Make-up and what is behind it

This article is available for reading in Trade magazin 2025/5.

Mascaras have remained the best-selling products, followed by foundations. Then come lipsticks, liquid concealers, eyebrow shapers and eyeliners, while demand for eye shadow is also strong. Natural effects and lightweight texture are the dominant trends among products for the complexion. In the world of eye make-up there is a wide range of choices, while in the lip make-up segment the combination of lip liner and lip gloss is particularly popular.

The best-selling make-up products continue to be mascaras, followed by foundations

Packaging reloaded

Sales of Coty Hungary’s brands are growing steadily, in both value and volume. Their products are primarily available in drugstores.

Ramóna Sándor
customer marketing
specialist
Coty Hungary

“In brand building we pay special attention to continuous renewal, the development of vegan and clean ingredient formulas, and the introduction of sustainable packaging. Refillable formats such as certain powder foundations and mascaras form part of our long-term environmental efforts”,

informs customer marketing specialist Ramóna Sándor.

Demand for face sunscreens has increased significantly in recent years and the role of the category underwent a transformation. Consumers are becoming more conscious when it comes to sun protection, which is becoming part of their daily skincare routine – not only in the summer months but all year round. There is an impressive selection of foundations and day creams with SPF 15-30 protection, while several brands also offer dedicated SPF 50 products for the face.

Targeted portfolio expansion

Bettina Kovács
category manager
Primőr

Primőr Kozmetikai Kft.’s Revox brand was the first to launch a dedicated face sunscreen product on the domestic market in 2021, called Daily Sunshield. This soon became popular among those with a conscious skincare routine.

“In 2024 a sunscreen specifically designed for oily skin was added to the Revox portfolio. One of this year’s main innovations is the Daily Sunshield triopack, which includes three popular sunscreens at a discounted price – an offer that is both effective and economical for regular sunscreen users”,

says category manager Bettina Kovács.

Marketing activities concentrate on educating consumers. Primőr works in close cooperation with skinfluencers, who are responsible for raising awareness in addition to explaining product benefits. They provide authentic and detailed information to the target group, on ingredients, the importance of SPF use, etc.

Natural feel and light texture are the key expectations for facial products

Sensory experiences

In the Dovex portfolio skincare-based make-up products from premium brands – Clarins, Shiseido and Chanel – play a leading role.

Zsuzsanna Till
sales and marketing director
Dovex

Zsuzsanna Till, sales and marketing director of Dovex Kft. says the foundation category is showing steady growth, especially for brands that balance skincare properties with coverage. Recent product launches such as Shiseido Synchro Skin and the Revitalessence foundations reinforce this trend, just like Chanel’s seasonal collections. 2024 brought the debut of Joues Contraste blushes, a new range of blushes with an extra intense effect.

“There is also significant dynamism in the lip product segment. From Clarins the Lip Oil Balm and the iconic Lip Oil and Lip Perfector all contribute to the category’s popularity”,

says Zsuzsanna Till.

Solutions that meet several needs at the same time are popular, such as tinted moisturisers, BB and CC creams that provide sun protection, or lip glosses that can also be used as blushers.

The development of products offering sun protection is focusing on lightweight, fast-absorbing formulations with a so-called ‘fluid’ consistency

Creative product selection building

In 2024 dm Kft. had another successful year in the decorative cosmetics segment, both in terms of value and unit sales. While the brands of three main suppliers – L’Oréal, Coty and Primőr – serve as the backbone of dm’s decor category, the drugstore chain is also focusing on diversifying its assortment. It introduces new players to the market with its own projects such as Dermacol, Luxoya, Martinelia and Lukky.

Nóra Valkó-Fekete
assortment manager
dm

“Product selection building also focuses on cosmetics tailored to the seasons and festive occasions. Dm’s own brands are updated seasonally, in line with expectations and current trends”,

informs assortment manager Nóra Valkó-Fekete.

Nóra Fehér
assortment manager
dm

Assortment manager Nóra Fehér adds that there is brand loyalty, especially in the case of established brands, as it is difficult to find a product that works well and suits different skin needs too..

Virtual trial

Rossmann Magyarország Kft.’s ability to react to demand in all price ranges has strengthened the position of both own brands and distributed manufacturer brands.

Hajnalka Horváth-Tokaji
senior category manager
Rossmann