Beauty Retail Industry Analysis

Netrivals provides detailed beauty retail industry analysis by tracking prices, stock
and promotions for millions of products in the market globally.

Overview of the beauty sector

The main categories of the industry are: skin care, the most profitable with 36% of the global market, hair care with 23% and makeup with 18%. In the US, foundations, mascara, eyeliners, eye shadows, eyebrow makeup and lipsticks are the most profitable segments with the highest number of sales. Competition in this industry is very high and that translates into very varied price ranges.

Most searched categories

According to a study published by Google, the most sought-after categories or those with the highest year-on-year growth are: 

  • Hairstyle
  • Colouring
  • Hair care, also for men
  • Facial care, with masks as the protagonists
  • Body Care
  • Nail care
  • Skin condition, disease-related issues
  • Sun Care

The video is the king

Makeup is the most sought-after product on YouTube and, according to Google, accounts for 51% of all beauty related video views. Some online stores add this type of video to their product page as a standard practice. For this user profile, in many cases the factor that determines whether or not you buy is a video.

Instagram as a branding tool

Instagram is the social network from which shops selling beauty products get the most return. There is no need to upload photos of actors or influencers, simply photos of more ordinary but high quality people generate great reception.

Top brands in the beauty sector

Some of the leading brands and companies in the market are: l’Oréal, Unilever, Procter & Gamble Co., Estee Lauder, Shiseido Company, Lancôme, Maybelline, L’Oréal, Cover Girl and Anastasia Beverly Hills. As for retail, specifically in the USA, the main players are Ulta Beauty, Sephora and Amazon.


Netrivals’ systems follow and update daily the prices of +400M products from +30K stores in more than 50 countries to facilitate pricing analysis in different categories of the e-marketplace.

Netrivals’ price intelligence platform provides global beauty industry analysis. Our systems track prices, stock and promotions daily for the main categories in the beauty market: skin and hair care, makeup, perfumes, and other personal care items.