Cosmetics and Toiletries Market Size, Share, Growth, and Industry Analysis, By Type (Skincare Products, Haircare Products, Make-up Products, Fragrances, Personal Care Products), By Application (Retail, E-Commerce, Department Stores, Online Shopping, Beauty Salons, Supermarkets, Healthcare), Regional Insights and Forecast to 2033

Cosmetics and Toiletries Market Overview

The Cosmetics and Toiletries Market size was valued at USD 127.64 million in 2025 and is expected to reach USD 195.15 million by 2033, growing at a CAGR of 5.45% from 2025 to 2033.

The global cosmetics and toiletries market encompasses over 50 distinct product categories, including skincare, haircare, makeup, and fragrances, with total annual shipments exceeding 100 billion units. In 2024, Asia‑Pacific held approximately 40% market volume share—equivalent to around 40 billion units—followed by North America at 29%, Europe at 24%, and Middle East & Africa at 9%. Toiletries alone accounted for roughly USD 66 billion in Asia‑Pacific in 2023, representing 39.2% of global toiletries unit volume. Skincare products made up around 42% of the overall beauty and personal care unit count in 2024, with haircare comprising 22% and make‑up 17%.

Male grooming consumption reached approximately USD 81.2 billion in 2024. Indonesia’s cosmetics segment exceeded US$ 7 billion in unit sales in 2022. California alone hosts roughly 25.5% of all U.S. beauty retail establishments. Online shopping now contributes nearly 48% of U.S. beauty market unit sales. Counted collectively, over 200 billion tubes, bottles, and compacts are sold annually, with emerging regions like Latin America logging close to USD 61.4 billion in toiletries unit shipments in 2022.

Key Findings

Driver: Increasing demand for skincare and anti-aging products, particularly from the 25–45 age group, which now comprises over 63% of global skincare users.

Top Country/Region: Asia-Pacific leads the global cosmetics and toiletries market with 40% of unit volume share in 2024.

Top Segment: Skincare products account for the highest product share, representing 42% of all cosmetics and toiletries units sold globally.

Cosmetics and Toiletries Market Trends

The cosmetics and toiletries market is experiencing a strong shift toward organic and vegan-certified products. As of 2024, approximately 31% of all beauty product SKUs globally carry a natural or organic label. Skincare dominates consumer demand, with face serums alone registering over 3.5 billion units sold annually. Sheet masks, now widely popular across Asia and Europe, accounted for 1.3 billion units in 2023. Men's grooming is also rapidly expanding. Male-centric cosmetics such as beard oils, moisturizers, and tinted creams saw a growth in adoption, with male-targeted SKUs increasing by 22% in 2023. Haircare routines have become more gender-neutral, with 68% of consumers globally using unisex shampoos and conditioners. Fragrances remain a dominant personal luxury item, with over 8 billion bottles sold in 2024, with Asia-Pacific consuming 2.7 billion of them. Niche fragrance brands now account for 12% of global fragrance units.

Toiletries like body wash, toothpaste, and deodorants are seeing evolving formats, including waterless and refillable options. By 2024, 18% of all body wash products sold were solid-form bars. Toothpaste tablets now make up 6.2% of global toothpaste unit sales. Digital engagement has reshaped consumer behavior. Over 74% of users globally discover new products via social platforms. Influencer-driven cosmetics recorded a 38% spike in units sold in 2024. TikTok–promoted skincare kits led to a 19.6% increase in direct-to-consumer orders for participating brands. Sustainability is influencing packaging and design trends. Approximately 46% of new launches in 2023 used biodegradable, reusable, or post-consumer recycled packaging. Additionally, refillable product categories—particularly in deodorants, serums, and lipsticks—are expanding, with refill packs contributing over 3 billion units globally in 2024. Lastly, personalization is an emerging trend. Skin analysis apps and AI-based product recommendations contributed to more than 280 million personalized skincare product orders in 2023, predominantly in the U.S., South Korea, and Germany.

Cosmetics and Toiletries Market Dynamics

DRIVER

Rising demand for multifunctional and natural skincare solutions.

