Content of the study:
The make-up market - France

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1.1 Presentation and definition of the make-up market

The make-up market, a segment of the cosmetics market, covers all sales of products designed to beautify or disguise the face. Several product categories can be distinguished:

  • for lips: lipsticks, lip pencils, glosses, balms and exfoliants, plumpers
  • for the complexion: foundation, blush, cream, powder, concealer, highlighter
  • for eyes: mascara, eye shadow, pencils, eyeliner, false eyelashes
  • eyebrows: pencils, powders, gel, mascara
  • accessories: lip brushes, complexion brushes, eyebrow brushes, etc.

The global cosmetics market is booming, driven by North Asia and North America. The French cosmetics market is a key economic sector for the French economy. The make-up segment occupies a relatively marginal position in terms of sales generated on the cosmetics market, but is very dynamic on the export market.

While the global market remains buoyant, the French make-up market has been losing steam in recent years: the trend is towards natural products. For some years now, make-up has been losing followers and is used less regularly. To counter the stagnation in demand, companies in the sector are seeking to distinguish themselves through the valorization of plants, respect for the environment, personalization and digitalization of the offer.

1.2 A dynamic global market

In ****, the global make-up market is estimated at $**.** billion. This market is expected to grow with a CAGR of *.**% over the period ****-****.

Evolution of make-up sales World, ****-****, in billions of dollars Source: ****

The world's leading make-up companies include : Unilever, L'Oréal, Avon products, Revlon, The Esthée Lauder Companies, ...

1.3 The French make-up market

Estimated at ** billion euros in ****, the European cosmetics and personal care retail market is the third largest in the world. (***)

The largest national cosmetics and personal care retail markets in Europe are Germany (***). [***]

Cosmetics market share by country Europe, ****, in billions of euros Source: ****

Looking at the French cosmetics market as ...

1.4 Export agreements for made-in-France cosmetics

France is the world leader in the cosmetics industry, thanks to high levels of exports. In ****, nearly **% of French cosmetics production was exported, representing **.* billion euros (***), a record for this market. This makes the cosmetics market the third-largest contributor to France's foreign trade balance, behind aeronautics and wines & spirits. [***] Make-up is ...

1.5 The impact of the Coronavirus

The make-up market has fallen back in the wake of the health crisis that has engulfed France and the world. According to Iri, in the first four weeks of the containment, make-up sales were down **% in value compared to the same period last year. [***] Containment has accelerated the no-make-up trend. According ...


2.1 Typology of demand

Demand for make-up products is driven by a number of structural factors, including an ageing population, attention to appearance, and growing interest in France, as elsewhere in the world, women (***) account for the bulk of this demand for make-up.

Number of working women on the rise in France

According ...

2.2 Demand weakened by the covid19 crisis but set to rebound in 2022

As make-up products have a relatively long shelf life, the frequency with which they are purchased is already relatively low.

What's more, in recent years, the French are increasingly favoring quality over quantity: according to LSA Conso, one million French people stopped buying makeup between **** and ****. As a result, **.* million people ...

2.3 The importance of influencers

By ****, the #Beauty hashtag on Instagram will account for over *** million posts. Young people are the most present on social networks and therefore the most subject to influencers. In the United States, **% of Generation Z search on TikTok before buying a product, even before going through Google [***]. Influencers' opinions carry a ...

2.4 The popularity of organic food

According to a study conducted in **** by Cosmébio, half the French population buys organic cosmetics. That's **% more French than four years earlier. What's more, the average organic cosmetics shopping basket has risen from an average of ** euros in **** to over ** euros in ****.

In ****, the most popular places for French people ...


3.1 The cosmetics industry

The cosmetics market is a major sector of the French economy. The following diagram illustrates the sector's value chain.

Sales generated by the manufacture, domestic distribution and export of cosmetics will amount to ** billion euros in **** in France. Exports represent ** billion euros, or **% of production. [***]

Total sales for the entire specialized ...

3.2 Distribution dominated by specialized and mass-market channels

The most important distribution channel for cosmetics is supermarkets, ahead of selective distribution and parapharmacies. By ****, supermarkets will account for **% of cosmetics sales.

Breakdown of cosmetics sales by location France, ****, in Source: ****

In the case of make-up, perfumeries are the most important channel, with sales of *** million euros in ****, ahead of ...

3.3 The weight of different product categories

Large-scale distribution

Make-up sales in supermarkets represent ***.* million euros in ****, up *.*% on ****, and a volume of **.* million units sold (***).

Sales of different categories of make-up products in supermarkets France, ****, millions of euros Source: ****

In ****, eye products generated significantly more sales in supermarkets than other product types, with a *.*% increase on ****. Facial ...


4.1 Very uneven price levels by segment

In general, consumer prices consumer prices for make-up products have remained broadly stable in recent years between **** and ****. In ****, the consumer price index for make-up and skincare products will show its strongest rise in the last decade, reaching ***.**.

evolution of the price index for make-up products France, ****-****, base *** in **** Source: ...

4.2 Supply trends

Development of make-up for men

Makeup for men is also booming. In ****, on TikTok, the hashtag #boysinmakeup accumulated *** million views. [***] Chanel dedicates a range to "Boy". Marc Jacob, Tom Ford and Gucci Beauty also have dedicated ranges. However, men's cosmetics are not limited to luxury brands, as the e-commerce site Zalando ...

4.3 A growing organic and responsible offer

The global market for natural and organic cosmetics is growing: from *.* billion euros in **** [***]

In ****, the French organic cosmetics market represented *** million euros, double its size in ****. [***]

It should be noted that make-up products account for a very small share of organic store sales, while skincare and hygiene products dominate organic ...


5.1 Pre-marketing regulations

The regulations are detailed by :

Agence nationale de sécurité du médicament(***) and health products; Regulation (***) n°****/**** of the European Parliament and Council of November **, **** on cosmetic products since July **, ****; The French Public Health Code (***).

Before a cosmetic product can be marketed, it must be able to meet certain specific ...

5.2 Post-marketing regulations

As theANSM states: " Each cosmetic product placed on the market has an associated responsible person (***). This person may be a natural person or a legal entity. This person has many obligations and responsibilities, in particular :

That of ensuring that the cosmetic product placed on the market, and with which it is ...


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Reviews (2)

Reviews (2)

The make-up market - France

Publicado en 31/07/2022 by Denise GOMBER - ACCEDPLUS

Interesting study with many figures I only regret that there is no section on employment related to the sector of activity developed.

The make-up market - France

Publicado en 05/01/2022 by Client anonyme - Ce client a souhaité rester anonyme

Very complete study on production, distribution and consumption. It underlines the importance of e-commerce and organic products in this sector.

Businesscoot Response:

Hello Gregoire, Thank you for your feedback and we are delighted that this study has given you a good overview of the market.

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