Cosmetics & personal care market share worldwide 2018, by country

The United States held a share of 18.3 percent in the global cosmetics, fragrances, and personal care products market in 2018, based on revenue. Among the top ten leading beauty markets worldwide, China was ranked second, at a market share of about 12.7 percent.

Beauty industry: revenue growth in North America and the Asia-Pacific region

In 2018, close to 90 billion U.S. dollars were generated by the U.S. beauty and personal care market. This figure is expected to reach over 97 billion U.S. dollars in 2020. China’s beauty industry has also been growing at a rapid pace over the last few years, consolidating the country’s position as the primary driver of growth in the Asia-Pacific region. Other key players in the Asian beauty market include Japan and South Korea.

Which cosmetics and personal care segments are popular among consumers?

While the global beauty market is booming, some product segments are more profitable than others. In the United States, cosmetics ranked third after hair care and skincare products, which each accounted for approximately 24 percent of the beauty and personal care market in 2018. On a global scale, however, color cosmetics have experienced the biggest growth rate from 2017 to 2018, indicating the growing worldwide demand for beauty products such as foundation, lipstick, mascara, and nail polish.

Market share of leading cosmetics, fragrances and personal care products markets worldwide in 2018, based on revenue

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Release date

June 2019



Survey time period


Supplementary notes

Figures represent the world market share based on annual revenue.

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Statistics on "Estée Lauder"

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