Global Liquid Makeup Market

Liquid Makeup Market Size, Share, Growth Analysis, By Product Type(Foundation, eye products, concealer, lip products), By Distribution Channel(Offline and online), By Region - Industry Forecast 2024-2031


Report ID: SQMIG30L2201 | Region: Global | Published Date: April, 2024
Pages: 198 |Tables: 63 |Figures: 75

Liquid Makeup Market Insights

Global Liquid Makeup Market size was valued at USD 8.32 billion in 2022 and is poised to grow from USD 8.76 billion in 2023 to USD 13.24 billion by 2031, at a CAGR of 5.3% during the forecast period (2024-2031).

The global liquid makeup market is a booming industry that is driven by the increasing demand for makeup products, particularly among women. This market has experienced rapid expansion in recent years and is anticipated to do so steadily in the years to come. The market's objective is to offer customers a wide selection of liquid makeup products that satisfy their various demands and preferences. With the rise of social media platforms such as Instagram and YouTube, makeup has become more than just a beauty ritual. It has become a form of self-expression, and consumers are willing to invest in high-quality liquid makeup products that help them achieve their desired look. However, there are some restraints in the market, such as the increasing preference for natural and organic products, which may hinder the growth of the market for synthetic and chemical-based liquid makeup products. Additionally, the high cost of premium liquid makeup products may limit market growth, especially in developing economies.

Some key trends in the global liquid makeup market include the rising popularity of cruelty-free and vegan liquid makeup products, the increasing use of technology to create innovative and high-performing liquid makeup products, and the growing demand for personalized liquid makeup products. Despite the restraints and challenges, the global market presents several opportunities for growth. The increasing popularity of online retail channels, rising demand for multifunctional liquid makeup products, and the growing awareness about the benefits of liquid makeup products among men are some of the major opportunities in the market.

US Liquid Makeup Market is poised to grow at a sustainable CAGR for the next forecast year.

Market snapshot - 2024-2031

Global Market Size

USD 8.32 billion

Largest Segment

Foundation

Fastest Growth

Eye products

Growth Rate

5.3% CAGR

Global Liquid Makeup Market ($ Bn)
Country Share for Asia Pacific Region (%)
Global Liquid Makeup Market Size By Product Type ($ Bn)
Global Liquid Makeup Market Size By Product Type (%)

To get more reports on the above market click here to Buy The Report

Liquid Makeup Market Segmental Analysis

Global Liquid Makeup Market is segmented on the basis of product type, distribution channel, and region. By product type, the market is segmented into the foundation, eye products, concealer, lip products, and others. By distribution channel, the market is segmented into offline and online channels. By region, the market is segmented into North America, Europe, Asia Pacific, Middle East and Africa, and Latin America.

Liquid Makeup Market Analysis by Product Type

In 2021, the foundation segment held a significant share of 24.1% of the global liquid makeup market revenue. The segment is driven by the increasing usage of organic raw materials and a rising number of manufacturers offering liquid-based makeup products. The liquid foundation provides full coverage compared to powder formulations, and its base usually contains a combination of water and silicone that facilitates even application.

The eye product segment is expected to grow at a CAGR of 5.6% during the forecast period in terms of revenue. This segment includes various liquid eye makeup products such as eyeliners, eye shadows, and mascara, among others. The demand for the segment is driven by the smooth application of the product, higher precision, and minimal clumping offered by liquid makeup products. In 2021, Bite Beauty, a Canadian-based beauty brand, launched a new line of clean cosmetics featuring mascara and eyeliner. The eyeliner is enriched with passionflower extract, enabling consumers to achieve smoother application.

Liquid Makeup Market Analysis by Distribution Channel

In 2021, the online segment emerged as the dominant channel in the global liquid makeup market, accounting for 56.2% of the total revenue share. This trend can be attributed to the growing popularity of online shopping, which provides various advantages such as doorstep delivery, easy payment options, competitive pricing, and a wide range of products on a single platform. To cater to this shift in consumer behavior, many leading players in the market are quickly developing their e-commerce websites.

However, the offline segment is also expected to witness steady growth during the forecast period, with a projected CAGR of 5.3% in terms of revenue. This channel includes supermarkets/hypermarkets, retail outlets, and specialty stores, where customers can choose from a variety of brands according to their budget. With the expansion of product portfolios in supermarkets and hypermarkets, there is a growing demand for liquid makeup products among consumers.

