7 Top Makeup Growth Sectors for 2025

*Photos courtesy of Givaudan Beauty, HCP Packaging, ICONS|ICS, MPlus Beauty, FusionPKG and Cosmopak.

While makeup remains the largest category in the prestige market, its sales grew 5% in the first half of 2024, slower than the other categories tracked in the Circana report.

At the same time, a September 2024 Spate report notes that, between August 2021 and May 2024, makeup Google searches and TikTok content have dropped by 7.7%.

Yet, while overall growth is slow, several key segments are expanding—notably lip and cheek products, setting sprays, and other select categories.

At the same time, emerging trends, including hybrid/multifunctional products, new gestures enabled by packaging, clean formulations and more are opening new avenues for growth.

Here’s our full breakdown, encompassing market dynamics, recent innovations from turnkey and contract manufacturers, and packaging experts.

Let’s get started.

1. The Lip Boom Cannot Be Stopped

U.S. prestige lip segment sales grew in the double-digits in the first half of 2024, led by balms and oils, per Circana. Furthermore, lip gloss and liner were top sales gainers in the mass sector. This lip makeup boom is not a new phenomenon, carrying over from 2023.

In fact, a September 2024 Spate report shows that, between August 2021 and May 2024, top-growing products by Google search volume and TikTok content included lip stains, liners and tints.

Per Spate, peel-off lip stains have racked up 13.2K monthly searches as of October 2024, representing a 218.2% year-over-year gain. These products also nab 1.7 million average weekly views on TikTok.

According to Spate, #peelofflipliner has tallied 489.3K average weekly views as of October 2024, while the related hashtag #longlastingmakeup has posted 306.9K average weekly views.

The peel-off lip stain has been seen in collaborations such as?Wonderskin x Chipotle , as well as viral hits from?Sacheau Beauty .

Despite all of this robust growth, not everything is expanding in the lip space. Spate has flagged key decliners, including lipstick, gloss and plumping products.

To fuel the next wave of lip makeup innovation, a range of suppliers and manufacturers have introduced new formulas and packaging components to introduce newness to a saturated sector.

For instance, Croda Beauty recently displayed its Pomegranate Glossy Lip Oil at MakeUp in New York. Inspired by the “slugging” skin care trend, the formulation creates an occlusive layer on the skin, per Croda, enhancing moisturization and leading to plumper skin.

Elsewhere, Cosmopak’s Turnkey Lip Jello is a balm designed for convenient, effective lip care. The formulation is compliant with retailer clean requirements and features plumping and moisturizing shea butter and nourishing argan, macadamia and babassu oil, as well as squalane for soft, healthy lips.

??Access the rest of the report. Highlights include:

?2. Cheeks: Blushes & Stains Rule

?3. Interest in Multifunctional Hybrids Remains Strong

?4. Eyes: Unique, Convenient Formats Lead

?5. Facial Makeup: a Story of Disruption

?6. Setting Sprays and Primers in the Spotlight

?7. Don't Fear the Dupes

PLUS: Makeup 2025: What’s Next