.2%), Portugal (+8.2%), Hungary (+8.1%) and Poland (+7.6%) [4].

For 2024, Cosmetics Europe compared Europe's EUR 104 billion with other markets: the United States EUR 107 billion, China EUR 65 billion, Brazil EUR 27 billion, Japan EUR 25 billion, India EUR 15 billion and South Korea EUR 12 billion [3].

European cosmetic exports were worth EUR 29.8 billion in 2025, with France and Spain together accounting for nearly 50% [2]. In 2024 exports leaving Europe were EUR 29.4 billion, of which EUR 11.28 billion came from France, and imports were EUR 8.5 billion [3]. Trade within Europe reached EUR 52.3 billion in 2024 [3].

Rules on ingredients, labelling and safety for these products are covered in the Cosmetics Regulation in the US and EU report.

The global makeup share is L'Oreal's 2024 category estimate [1]; the more than EUR 49 billion value is a FREEE.REPORT calculation (0.17 x EUR 290 billion) and is a lower bound. European data are Cosmetics Europe figures at retail sales price, taken from the association's website [2], the UK Cosmetic, Toiletry and Perfumery Association summary of the Cosmetics Europe Market Performance Report [4] and, for 2024, Premium Beauty News reporting Cosmetics Europe data [3]. The 2024-2025 growth rate (EUR 110 billion / EUR 104 billion - 1) is a FREEE.REPORT calculation; part of the change in non-euro markets such as the UK may reflect exchange rates. Decorative cosmetics is used as the European proxy for makeup.