Global Liquid Makeup Market Size By Product Type, 2022 (%)

To get detailed analysis on other segments, Request For Free Sample Report

Liquid Makeup Market Regional Insights

In 2021, the Asia-Pacific region dominated the global market. The Asia-Pacific region is a rapidly growing market for liquid makeup, with countries such as China, Japan, and South Korea being major markets. The market growth in this region is driven by the increasing disposable income of consumers, the growing popularity of Korean and Japanese makeup brands, and the rise of beauty bloggers and social media influencers.

Europe is expected to expand at a CAGR of 5.2% in terms of revenue during the forecast period, with Germany dominating the market in 2021. Consumers in Europe are gradually shifting from conventional products to organic products, which is driving the demand for liquid makeup products in the region. The availability of a wide range of liquid makeup products in terms of color, size, shape, pattern, and price is expected to create several growth opportunities for the market in Europe.

Global Liquid Makeup Market Size By Region, 2024-2031
  • Largest
  • Fastest

To know more about the market opportunities by region and country, click here to
Buy The Complete Report

Liquid Makeup Market Dynamics

Liquid Makeup Market Drivers

Growing Demand for Premium and Luxury Liquid Makeup Products

  • The increasing demand for premium and luxury liquid makeup products, particularly in developed economies, is one of the major drivers of the global liquid makeup market. Consumers are willing to spend more on high-quality liquid makeup products that provide better coverage, texture, and long-lasting effects.

Rising Popularity of Social Media Influencers

  • The growing influence of social media platforms, particularly Instagram and YouTube, has led to a surge in demand for liquid makeup products. Consumers are inspired by the makeup looks of their favorite influencers and are willing to invest in liquid makeup products to achieve similar results.

Liquid Makeup Market Restraints

Increasing Preference for Natural and Organic Products

  • With the rising concern for environmental sustainability and health, there is an increasing preference for natural and organic liquid makeup products over synthetic and chemical-based products. This trend is expected to hinder the growth of the market for synthetic and chemical-based liquid makeup products.

High Cost of Premium Liquid Makeup Products

  • High cost of premium liquid makeup products is a significant restraint for the global liquid makeup market, especially in developing economies. Consumers in these regions may not be willing or able to spend as much on high-end makeup products, which could limit the market growth.

Request Free Customization of this report to help us to meet your business objectives.

Liquid Makeup Market Competitive Landscape

Global Liquid Makeup Market is highly competitive, with several players operating in the market. Some of the key players in the market are focusing on strategies such as product innovation, mergers and acquisitions, and partnerships to maintain their market position and gain a competitive edge. Additionally, companies are also investing in digital marketing and e-commerce to increase their online presence and reach a wider audience. Social media platforms like Instagram and YouTube have become important channels for promoting and selling liquid makeup products, and companies are leveraging these platforms to engage with consumers and drive sales.

Liquid Makeup Market Top Player’s Company Profiles

  • L'Oreal (France)
  • Estee Lauder Companies, Inc. (US)
  • Shiseido Co. Ltd. (Japan)
  • Procter & Gamble Co. (US)
  • Coty Inc. (US)
  • Unilever plc (UK)
  • Revlon Inc. (US)
  • Avon Products Inc. (UK)
  • Amway Corporation (US)
  • Oriflame Cosmetics Global SA (Switzerland)
  • Kao Corporation (Japan)
  • Chanel SA (France)
  • Mary Kay Inc. (US)
  • LVMH Moet Hennessy Louis Vuitton SE (France)
  • Johnson & Johnson (US)
  • The Body Shop International Limited (UK)
  • Henkel AG & Co. KGaA (Germany)
  • Beiersdorf AG (Germany)
  • Puig SL (Spain)
  • Colgate-Palmolive Company (US)

Liquid Makeup Market Recent Developments

  • In March 2024, E.l.f. Beauty partnered with Liquid Death Corpse Paint Vault for a heavy metal-inspired makeup collection. 
  • In November 2023, Kelsea Ballerini and CoverGirl launched liquid eyeshadows inspired by her inner 'Glitter Girl'. The country star's new Exhibitionist by Kelsea Ballerini Liquid Glitter Eyeshadow Collection features five rose gold shades inspired by her fave holiday looks. 
  • In September 2023, e.l.f. Beauty acquired the skincare brand Naturium in $355 million, a deal that will see it further expand its reach beyond the business’s mainstay colour cosmetics.

