Makeup Brush Tools Market

Makeup Brush & Tools Market Size

The makeup brush & tools market was valued at USD 7 billion in 2024. The market is expected to grow from USD 7.4 billion in 2025 to USD 12.9 billion in 2034, at a CAGR of 6.3%. Increased demand for premium professional products has significantly driven growth in the broad and ever-expanding global market. Social media influencing has prompted consumers to purchase higher-end makeup tools, and in turn, broadened the investment of social media users within this sphere.

Moreover, the rapid growth of various e-commerce platforms has further boosted the market as consumers have easy access to a wide variety of products at competitive prices. Through collaboration with influencers and strategic campaigns on social media, brands have been able to dramatically increase their visibility and engage their consumers. All these factors contribute to robust growth of the makeup brush and tools market as brands capitalize on social media to achieve broader customer outreach and increased sales.

Increased eco-friendly and cruelty-free beauty accessories are gaining more attention due to an increased interest in personal care products. The amount organic skincare and beauty products increased by 7% in 2023 according to OTA. This is causing an increase in the use of eco-friendly beauty tools such as bamboo handled brushes with synthetic bristles and recyclable packaging that goes with organic skincare and cosmetics. The market trends are rapidly changing due to the higher focus on sustainable, ethical beauty choices, and newer materials like bio-degradable parts. Brands are changing their strategies in product development to eco-conscious solutions, which promotes the change to eco-responsible beauty products.

Makeup Brush & Tools Market Trends

• Most of the consumers are now using synthetic brushes instead of natural hair due to ethical reasons of animal cruelty and environmental concerns. With the invention of new technologies, the quality of synthetic brushes has advanced tremendously, making them as effective as the natural ones.
  
• TikTok Shop and other social media outlets are key players in the sale of beauty products, as a beauty item is sold every two seconds. Such a statistic shows the undeniable impact social media has on the buying decisions of consumers.
  
• An increase in the sale of makeup brushes and tools can also be attributed to Instagram and TikTok makeup tutorials. Social media is a major influencer in the life of Gen Z. In fact, the National Retail Federation study shows that 45% of Gen Z shoppers purchase beauty products after finding them on social media. These numbers prove the strong influence social media has on beauty standards as well as consumer behavior, especially regarding makeup brushes.
  
• The user experience is enhanced through technological integration in the makeup tools, such as AI-powered skincare diagnostics and virtual try-ons. This integration of technology is not only expanding the utility of the makeup tools but also enhancing their attractiveness to the consumers. Because of this, social media, and technology, particularly in offering personalized beauty solutions, are fueling the dramatic increase in the market.
  

Makeup Brush & Tools Market Analysis

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Based on product type, the makeup brushes and tools market is segmented into makeup brushes and makeup tools. The makeup brushes segment dominates the market with a revenue of around USD 4.3 billion in 2024 and is anticipated to grow with a CAGR of 6.4% during the forecast period.

• Makeup Brushes Segment comprises of a foundation brush, a powder brush, eyeshadow brushes, and blush brushes with a variety of different brushes to ensure every consumer makeup application needs is catered to. There is a great need for precision and versatility in the use of foundation, blending and eye brushes which drives the demand for them.
  
• There is an increase in consumer spending on professional-grade makeup tools because of the increasing popularity of at home makeup application and DIY beauty routines in the post-covid period. The more educated the consumers are getting regarding the use of high-end makeup tools, the more premium brushes and tools are required because they understand the importance of using the correct tools for achieving flawless makeup application.
  
• The demand for beauty products has significantly increased due to the visibility created by trends on TikTok and Instagram. For instance, The BK Beauty Brushes product, which was launched on TikTok Shop in September 2023 went viral and by January 2024, it was selling 2800 units in a single day with the total sales volume at 60,000 units. Consequently, BK Beauty Brushes became the best-selling products in the store.
  

