A Collective View of Global Beauty Market Trends

Middle Eastern fragrances and Asian skincare products are experiencing significant performance within Latin American countries, while consumers continue to embrace the "no makeup" trend.

Mass market beauty products are growing at a faster rate than prestige in the U.S. Fragrance is the fastest-growing category as consumers seek affordable alternatives to luxury products.

Although the industry growth rate signals a more measured pace after years of rapid growth, nuanced premiumization, category-specific innovation, and regional diversity suggest that Canada’s beauty market is far from stagnant — it’s undeniably evolving.

While prestige brands have long held the spotlight, a new contender is reshaping industry dynamics: mid-range beauty brands. Influenced by evolving consumer preferences, social media, and international beauty trends, mid-range brands are not just growing — they are outpacing prestige brand sales at two-times the rate.

Skincare remains the cornerstone of China’s beauty e-commerce business, accounting for 68% of total beauty sales. Although skincare growth has slowed in 2025, segments associated with wellness are gaining traction, particularly body care and sun care.