Liquid Makeup Key Market Trends

  • Increasing Popularity of Multifunctional Liquid Makeup Products: Multifunctional liquid makeup products, such as foundation-concealer hybrids and lip and cheek stains, are gaining popularity among consumers. These products offer convenience, and time-saving benefits, and are often more affordable than buying separate products.
  • Growing Demand for Gender-Neutral Liquid Makeup Products: The demand for gender-neutral liquid makeup products is on the rise, with more and more consumers seeking products that are inclusive and cater to a diverse range of skin tones, textures, and preferences. This trend is expected to drive innovation in the liquid makeup market, with brands introducing more gender-neutral products that cater to a wider range of consumers.

Liquid Makeup Market SkyQuest Analysis

SkyQuest’s ABIRAW (Advanced Business Intelligence, Research & Analysis Wing) is our Business Information Services team that Collects, Collates, Co-relates, and Analyses the Data collected by means of Primary Exploratory Research backed by the robust Secondary Desk research.

According to our Global Liquid Makeup Market analysis, the market growth is driven by the growing demand for makeup products among consumers, particularly among the younger generation. The rise in social media platforms and influencer marketing has led to a surge in demand for liquid makeup products, as consumers seek to recreate the latest beauty trends and looks. Additionally, the increasing focus on personal grooming and appearance has also contributed to the growth of the liquid makeup market. However, there are also some restraints that could impact the growth of the market, such as the availability of counterfeit products and concerns regarding the safety and efficacy of some liquid makeup products. Consumers are becoming more aware of the ingredients used in these products, and are looking for natural and organic alternatives. In terms of trends, there is a growing focus on innovation and product differentiation in the liquid makeup market. Companies are investing in research and development to create new and unique formulas and textures, such as lightweight and long-lasting foundations, and products that cater to specific skin types and concerns.

Report Metric Details
Market size value in 2022 USD 8.32 billion
Market size value in 2031 USD 13.24 billion
Growth Rate 5.3%
Base year 2023
Forecast period 2024-2031
Forecast Unit (Value) USD Billion
Segments covered
  • Product Type
    • Foundation, eye products, concealer, lip products, and others
  • Distribution Channel
    • Offline and online
Regions covered North America (US, Canada), Europe (Germany, France, United Kingdom, Italy, Spain, Rest of Europe), Asia Pacific (China, India, Japan, Rest of Asia-Pacific), Latin America (Brazil, Rest of Latin America), Middle East & Africa (South Africa, GCC Countries, Rest of MEA)
Companies covered
  • L'Oreal (France)
  • Estee Lauder Companies, Inc. (US)
  • Shiseido Co. Ltd. (Japan)
  • Procter & Gamble Co. (US)
  • Coty Inc. (US)
  • Unilever plc (UK)
  • Revlon Inc. (US)
  • Avon Products Inc. (UK)
  • Amway Corporation (US)
  • Oriflame Cosmetics Global SA (Switzerland)
  • Kao Corporation (Japan)
  • Chanel SA (France)
  • Mary Kay Inc. (US)
  • LVMH Moet Hennessy Louis Vuitton SE (France)
  • Johnson & Johnson (US)
  • The Body Shop International Limited (UK)
  • Henkel AG & Co. KGaA (Germany)
  • Beiersdorf AG (Germany)
  • Puig SL (Spain)
  • Colgate-Palmolive Company (US)
Customization scope

Free report customization with purchase. Customization includes:-

  • Segments by type, application, etc
  • Company profile
  • Market dynamics & outlook
  • Region

To get a free trial access to our platform which is a one stop solution for all your data requirements for quicker decision making. This platform allows you to compare markets, competitors who are prominent in the market, and mega trends that are influencing the dynamics in the market. Also, get access to detailed SkyQuest exclusive matrix.

Buy The Complete Report to read the analyzed strategies adopted by the top vendors either to retain or gain market share

Table Of Content

Executive Summary

Market overview

  • Exhibit: Executive Summary – Chart on Market Overview
  • Exhibit: Executive Summary – Data Table on Market Overview
  • Exhibit: Executive Summary – Chart on Liquid Makeup Market Characteristics
  • Exhibit: Executive Summary – Chart on Market by Geography
  • Exhibit: Executive Summary – Chart on Market Segmentation
  • Exhibit: Executive Summary – Chart on Incremental Growth
  • Exhibit: Executive Summary – Data Table on Incremental Growth
  • Exhibit: Executive Summary – Chart on Vendor Market Positioning

