Colour cosmetics in Brazil sustained dynamic growth in 2024. Lip gloss again stood out with accelerated double-digit volume and value rises, supported by versatility and cross-generational appeal as mass lip gloss drove overall category expansion. Gloss trends such as glazed lips and ombré lips remain prominent, created by layering clear gloss over neutral lipsticks for a fuller, natural look. Hybrid formats that blend colour, care, fragrance and even flavour are reinforcing momentum.

India’s colour cosmetics category saw strong double-digit growth in current value terms in 2024, driven by a wider adoption base, more frequent use, and a shift toward make-up as a source of everyday self-expression. Lip products remained the largest contributor to overall category sales and emerged as the most dynamic category in 2024. Consumers increasingly see lip products as essential for quick grooming, mood enhancement, and styling versatility, whether for college, work, social outings, or

The market for colour cosmetics in Kenya continued to expand in current value terms in 2024. This resilience is largely driven by the growing availability of local alternatives and strong domestic production. Homegrown brands such as Dreamskinhaven, The Hair Colour Company, SuperCosmetics, and Shaarz Cosmetics Kenya play a key role in meeting the diverse needs of local consumers. By manufacturing locally, these companies maintain competitive pricing while leveraging flexible, wide-reaching distr

Colour cosmetics in South Africa witnessed solid growth in 2024, largely driven by an increase in product launches within the affordable mass segment, making beauty more accessible to cost-conscious consumers. Demand remains strong, fuelled by social media influence and the continued emphasis on personal grooming. However, with many South Africans still under financial pressure, consumers have increasingly turned to competitively priced products and promotional offers to maintain their beauty ro

Even with the sale of the Aesop and The Body Shop brands, Natura&Co remains a top 10 player in the global beauty and personal care market. As it moves to simplify its company structure, Natura&Co plans to focus even more on its core business in Latin America, which, following its recent divestments, now accounts for the vast majority of company turnover. A final decision on the future of Avon International has yet to be made, with a potential sale not having been ruled out by Natura&Co.

Unilever, the number three player in the global beauty and personal care industry, continues to shape the future direction of the company through its Growth Action Plan 2030. This has seen the recent acquisition of the UK’s number one refillable deodorant brand (Wild), ticking the relevant boxes in terms of being a premium product able to compete in high-growth spaces, while the planned demerger of the group’s ice cream business is expected by the end of 2025.

Colour cosmetics products are considered essential by many Algerian women, and as such, volume sales remained on an upward trajectory in 2024 despite the ongoing economic downturn. However, many consumers have begun trading down to more affordable brands. A key driver of continued growth has been the increasing participation of women in the workforce, which has reinforced the desire to maintain a polished appearance. Rising exposure to global beauty trends - particularly through social media - h

Colour cosmetics sustained positive value sales in New Zealand in 2024, albeit at lower rates of growth compared to 2023. That said, volume sales remained stable and the lower growth rates seen in value can be attributed to stabilising inflation and consumer price sensitivity. Recent economic pressures and the cost-of-living crisis have placed a significant strain on household budgets, prompting consumers to reassess their discretionary spending. As a result, beauty purchases became more selecti

Value sales of colour cosmetics increased in 2024, supported by evolving societal patterns and shifting consumer lifestyles. A growing number of Moroccan women, particularly those who are financially independent or single, are investing more in their appearance and incorporating make-up into their daily routines. The rising celibacy rate has played a subtle but significant role in this shift, as women increasingly seek beauty and self-care as expressions of confidence and autonomy. Moreover, you

In Germany, value sales of colour cosmetics recorded healthy growth in 2024, while volume sales rose. Demand was supported by an increase in out-of-home activities and lifestyles, which further encouraged socialising. Many German women prioritise their appearance and personal grooming, and affordable indulgence plays an important role in this, supporting sales. Colour cosmetics is particularly driven by new product launches and innovations from both premium and mass brands. Social media platform

Colour cosmetics in Tunisia registered both healthy current and constant value growth in 2024. Volume sales also increased slightly, supported by a continuing increase in women who work outside the home, which is giving them more disposable income to spend on colour cosmetics. A growing range is also supporting increased sales, with teenagers in particular emerging as a key consumer group. Facial make-up accounted for most value sales and also registered the highest value growth. Tunisian women

Colour cosmetics saw current value growth in Nigeria in 2024. The increase in value sales was driven by a strong increase in unit price, with the average unit price increasing by more than 50%. Given practically all colour cosmetics brands and production materials are imported, the devaluation of the local currency led to the strong rise in unit price. Very harsh inflationary conditions also negatively impacted consumer spending power, leading consumers to strongly reduce volume consumption. Col

