Lip and Face Primer Market Size - By Skin Type (Oily Skin, Dry Skin, Combination Skin, Sensitive Skin, Acne-Prone Skin, Others), By Price Range (Low, Mid, High), By Ingredient Type, By Distribution Channel, By Product Type & Forecast, 2024 - 2032

Lip and Face Primer Market Size

Lip and Face Primer Market size was valued at USD 6.8 billion in 2023 and is estimated to grow at a CAGR of 6.4% between 2024 and 2032. The desire for a flawless, airbrushed appearance drives demand for primers that create a smooth, even base for makeup. As makeup looks become more intricate and high-definition, primers are increasingly used to ensure a perfect canvas and enhance the overall finish.
 

Cutting-edge technologies such as micro-sphere particles and encapsulated ingredients improve primer performance, offering benefits like pore-filling, oil control, and long-lasting wear. The rise of hybrid products that combine the benefits of skincare and makeup, such as primers with SPF, antioxidants, and anti-aging ingredients, caters to consumers seeking multifunctional solutions. The growing focus on self-care and personal grooming boosts the demand for high-quality products like primers that enhance both skincare and makeup routines. The continuous growth of the global beauty industry, with new brands and products entering the market, drives competition and innovation in the primer segment.
 

A high number of brands and products lead to a saturated market, making it challenging for new entrants to establish themselves and for existing brands to maintain market share. Intense competition often leads to price wars, which can erode profit margins and force companies to either lower prices or invest heavily in marketing. Stringent regulations regarding cosmetic ingredients and product safety vary by region, requiring companies to navigate complex compliance issues.
 

Lip and Face Primer Market Trends

There is a growing demand for primers that combine multiple benefits, such as hydrating, anti-aging, and sun protection, catering to consumers seeking efficiency and value. Primers that offer skincare benefits, such as hydration, soothing, or skin barrier repair, are becoming increasingly popular.
 

Consumers are increasingly favoring primers with natural, organic, and non-toxic ingredients, reflecting a broader trend towards clean beauty. There is a push for sustainable packaging solutions, such as recyclable or biodegradable materials, to minimize environmental impact. The growing acceptance of cosmetics and grooming products among men is driving the development of primers specifically designed for male skin.
 

Lip and Face Primer Market Analysis

Based on product type, the market is divided into cream-based primers, gel-based primers, silicone-based primers, water-based primers, powder primers, stick primers, others. In 2023, cream-based primers held the dominant market of USD 2.2 billion and is expected to reach USD 3.9 billion by 2032. Cream-based primers are often favored for their moisturizing properties, making them ideal for dry or mature skin types.
 

They provide a smooth, even base that helps in filling fine lines and creating a more polished look. Cream formulations tend to be easy to blend and comfortable to wear, appealing to consumers looking for a hydrating and seamless application.
 

Based on skin type, the lip and face primer market is categorized into oily skin, dry skin, combination skin, sensitive skin, acne-prone skin, others. In 2023, oily skin held the dominant market share of 36% and is anticipated to grow through the years. Primers for oily skin are designed to control excess oil and reduce shine, making them highly sought after by consumers who struggle with oily skin.
 

Products that provide a matte finish and help to absorb excess sebum are popular among those looking to maintain a fresh and non-greasy appearance throughout the day. Oily skin primers often have long-lasting properties that help makeup stay put and resist breakdown due to excess oil.
 

North America held a lip and face primer market of around USD 1.8 billion in 2023 and is expected to reach USD 3.2 billion by 2032, with increased consumer spending on cosmetics and skincare products, including primers. The demand for innovative beauty products, including high-performance primers, is growing as consumers seek the latest advancements in makeup and skincare. Brands leverage digital marketing strategies to reach a broader audience and promote the benefits of their primers, increasing product visibility and consumer interest.
 

The market in U.S. is set to grow through a CAGR of 6.8% through the forecast time period. The U.S. beauty and personal care market is expanding, driven by increasing consumer spending on cosmetics and skincare products, including primers. Positive reviews and makeup tutorials on digital platforms educate consumers about the benefits of various primers, driving product trials and purchases.
 

The German lip and face primer market maintained a considerable position in Europe. The German beauty and personal care market is expanding, with increasing consumer spending on cosmetics and skincare products, including primers. German consumers are increasingly knowledgeable about the benefits of using primers to enhance makeup application and longevity, leading to higher adoption rates.
 

China is supposed to grow at the highest rate of 7.5% in the region. Platforms such as WeChat, Weibo, and Xiaohongshu (Little Red Book) play a significant role in shaping beauty trends and driving product demand. Influencers and KOLs in China have a strong impact on consumer purchasing decisions. Their endorsements and product reviews drive interest and sales of primers.
 

Lip and Face Primer Market Share

Lip and face primer industry seem to be consolidated in nature due to presence of local and global players across the globe. In 2023, the market players such Estée Lauder Companies Inc., L'Oréal Group, Revlon Inc., Procter & Gamble Co., Coty Inc., Shiseido Company, Limited, Unilever, Johnson & Johnson collectively held around 5%-10% market share. These prominent players are proactively involved in strategic endeavors, such as mergers & acquisitions, facility expansions & collaborations, to expand their product portfolios, extend their reach to a broader customer base, and strengthen their market position.
 

Lip and Face Primer Market Companies

Major players operating in the lip and face primer industry are:

• Avon Products, Inc.
• Beiersdorf AG
• Clarins Group
• Coty Inc.
• Estée Lauder Companies Inc.
• Johnson & Johnson
• Kose Corporation
• Kylie Cosmetics, Inc.
• L'Oréal Group
• LVMH Moët Hennessy Louis Vuitton
• Mary Kay Inc.
• Procter & Gamble Co.
• Revlon Inc.
• Shiseido Company, Limited
• Unilever
   

Lip and Face Primer Industry News

• In 2023, Type Beauty Primer launched a new series of premier. This skincare-infused primer comes in 4 different variants that you can pick from depending on your specific skin type or condition. It offers a light, serum-like finish that gives the makeup a smooth base and allows it to last longer.
   

The lip and face primer market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue (USD Billion) (Million Units) from 2021 to 2032, for the following segments:

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Market, By Product Type

• Cream-Based Primers
• Gel-Based Primers
• Silicone-Based Primers
• Water-Based Primers
• Powder Primers
• Stick Primers
• Others

Market, By Skin Type

• Oily Skin
• Dry Skin
• Combination Skin
• Sensitive Skin
• Acne-Prone Skin
• Others

Market, By Price Range

• Low
• Mid
• High

Market, By Ingredient Type

• Natural
• Synthetic

Market, By Distribution Channel

• Online
  • E-commerce Websites
  • Brand-owned Websites
• Offline
  • Supermarkets/Hypermarkets
  • Specialty Stores
  • Others

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Russia
  • Rest of Europe
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • Australia
  • Rest of Asia Pacific 
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• MEA
  • UAE
  • Saudi Arabia
  • South Africa
  • Rest of MEA