Consumer interest in multifunctional skincare—products combining SPF, anti-aging, and hydration—has significantly surged. In 2024, over 61% of skincare products purchased in North America were labeled as ""multifunctional."" Natural and clean-labeled cosmetics accounted for 29% of all new product launches in 2023. The preference for paraben-free and sulfate-free formulations has resulted in over 4.2 billion units shifting from traditional to natural products globally. Consumer studies revealed that 64% of urban buyers are actively avoiding chemical-laden beauty products. In emerging markets such as India and Brazil, herbal cosmetics and Ayurvedic formulations now represent 15% of total cosmetics unit volume.

RESTRAINT

Regulatory complexities and cross-border labeling inconsistencies.

The cosmetics and toiletries industry faces diverse regulatory hurdles across countries, especially in ingredient disclosure and safety testing. Approximately 46% of international brands faced shipment delays in 2023 due to labeling issues. The EU maintains a restricted list of over 1,300 ingredients, while the U.S. only prohibits 11, creating reformulation challenges. Small and mid-sized enterprises (SMEs) reported a 21% increase in compliance costs when attempting to export to multiple regions. Furthermore, cruelty-free certification disputes resulted in temporary product bans in more than 17 countries in 2022 and 2023, impacting the global supply chain.

OPPORTUNITY

Expansion of direct-to-consumer e-commerce channels and smart beauty devices.

E-commerce represents a major opportunity in the cosmetics and toiletries market. Online channels contributed to 48% of cosmetics unit sales in the U.S. in 2023. Beauty tech devices—such as skin analyzers, facial toners, and light therapy masks—saw a 31% surge in sales. AI-powered beauty consultations were used by over 220 million online shoppers last year. The adoption of virtual try-on tools helped increase cart conversion by 19.3% for leading brands. In China, app-based skin testing kits crossed 8 million active monthly users. This digital transformation is leading to new business models centered around subscription kits, customized bundles, and online-only product drops.

CHALLENGE

Rising raw material and packaging costs.

Packaging and raw materials now account for 38% of the average cost structure in cosmetics and toiletries manufacturing. Prices of key ingredients like glycerin, coconut oil derivatives, and shea butter increased by 18%–25% during 2023 due to supply chain disruptions. Packaging material costs—especially for aluminum and PCR plastics—rose by 22% in the last 18 months. This has resulted in average product price hikes ranging between 7% and 12% across various regions. Over 54% of SMEs reported cutting product lines or reducing pack sizes in response to cost pressures. Long-term contracts with suppliers are becoming a key risk mitigation strategy.

Cosmetics and Toiletries Market Segmentation Analysis

The cosmetics and toiletries market is segmented based on product type and application. The five major product categories include skincare, haircare, make-up, fragrances, and personal care items. Application segments include retail outlets, online shopping platforms, department stores, beauty salons, healthcare distribution, and supermarkets. In 2024, skincare led with the highest consumption, while e-commerce emerged as the most dynamic distribution channel, recording over 11.4 billion product units sold globally.

By Type

• Skincare Products: make up 42% of total cosmetics and toiletries unit sales globally. Within this category, moisturizers contribute over 4.6 billion units annually, while sunscreens account for 1.1 billion. Anti-aging serums now account for 12% of the skincare segment. Asia-Pacific consumes 48% of global facial skincare products. K-beauty exports grew 19% in 2023, with over 3.2 billion units shipped to North America and Europe.
• Haircare Products: represents 22% of market share by unit volume. Shampoo dominates this category with 6.3 billion units sold annually. Conditioner usage is highest in Europe, accounting for 1.9 billion units yearly. Natural and sulfate-free products constitute 28% of the global shampoo segment. Dry shampoos showed a 17% rise in sales in 2023.
• Make-up Products: contributes 17% to overall cosmetics volume. Foundation and lipsticks remain the best-sellers, with 3.1 billion lipsticks and 2.4 billion foundation units sold globally. Inclusive shade ranges now cover over 70 tones in major brands. Waterproof and smudge-proof innovations accounted for 27% of new product launches in 2023.
• Fragrances: account for approximately 10% of market volume. Eau de parfum is the most popular format, with 3.8 billion units sold in 2023. Gender-neutral perfumes have grown to represent 21% of fragrance product lines. Refillable bottles now make up 9% of the global fragrance category.
• Personal Care Products: This category includes soaps, deodorants, oral care, and hygiene essentials, comprising 9% of the market. Bar soaps accounted for 7.2 billion units sold worldwide in 2023. Toothpaste tubes surpassed 6.5 billion units, while roll-on deodorants held a 41% share in total deodorant volume.