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Based on the distribution channel of the makeup brush & tools market is divided into online and offline. The offline segment accounts for the major share in the market with around 65% in 2024 and is anticipated to grow at a CAGR of 6.3% over the forecasted years.

• Brick-and-mortar stores allow for physical evaluation of the makeup tools, which is important as these products depend on touch and texture. Furthermore, expert consultations and personalized recommendations within specialty stores deepen these professionals' shopping experience, which fosters growth in this segment.
  
• The offline segment of the makeup brush & tools market continues to grow due to the noted preference to shop in person. Sales made in specialized beauty shops, department stores, and branded retail shops greatly contribute to the sales of this segment.
  
• There is a huge propensity among consumers to buy makeup brushes and tools from physical stores where the texture and quality of the products can be evaluated. The National Retail Federation (NRF) reports that 72% of consumers still regard stores as an integral component of their primary purchasing mode.
  

Based on the end-use of the makeup brush & tools market is divided into personal and professional. The professional segment accounts for the major share in the market with around in 2024 and is anticipated to maintain its position over the forecasted years.

• Professionals need good quality durable diversity in makeup tools to be able to perform different makeup applications on a broad clientele.
  
• The development of the beauty and fashion industry in tandem with the growing population of beauty professionals enhances the expansion of this segment.
  
• The demand for professional makeup services for special events, weddings, and in the media continue to expand and so does the professional segment. The seeking of professionals' reputation drives premium tools' seeking; therefore, the market of advanced level makeup brushes and tools is also growing.
  

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The U.S. dominated the North America makeup brush & tools market with a revenue of USD 1.2 billion in 2024 and is expected to grow at a CAGR of 6.3% during the forecast period. 

• The beauty culture along with overall spending keeps the U.S. at the forefront of the market. The US also consumes a lot of organic personal care products, and the market has expanded greatly with sales reaching about USD 1.3 billion in 2023.
  
• According to CTPA’s report in 2023, Germany remains on top of cosmetics ranking with sales of USD 16 billion which indicates strong consumer spending driven by the beauty culture and so is products to make up cosmetics like tools. Germany's demand for high end and cutting-edge makeup brushes and tools is positively influenced by the developed beauty market and increasing population of professional makeup artists.
  
• With a large portion of its population increasingly investing in beauty, China boasts one of the biggest consumer markets in the world. Demand for high-quality makeup tools is being driven by the growing middle class and rising disposable incomes.
  
• The beauty market in Saudi Arabia is growing as consumers become more concerned with self-presentation. There is an increasing trend in the use of social media, which, coupled with the rise of beauty conscious individuals, has led to an increased demand for quality makeup brushes and tools.
  

Makeup Brush & Tools Market Share

• In 2024, Top 5 players such as L’Oreal, Shiseido, Sephora Collection, Estée Lauder Companies Inc., and Coty Inc held a share of about 25-30%.
  
• L’Oreal is taking on a more adaptive approach to product innovation. The company has shown interest in enhancing the innovation and eco-friendliness of its products to meet the demand for sustainable and high-quality tools. In September 2023, the company partnered with IBM to take advantage of generative artificial intelligence (GenAI) and improved its formulation process by adding sustainable raw materials into product development.
  
• Shiseido is known for its heavy spending on R&D, and the new AI powered personalized beauty care solution is not an exception in customer engagement. AI capability was incorporated into Shiseido's proprietary digital system for cosmetics development and has been fully implemented since February 2024.
  
• Sephora Collection’s strategy in the Sephora makeup brushes and tools market uses the Sephora Squad program that works with influencers from different backgrounds to broaden the beauty sphere. This approach enables Sephora to promote makeup brushes and tools through influencers from different fields and backgrounds, which encourages inclusivity and sustainability in their products.
  
• The Estée Lauder Companies Inc. Marketing sustainability has been the focus for the company as a means of remaining competitive in the makeup brush & tools market. In December, The Estée Lauder Companies Inc. announced the opening of a BioTech Hub in Belgium that will be dedicated to developing sustainable products.
  

