Makeup trends reimagined

This article is available for reading in Trade magazin 2025/11.

According to NIQ data, in 2024 the segment grew by 13.9% in value and 8.3% in volume, but in the first six months of 2025 the growth was only 8.7% and 5.3%, respectively. However, the slowdown in market dynamics doesn’t mean a decline but a correction period that has begun.

Trying out testers and seeing colors and shades live is key to the customer experience

Switching channels without boundaries

At a European level online sales are growing the fastest, while in Hungary growth is gradual, with online channels increasing by 0.1 percentage points in the first half of 2025. However, physical stores still account for 98.1% of the category, which indicates how important the opportunity to try products in person is in consumer decision-making. In 2024 the L’Oréal group’s decorative cosmetics brands realised above-market growth in value and in the first half of 2025 sales grew at nearly twice the rate of the category. The company has launched several major innovations this year: a limited edition Essie collection inspired by the Snow White movie, the NYX Lip IV lip colour range, L’Oréal Paris Big Deal mascara, and Maybelline New York’s new BB cream.

Fanni Tóth
senior trade marketing
manager
L’Oréal Magyarország

 “We communicate new products and the key basic products of brands throughout the year in ongoing digital campaigns”, explains Fanni Tóth, senior trade marketing manager of L’Oréal Magyarország Kft.

Product types in the spotlight

Face and eye makeup account for more than 70% of the total decorative cosmetics market. Within this mascara (17.9%) and foundation (13.3%) carry the biggest weight in drugstores. Multifunctional solutions are becoming popular and hybrid makeup with skin care benefits and foundations containing SPF are also rapidly growing categories. At Primőr Kozmetikai Kft. both essence and Catrice realised stable, double-digit growth. The essence Drop of Sunshine bronzing drops launched last year are one of the most successful new products, while Catrice HD Liquid Coverage foundation shades have been performing exceptionally well for years.

Máté Földi
junior brand
manager
Primőr

“We have found that relevant, honest product presentations on TikTok and Instagram generate immediate measurable sales”,

says junior brand manager Máté Földi.

The pursuit of naturalness and economic factors continue to shape the dynamics of the category

Consumer decisions

Today choices are strongly influenced by social media: it is often the content seen there that triggers the desire to buy. Price-sensitivity remains an important factor, with many people choosing the cheaper option from two similar choices, while the phenomenon of “dupes” is also gaining ground: cheaper alternatives to higher-priced products are reaching a wide audience. Rossmann Magyarország Kft. uses a variety of tools to increase sales in this category: the fourth Beauty Expo in May had focused education and direct brand encounters.

Hajnalka Horváth-Tokaji
category manager
Rossmann
Magyarország

 “In the long term, we consider education and experience-based encounters to be the most effective: shoppers like to try out products and ask questions”,

underlines category manager Hajnalka Horváth-Tokaji.

Both premium and mid-tier brands are showing growth, but the expansion has become more balanced compared to previous years

Trends and innovations

Taking a look at trends, it is clear that clean beauty is making a comeback, while products that support “smart” decisions are more and more popular: makeup enriched with skin care ingredients, multifunctional solutions and built-in applicators. At dm Kft. decorative cosmetics sales produced double-digit growth in value month after month, but the volume increase was more moderate. Dm backs the category through multiple channels: short content on social media platforms is also reflected in store performance. Experience-based, educational events strengthen loyalty as a long-term tool.

Nóra Valkó-Fekete
assortment manager
dm

“For dm education and experience go hand in hand: we want shoppers to get as much information as possible and try out new products”,

comments assortment manager Nóra Valkó-Fekete.

Dynamically growing sales for decorative cosmetics and perfumes

Guest writer:
Judit Hegedüs
senior analytic insight
associate
NIQ

Decorative cosmetics:

the Hungarian decorative cosmetics market continues to grow – between September 2024 and August 2025 value sales rose by 11% compared to the same period last year, approaching HUF 29bn, while the number of units sold increased by 6% 97% of sales were realised in drugstore chains and manufacturer brands had an 87% share in value sales.

Perfume:

value sales increased by 16%, exceeding HUF 30 billion. The number of units sold was 13% more than in the previous year. The value share of the 51-100ml packaging size increased from 36% to 41%.