"Makeup accessories must build loyalty through proven performance, while evolving to deliver elevated functional and emotional value to capture trade-up intent."
Zoe Wong, Analyst - Beauty & Personal Care, US Reports
Despite economic pressure, makeup accessories remain relatively resilient due to their low price point. Even as households face pressure, consumers continue to invest in tools that elevate results and enhance everyday routines.
This resilience is reshaping the category. Accessories are no longer passive add-ons, but are critical to performance. Moreover, streamlined makeup routines and strong brand loyalty make the first experience decisive, pushing brands to focus on ease, precision and proven results to secure long-term retention.
The biggest opportunity lies in winning the first experience through convenience and performance. Simple, high-performing tools that reduce skill barriers can build confidence quickly, while pairing tools with products reinforces their role in delivering results. Beyond this, brands can unlock further growth by refreshing usage occasions and driving timely replacement through education and innovation.
With 71% of category users already viewing premium makeup accessories as a necessary investment in their routine, the category shows clear trade-up potential. Brands can unlock higher spend by elevating functional and emotional appeal, positioning accessories as both performance enhancers and experience-led upgrades.
For the purposes of this Report, the beauty and personal care accessories market includes the following:
The following products are excluded from this report:
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