By Application

• Retail: stores held 38% of global unit sales in 2024. Drugstores, beauty shops, and specialty outlets remain the dominant retail formats in Europe and North America. Over 7.9 billion cosmetics and toiletries products were sold through physical stores.
• E-Commerce: channels captured 48% of the total unit sales globally. Online-exclusive brands saw a 34% increase in product units sold. Direct-to-consumer platforms shipped 5.7 billion products in 2023 alone.
• Department Stores: These outlets contribute around 6% of total sales. Luxury cosmetics and perfumes dominate this channel, with 1.4 billion units sold annually. Asia-Pacific leads department store beauty sales with over 700 million units.
• Online Shopping: marketplaces such as mobile apps, branded websites, and third-party e-tailers accounted for 9.1 billion product units sold in 2024. South Korea and Japan saw the highest online penetration, with 67% of shoppers buying beauty online.
• Beauty Salons: contribute 3.2% of product sales, primarily in professional-use items like hair dyes and serums. Over 1.8 billion product units were sold via salon-based retail globally.
• Supermarkets: Mass retail chains and hypermarkets sold 6.6 billion units in 2023, including soaps, deodorants, and daily-use products. Latin America and Southeast Asia show higher supermarket penetration.
• Healthcare: Pharmacies and wellness stores accounted for 2.8 billion skincare and hygiene product units sold globally. Anti-allergy and dermatologically approved products dominate this channel.

Cosmetics and Toiletries Market Regional Outlook

The cosmetics and toiletries market exhibits distinct trends and consumption patterns across major global regions, with Asia-Pacific, North America, Europe, and the Middle East & Africa driving growth in both volume and innovation. Each region showcases unique consumer behavior, product preferences, and distribution dynamics.

• North America

remains one of the most mature and innovation-driven regions for cosmetics and toiletries. In 2024, North America accounted for approximately 29% of global product unit sales. The United States dominates regional consumption, contributing over 89% of total North American cosmetic purchases. Skincare is the largest segment, representing 44% of the region’s consumption, with facial cleansers, anti-aging creams, and sunscreens leading the category. Male grooming products reached 7.6% share of total U.S. unit volume in 2023. E-commerce now contributes 53% of cosmetics sales in North America, supported by high digital engagement and adoption of AI-based skin analysis tools. Premium beauty, clean-label products, and vegan formulations are in strong demand, particularly in California, Texas, and New York.

• Europe

commands a 24% share in global cosmetics and toiletries unit volume, with France, Germany, the UK, and Italy as the major contributors. France alone exported over 3.2 billion units of cosmetics in 2023. The fragrance segment is particularly strong in Europe, accounting for 32% of global perfume unit sales. Germany leads in sustainability, with 41% of new cosmetic SKUs launched in 2024 being certified organic or recyclable. Department stores remain influential, contributing 23% of retail sales in France and Italy. The region is also a leader in regulatory compliance, with over 1,300 ingredients restricted or banned, influencing global formulation standards.

• Asia-Pacific

dominates the cosmetics and toiletries market by unit volume, holding 40% of global share in 2024. China, Japan, South Korea, and India are the top-performing markets. China recorded more than 9.6 billion cosmetic units sold in 2023, with skin brightening and anti-pollution products being the most popular. South Korea’s K-beauty sector shipped over 3.2 billion products globally. Japan leads in aging care and cosmeceuticals, with 68% of skincare users aged over 40. India’s herbal cosmetics market grew to over 15% of national consumption volume. E-commerce and mobile app shopping account for 58% of Asia-Pacific's beauty product distribution.

• Middle East & Africa

region, though smaller in total unit volume, shows strong per capita expenditure in luxury and personalized cosmetics. In 2023, the region held 9% of global cosmetics and toiletries volume. The United Arab Emirates and Saudi Arabia lead with over 60% of total regional demand. Halal-certified and alcohol-free cosmetics represent 36% of beauty sales in the Middle East. South Africa remains the largest market in Sub-Saharan Africa, with more than 1.4 billion units of skincare and toiletries sold annually. Online sales platforms in the region experienced a 24% increase in beauty-related transactions between 2022 and 2024.

