“Buckle up” warns Claire Marty in her introduction. ”I’ve got a few minutes to take you around the world and take a close look at the highlights of each zone.”*

Overview

With growth of +7% worldwide, beauty continues to post a solid performance, although certain regions such as Europe are showing signs of slowing down.
For Claire Marty, the real challenge now lies in a return to more organic volume growth. “We need to understand what’s going on in consumers’ heads and get ideas from here and there.”

Another key point is the central role of e-commerce.
Whether in Brazil (where it represents less than 10% of the market) or China (nearly 90%), this channel remains the most dynamic. “It’s an essential channel in today’s cosmetics market,” she insists.

United States

In a market worth over $100 billion (in value), brand loyalty has fallen by 20% in three years. This dynamic is giving way to the rise of independent brands, dupes and “mastige” players.

In terms of distribution, Amazon continues to consolidate its position by moving upmarket, while TikTok Shop is rapidly establishing itself. In 18 months, it has climbed to 6th place among …