The European makeup market continues to come under pressure. Consumers struggle with high living costs and trade down to cheaper alternatives, including mass brands. Dupe culture and money-saving hacks are part of this trend and TikTok is awash with influencers endorsing copycat makeup alternatives to established brands. Euromonitor International estimates European makeup sales rose 4.5% last year to nearly $17.8 billion. Western Europe outstrips Eastern Europe in terms of sales by almost three to one and experienced slightly faster growth. Euromonitor Consultant Emilie Hood maintains the global economic climate impacts color cosmetics sales.

“There has been a shift toward more mindful consumption as living in excess has become less fashionable,” she said. “Consumers are focusing on authenticity and buying only what they truly need or use.”

Euromonitor data confirms the trend toward cautious consumption across most European countries. The UK leads the European makeup market with sales of $2.9 billion and grew 3.7%. Germany is next, with sales of $2.6 billion, an increase of 4.8. 

However, Spain has bucked the trend by posting the strongest growth, up 7.1% year on year to reach nearly $1.5 billion. Sales of makeup in Spain are said to have benefited from the country’s introduction of a tourist tax rebate on purchases made in the country. According to Hood, high inflation in 2024 is causing European consumers to trade down to mass brands. 

“This has been boosted by popular launches and line extensions from brands like NYC, Maybelline and ELF. They’ve capitalized on the past success of other launches in their range.” 

Social Media Trends

According to Circana, the European prestige makeup market (France, Italy, Spain, UK and Germany) remained resilient. Unit sales rose 5% last year. Circana identified blush as the fastest growing sector in the European market, up 31% in value in 2024. Blush is also a hot trend on social media with various iterations, including “boyfriend blush,” said to emulate the flush of a man, specifically boyfriend, after they’ve been exercising. Charlotte Tilbury’s Beach Stick in Formentera (designed for cheeks and lips), Rare Beauty’s Soft Pinch Blush in Love and Violette’s Bisou Blush in Aïssa are singled out for this trend. 

Other niche makeup trends that popped up on social media in 2024 include Broccoli Freckles (using broccoli florets to apply bronzer to the face), Sunkissed Latte Makeup (inspired by coffee culture, it’s  about layering shades of brown contour for a neutral style) and Cold Girl Makeup (which mimics the effect of windchill on the cheeks and nose through the judicious use of blush). 

Dupe Culture 

Recent pressure on consumer spending resulted in a surge in new products, which claim to offer the same features and benefits of more expensive brands but at a lower price point. The latest Circana research shows that 29% of European consumers purchased dupes/copies of beauty products, with 52% of 18-34 year olds at the forefront of this trend. 

TikTok is awash with videos on the best and worst of makeup dupe brands. For example, ELF beauty makes no pretence in copying some of the industry’s most successful brands and products. Its Halo Glow liquid filter has been compared with Charlotte Tilbury Hollywood Flawless Filter. Revolution Beauty is another Charlotte Tilbury copycat. In response, Charlotte Tilbury hit back with a beauty campaign called “Legendary. For A Reason,” with the intention of preserving the integrity of her brand.

Europe’s leading influencer marketing platform, Kolsquare, published a makeup influencer report, which foundconsiderable differences by country. UK leads the field in terms of diversity which is reflected in the two top beauty influencers being Asian women. Drag artists also rank highly. 

 On Instagram, @Anishasiddique (367k followers) is an ambassador for Huda Beauty and @Xaishaax (883k followers) collaborates with Charlotte Tilbury, Huda Beauty and Made by Mitchell. Drag artist Ellis Atlantis is a top beauty influencer on Instagram, posting for Glossier, Laura Mercier, Charlotte Tilbury and Made by Mitchell. Meanwhile, drag artist Connor McGee achieved an engagement of 28% posting for Huda Beauty and Made by Mitchell on Instagram during Christmas 2024. 

The View from Germany…

The German beauty landscape is quite different. Beauty influencers tend to have far fewer followers. Kolsquare’s Head of Brand Katy Link explains that Germans are more cautious when it comes to social media than other countries. 

“They are more skeptical of influencers and social media,” she said. “There are significantly fewer German influencers than in other countries and there are far fewer accounts with lots of followers than the rest of Europe.” 

Most notable are @makeupartist.lindagiehler who posts for Charlotte Tilbury and has 846 followers; @sunnymaus_92 has just 281 followers and posts for L’Oreal Paris interspersed with content about friends and family. Despite her small following, she has a high audience credibility score of 92%. 

In Spain, the top beauty influencers have mostly male audiences, such as @prommeakeupcynthi (6.82k followers). She collaborates with Charlotte Tilbury, Sephora, NYX, Huda and Dior, among others. A reel posted in November 2024 showing a Shakira look attracted 2.85m views. Another Spanish influencer, @noemisalazar has 1.1m followers and an audience credibility score of 82%. She collaborates with Charlotte Tilbury and YSL Beauty, among others. 

Despite a slowing down in growth for the European makeup market, the importance of social media platforms like TikTok and Instagram is speeding up the lifecycle of trends. Brands that can jump on trends fast have the strongest chance of success.

Imogen Matthews

Headington, Oxford UK
+44 1865 764918
www.imogenmatthews.co.uk

Imogen Matthews is a respected consultant, journalist and researcher who commentates on trends in the beauty industry. She regularly contributes to many of the world’s foremost beauty trade titles, has served on the Board of Cosmetic Executive Women (CEW UK) and won the prestigious Cosmetic Executive (UK) Achiever Award. Founded by Imogen in 1993, The Premium Market Report remains the only in-depth report to examine trends in the premium cosmetics, skincare and fragrance industry.