Makeup Removal Products Market Size, Share & Industry Analysis, By Product Type (Cloths & Wipes, Liquid, Gel, Balm), By Category (Organic, Conventional), By Distribution Channel (Hypermarkets & Supermarkets, Specialty Stores, Online Stores), By End-User (Women, Men) and Regional Forecast, 2024-2032

The global makeup removal products market size is set to augment due to consumer leisure towards personal beautification. People commonly use wipes and clothes to remove makeup from the facial skin and hair. Increasing consumer leisure towards personal beatification is mainly driving the makeup removal products industry growth. Makeup removers essentially help the consumers clean their faces from the chemical-based materials present in the makeup kits. Nowadays, companies are offering sustainably made makeup removers to offer an eco-friendly cosmetic solution to their consumers. For instance, in September 2020, Japonesque, a California, U.S.-based investment portfolio company, invested in the MakeUp Eraser, a makeup products business, to help the partner company develop sustainably made makeup removal products.

Rising consumer demand for cosmetic products such as skincare, makeup, haircare, and others is expected to drive the makeup removal products’ revenues worldwide thereby, driving the makeup removal products market growth. According to the data presented by the Cosmetic, Toiletry, and Perfumery Association, in 2019, retail sales of cosmetic products in Europe reached USD 89.49 billion, 1.52% up over the previous year. Additionally, growing beauty shops and salons infrastructural settings are likely to support the consumption rate of such products worldwide.

Moreover, shifting consumer trends towards the usage of makeup removal gels & liquid made up of sustainable materials such as cucumber juice, coconut oil, and others is likely to offer newer market growth opportunities. Rising festival celebration and partying trends are further driving the product demand among women consumers worldwide. Additionally, changing fashion industry is likely to provide newer marker growth opportunities.

However, incidences of skin rashes due to chemical-based makeup and makeup removal products are anticipated to restrain the market growth. Additionally, shutting down the cosmetic stores and beauty salons due to the COVID-19 lockdown restrictions significantly poses challenges to overall industry growth.

Key Market Driver -

Rising demand for the cosmetic products is expected to drive the market growth

Key Market Restraint -

Incidences of skin rashes due to chemical-based products is anticipated to restrain the market growth.

Key Players Covered:

• L’Oréal S.A.


• Avon Products Inc.


• Kao Corporation


• The Proctor and Gamble Company


• Kimberly-Clark Corporation


• Johnson & Johnson Inc.


• Unilever, Estee Lauder Inc.


• MAC Cosmetics


• Beiersdorf AG

Segmentation: 

The global makeup removal products market is segmented based on product type, category, distribution channel, end-user, and geography.

The makeup removal products industry is segmented into clothes & wipes, liquid, gel, balm, and others based on the product type. The clothes & wipes segment is expected to hold a major share of the market as users can effectively remove makeup from their facial skin with the help of wipes and clothes over other types. Additionally, increasing consumer awareness regarding personal care and hygiene strongly drives the demand for wipes and cloth towels, thereby fuelling the market growth.

By category, the global makeup removal products market is segmented into organic and conventional. The conventional segment is expected to hold a major share of the market owing to the cost-effectiveness of conventional removal of makeup products over another type. Additionally, easier consumers’ accessibility to conventional makeup remover items is further driving the segmental growth.  

The global market is segmented into hypermarkets and supermarkets, specialty stores, online stores, and others by distribution channels. The hypermarkets & supermarkets segment is expected to exhibit a significant share of the global market as consumers can buy a wide variety of skincare and makeup items at a single place in these stores. Additionally, regular provision of the discounted beauty and personal care items by such stores is likely to attract people to buy such items from these stores, thereby supporting the segmental growth.

Based on end-user, the global market is segmented into women and men. Women are mainly concerned about their facial skin health and appearance than men. This makes the women segment dominate the market. Additionally, shifting women consumers’ trends towards naturally-based makeup and makeup removal items further offers newer segmental growth opportunities.

Regional Makeup Removal Products Market Analysis:

The global makeup removal products market is segmented into North America, Europe, Asia Pacific, South America, and Middle East & Africa.

Asia Pacific region is expected to dominate the global makeup removal products market due to the large consumption of various cosmetic products such as makeup & makeup-removal products among the population in countries such as China, India, and Japan for their regular grooming purposes. This results in larger product revenues from the Asia Pacific region. According to the data presented by the Japan External Trade Organisation (JETRO), in 2020, imports of Japanese cosmetic products in China increased by 30% over the previous year. This essentially helps china in meeting domestic consumers’ makeup and skincare products demand. Additionally, growing consumer awareness regarding grooming and hygiene is further likely to drive the region’s market growth.

The fastest growth of the South American market is attributed to the rising consumer demand for cosmetic products for their regular grooming purposes in the countries such as Brazil and Chile thereby, driving the region’s market growth. According to the data presented by the Brazilian Association of Personal Hygiene, Perfume, and Cosmetic Industry (ABIHPEC), cosmetic products’ sales in brazil were increased by 0.6% in terms of value and 2.8% in terms of volume in 2020 over 2019. Additionally, rising income levels of the populations in the countries such as Argentina and Chile, coupled with their spending on beauty products, further support the region’s market growth.

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Segmentation Analysis:

Key Industry Developments:

• In May 2021, Biore, a Japanese skincare brand of a parent company Kao Corporation launched a line of makeup removers including the products such as cleansing oils, cleansing liquids, cotton face sheets, and cleansing wash foam in an Indian market.


• In September 2020, Lauren Conrad Beauty, a beauty products company launched different lines of cosmetic products such as skincare, bath and body, colour cosmetics, and accessories in Wisconsin U.S. Company’s skincare line includes various products such as makeup removers, facial cleansers, toner mist, facial cream, and others.