Based on the analysis of industry trends (such as Euromonitor, Statista, Grand View Research, etc.), changes in consumer behavior and technological innovation, the following is the forecast and trend outlook of the global makeup brush market in 2025；
Global makeup brush market in 2023 and 2024:
| # | Country | 2023 sales | 2024 sales | Core drivers |
| 1 | China | About $1.2 billion | About $1.5 billion | The world's largest beauty market, e-commerce live streaming drives demand,domestically produced affordable makeup brushes account for 70% |
| 2 | USA | About $950 million | About $1.1 billion | Dominated by high-end brands, high demand for professional makeup artists,Rising demand for clean beauty |
| 3 | Japan | About $620 million | About $680 million | Japanese exquisite makeup culture, leading makeup brush craftsmanship,antibacterial brushes and nano-coating technology innovation |
| 4 | South Korea | About $480 million | About $520 million | K-Beauty trend, strong demand for portable makeup brushes,Air cushion powder puff + brush two-in-one product is hot selling |
| 5 | Germany | About $350 million | About $380 million | The largest market in Europe, preference for environmentally friendly natural materials |
| 6 | France | About $270 million | About $290 million | A concentration of luxury beauty brands |
| 7 | UK | About $230 million | About $240 million | Fast fashion beauty and professional makeup brushes are equally important |
| 8 | India | About $180 million | About $450 million | Emerging market, rapid growth in demand for affordable brushes |
1. Market size and growth forecast in 2025
Overall size:
It is expected that the global makeup brush market sales will exceed US$11-12 billion, with an annual growth rate of 7-9% (Asia-Pacific and Latin America are the main growth engines).
Driving factors:
- The expansion of the middle class in emerging markets (India, Southeast Asia, Brazil);
- The rise of the male beauty market (increasing demand for men's foundation brushes and contouring brushes);
- The popularity of beauty tutorials (YouTube and TikTok drive demand for professional tools).
Regional growth highlights:
| Country | Forecast Growth | Growth Core Reasons |
| India | Annual growth rate 30%+ | Affordable beauty products boom, e-commerce penetration rate increases |
| Southeast Asia | Vietnam, Indonesia market growth rate 20-25% | Generation Z demographic dividend, rise of local brands |
| Middle East | Saudi Arabia, UAE growth rate 15% | Luxury beauty products consumption, holiday gift demand |
2. Makeup brush types and technology innovation forecast
Type Share Trends in 2025
- Foundation brushes, 25%↓ (competition for air cushion and sponge substitution intensifies)
- Eyeshadow brushes, 26%↑ (multi-color eye makeup and artistic makeup are popular)
- Multi-function brushes, 12%↑ (emerging markets are dominated by "one brush for multiple uses")
- Sustainable brushes, 20%↑ (EU environmental regulations force transformation)
- Smart electric brushes, New category explosion (estimated to account for 5%)
Technological innovation
Smart makeup brushes:
- Built-in AI chip (adjusts foundation dosage according to skin quality, such as the concept product of Revlon);
- Warm brush head (improves skin care product absorption, Japan Shiseido has applied for a patent).
Environmentally friendly materials:
- Plant-based synthetic hair (corn fiber, mushroom leather brush handle);
- 100% biodegradable packaging (led by European brands).
Customized services:
- 3D printing brush head (adapts to personal facial contours, Chinese start-ups are testing the waters);
- DIY selection of bristle hardness/density (online customization platforms are emerging).
3. Consumer behavior and market differentiation
High-end vs. affordable market:
- Europe, America, Japan and South Korea: High-end brushes (unit price $50+) account for more than 40%, with significant premiums on materials and design;
- Emerging markets: $5-10 affordable brushes dominate (supply chain advantages in Yiwu China and India).
Channel changes:
- Live e-commerce: China's "Tiktok, Kuaishou and Taobao" account for more than 60% of the global online sales of makeup brushes;
- Subscription services: The "monthly order of brush boxes" model is growing in Europe and the United States (such as Ipsy and Birchbox).
Health needs:
- Antibacterial bristles (silver ion coating) become standard;
- Demand for hypoallergenic materials (for sensitive skin) increased by 20%.
4. Risks and Challenges
Supply Chain Pressure:
- Rising prices of synthetic fibers (fluctuations in petroleum derivatives);
- Animal hair brushes are boycotted by animal protection organizations (European and American brands are accelerating their transformation).
Policy Risks:
- The EU plastic restriction order has been upgraded (30% of brush handles may be required to be recycled materials in 2025);
- China's imported brushes have become more stringent in terms of quality inspection (heavy metal and fluorescent agent standards).
Intensified competition:
Traditional brands (MAC, Sigma) vs. emerging DTC brands.
During communication with customers on OEM makeup brushes and custom makeup brushes, as a professional makeup brush factory, we should keep sensitive to the global market trends and adjust the company direction accordingly. In this case, we can ensure we are always at the table instead of on the menu.