Colour cosmetics achieved healthy value growth in Cameroon in 2024, with volume also achieving low volume growth in an improvement from the flat volume sales seen in 2023. Sales in colour cosmetics are being driven by an evolving e-commerce sector bringing Westernised brands to the doorsteps of Cameroonian consumers, alongside a burgeoning makeup culture in the country which is heavily influenced by social media platforms such as Facebook, Instagram, and TikTok. Beauty influencers on these platf

The demand for colour cosmetics in Austria rose in 2024, supported by a confluence of trends spanning pricing, product innovation and social media influence. Overall value sales were driven upward by increases in average unit prices across most product types, while growing consumer interest in skin-enhancing formulations strengthened engagement with colour cosmetics. Skinification remained a key trend, with more make-up products containing ingredients traditionally found in skin care, such as hy

Sales of colour cosmetics entered a period of normalisation in Australia in 2024, with the category seeing steady growth in current value terms after the strong post-pandemic rebound in 2023. This deceleration reflects a combination of factors, including the fading base effect from the surge in demand when consumers returned to regular beauty routines after the pandemic, as well as ongoing cost-of-living pressures prompting shoppers to rationalise their discretionary spending. Increased promotio

Colour cosmetics in Sweden continued to perform well in current value terms in 2024. Value growth was boosted by a strong premiumisation trend, product innovation, and sustained consumer interest. Sweden’s minimalist aesthetic still influences usage, with a focus on skin-first, natural-looking make-up and multifunctional products. However, colour cosmetics as a whole has become more central to beauty routines, especially among younger consumers.

Colour cosmetics saw current value growth in the UK in 2024. The category has experienced a "make-up renaissance," as consumers have turned to colour cosmetics to enhance their looks, self-confidence and indulge amidst a challenging economic and political climate. During the final year of the review period, category growth was driven by numerous successful launches from major brands across product categories. Consumers are increasingly experimenting with new and trending products, leading to the

Colour cosmetics saw strong current value growth in the United Arab Emirates in 2024. Masstige-positioned colour cosmetics are experiencing significant growth, driven by their strong appeal to price sensitive consumers who refuse to compromise on brand image or product quality. These brands offer an attractive middle ground between luxury and mass-market options, making them particularly resilient in the economic environment prevailing at the end of the review period. Brands such as Kiko Milano

In 2024, value sales of colour cosmetics recorded a double-digit increase in Portugal, with strong and sustained growth, driven by rising consumer engagement. Shoppers are increasingly well-informed about brands, product formats and purposes, and ingredients, which is encouraging experimentation and sales. This trend is reinforced by a growing variety of offerings across different price points and skin tones, making colour cosmetics more inclusive and dynamic. Social media remained a powerful ca

Colour cosmetics registered both healthy current value and volume growth in Latvia in 2024. Affordability, as well as continuing innovation, supported growth. In addition, influencers on social media are playing an increasing role in driving sales, particularly for consumers under 30 years of age.

Colour cosmetics in Estonia posted steady value growth in 2024, as consumers return to offices, events, and everyday grooming. Rather than dramatic looks, make-up trends leaned toward natural, polished appearances, with light foundation, brow gels, and tinted balms taking priority. Consistent demand was evident in facial make-up and lip colour, with BB creams and multi-use products performing particularly well.

In 2024, colour cosmetics in Lithuania registered strong, if significantly slower, retail volume and current value growth. The category exhibits signs of maturity or even saturation in some areas. New make-up trends move away from heavy applications of products. In general, younger generations are more likely to look for non-mainstream brands as they pursue better value for money and affordability.

Colour cosmetics maintained robust growth in 2024, though at a slower pace than in previous years, largely due to the strong momentum already established post-pandemic. Unlike several other beauty and personal care categories, colour cosmetics did not experience any notable post-pandemic slowdown. While categories such as nail polish began to show signs of maturity, the overall category remained dynamic, supported by continued consumer interest in make-up, the rise of social media tutorials, exp

Colour cosmetics in Indonesia showcased healthy growth in 2024, driven by double-digit retail current value increases in categories such as eye make-up, facial make-up, and lip products. This growth was underpinned by a new generation of young Indonesians who are increasingly interested in beauty and self-expression. Young consumers, influenced by social media and beauty influencers, are experimenting with new looks and products, boosting demand for colour cosmetics. Categories such as eye make-