Competitive Landscape
Frabel Overtakes Mary Kay as Multifunctionality Drives Loyalty
Colour cosmetics in Mexico remains relatively fragmented, with no single company holding a dominant share, and the top player, Frabel (L’Oréal), accounting for 16% of retail value sales in 2025. Over the past five years, the category became less concentrated.
Opportunities by Meeting Specific Consumer Needs
Sarelly Creativo Lab, founded by beauty creator Anna Sarelly, is a Mexican colour cosmetics brand that saw a strong performance in Mexico during 2025. The brand’s success was driven by community-focused marketing, culturally relevant product development, and effective digital engagement.
L’Oréal’S Increasing Stake in Galderma Demonstrates Shift to Science-Led Beauty
In 2025, a significant merger and acquisition development involved L’Oréal’s announcement of plans to increase its stake in Galderma Group to 20%. This move signals an industry shift towards science-based, clinical beauty, with implications for product development in colour cosmetics, particularly the integration of skin care benefits into make-up.
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Overview:
Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Mexico with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Colour Cosmetics industry in Mexico, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Colour Cosmetics in Mexico report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Colour Cosmetics in Mexico?
- Which are the leading brands in Mexico?
- How are products distributed in Mexico?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Colour Cosmetics in Mexico - Category analysis
Key Data Insights
Mercado Libre Collaborates with L’Oréal to Use Ai to Boost Digital Sales and Engagement
Mercado Libre Collaborates with L’Oréal to Use Ai to Boost Digital Sales and Engagement
Sales of Lip Products Continue to Be Driven by New Launch From Aora
Sarelly Inspires New Rituals with New Concept in Mexico City
Masstige Brands Set to Win Loyalty by Blending Value and Wellness
Limited Editions and Skin-Friendly Products Will Contribute to Growth
Hybrid Products and Digital Communities Will Reshape Consumer Expectations
Frabel Overtakes Mary Kay as Multifunctionality Drives Loyalty
Opportunities by Meeting Specific Consumer Needs
L’Oréal’S Increasing Stake in Galderma Demonstrates Shift to Science-Led Beauty
Direct Selling Remains Most Significant Due to Consumer Trust
Retail E-Commerce Grows as Influencers and Online Launches Fuel Growth
Ulta Beauty and Grupo Axo Transform Retail with Hybrid Experiences
Beauty and Personal Care in Mexico - Industry Overview
Mercado Libre and L'oréal Drive Online Sales through Ai-Powered Live Shopping
Key Data Insights
Mercado Libre and L'oréal Drive Online Sales through Ai-Powered Live Shopping
Fragrances Leads Growth as Premiumisation Accelerates
Ulta and K-Beauty World Shape Routines through Curated Korean Launches and Education
A Focus on Meeting Consumers' Lifestyle-Driven Needs in New Launches
Masstige and Wellness-Driven Innovations to Attract Value-Conscious Shoppers
Fragrances Yto Sustain Growth Leadership as Premiumisation and Innovation Accelerate
Social Commerce and Digital Content to Drive Consumer Experimentation and Loyalty
Frabel Expands Production and Digital Strategy to Strengthen Leadership
Investment in a Mexican Brand, and Opportunities Still Evident
L'oréal Groupe and Mercado Libre Partnership Accelerates Shift to Digital Shopping
Farmacias Del Ahorro and Tiktok Shop Redefine Experiential Beauty Retail
Country Reports Disclaimer
The following categories and subcategories are included:
Colour Cosmetics
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- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
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- Premium Eye Shadow
- Mass Eye Shadow
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- Premium Mascara
- Mass Mascara
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- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
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- Premium BB/CC Creams
- Mass BB/CC Creams
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- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
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- Premium Foundation/Concealer
- Mass Foundation/Concealer
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- Premium Powder
- Mass Powder
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- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
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- Premium Lip Gloss
- Mass Lip Gloss
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- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
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- Premium Lipstick
- Mass Lipstick
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- Premium Other Lip Products
- Mass Other Lip Products
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- Premium Nail Polish
- Mass Nail Polish
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- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
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- Premium Polish Remover
- Mass Polish Remover
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- Premium Other Nail Products
- Mass Other Nail Products
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- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
Colour Cosmetics
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Colour Cosmetics research and analysis database.
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