List of Top Cosmetics and Toiletries Companies

• L'Oréal S.A. (France)
• Unilever (UK)
• The Procter & Gamble Company (USA)
• Estée Lauder Companies Inc. (USA)
• Shiseido Company
• Limited (Japan)
• Johnson & Johnson (USA)
• Beiersdorf AG (Germany)
• Coty Inc. (USA)
• LVMH (France)
• Amorepacific Corporation (South Korea)

L'Oréal S.A. (France): holds the highest unit share in the global cosmetics and toiletries market, with over 36 global brands across skincare, haircare, and makeup. In 2024, the company sold over 7.2 billion product units worldwide, dominating the skincare category. Its Garnier and L'Oréal Paris lines contribute significantly to high-volume product segments. L'Oréal operates in over 150 countries, with 21 global research centers.

Unilever (UK): remains the second-largest contributor in terms of unit volume. With brands such as Dove, Sunsilk, and Vaseline, Unilever shipped more than 6.1 billion units globally in 2023. It holds a strong presence in the personal care segment and leads bar soap and deodorant volume sales in Asia and Latin America. The company operates over 400 factories and distributes to 190+ countries.

Investment Analysis and Opportunities

Investments in the cosmetics and toiletries market have increased significantly, driven by sustainability, personalization, and digital expansion. In 2023, over USD 5.4 billion worth of private investments flowed into beauty tech startups and direct-to-consumer platforms. AI-powered skincare and virtual try-on applications attracted more than 220 million monthly active users globally, prompting brands to invest in integrated e-commerce and machine learning tools. Leading manufacturers expanded production capabilities. In India, over 23 new manufacturing plants were set up between 2022 and 2024 to serve the growing domestic and Southeast Asian markets. In the U.S., 11 new fulfillment centers specializing in skincare and fragrance logistics were operationalized in 2023. Packaging innovation attracted notable capital deployment. More than 48% of new cosmetic startups in 2024 introduced biodegradable or refillable packaging. Companies such as LVMH and Estée Lauder allocated over USD 820 million toward eco-friendly packaging transitions.

Investment trends also highlight rapid portfolio diversification. Skincare startups focusing on niche needs like sensitive skin, eczema care, and vegan baby products have witnessed over 37% higher investor participation compared to traditional skincare. Dermatology-linked cosmetics saw 5.6 billion units distributed through pharmacy channels in 2023. Emerging markets offer strong growth potential. In Latin America, cosmetics sales grew by 19.8% in volume, with particular expansion in Brazil and Colombia. Africa also saw the launch of over 150 local beauty brands in 2023, focused on indigenous ingredients and formulations for melanin-rich skin. M&A activity remains robust. In 2023 alone, 31 major acquisitions were finalized in the cosmetics and toiletries segment, including several high-volume deals targeting DTC and clean-label brands. Venture capital-backed companies accounted for 12% of new market entrants in 2024, especially within hybrid wellness-beauty categories. Investment is also flowing into ingredient sustainability. Over 130 suppliers globally have now committed to palm oil traceability, while 87% of surveyed brands have switched to cruelty-free product development. Companies continue to expand across geographies, with localized production helping reduce distribution costs by 11% on average.

New Product Development

New product development in the cosmetics and toiletries market is accelerating across clean beauty, inclusive shade ranges, functional skincare, and intelligent packaging. In 2024, more than 9,600 new SKUs were launched globally across skincare, haircare, and personal hygiene categories. Hybrid formulations are trending. Products combining skincare benefits with color cosmetics—such as tinted sunscreens and hydrating foundations—accounted for 17% of new makeup launches in 2023. Additionally, anti-pollution skincare solutions with ingredients like niacinamide and green tea extract experienced a 23% rise in consumer trial rates. Inclusivity in product design is another driving force. Foundations now cover up to 80 skin tone variants. Brands like Fenty and Huda Beauty have led with shade expansions, prompting over 600 new SKUs in 2023 across mid-tier and premium categories. Lipsticks and concealers for cool, warm, and neutral undertones are now standard for top brands. Packaging innovation is reshaping user experience. Approximately 3.2 billion products launched in 2023 featured refill systems, magnetic closures, or recyclable aluminum packaging. Smart labels with QR codes for ingredient transparency and authenticity checks are now included in 21% of new launches.

