To map the state of the global cosmetics market, the market research firm Spate analyzed search data from Google, TikTok, and Instagram from March 2025 to February 2026. The findings are clear: not all categories are growing at the same pace.
All of the following data pertains to digital search volumes.
Of the differents categories analyzed (fragrance, nails, skincare, and hair care), hair care products dominate in terms of volume: an average of 13.7 billion monthly searches, compared to 6.3 billion for skincare, 5 billion for makeup, 4.2 billion for nails, and 2.1 billion for fragrance.
While the latter category is certainly the smallest, it shows the strongest growth (+17.3% year-over-year).
France, the leading fragrance market
Perfume is growing in all tracked markets. France recorded the strongest increase: +27.3% year-over-year, ahead of the United States, the United Kingdom (both around +14%), and South Korea (+11.1%). Spate anticipates this trend will continue, reaching +30.5% over the next twelve months.
This momentum is driven by Google, the dominant platform in four out of five markets: consumers actively search and compare before buying.
Skincare is less popular in France
This category is growing by 6% globally, driven by South Korea (+5.7%) and the United States (+4.3%). France is the only market where the result is negative (-1.1%).
Hair care: products are driving growth, while concerns are holding it back
The hair care market has the highest search …
