Competitive Landscape
Leading Companies Adapt to Intensifying Competition and Shifting Consumer Demands
In 2025, the colour cosmetics landscape in Australia remained moderately concentrated, with L’Oréal Australia Pty Ltd retaining a leading share of 24%, despite a decline from its peak share of 27% in 2023. Estée Lauder Pty Ltd holds second position with 8%, also experiencing a gradual decrease over the five-year period, followed by Coty Australia Pty Ltd with 7% and Revlon Australia Pty Ltd with 5%.
Emerging Brands Leverage Accessible Offerings to Disrupt Market
A notable emerging player in the Australian colour cosmetics scene is Booie Beauty, launched in December 2025 with exclusive distribution at Woolworths. The brand targets everyday consumers seeking simplicity and affordability, offering a focused lineup of multi-purpose essentials priced under AUD45.
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Overview:
Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Colour Cosmetics industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Colour Cosmetics in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Colour Cosmetics in Australia?
- Which are the leading brands in Australia?
- How are products distributed in Australia?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Colour Cosmetics in Australia - Category analysis
Key Data Insights
Asian Beauty and Hybrid Make-Up Formulations Fuel Growth
Asian Beauty and Hybrid Make-Up Formulations Fuel Growth
Digital and Social Commerce Grows Its Influence in Colour Cosmetics
Brands Harness Lifestyle Narratives to Captivate Consumers
Value-Driven Strategies and Hybrid Products to Steer Growth Amid Economic Pressures
Digital Engagement and Social Commerce to Accelerate in Growth
Brands Leveraging Hybrid Skin-Care Narratives to Boost Engagement
Leading Companies Adapt to Intensifying Competition and Shifting Consumer Demands
Emerging Brands Leverage Accessible Offerings to Disrupt Market
Health and Beauty Specialists Lead While Supermarkets Gain Distribution Share
Retail E-Commerce Complements Physical Stores as a Discovery Channel for Younger Consumers
Beauty and Personal Care in Australia - Industry Overview
Australian Beauty and Personal Care Sales Rise Steadily Driven by Asian Beauty
Key Data Insights
Australian Beauty and Personal Care Sales Rise Steadily Driven by Asian Beauty
Skin Care Leads Sales as Consumers Focus on Longevity and Skin Health
Omnichannel Strategies Power Retail Reinvention and Innovation
Consumers Embrace Science and Affordability to Drive Steady Growth
Skin Care and Fragrances to Lead Growth through Premium Multifunctional Formulations
Digital Engagement and Omnichannel Strategies to Reshape Retail Dynamics
L'oréal and Estée Lauder Retain Lead Amid Growing Fragmentation and Shifting Shares
Emerging Native Brands Show Strong Growth through Digital Engagement
Mcobeauty Acquisition Underscores Trend Responsiveness of Brands
Rhode's Launch Highlights Growth in Celebrity Brands
Health and Beauty Specialists Strengthen Dominance with Pharmacy and Specialty Retail Growth
Specialty Retailers and Omnichannel Strategies Reshape Consumer Engagement and Experience
Retail E-Commerce Gains Momentum with Social Media Influence and Product Accessibility
Country Reports Disclaimer
The following categories and subcategories are included:
Colour Cosmetics
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- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
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- Premium Eye Shadow
- Mass Eye Shadow
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- Premium Mascara
- Mass Mascara
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- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
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- Premium BB/CC Creams
- Mass BB/CC Creams
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- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
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- Premium Foundation/Concealer
- Mass Foundation/Concealer
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- Premium Powder
- Mass Powder
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- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
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- Premium Lip Gloss
- Mass Lip Gloss
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- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
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- Premium Lipstick
- Mass Lipstick
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- Premium Other Lip Products
- Mass Other Lip Products
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- Premium Nail Polish
- Mass Nail Polish
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- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
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- Premium Polish Remover
- Mass Polish Remover
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- Premium Other Nail Products
- Mass Other Nail Products
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- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
Colour Cosmetics
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Colour Cosmetics research and analysis database.
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