The growing interest in skincare presents a valuable opportunity to innovate by incorporating skincare-focused ingredients and benefits. Consumers are willing to pay a premium for makeup that enhances their skin, highlighting a compelling case for the inclusion of such ingredients. Innovative formulations not only meet this demand but also provide a unique chance to differentiate products in a competitive market.
Evolving social norms have enabled men to explore enhancing their looks with makeup. This group, while typically less experienced with the category than women, is eager to learn and explore. Providing them with education and guidance can be an effective way to support and engage them.
Tensions with the US have generated significant interest in Canadian-made brands. Homegrown brands have an opportunity to capitalize on the growing wave of patriotic purchasing. By tapping into the momentum of boycotts and the ‘Buy Canadian’ movement, brands can attract new customers and influence long-term purchasing habits while this sentiment remains top of mind.
The high cost of living and uncertain economic conditions have consumers revisiting their discretionary spending. While makeup is seen as a way to treat oneself, consumers will still be sizing up needs vs wants, threatening growth of the category.
This report looks at the following areas:
- Overall makeup usage
- Category usage for face, lip and eye formats
- Time spent on weekday and weekend makeup routines
- Change in makeup behaviours
- New product purchases and motivations
- Market factors impacting the colour cosmetic category
Modern consumers demand more from their makeup than just colour. They look for streamlined routines that blend skincare benefits, address their unique needs and reflect a commitment to sustainability.
Meghan Ross, Senior Research Analyst – Home & Beauty
Market Definitions
For the purposes of this Report, Mintel has included the following formats within the colour cosmetics market.
Mentions of a ‘past year’ timeframe refer to the 12-month period leading up to May 2025.
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- Opportunities
- What consumers want and why
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THE MARKET
- Market context
- Economic snapshot
- Market drivers
- Many consumers face financial challenges
- Graph 1: perceived financial health, 2025 vs previous years
- While inflation has eased, the cost of daily living remains challenging for many
- Graph 2: Consumer Price Index, 2020-25
- Political tension cools demand for US products
- Graph 3: level of concern regarding the impact of tariffs on the beauty and personal care category, 2025
- Graph 4: assessment of the current Trump administration’s impact on the relationship between the US and Canada, 2025
- The ‘Buy Canadian’ movement fuels interest in local brands
- Graph 5: change in frequency of shopping for makeup based on country of origin, 2025
- The ‘Buy Canadian’ movement fuels interest in local brands
- Canada’s ageing population will shift cosmetic demand
- Graph 6: population aged 0-14 and 65+, 1988-2068*
- Canada’s ageing population will shift cosmetic demand
- South Asian consumers represent strong growth opportunities
- Graph 7: distribution of foreign-born population, by region of birth, 1996-2036
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CONSUMER INSIGHTS
- Consumer fast facts
- Overall makeup usage
- Most women rely on multiple makeup formats
- Graph 8: makeup category usage (net), men vs women, 2025
- Male makeup usage is becoming more common
- Graph 9: any makeup use (net), men vs women, 2021-25
- The option of subtlety helps drive interest in facial and lip makeup for men
- Facial makeup usage
- Facial makeup usage has increased slightly
- Graph 10: facial makeup products (any) used, men vs women, 2021-25
- Facial products are used by over seven in 10 women
- Graph 11: facial makeup products used, men vs women, 2025
- Men do not have strong facial makeup format preferences
- Graph 12: facial makeup products used, among makeup users, men vs women, 2025
- Facial makeup usage declines with age
- Graph 13: facial makeup products used (any), age by gender, 2025
- Younger women have larger repertoires
- Graph 14: facial makeup products used, women by age, 2025
- Younger women have larger repertoires
- Products designed with ageing in mind can keep older women engaged in the category
- Addressing concerns of older women may encourage them to maintain their routines
- Facial makeup usage is near universal for South Asian women
- Graph 15: facial makeup products used, South Asian women vs women overall, 2025
- Lip makeup usage
- Lip makeup usage has remained relatively stable since last year
