Australia Makeup Market Size and Share Outlook: Forecast Trends and Growth Analysis Report (2024-2032)

Australia Makeup Market Trends

A notable trend in the Australian makeup market is the growing popularity of multifunctional products. Consumers are increasingly favouring makeup items that offer multiple benefits, such as tinted moisturisers that provide hydration, sun protection, and coverage in one product, thus bolstering the trends in the Australia makeup market. This trend reflects a desire for simplicity and efficiency in beauty routines, especially among busy individuals. Brands are responding by developing versatile products that combine skincare and makeup, catering to the demands of consumers who seek convenience without compromising on quality or performance.

Australia Makeup Market Growth

A unique driver of the Australian makeup market is the rise of "clean beauty" trends, which focus on products that are free from harmful chemicals and synthetic ingredients. Consumers are increasingly seeking transparency in product formulations and prioritizing brands that promote ethical practices, such as sustainable sourcing and eco-friendly packaging. This shift towards health-conscious and environmentally friendly makeup options is influencing purchasing decisions and encouraging brands to innovate their offerings to meet these growing consumer expectations.

Australia Makeup Market Insights

• The average Australian spends AUD 420 monthly on beauty services, totaling almost AUD 18 billion annually, highlighting a strong market demand for personal care despite rising costs.
• Women disproportionately bear beauty expenses, with 55% engaging in treatments compared to 24% of men, indicating a gender gap in beauty spending, thus aiding the growth of the Australia makeup market.
• Confidence and social media influence drive ongoing investment in beauty routines, with many Australians prioritising self-care appointments like haircuts and nail treatments, often exceeding their budget limits.

Industry News

July 2024

Celeste Barber and Claire Greaves launched Booie Beauty, an affordable makeup brand designed to simplify routines, as Barber prepares for her live tour in Australia and New Zealand.

April 2024

The Kroger Co. announced the United States debut of MCoBeauty, Australia’s fastest-growing beauty brand, exclusively at Kroger Family of Stores. The launch features over 250 affordable beauty and skincare products, all priced under AUD 30.

Australia Makeup Market Drivers

Social media influence and beauty trends are boosting consumer demand for makeup in Australia.

A significant factor that will boost consumer demand for makeup in Australia is the increasing influence of social media and beauty influencers. Platforms like Instagram and TikTok drive trends and create buzz around new products, encouraging consumers to experiment with their looks, thus boosting the Australia makeup demand. As more beauty influencers share tutorials, reviews, and recommendations, consumers feel empowered to purchase products that enhance their self-expression. Additionally, the rise of online shopping, facilitated by social media, makes it easier for consumers to access a wide variety of makeup brands and products.

Opportunities in the Australia Makeup Market

Sustainable and clean beauty products present a growing opportunity for key players in Australia.

An opportunity for key players in the Australian makeup market lies in the rising demand for clean and sustainable beauty products. As consumers increasingly prioritise eco-friendly and ethically sourced ingredients, brands can innovate by developing formulations that meet these expectations. Companies can expand their product lines to include vegan, cruelty-free, and biodegradable options, attracting environmentally conscious shoppers. Additionally, leveraging social media to promote these sustainable practices can enhance brand loyalty and engagement, positioning companies as leaders in the evolving beauty landscape focused on sustainability.

Market Dynamics

One technology gaining pace in the Australian makeup market is augmented reality, especially virtual try-on. Through AR, a customer can see what their skin would look like under products such as lipstick, eyeshadow, or foundation before making a purchase, thus bolstering the Australia makeup market dynamics and trends. This feature has allowed companies such as Sephora and L'Oréal to implement it without disrupting their mobile apps, adding to the value of shopping for these products. This innovation helps increase engagement with the customers and minimise return rates by assisting consumers to make an informed makeup purchase choice.

