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Makeup Trends & Statistics

EMARKETER offers market research, trends and statistics for a variety of topics and industries. Here you will find a collection of reports, articles and other resources for Makeup

Estée Lauder market share gains in China aid better-than-expected quarter

Article
Oct 30, 2025

Estée Lauder topped analysts’ profit and revenue expectations, aided by sales and market share gains in China and customer growth in the US. The parent of brands such as Clinique, Tom Ford, and Aveda said its results marked the start of its return to growth under a turnaround plan. Estée Lauder’s stronger-than-expected quarter shows that accessible pricing and product innovation is essential to growth in beauty, especially as competition continues to intensify. Gap Inc., for instance, is launching Old Navy Beauty, a youth-focused line of body mists and scents. Its move shows that even apparel retailers are muscling into beauty to lure Gen Z consumers, providing new pressure on established beauty brands.

The UK Personal Care and Beauty Consumer 2025

The UK Personal Care and Beauty Consumer 2025

Report
Oct 23, 2025

Our exclusive research reveals what factors are influencing the path to purchase for personal care and beauty products.

Gen Z Personal Care and Beauty Preferences 2025

Gen Z Personal Care and Beauty Preferences 2025

Report
Oct 08, 2025

Gen Zers are avid personal care and beauty shoppers, and their habits often diverge from those of older consumers. While they shop in-store as much as non-Gen Zers, they're more likely to turn to digital channels for research and purchases. This report contrasts Gen Z behaviors with those of non-Gen Z shoppers across the personal care and beauty landscape.

The US Beauty Consumer 2025​

The US Beauty Consumer 2025​

Report
Sep 08, 2025

Our exclusive data explores how social commerce and AI are reshaping the beauty path to purchase for US consumers.

Chime’s new partnership will expand its reach with the youngest banking customers

Article
Apr 29, 2025

This could give Chime access to more Gen Alpha and Gen Z customers.

Reimagining Retail: How French Department Store Icon Printemps Is Reinventing US Retail — Inside the New NYC Flagship

Audio
Apr 16, 2025

On today’s podcast episode, we discuss how department stores are getting on, how they’re evolving, and what the contemporary department store needs to do to stick around. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Vice President of Content Suzy Davidkhanian and Senior Analyst Carina Perkins.

Reimagining Retail: Ageism in Beauty and the Shift Away From “Staying Young”

Audio
Mar 19, 2025

On today’s podcast episode, we discuss how the beauty industry is venturing into untapped markets, how the conversation of ageism in beauty fits or diverges with the greater trend away from diversity and inclusion, and how brands market to older people while staying relevant with younger audiences. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves, Analyst Arielle Feger, and CEO and Founder of Ageism Is Never In Style® Jacynth-Bassett.

Beauty Ecommerce 2025

Beauty Ecommerce 2025

Report
Jan 10, 2025

Beauty’s run of strong retail sales growth is winding down, but new audiences and sales channels will offer opportunities for savvy brands and retailers to regain momentum.

Sephora and L’Oréal strong results suggest Ulta may have overstated beauty industry challenges

Article
Apr 19, 2024

The lipstick effect may not be fading after all: Despite Ulta’s slowdown warning, L’Oréal’s North American sales rose 12.3% in Q1, and Sephora’s business has been “pretty strong.”

What’s behind the ‘mob wife’ trend and what it means for fashion and beauty brands

Article
Feb 05, 2024

The “The Sopranos” turns 25 this year, and the “mob wife” look—big hair, fur coats, animal prints, and lots of gold jewelry—is back and trending on TikTok.

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Gen Alphas flood the beauty aisle in search of premium brands

Article
Jan 31, 2024

Gen Alpha’s obsession with skincare is driving beauty sales: Younger shoppers are gravitating toward premium brands and spending more time browsing the aisles at Sephora.

Q&A with Sephora: Makeup in the metaverse

Article
Sep 23, 2022

Insider Intelligence spoke with Kate Biancamano, director of events and experiential marketing at Sephora, about expanding the beauty brand’s offerings into the virtual world.

Data and Analytics Have Helped Peace Out Skincare Pivot During the Pandemic

Article
Jul 07, 2020

Since its launch in 2017, Peace Out Skincare—known for its Acne Dot patches—has been rapidly expanding its business through an exclusive partnership with Sephora, as well as its own direct-to-consumer (D2C) business.

Is Influencer Impact on Brand Image and Safety a Concern for Marketers?

Is Influencer Impact on Brand Image and Safety a Concern for Marketers?

Article
May 21, 2019

According to a January 2019 survey from influencer marketing agency Mediakix, 61% of US marketers agreed that it’s difficult to find the right influencers for a campaign. And more than one in four US marketers said that brand safety and alignment was a challenge when it comes to influencer marketing.

How Benefit Cosmetics Is Leveraging Instagram Stories

How Benefit Cosmetics Is Leveraging Instagram Stories

Article
Dec 03, 2018

With its increased investment in Instagram Stories, Benefit plans to focus on both organic and paid content in 2019. And rising usage in swipe-up behavior—when a user swipes up on stories content and is taken to a landing page on the brand's website—is opening the door to new opportunities.

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