GVR Report cover Makeup Remover Market Size, Share & Trends Report

Makeup Remover Market Size, Share & Trends Analysis Report By Product Type (Liquid, Wipes), By Distribution Channel (Offline, Online), By Region, And Segment Forecasts, 2019 - 2025

  • Report ID: GVR-3-68038-206-8
  • Number of Report Pages: 80
  • Format: PDF, Horizon Databook
  • Historical Range: 2015 - 2017
  • Forecast Period: 2019 - 2025 
  • Industry: Consumer Goods

Industry Insights

The global makeup remover market size was valued at USD 1.8 billion in 2018 and is anticipated to witness significant growth in the coming years. The rise in the number of working women has led to an increase in the consumption of various cosmetic products for the face, lips, and eyes to enhance their looks. This is expected to drive the consumption of makeup remover products, thereby fueling market growth from 2019 to 2025.

In recent years, the cosmetic industry has witnessed significant transformation due to the introduction of color cosmetics. This has increased the consumption of cosmetics across different age groups. This increased consumption in the cosmetics and makeup market has given rise to the demand for makeup removers. This growth in the cosmetic and makeup market is expected to fuel market growth for makeup removers over the forecast period.

U.S. makeup remover market

Another factor contributing to the rise in consumption of cosmetics during the projected period is premiumization and improved market penetration due to digitalization. According to L’Oreal, one of the major global cosmetics manufacturers, the digital era is expected to drive the cosmetic industry tremendously as e-commerce is helping them reach markets, which are physically not accessible. Such factors are expected to boost the overall growth of skincare products, thereby improving the demand for makeup removal.

Furthermore, the skincare products market has witnessed positive growth, especially among the male population. According to Garrett Munce, grooming director at GQ, U.S., men will probably use concealer to hide their blemishes or a foundation to improve their skin tone. Products like concealers contain titanium dioxide, which tends to darken the skin in the long run if used regularly. Hence, skincare has become necessary for males too. This is expected to increase product demand during the forecast period.

Moreover, due to the harsh nature of chemicals used in many cosmetics, dermatologists recommend following a proper skincare routine starting with proper makeup removal. Makeup removers not only act as cleansers but also hydrate the skin and restore the skin’s natural properties to prevent potential skin disorders. As a result, major manufacturers are focusing on manufacturing natural makeup removers such as micellar water, which have low chemical content. This is expected to propel market growth in the coming years.

Due to the availability of different types of cosmetics for different parts of the face, manufacturers are focusing on producing makeup removers that will act on particular parts of the face. Moreover, different kinds of makeup removers are available in the market based on skin type. This is expected to positively influence market growth from 2019 to 2025.

Product Type Insights

Liquid makeup removers accounted for more than 40.0% share of the overall revenue in 2018. It is anticipated to emerge as the fastest-growing segment in the coming years due to the introduction of micellar water and its benefits. Micellar water does not require separate rinse-off post-application and is known for effectively removing oil, cosmetics, and dirt from the face. Unlike many other chemicals and alcohol-based cleansers, this product leaves the skin soft and hydrated. Moreover, micellar water is gaining popularity as it acts as a skin toner and is very convenient to use in areas with a scarcity of water.

Hence, manufacturers are focusing on providing liquid products infused with micellar water to drive product sales and demand. The attractive and handy packaging of the product is another factor driving the segment. Manufacturers are providing spray bottles containing liquid removers for hands-free application. This makes it easier for consumers to use the product on a daily basis. This is expected to drive the segment in the forecast period.

Makeup remover wipes are expected to witness significant growth during the forecast period. Wipes come in handy in times of quick fix to makeup or while traveling. Moreover, manufacturers in order to increase sales of these products are manufacturing reusable wipes infused with micellar water or makeup removal oils. This eliminates the need of buying a makeup remover liquid or lotion, thus increasing the product's popularity. However, these wipes are packed in ready-to-use storage boxes which, if left open, can dry up the product. This can be a potential factor that can reduce demand for this product during the forecast period.

Distribution Channel Insights

The offline distribution channel accounted for the largest market share in 2018. The increasing physical presence of brands and specialty stores worldwide owing to the rise in demand for cosmetic products is expected to fuel the sale of cosmetic products through offline channels. Global companies are establishing their kiosks in public places and forming alliances with salons to increase their product penetration and improve offline sales. This is anticipated to propel makeup remover market growth from 2019 to 2025.