Market Restraints

An increasing regulatory concern in a significant Australia makeup market challenge and is threatening the issue of ingredients safety and environmental footprint. This will limit the use of certain chemicals in makeup products, hence increasing production costs for the brands. There is also demand for greater transparency on the sourcing of ingredients and the sustainability practice, thus pushing companies to invest in cleaner formulations. This can be problematic for smaller brands that might not have the resources in place to keep up with the changing regulations, which further impacts their market competitiveness and growth potential.

Australia Makeup Industry Segmentation

The EMR’s report titled “Australia Makeup Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:

Market Breakup by Product Type

• Foundation
• Blush
• Powder
• Concealer
• Lipstick
• Others

Market Breakup by Application Area

• Lips
• Eye
• Nail
• Face
• Others

Market Breakup by Distribution Channel

• Supermarkets and Hypermarkets
• Convenience Stores
• Speciality Stores
• Online
• Others

Market Breakup by Region

• New South Wales
• Victoria
• Queensland
• Australian Capital Territory
• Western Australia
• Others

Australia Makeup Market Share

By Product Type

Foundations, blush, powder, concealer, and lipstick are thriving due to evolving consumer preferences.

With a change in consumer preferences in Australia, each makeup product type is gaining popularity. Foundations are becoming popular, as the brands are designing inclusive shades for various skin tones. Blushes are back in because people want to look like they aren't wearing anything due to trends of natural and radiant beauty. As per Australia makeup market analysis, powders have been and always will be setting powders for any makeup. With new formulation innovations that take wearability and comfort into considerations, it's constantly expanding. Concealers will never go out of trend, as consumers have become aware of skin flaws. Lipstick remains strong, especially with the trend of bold colours and sustainable packaging, while "other" categories like brow products and highlighters grow in tandem with the overall makeup trend.

Market Analysis by Application Area

Lips, eyes, nails, and face makeup are gaining traction due to evolving consumer trends.

Makeup market is growing massively in Australia through different application areas. Lip products such as lipsticks and glosses are extremely high-growth due to the lively shades and long-lasting formulae. Application of eyeshadows and mascaras has become relatively in fashion these days due to the effect of social media and tutorials. As per Australia makeup industry analysis, the product for nails is also increasing with the creative polish and nail art products for younger consumers. Face products, which include foundations and highlighters, are always a staple but show growth in the "others" category, which includes brow and contour products, as consumers seek more multifunctional makeup products.

Distribution Channel Insights

Makeup is sold through supermarkets, convenience stores, specialty stores, online, and pop-up shops.

Makeup products in Australia are available through a number of different distribution channels that appeal to different consumer preferences. The supermarkets and hypermarkets will sell popular brands at competitive prices and will be visited much more frequently, thus pushing the demand in the Australia makeup market. Convenience stores that are used by customers seeking easy access to basic beauty products. Specialty stores focus on niche brands and expensive products, offer personal service, and are able to provide expert advice. Online channels are booming today, offering customers the ability to access a broad range of products and receive home deliveries conveniently. Additionally, "other" sources of distribution include beauty salons and pop-up shops that increase accessibility.

Australia Makeup Market Regional Insights

New South Wales Makeup Market Regional Insights

The New South Wales makeup market is characterised by a vibrant influencer culture, with Sydney as a hub for beauty trends. The state hosts numerous beauty events and festivals, such as Beauty Expo Australia, fostering direct consumer engagement. Additionally, there is a growing interest in augmented reality (AR) technologies for virtual try-ons, enhancing the shopping experience. The market also sees a demand for multicultural beauty products, reflecting the diverse demographics of the region, which influences brands to offer a wider range of shades and formulations.

Victoria Makeup Market Analysis

The Victoria makeup market is thriving, driven by the growing trend of beauty subscription boxes. Companies like Bellabox are capitalising on this trend by offering curated selections of makeup and skincare products tailored to individual preferences. This subscription model not only introduces consumers to new products but also fosters brand loyalty. Additionally, the increasing demand for vegan and cruelty-free makeup options is shaping the market, as consumers prioritise ethical choices in their purchasing decisions. This unique driver aligns with broader sustainability trends in the beauty industry.

