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Summary of our market study
Make-up sales in France are valued at over 2 billion euros.
The COVID-19 pandemic considerably reduced make-up sales, with a drop of 62%. The crisis has accelerated the "no-makeup" trend, with only 20% of women using makeup on a daily basis.
The organic and natural cosmetics market is growing fast, with the French market doubling from 2015 to over €1 billion. E-commerce is also playing an important role, with L'Oréal's online sales, for example, accounting for 29% of its turnover.
France is one of the world's leading cosmetics exporters, contributing 19 billion euros to the national economy by 2022.
The main consumers are working women, who number around 15 million.
Influencers and social media have an impact on beauty trends and purchasing behavior, with the #Beauty hashtag amassing over 500 million posts on Instagram. 42% of beauty consumers have reportedly made purchases after engaging with influencer content on social networks. Celebrities like Selena Gomez with her beauty brand Rare and Rihanna with Fenty have conquered a segment of the market.
Almost a quarter of all fragrance and cosmetics sales take place during the festive season.
Market players
- Sephora (LVMH)
- Nocibé
- Marionnaud (AS Watson group)
- Yves Rocher Group
- L'Occitane
- Kiko Milano
- Estée Lauder
- Chanel
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Summary and extracts
1 Market overview
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 Demand analysis
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 dermocosmetics.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 Market structure
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 Offer analysis
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 Regulations
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 ...
6 Companies
6.1 Player segmentation
- Sephora
- Kiko Milano France
- Nocibé (Douglas Groupe)
- Marionnaud France
- L'Occitane Groupe
- Chanel
- Bourjois (Groupe Coty)
- Estée Lauder
- Coty (JAB Holdind)
- Revlon
- Shiseido
- Rimmel London (Groupe Coty)
- Cosnova
- Groupe Rocher (Yves Rocher)
- Mac Cosmetics (Estée Lauder)
- Yves Saint Laurent Parfums (Groupe L'Oréal)
- Groupe NOVI
- Avril Beauté
- Make up for ever (Groupe LVMH)
- Adopt Parfums
- Clarins Groupe
- The Body Shop
- Givenchy
- Lancôme (L'Oréal)
- Sisley
- Dolce & Gabbana
- Beiersdorf
- Sanoflore
- Nuxe
- Eau Thermale d'Avène (Pierre Fabre Groupe)
- Galeries Lafayette
- Mademoiselle bio
- Amorepacific
- Avon Products
- Kose
- Mary Kay
- Maybelline (L'Oreal)
- Guerlain
- Benefit
- Nyx Professional make Up (L'Oreal)
- Urban Decay (L’Oréal)
- E.L.F
- De Blangy (INK AND OUT)
- La Bouche Rouge Paris
- Pardi
- Absolution
- Bioeven
- Antipodes Nature
- April Beauty Bogart groupe
- Ayanature
- Baïja (Bain & Nature)
- Beauté Privée
- Biotyfull Box
- BoHo Green
- Cosmelab
- Couleur Caramel
- Mes Cosmétiques Français
- Mycosmetik
- Panier des Sens
- Yumi Beauty
- SRP group (Showroomprivé)
- Silgan Dispensing France
- Cosmogen
- Ciaté London
- Pink Gellac
- Flormar
List of charts presented in this market study
- Number of working people by gender
- Growth in the cosmetics market
- Geographical breakdown of cosmetics sales
- Breakdown of the cosmetics market by product type
- Trend in make-up sales
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Latest news
Sephora downsizes in China after leaving South Korea - 22/08/2024
- - Sephora is shedding "just under 3%" of its workforce in China, or around 100 jobs.
- - Sephora has around 400 stores in Asia, including 300 in China.
- - Founded in 1968 and acquired by LVMH in 1997, Sephora set up in Beijing in 2005.
- - Sephora is the number one retailer of high-end beauty products in the United States.
- - The company is targeting sales of "20 billion euros".
- - Sephora's operations in China would have generated combined losses over 2022 and 2023 of $46 million, according to annual reports from Shanghai Jahwa United Co. Ltd. which holds 19% of its business on the mainland.
- - Sephora recently reduced its presence in South Korea and withdrew from Taiwan.
- - The brand is a significant contributor to LVMH sales, second only to Louis Vuitton (over 20 billion in sales).
- - Sephora has estimated sales of over $12 billion, according to Bernstein.
Dolce & Gabbana goes public to realize its dreams of greatness - 24/07/2024
- - Estimated value of Dolce & Gabbana: around 6 billion euros.
- - Dolce & Gabbana sales for fiscal 2023-2024: €1.8 billion.
- - Annual sales growth: 17% year-on-year.
- - Share of sales in China before the "bad buzz" of 2018: over 20% of sales.
- - Decline in the activities of certain luxury players in China: up to 30%.
- - Share of Dolce & Gabbana sales in the United States and Canada: close to 30% of its business.
- - Number of Dolce & Gabbana stores in the United States: 72, with 12 new openings planned.
- - Sales target for Dolce & Gabbana's beauty division, reinternalised in 2022: from 1.5 to 3 billion euros within four years.
- - Number of people hired to develop the beauty division: nearly 300.
Beiersdorf opens new logistics center in southern Germany - 15/07/2024
- Beiersdorf, owner of the Nivea skincare brand, is planning to invest 200 million euros in the new platform
Chanel seeks new impetus with the departure of its artistic director - 06/06/2024
- - The Chanel group employs over 36,500 people worldwide.
- - Chanel sales 19.7 billion dollars in 2023
- - Chanel sales rose by +15.8%.
- - In the United States, Chanel sales rose by less than 3% to $3.9 billion.
- - In Asia, Chanel sales rose strongly by 17.7% to $8.4 billion.
- - Chanel's distribution network has doubled over the last five years.
Luxury: Chanel on the right track - 22/05/2024
- - Chanel 2023 annual sales: $19.7 billion (approx. €18.2 billion), an increase of 14.6%.
- - Workforce: 36,500 employees.
- - Number of Chanel boutiques worldwide: over 600.
- - Sales in Asia: $8.4 billion, up 17.7%.
- - Sales in Europe: $4.7 billion.
- - Sales in the United States: $3.9 billion, with growth of less than 3%.
- - Number of Chanel stores in mainland China: 18.
Beauty: Estée Lauder cautious about 2024 - 02/05/2024
- - Acquisition of Tom Ford for $2.3 billion
- - Double-digit growth in Clinique sales, across all geographic regions
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