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Cosmetics 101

Make-up

Today the global cosmetics sector is becoming more varied and inclusive. It's predicted to reach a market value of US$805.61bn by 2023, is opening up to more men than ever and bringing the spa to our homes.

WHAT'S TRENDING IN GROOMING AND BEAUTY?

Across the globe, populations are generally getting older, which has led to an increased demand for anti-aging products, creating room for new innovations in cosmetics and boosting the growth of the industry.

Beauty brand Pestle and Mortar has harnessed the wellness trend by using herbal remedies from India as the basis for its ingredients. In just four years, it has expanded from the UK into Asia, the US and Europe. The brand's logistics partner of choice is, of course, DHL Express.

In 2017, pop icon Rihanna launched Fenty Beauty, which has 50 different shades of foundation and includes people of all races and genders modeling the products in the campaign.

Global top 5 largest men's product markets

Attitudes towards men wearing makeup are changing with Men becoming more knowledgeable about a whole range of products. Naira Aslanian, Report Manager of Kline's US Male Grooming Market Report, says, "The taboos are slowly dropping, and a growing number of men are using anti-aging serums and masks, beauty devices and even makeup."

The top market is the United States with an industry worth US$9.1bn +2.3%, followed by Brazil at US$6.0bn +7.1%. Other growing markets include the United Kingdom (US$2.4bn), Germany (US$2.9nb) and China (US$1.9bn).

The top market is the United States with an industry worth US$9.1bn +2.3%, followed by Brazil at US$6.0bn +7.1%. Other growing markets include the United Kingdom (US$2.4bn), Germany (US$2.9nb) and China (US$1.9bn).

Online-only cosmetics brands are thriving

With the increase of smartphone ownership, the e-commerce market has also grown, with many beauty brands now launching as 'online only'. They utilize social media platforms to drive marketing campaigns, encourage more direct and authentic connections with the customer base, and can boost revenues with low investments.

Online-only cosmetics brands are thriving

With the increase of smartphone ownership, the e-commerce market has also grown, with many beauty brands now launching as 'online only'. They utilize social media platforms to drive marketing campaigns, encourage more direct and authentic connections with the customer base, and can boost revenues with low investments.

Virtual and augmented reality technology is now helping to make the entire experience a digital one. A good example is the beauty brand from Charlotte Tilbury that brought the supermodel Kate Moss to her customers via a VR campaign video.

Welcome to a world of change

The beauty and cosmetics industry is always alive with new trends, as new consumers enter the market and existing ones are on the lookout for what's next. From marketing to men, to bringing the spa to your smartphone, here are the ones to watch.

bell

Beauty treatments on tab

The beauty and wellness industries are providing app-driven, on-demand services, with companies such as Beyou and Secret Spa offering home visits according to customers' schedules. These options can't yet match a traditional spa, but the appeal of an affordable, fully accredited practitioner coming directly to you, and at a convenient time, is increasingly attractive to consumers.

bubbles

Anti pollution is beautiful

As more people move into cities, the pollution toll on skin has become a concern for the beauty conscious. Even if you don't live in a major metropolitan area, polluted air is becoming more prevalent, exposing our pores to various toxins. To combat this problem, anti-pollution brands like VProve from South Korea and REN from the US, have launched to great success.

Opening Case

Beauty box subscriptions

Some businesses have adopted a new subscription model, offering customers personalized beauty and lifestyle products. Market leaders such as Birchbox include a variety of different products each month, plus a magazine that describes their uses, all in a beautifully designed box. There are various price points for beauty boxes, so the majority of customers will be able to find something that fits their budget.

DNA

The rise of 'bespoke'

Mirroring the industry's current move towards greater diversity, brands are now putting the individual first by offering a personalized approach to makeup. For example, Trinny London's computer-generated prescription of products, Eyeko's bespoke mascara service, and ALLÉL's skin care which tackles anti-aging by factoring in DNA analysis. Clearly the sector's future direction will be focused on individualism.

Innovation in cosmetics is about much more than just the latest colors – it's an industry that's constantly on the move, finding new audiences and better ways to bring products to market. Remember, whatever direction your brand takes, DHL Express is here to deliver it.

Innovation in cosmetics is about much more than just the latest colors – it's an industry that's constantly on the move, finding new audiences and better ways to bring products to market. Remember, whatever direction your brand takes, DHL Express is here to deliver it.

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