Makeup Brush & Tools Market Companies

Major players operating in the makeup brush & tools industry are:

• L'Oréal S.A.
• Coty Inc.
• Revlon Inc.
• The Estée Lauder Companies Inc.
• Shiseido Co. Ltd.
• e.l.f. Cosmetics, Inc.
• Sigma Beauty
• Real Techniques
• Sephora Collection
• Morphe Brushes
  

Several companies that sell makeup brushes and tools are now focusing on environmentally friendly, non-animal tested, and sustainable materials. For instance, various brands are making brush handles out of recyclable materials, using bio-degradable bristles, and implementing sustainable product packaging. Fenty Beauty and EcoTools are frontrunners in this issue with their environmentally friendly products. These efforts respond to widespread consumer needs that support brands to meet the rising demand for eco-friendly cosmetics while enhancing responsible beauty care. The combination of innovation and sustainability aims to position the companies not only as leaders in the beauty sector but also in the global sustainability movement.

Shiseido is one of the companies in the makeup brush and tools market that is utilizing emerging digital technologies to improve customer experiences and product engagement. For example, Shiseido’s strategy centers on developing a two-way interaction with the customer by using digital tools in beauty. An example of this is “Beauty AR Navigation” app, which Shiseido launched at the CES 2024. The app provides real-time evaluation of skincare regimens alongside AI-based motion recognition that assists in capturing ideal hand motions required to care for the skin. Users are ensured that they make maximal use of their skincare products. This strategy is designed to meet the growing demand for contactless beauty services.

Makeup Brush & Tools Industry News

• In April 2024 Reliance Retail's Tira entered the beauty accessories market with the launch of “Tira Tools” . This newly created brand is positioned to sell an array of cosmetic tools such as brushes, beauty sponges, face rollers, and other accessories. Tira noted that “Tira Tools” intends to cater to all types of consumers, ranging from beauty enthusiasts to professional makeup artists.
  
• In January 2024, L’Oréal Group presented the new beauty technology tools: Hapta and L’Oréal Brow Magic at the Consumer Electronics Show (CES) 2023 in Las Vegas, U.S. These technological tools are likely to address some specific needs for some consumers.
  
• In October 2023, Sigma Beauty and Disney have partnered to create a limited-edition collection celebrating the beloved animated classic, “Beauty and the Beast”. The collection features an eyeshadow palette, a makeup brush, a coordinating beauty bag, a cheek palette, and lip creams designed to embody the magic and charm of the movie.
  
• In February 2022, Sigma Beauty entered into a distribution partnership with Target. Customers can now find selected Sigma Beauty products in 408 Target locations as well as on the retailer’s website. The product line includes eye brushes, face brushes, brush sets, brush care items and portable eyeshadow palettes.
  

The makeup brush & tools market research report includes in-depth coverage of the industry, with estimates & forecasts in terms of revenue (USD Billion) from 2021 to 2034, for the following segments:

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Market, By Product Type

• Makeup Brushes
  • Foundation Brushes
  • Concealer Brushes
  • Powder Brushes
  • Blush Brushes
  • Eyeshadow Brushes
  • Eyebrow Brushes
  • Contour Brushes
  • Lip Brushes
  • Others (Highlighting Brushes, etc.)
• Makeup Tools
  • Puffs, Sponges, and Blenders
  • Eyelash Curlers
  • Tweezers
  • Eyebrow Razors, and Scissors
  • Cotton Pads and Swab Rods
  • Other Tools (Face Rollers, Gua Sha Tools, Mirrors, etc.)

Market, By Material

• Natural
• Synthetic

Market, By Price

• Low
• Medium
• High

Market, By End Use

• Professional
• Personal

Market, By Distribution Channel

• Online
• Offline

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Rest of APAC 
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America 
• MEA
  • Saudi Arabia
  • UAE
  • South Africa
  • Rest of MEA