- Graph 16: lip makeup products (any) used, men vs women, 2021-25
- Lip products are used by over three quarters of women
- Graph 17: lip makeup products used, men vs women, 2025
- Women rely more heavily on traditional formats
- Graph 18: lip makeup products used, among makeup users, men vs women, 2025
- Almost half of men under 35 use lip products
- Graph 19: lip makeup products used (any), age by gender, 2025
- Solid lipsticks remain popular throughout the ages
- Graph 20: lip makeup products used, women by age, 2025
- Lip makeup usage is near universal among South Asian women
- Graph 21: lip makeup products used, South Asian women vs women overall, 2025
- Eye makeup usage
- Interest in eye makeup has increased
- Graph 22: eye makeup products (any) used, men vs women, 2021-25
- Mascara is the most popular eye makeup among women
- Graph 23: eye makeup products used, men vs women, 2025
- The preference for more discreet looks limits eye makeup usage for some men
- Graph 24: eye makeup products used, among makeup users, men vs women, 2025
- Address age-related challenges to support eye makeup use in older women
- Graph 25: eye makeup products used (any), age by gender, 2025
- Address age-related challenges to support eye makeup use in older women
- Older women are sticking with eye makeup staples
- Graph 26: eye makeup products used, women by age, 2025
- Eyebrow products see higher demand among South Asian women
- Graph 27: eye makeup products used, South Asian women vs women overall, 2025
- Makeup routines and behaviours
- Consumers are satisfied but are always open to more efficient routines
- Time spent on makeup remains consistent across the week
- Graph 28: number of minutes spent on typical weekend makeup routine, men vs women, 2025
- Graph 29: number of minutes spent on typical weekday makeup routine, men vs women, 2025
- Many are scaling back their makeup routines in favour of simplicity
- Graph 30: change in frequency of makeup routines since last year, 2025
- From understated to daring, consumers are embracing makeup’s versatility
- New product purchase motivators
- Younger consumers show openness to experimenting with new products
- Treating oneself and experimentation are strong motivators for new makeup purchases
- Graph 31: motivations for purchasing a new makeup product/brand in the past 12 months, men vs women, 2025
- Necessity drives new makeup purchases among older shoppers
- Graph 32: motivations for purchasing a new makeup product/brand in the past 12 months, women by age, 2025
- South Asian women are more likely to experiment
- Graph 33: those who have purchased a new version/brand of a makeup product in the past 12 months, South Asian women vs women overall, 2025
- Consumers recognize the value of added skincare ingredients
- Is it skincare or makeup?
- SPF-infused makeup combines colour and protection
- Versatility builds value with multiuse products
- Short- and long-term benefits boost makeup versatility
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COMPETITIVE STRATEGIES
- Launch activity and innovation
- Consumers look beyond cosmetics to achieve their aesthetic goals
- Cosmetics that complement ‘tweakments’
- Health concerns prompt consumers to pay attention to formulations
- Clean ingredients are an expectation
- Graph 34: those who ever shop for or research ‘clean’ makeup, men vs women, by age, 2025
- Boost credibility with transparent ingredient insights
- Makeup’s role extends beyond the surface
- Mood-boosting features strengthen makeup’s connection to wellbeing
- Marketing and advertising
- Over half of consumers have cut back on makeup purchases because of budget concerns
- Being intentional can differentiate products from the crowd and build value
- Consumers are seeking cheaper alternatives
- Graph 35: change in frequency of shopping for/researching cheaper alternatives to expensive makeup products (ie ‘dupes’), 2025
- Encourage consumer openness to experimentation with better education
- Social media offers an opportunity for discovery
- Social media educates and entertains
- Conveniently combining two essentials
- Shoppers keep sustainability in mind
- Brands stay accountable with their green initiatives
- Leveraging cultural heritage to advance sustainability efforts
- Addressing seasonal and climate concerns
- Pollution protection claims
- Custom formulations reassure consumers
- Personalization opportunities exist by breaking from convention
- Inclusivity goes beyond extended shade ranges
- Being inclusive means being accessible
- Packaging should not serve as a barrier
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APPENDIX
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
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