Wholesale makeup

Despite inflation, the beauty industry isn’t seeing any slowdown – it’s “recession-resilient”, as per many experts and brands.

In fact, according to Circana, it’s the only industry that saw rising unit sales in the first half of 2023, with prestige makeup being the fastest-growing category.

It boasted an 18% increase in retail sales while the mass market went up by 9%.

What does this all indicate? FOUR things:

1. The market is stable
2. The demand is consistent
3. The consumers are not giving up on beauty products
4. The potential for profits is high for retailers purchasing wholesale makeup

To build on point #4, consider this:

If you buy luxury lipsticks in bulk at a cost for something like $2.50-$4.00/unit and they retail for $35. The markup on each sale would be HUGE!

So, to cash in on this makeup segment, you need to know:

• Latest consumer trends: What products are in high demand?
• Demographics: Who buys the most makeup?
• Sourcing: Where to buy wholesale makeup from?

Let’s dig into all this!

What Products Are in High Demand?

Barbiecore Craze: Pink Makeup

Pink makeup has always been around but the recent release of the Barbie movie has driven the sales up by +34% .

To leverage this trend, you’ve to act quickly.

Consider releasing limited edition kits that include all components for a monochromatic look such as bright pink blush, lipstick, eye shadow, etc.

And here’s the kicker: Pink never really goes out of style. Even when this movie craze fades, pink is a classic that will still bring in sales.

Green Choice: Clean, Natural & Organic Products

According to Neilson, 40.2% of consumers prioritize natural ingredients in their beauty purchases.

Notably, sales of paraben-free products are growing 80% faster than the overall market.

Why the shift? It’s simple: Today’s consumers are smart and more eco-aware.

They're ditching the old, preservative-packed products for clean and organic choices.

So, if you want to get ahead, think green by introducing eco-friendly and cruelty-free products to your lineup

The New Favorite: Hybrid Beauty Products

More than half (53%) of makeup users are now looking for hybrid products — those that combine aesthetic appeal with skin care such as:

• Tinted lip oil that adds a pop of color while also soothing chapped lips
• Hydrating foundation stick that doesn’t just offer great coverage and sun protection but also hydrates the skin like a moisturizer

Having these multi-taskers in your beauty store, you can meet this specific demand and boost sales.

K-Beauty: Global Interest

Koreans are known to have flawless glass-like skin, which is going viral on TikTok .

People everywhere, especially in the US, are eager to achieve this look with a trio — cleanser, exfoliator, and face toner.

Recognizing this demand, businesses are importing these K-beauty products from outside the US, particularly South Korea.

Coffee-Inspiration: Espresso Makeup

Inspired by America's love for coffee, this Espresso makeup is all about that rich, bronzy glow that’s trending on TikTok with millions of views.

To get in on this, you can either offer pre-packaged kits or let customers pick single products like deep brown lipstick, pencil, eyeliner, mascara, eye shadow palette, etc.

To strategize effectively, it’s vital to know not just what's trending, but also who’s buying.

Who Buys the Most Makeup – Older or Younger Generation?

While makeup usage has increased in general by 3 percentage points as compared to the previous year, the most significant growth is seen among young consumers.

These include:

• Gen Z (born roughly between 1997-2012)
• Millennials (born roughly between 1981-1996)

This suggests that these age groups are largely responsible for the uptick in makeup consumption or are more receptive to new makeup trends and products.

And while most makeup ads are marketed toward women, the norm is shifting with the growing interest of men in beauty and personal care.

To keep up with this, beauty retailers are embracing gender neutrality and including products like BB/CC creams, concealers, eyebrow gels, etc. for men in their lineup.

Next, let’s discuss what the future holds for the makeup segment.

Future of Makeup: Online Sales

More people are heading online for makeup products than ever, making it the fastest-growing sales channel.

It is forecasted that online sales will increase by 12% over the five years — from 2022 to 2027.

Besides, traditional channels like specialty retail (CAGR: 7%), grocery retail (CAGR: 4%), and drugstores (CAGR: 4%) are also expected to pick up growth during this forecast period.

This is driven by consumers' preference for a mix of online and offline shopping experiences and their ongoing desire to try products in person.

So, as a business owner, it’s good to have both online and offline presence to maximize your sales.

Finally, let’s get to the sourcing part.

Where to Buy Wholesale Makeup From?

When looking to buy wholesale makeup, consider exploring:

• Online wholesale marketplaces that connect you with reliable makeup manufacturers, wholesalers, and distributors. You can browse through their offerings, compare prices, and negotiate the best deal.
• Online directories that list vendors in the beauty industry, making it easy for you to reach out to the supplier.