"From multi-purpose products to mood-boosting formulas and sustainable packaging, consumers are seeking more value from their makeup purchases than ever before."
Meghan Ross, Senior Research Analyst - Home & Beauty
Colour cosmetics in Canada are under pronounced spending pressure: 58% of users have reduced makeup purchases in response to inflation, tariffs and global unrest, placing pressure on the category. Nevertheless, the sector has proven resilient, buoyed by beauty’s enduring status as a mood-boosting treat, even as overall frequency slips and shoppers seek smarter ways to indulge.
The biggest shift is a move to value-first choices and practicality. Consumers now trade prestige for affordable multipurpose options and “skincare-plus” hybrids, with “dupes” and mainstream brands challenging premium players. Meanwhile, rapid growth in South Asian immigration and a rising senior cohort are accelerating demand for both more inclusive shade ranges and age-friendly packaging and formulations.
Inclusive, climate-adaptive and multi-benefit products offer an opportunity for growth, especially if backed by transparent pricing and refillable formats that maximize value. Complacency is a significant risk since brands unable to differentiate beyond colour will lose out to credible, lower-cost options and to skincare, as routines consolidate and “tweakments” displace traditional makeup.
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 April 2026.
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