Global Care Products market

The global Care Products eCommerce market is expected to increase over the next years. It is predicted to reach US$460,760.8 million by 2023 and the expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 5.1%. ECDB considers the following three sub-markets within the Care Products market: Personal Care, Health Care, and Household Care. Personal Care is the largest sub-market and accounts for 54.4% of the global Care Products market.

Market development

eCommerce revenue development in the global Make-up market

The global Make-up eCommerce market is expected to increase over the next years. It is predicted to reach US$9,527.8 million by 2023 and the expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 9.5%. The Make-up eCommerce market is a sub-market of the Decorative Cosmetics market and accounts for 26.4% within this market. Further categories within the Decorative Cosmetics market are: Eye Cosmetics, Lipsticks, Nail Cosmetics, and Other Decorative Cosmetics.

eCommerce revenue development in the global Make-up market

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the global Make-up market

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 53.3 87.8 22.0 97.2 30.4 46.1 65.6 71.6
AOV (in US$) 10.1 82.8 97.1 73.6 14.8 31.6 41.7 70.5
CVR (in %) 53.3 87.8 22.0 97.2 30.4 46.1 65.6 71.6
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Make-up market

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the global Make-up retail market, the online share is 32.7% and will increase by an average of 5.5% to 40.6% by 2027.

eCommerce online share of the total Make-up market

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 85.6% 30.2% 19.0% 44.3% 40.9% 6.2% 47.1% 28.7%

Market definition

Definition of the Make-up market within the Care Products market

Market definition: Care Products > Personal Care > Decorative Cosmetics > Make-up The category Make-up includes the online trade of make-up (e.g. foundations, concealers, face powders, blushes, bronzers, eyebrow products). This category does not cover make-up brushes and theater make-up. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Make-up (e.g. foundations, concealers, face powders, blushes, bronzers, eyebrow products)

Out-of-scope

  • Make-up brushes
  • Theater make-up