In addition, global manufacturers are focusing on improving the consumption of cosmetics by launching makeup stores. In 2018, L’Oréal teamed up with AS Watson Group, one of the largest health and beauty retail groups, to open a new concept makeup store in China. Similar stores are launched across various regions to give consumers access to a variety of makeup products, along with a rich makeup experience. These stores are also offering in-store makeup artists for consultation. This is expected to drive the offline sales of cosmetics, which will propel the market growth during the forecast period.

Global makeup remover market

However, due to growing digital channels, manufacturers are tapping physically impenetrable markets to create awareness about their products. Moreover, according to L’Oréal, more than 8% of the global cosmetic sales were made via online channels in 2018. Various online retail websites and smartphone applications are driving online sales. Due to the rising penetration of SEO tools and pay-per-click advertising in the market, manufacturers are able to track consumer preferences and customize online shopping experiences. This is expected to fuel sales via online channels.

Augmented reality (AR) applications are gaining popularity among manufacturers and consumers. With the help of augmented reality apps, the customer can create a virtual image of himself and try out different products to see how it looks. As a result, Estee Lauder has collaborated with YouCam to launch the world’s first live AR makeup education program. Such technological advancements are expected to increase the online sales of the market during the projected period.

Regional Insights

Asia Pacific accounted for the largest market share in 2018 and is expected to witness the fastest CAGR of 5.9% over the forecast period. Rapid urbanization, growing population, and awareness regarding various skincare products are driving the market in this region. Additionally, the growing impact of western culture, the desire to beautify skin, and improved penetration of the global players in countries like China, Japan, India, and Hong Kong are expected to boost the market growth. Moreover, men in this region are increasingly becoming aware of their skin texture and are adopting skincare products, thereby influencing the market growth.

North America occupied the second-largest share of 29.0% in 2018. Major demand is driven by the U.S., wherein the majority of the cosmetic manufacturers are located. Increased disposable income, coupled with an increase in awareness regarding various makeup removal routines, is expected to drive the market in this region. Additionally, the increasing number of working women is another factor driving product demand in North America during the forecast period.

Central and South America and the Middle East and Africa are also expected to witness substantial growth owing to the growing cosmetic market in countries like Brazil, Saudi Arabia, and UAE. Many Brazilian women use cosmetic products to improve their skin color and texture. Global players are focusing on such underdeveloped markets to improve their global presence. As a result, major research and innovation is carried out in these countries to understand consumer preference and utilization of cosmetics to create new products.

Makeup Remover Market Share Insights

The global market is highly fragmented and competitive due to the presence of many global players like L’Oreal, LVMH, Estée Lauder, Johnson & Johnson, and Unilever. Due to the rapid growth of the cosmetic industry, particularly color cosmetics, these manufacturers are focusing on product innovation and are introducing new varieties of cleansers like face wash, face masks, and clay-based mud masks. Another trend adopted by major manufacturers is rapid market penetration via digital channels. Companies like L’Oreal have different websites to serve different regions. Even websites of their vast brand portfolio are region-specific. Such factors are expected to positively influence market growth.

Report Scope



Base year for estimation


Actual estimates/Historical data

2015 - 2017

Forecast period

2019 - 2025

Market representation

Revenue in USD Million & CAGR from 2019 to 2025

Regional scope

North America, Europe, Asia Pacific, Central & South America, and Middle East & Africa

Report coverage      

Revenue forecast, company share, competitive landscape, growth factors and trends

Country scope

U.S., Germany, U.K., China, India, Japan, Brazil, and Saudi Arabia

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Segments Covered in the Report

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2015 to 2025. For the purpose of this study, Grand View Research has segmented the global makeup remover market report on the basis of product type, distribution channel, and region:

  • Product Type Outlook (Revenue, USD Million, 2015 - 2025)

    • Liquid

    • Lotion / Cream

    • Wipes

  • Distribution Channel Outlook (Revenue, USD Million, 2015 - 2025)

    • Online

    • Offline

  • Regional Outlook (Revenue, USD Million, 2015 - 2025)

    • North America

      • U.S.

    • Europe

      • Germany

      • U.K.

    • Asia Pacific

      • China

      • Japan

      • India

    • Central & South America

      • Brazil

    • Middle East & Africa

      • Saudi Arabia

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