Parent Market Analysis

Market overview

Market size

  • Market Dynamics
    • Exhibit: Impact analysis of DROC, 2021
      • Drivers
      • Opportunities
      • Restraints
      • Challenges
  • SWOT Analysis

KEY MARKET INSIGHTS

  • Technology Analysis
    • (Exhibit: Data Table: Name of technology and details)
  • Pricing Analysis
    • (Exhibit: Data Table: Name of technology and pricing details)
  • Supply Chain Analysis
    • (Exhibit: Detailed Supply Chain Presentation)
  • Value Chain Analysis
    • (Exhibit: Detailed Value Chain Presentation)
  • Ecosystem Of the Market
    • Exhibit: Parent Market Ecosystem Market Analysis
    • Exhibit: Market Characteristics of Parent Market
  • IP Analysis
    • (Exhibit: Data Table: Name of product/technology, patents filed, inventor/company name, acquiring firm)
  • Trade Analysis
    • (Exhibit: Data Table: Import and Export data details)
  • Startup Analysis
    • (Exhibit: Data Table: Emerging startups details)
  • Raw Material Analysis
    • (Exhibit: Data Table: Mapping of key raw materials)
  • Innovation Matrix
    • (Exhibit: Positioning Matrix: Mapping of new and existing technologies)
  • Pipeline product Analysis
    • (Exhibit: Data Table: Name of companies and pipeline products, regional mapping)
  • Macroeconomic Indicators

COVID IMPACT

  • Introduction
  • Impact On Economy—scenario Assessment
    • Exhibit: Data on GDP - Year-over-year growth 2016-2022 (%)
  • Revised Market Size
    • Exhibit: Data Table on Liquid Makeup Market size and forecast 2021-2027 ($ million)
  • Impact Of COVID On Key Segments
    • Exhibit: Data Table on Segment Market size and forecast 2021-2027 ($ million)
  • COVID Strategies By Company
    • Exhibit: Analysis on key strategies adopted by companies

MARKET DYNAMICS & OUTLOOK

  • Market Dynamics
    • Exhibit: Impact analysis of DROC, 2021
      • Drivers
      • Opportunities
      • Restraints
      • Challenges
  • Regulatory Landscape
    • Exhibit: Data Table on regulation from different region
  • SWOT Analysis
  • Porters Analysis
    • Competitive rivalry
      • Exhibit: Competitive rivalry Impact of key factors, 2021
    • Threat of substitute products
      • Exhibit: Threat of Substitute Products Impact of key factors, 2021
    • Bargaining power of buyers
      • Exhibit: buyers bargaining power Impact of key factors, 2021
    • Threat of new entrants
      • Exhibit: Threat of new entrants Impact of key factors, 2021
    • Bargaining power of suppliers
      • Exhibit: Threat of suppliers bargaining power Impact of key factors, 2021
  • Skyquest special insights on future disruptions
    • Political Impact
    • Economic impact
    • Social Impact
    • Technical Impact
    • Environmental Impact
    • Legal Impact

Market Size by Region

  • Chart on Market share by geography 2021-2027 (%)
  • Data Table on Market share by geography 2021-2027(%)
  • North America
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • USA
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Canada
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Europe
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • Germany
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Spain
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • France
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • UK
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of Europe
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Asia Pacific
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • China
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • India
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Japan
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • South Korea
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of Asia Pacific
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Latin America
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • Brazil
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of South America
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Middle East & Africa (MEA)
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • GCC Countries
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • South Africa
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of MEA
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)

KEY COMPANY PROFILES

  • Competitive Landscape
    • Total number of companies covered
      • Exhibit: companies covered in the report, 2021
    • Top companies market positioning
      • Exhibit: company positioning matrix, 2021
    • Top companies market Share
      • Exhibit: Pie chart analysis on company market share, 2021(%)

Methodology

For the Liquid Makeup Market, our research methodology involved a mixture of primary and secondary data sources. Key steps involved in the research process are listed below:

1. Information Procurement: This stage involved the procurement of Market data or related information via primary and secondary sources. The various secondary sources used included various company websites, annual reports, trade databases, and paid databases such as Hoover's, Bloomberg Business, Factiva, and Avention. Our team did 45 primary interactions Globally which included several stakeholders such as manufacturers, customers, key opinion leaders, etc. Overall, information procurement was one of the most extensive stages in our research process.

2. Information Analysis: This step involved triangulation of data through bottom-up and top-down approaches to estimate and validate the total size and future estimate of the Liquid Makeup Market.