Queensland Makeup Market Trends

The Queensland makeup market is witnessing notable trends, driven by an increasing emphasis on natural and organic products. In 2023, approximately 28% of consumers reported preferring eco-friendly makeup options. As per industry reports, the rise of social media influencers has also significantly impacted purchasing decisions, with 72% of younger consumers engaging with beauty content online. Additionally, the popularity of virtual try-on technologies is growing, with 40% of consumers expressing interest in using augmented reality to select products. These trends reflect a shift toward personalised and sustainable beauty solutions.

Australian Capital Territory Makeup Market Drivers

The Australian Capital Territory (ACT) makeup market is driven by a growing emphasis on inclusivity and personalised beauty solutions. Brands like WILD|FLOWER are responding by offering customizable products that cater to diverse skin tones and types. The rise of social media influencers also plays a significant role, as they drive trends and promote brand awareness among younger demographics. Additionally, the increasing interest in wellness and skincare is prompting makeup companies to incorporate skincare benefits into their formulations, appealing to health-conscious consumers.

Western Australia Makeup Market Dynamics

The Western Australia makeup market is experiencing dynamic growth, fueled by a rising population of approximately 2.7 million residents and increasing disposable incomes. As consumers become more beauty-conscious, the demand for high-quality and innovative products is on the rise. The region's strong retail presence, including major shopping centres and online platforms, facilitates easy access to a variety of brands. Additionally, the trend toward sustainable and cruelty-free products is gaining traction, encouraging brands to adapt their offerings to meet the preferences of eco-conscious consumers.

Competitive Landscape

Australia makeup market players innovate and cater to diverse consumer preferences through inclusivity and sustainability. Players are manufacturing high-quality products based on different skin tones and types, emphasising clean and cruelty-free formulation. Australia makeup companies increase their reliance on digital platforms for better customer engagement and personalised shopping experiences. By aligning with health-conscious trends and eco-friendly practices, such companies try to attract an increasingly conscious demographic of the environmentally aware consumer, which will guarantee long-term growth in the market.

Key Industry Players

RA Cosmetics Pty Ltd

RA Cosmetics is a company established in 2016 based in Melbourne. The cosmetic products by the company aim at providing makeup products that look beautiful and enhance the appeal for a woman. These include foundation, lipstick and eye shadow products that consist of quality ingredients. The offers include a free cruelty policy from such a brand, therefore dedicating itself to delivering diversified skin shades and types.

Miranda Kerr Pty Ltd

Miranda Kerr Pty Ltd is a 2014 firm, which operates from its headquarters in Sydney. This company deals in organic beauty products under the brand KORA Organics. Organic skincare-infused foundations, lip balms, and highlighters, for instance, are the ranges of make-up available for the brightening of a face. The firm aims at being sustainable and environment-friendly and goes with the trend for wellness in consumer circles.

Lanolips Pty Ltd

Founded in 2004 and headquartered in Sydney, Lanolips is known for its unique range of lip care products enriched with lanolin, a natural moisturiser. Their makeup offerings include tinted balms and lip oils that provide hydration while adding colour. The brand emphasises natural ingredients and effective solutions for lip care.

Bondi Sands Pty Ltd

Established in 2012 and based in Melbourne, Bondi Sands is renowned for its tanning products but also offers makeup solutions. Their range includes self-tanning makeup products that deliver a bronzed look, as well as SPF-infused formulations. The brand combines beauty with sun protection, catering to the Australian lifestyle.

Other Australia Makeup market key players are Nude by Nature Pty Ltd. and The Beauty Chef Pty Ltd., among others.

Recent Developments

October 2024

Bubble launched in Australia through Priceline drugstores on October 11, expanding its presence after achieving significant success in the U.S. market, driven by its popularity among Gen-Z and Gen-Alpha consumers on TikTok.

February 2024

Merit officially launched in Australia on September 18, marking its second expansion outside North America. The brand is known for its popularity, previously launching successfully in the United Kingdom.