The make-up sector in the Philippines is expected to be driven by efficient and eco-friendly product launches. Consequently, this is likely to boost the sector to grow at a compound annual growth rate (CAGR) of 6.6% from PHP9.9bn (US$0.2bn) in 2020 to PHP13.6bn (US$0.3bn) in 2025, according to GlobalData, a leading data and analytics company.

GlobalData’s report, ‘Philippines Make-up – Market Assessment and Forecasts to 2025’, reveals that the market is majorly driven by the growth of the face make-up category, which is forecast to register the fastest value CAGR of 7.6% during 2020–2025. The category is followed by eye make-up, which is expected to record a CAGR of 6.5% during the same period.

Sukanyashri Kabali, Consumer Analyst at GlobalData, says: “Increasing disposable income is driving the consumer spending in personal care and make-up products. During the COVID-19 pandemic consumers started working from home and became busier trying to manage both personal and professional lives. As a result, demand skyrocketed for efficient make-up products that are quick and effortless.

“For instance, Benefit Philippines’ pre-pandemic launch of a three-pronged eyebrow pen that quickly draws on precise hair-like strokes, doubled in sales during the pandemic, as busy consumers found the convenience and precision offered by the product appealing.”

‘Direct sellers’ was the leading distribution channel in the make-up market in the Philippines in 2020, followed by ‘health & beauty stores’ and ‘hypermarkets & supermarkets’.

The per capita expenditure (PCE) of make-up in the Philippines increased from US$1.7 in 2015 to US$1.8 in 2020, which was lower than both the global level (US$3.6) and the regional level (US$4.3). However, it is expected to increase and reach US$1.6 in 2025.

​Natura & Co, Ever Bilena Cosmetics, Inc., and L’Oréal S.A. were the top three companies in the country by value in 2020 while Avon and Simply Pretty were the leading brands.

Ms. Kabali concludes: “With growing concerns over the harmful effects of chemicals and packaging waste from make-up products, consumers in the Philippines are opting for products which are labelled eco-friendly and sustainable.”