3. Report Formulation: The final step entailed the placement of data points in appropriate Market spaces in an attempt to deduce viable conclusions.

4. Validation & Publishing: Validation is the most important step in the process. Validation & re-validation via an intricately designed process helped us finalize data points to be used for final calculations. The final Market estimates and forecasts were then aligned and sent to our panel of industry experts for validation of data. Once the validation was done the report was sent to our Quality Assurance team to ensure adherence to style guides, consistency & design.

Analyst Support

Customization Options

With the given market data, our dedicated team of analysts can offer you the following customization options are available for the Liquid Makeup Market:

Product Analysis: Product matrix, which offers a detailed comparison of the product portfolio of companies.

Regional Analysis: Further analysis of the Liquid Makeup Market for additional countries.

Competitive Analysis: Detailed analysis and profiling of additional Market players & comparative analysis of competitive products.

Go to Market Strategy: Find the high-growth channels to invest your marketing efforts and increase your customer base.

Innovation Mapping: Identify racial solutions and innovation, connected to deep ecosystems of innovators, start-ups, academics, and strategic partners.

Category Intelligence: Customized intelligence that is relevant to their supply Markets will enable them to make smarter sourcing decisions and improve their category management.

Public Company Transcript Analysis: To improve the investment performance by generating new alpha and making better-informed decisions.

Social Media Listening: To analyze the conversations and trends happening not just around your brand, but around your industry as a whole, and use those insights to make better Marketing decisions.

$5,300
BUY NOW GET FREE SAMPLE
Want to customize this report?

Our industry expert will work with you to provide you with customized data in a short amount of time.

REQUEST FREE CUSTOMIZATION

FAQs

Liquid Makeup Market size was valued at USD 8.32 billion in 2022 and is poised to grow from USD 8.76 billion in 2023 to USD 13.24 billion by 2031, at a CAGR of 5.3% during the forecast period (2024-2031).

Liquid Makeup Market is highly competitive, with several players operating in the market. Some of the key players in the market are focusing on strategies such as product innovation, mergers and acquisitions, and partnerships to maintain their market position and gain a competitive edge. Additionally, companies are also investing in digital marketing and e-commerce to increase their online presence and reach a wider audience. Social media platforms like Instagram and YouTube have become important channels for promoting and selling liquid makeup products, and companies are leveraging these platforms to engage with consumers and drive sales. 'L'Oreal (France)', 'Estee Lauder Companies, Inc. (US)', 'Shiseido Co. Ltd. (Japan)', 'Procter & Gamble Co. (US)', 'Coty Inc. (US)', 'Unilever plc (UK)', 'Revlon Inc. (US)', 'Avon Products Inc. (UK)', 'Amway Corporation (US)', 'Oriflame Cosmetics SA (Switzerland)', 'Kao Corporation (Japan)', 'Chanel SA (France)', 'Mary Kay Inc. (US)', 'LVMH Moet Hennessy Louis Vuitton SE (France)', 'Johnson & Johnson (US)', 'The Body Shop International Limited (UK)', 'Henkel AG & Co. KGaA (Germany)', 'Beiersdorf AG (Germany)', 'Puig SL (Spain)', 'Colgate-Palmolive Company (US)'

The increasing demand for premium and luxury liquid makeup products, particularly in developed economies, is one of the major drivers of the liquid makeup market. Consumers are willing to spend more on high-quality liquid makeup products that provide better coverage, texture, and long-lasting effects.

Increasing Popularity of Multifunctional Liquid Makeup Products: Multifunctional liquid makeup products, such as foundation-concealer hybrids and lip and cheek stains, are gaining popularity among consumers. These products offer convenience, and time-saving benefits, and are often more affordable than buying separate products.

In 2021, the Asia-Pacific region dominated the market. The Asia-Pacific region is a rapidly growing market for liquid makeup, with countries such as China, Japan, and South Korea being major markets. The market growth in this region is driven by the increasing disposable income of consumers, the growing popularity of Korean and Japanese makeup brands, and the rise of beauty bloggers and social media influencers.

Request Free Customization

Want to customize this report? This report can be personalized according to your needs. Our analysts and industry experts will work directly with you to understand your requirements and provide you with customized data in a short amount of time. We offer $1000 worth of FREE customization at the time of purchase.

logo-images

Feedback From Our Clients

Global Liquid Makeup Market

Product ID: SQMIG30L2201

$5,300
BUY NOW GET FREE SAMPLE