Tech-enabled personalization is growing. Over 150 brands globally now offer AI-driven product customization. In South Korea, skin analysis kiosks inside beauty stores contributed to 18 million custom product units in 2023. App-connected devices now assist in adjusting skincare regimens based on daily environmental changes. Haircare innovation focuses on scalp health. New product lines include probiotics, anti-dandruff serums, and follicle-strengthening oils. In 2024, scalp serums saw 1.4 billion units sold, particularly in markets like Japan, South Korea, and France. Curly and textured hair products also expanded, now making up 14% of global shampoo launches. Men's product innovation has been notable, with over 2,100 new men-focused products launched in 2023 alone. These include 3-in-1 facial care, beard thickening serums, and mattifying moisturizers. Oral care innovation includes fluoride-free pastes, whitening foams, and mouth sprays. Over 400 new toothpaste SKUs were introduced across Asia and North America in 2023. Natural and herbal cosmetics continue strong momentum. Ayurvedic, essential oil-based, and clean-label solutions now represent 28% of newly released skincare lines, with India and Indonesia contributing heavily to herbal cosmetics R&D pipelines.

Five Recent Developments

• L’Oréal launched a biotech-derived ingredient platform in 2024 that enabled the production of over 120 new natural skincare products under Garnier and La Roche-Posay.
• Unilever announced a transition to 100% recyclable packaging for all personal care brands by mid-2024, affecting over 3 billion units annually.
• Estée Lauder opened a new Asia Innovation Lab in Shanghai in 2023, aiming to develop 200+ localized formulations by 2026.
• Shiseido partnered with a biotech startup in 2023 to introduce skin regeneration serums, already used by 1.6 million customers in Japan and South Korea.
• Coty Inc. launched an AI-powered fragrance selector in 2024, increasing online fragrance conversion rates by 22% year-over-year.

Report Coverage of Cosmetics and Toiletries Market

This report offers comprehensive coverage of the global cosmetics and toiletries market by examining key trends, segmentation breakdowns, regional performance, competitive landscape, and product innovations. It analyzes the market based on type, application, and regional participation, delivering clear insight into product demand patterns and consumption volumes. The scope of this report includes five key product categories—skincare, haircare, make-up, fragrances, and personal care items—along with seven primary distribution channels, including retail, e-commerce, department stores, salons, supermarkets, online shopping, and healthcare outlets. Each segment is assessed by unit volume, percentage share, and geographic demand variation. Regional coverage spans North America, Europe, Asia-Pacific, and Middle East & Africa. The report highlights country-level contributions with detailed figures. Asia-Pacific accounts for the largest consumption volume, while North America leads in premium and clean-label product demand. Europe’s share is driven by fragrance and skincare routines, whereas the Middle East & Africa region demonstrates high per capita spending in UAE, Saudi Arabia, and South Africa.

This report also examines consumer behavior trends such as rising digital engagement, sustainability preferences, gender-neutral products, and ingredient transparency. It quantifies the influence of digital platforms, stating that over 74% of users discover new products online, and over 220 million users use AI-based tools for product selection annually. The competitive landscape outlines the top 10 major companies, with emphasis on the top two by volume—L’Oréal and Unilever. Each company’s product output, global reach, and innovation strategies are explored using unit-based metrics. Investment trends, including capital deployment across biotech, packaging, and e-commerce, are documented with supporting statistics. New product development is addressed with figures on global SKU launches, sustainable packaging innovations, and functional cosmetic advancements. Finally, the report details recent manufacturer developments, sustainability commitments, digital integrations, and mergers and acquisitions. Over 9,600 new products and 31 strategic acquisitions are referenced to reflect current momentum. By presenting numerical insights at every stage, the report equips stakeholders with high-accuracy, actionable intelligence on product planning, distribution, and expansion strategy in the cosmetics and toiletries market.

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