Market Trend
Stable growth
The global makeup brush and makeup tool market size is about US$7 billion in 2024, and is expected to reach US$7.4 billion in 2025 and exceed US$10.1 billion in 2030 (CAGR 6.3%-6.5% from 2024 to 2030). The core drivers of growth are the popularization of beauty products, social media marketing (e.g. TikTok sells one beauty product every 2 seconds) and the expansion of e-commerce channels.
China leads the Asia-Pacific market
Chinese makeup brush production accounts for more than half of the world's total, and the market size is expected to grow by 6.29% in 2025, higher than the global average. Hebei Province (annual output value of 3 billion yuan) and Henan Province (annual output of 150 million sets, accounting for 50% of China) are the two major industrial centers, with exports accounting for more than 90%.
Regional markets
| Region | 2023 Share | Growth highlights |
| North America | 35% | The United States leads the market (revenue of $1.2 billion in 2024), with strong demand for high-end makeup brushes |
| Asia-pacific | 30% | The fastest growing, synthetic brushes account for 60% |
| Europe | 25% | Germany is the largest consumer country (cosmetics sales of $16 billion in 2023), preferring environmentally friendly products |
| Middle East / Latin America | 5%-10% | Emerging markets such as Saudi Arabia and Brazil are surging in demand due to the rise of social media beauty bloggers |
Trends and Innovations
Material Upgrade:
Synthetic hair dominates the market (accounting for 60%): Due to the increased awareness of animal protection, high-quality synthetic fiber brushes are comparable to natural hair in performance, and are more environmentally friendly and easy to clean.
Sustainable materials:
the demand for organic brushes with bamboo handles and degradable packaging is growing, which promotes brand R&D investment.
Intelligent and customized
Synthetic hair dominates the market (accounting for 60%): Due to the increased awareness of animal protection, high-quality synthetic fiber brushes are comparable to natural hair in performance, and are more environmentally friendly and easy to clean.
Sustainable materials:
the demand for organic brushes with bamboo handles and degradable packaging is growing, which promotes brand R&D investment.
Intelligent and customized
AI integrated tools: such as Shiseido's "Beauty AR Navigation" to guide makeup techniques in real time; L'Oreal Hapta smart brush is suitable for people with hand disabilities.
3D printing customization: Customizing the brush head according to the user's facial features has become a new direction in the high-end market.
3D printing customization: Customizing the brush head according to the user's facial features has become a new direction in the high-end market.
Consumer Behavior Change
Refined Demands
Shift from makeup brush sets to single functional brushes, accurately solving niche needs such as acne scars and nasolabial folds.
Professional makeup artist tools (accounting for 35% of the market) have the fastest growth rate (CAGR 6.2%), reflecting the parallel trend of DIY beauty and professional services.
Online channels
Shift from makeup brush sets to single functional brushes, accurately solving niche needs such as acne scars and nasolabial folds.
Professional makeup artist tools (accounting for 35% of the market) have the fastest growth rate (CAGR 6.2%), reflecting the parallel trend of DIY beauty and professional services.
Online channels
The proportion of online sales continues to increase, but offline sales are still dominant (65% in 2024) because consumers need to experience the touch.
Social media e-commerce has become a hot product engine: For example, BK Beautiful Brushes sells 2,800 sets a day through TikTok; Luyi makeup brush companies account for 48.2% of live streaming sales.
Social media e-commerce has become a hot product engine: For example, BK Beautiful Brushes sells 2,800 sets a day through TikTok; Luyi makeup brush companies account for 48.2% of live streaming sales.
Competition & Top Brands
International brands: The top 5 companies such as L'Oreal and Estee Lauder account for 25%-30% of the market share, focusing on sustainable materials (such as Estee Lauder's Belgian Biotechnology Center) and AI technology.Chinese brands: Hua Yang, Perfect Diary, etc. rely on cost-effectiveness and industrial belt supply chain advantages to seize the mid-end market. The profit margin from OEM factory to own brands increased by 30%.
Price competition: The mid- and low-end markets intensified, and the high-end market used technology premiums to resist risks (such as the price of smart brushes is 3-5 times higher than that of ordinary brushes).
Summary:
Opportunities: functional fine brushes (such as concealer detail brushes), environmentally friendly materials (bamboo handles/recycled fibers), smart tools (AI+3D printing) and emerging markets (Middle East, Latin America).Risk warning: raw material fluctuations (increasing costs of natural hair), homogeneous competition, and increased costs of sustainable certification.
Enterprise strategy:
✅ Technology binding: integrating beauty technology to increase premium;
✅ Flexible supply chain: small batch customized production;
✅ Green certification: meeting EU/North American environmental regulations.
In 2025, the makeup brush industry will continue its evolution on "professionalization + sustainability + intelligence". China's makeup brush industrial will shift from cost advantage to dual drive of brand and technology, becoming the core force of global supply chain transformation.
