Face Primer Market Size, Share, Analysis, Trends, Growth, Forecasts, 2032

Face Primer Industry Prospective:

The global face primer market size was worth around USD 1,927.30 million in 2023 and is predicted to grow to around USD 4,380.76 million by 2032 with a compound annual growth rate (CAGR) of roughly 8.60% between 2024 and 2032.

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Face Primer Market: Overview

A face primer is a popular type of makeup product applied to the face before other makeup products, such as concealer or foundation. It is classified as a base makeup item since it performs a role similar to the classified group. It allows easy application of other cosmetic items such as foundation and assists in improving the overall appearance of the face makeup. The role of face primer during makeup is similar to the use of wall primers before paint application. Face primers are used for prepping the skin for other makeup items. Additionally, they also act as a barrier between makeup products and the skin thus effectively reducing the chances of chemically loaded makeup penetrating the skin and leading to any form of reaction. Face primers are generally divided into two categories that are under-eye primer and face primer. The former is specially designed to be used in the highly delicate under-eye area, preventing concealer and foundation from penetrating the fine lines of wrinkles. Foundation primer is designed for other areas of the face including the chin, upper lip, cheeks, and forehead. The demand for face primers has been growing over the years. It is expected to grow at a significant rate, driven by changing consumer buying patterns and rising disposable income. However, an increase in sales of counterfeit items will limit the face primer industry’s growth rate.

Key Insights:

• As per the analysis shared by our research analyst, the global face primer market is estimated to grow annually at a CAGR of around 8.60% over the forecast period (2024-2032)
• In terms of revenue, the global face primer market size was valued at around USD 1,927.30 million in 2023 and is projected to reach USD 4,380.76 million, by 2032.
• The face primer market is projected to grow at a significant rate due to the market oversaturation of products and sellers
• Based on the finish type, the dewy finish primer segment is growing at a high rate and will continue to dominate the global market as per industry projection
• Based on the type, the silicone-based segment is anticipated to command the largest market share
• Based on region, North America is projected to dominate the global market during the forecast period

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Face Primer Market: Growth Drivers

Rising population rate globally will drive the market demand rate

The global face primer market is expected to grow due to the rising population worldwide. According to projections from the United Nations (UN), the world population is expected to reach 10.8 billion by 2080. In addition to this, the disposable income of the general population is rising at a steady rate, driven by a surge in job opportunities and the emergence of several growing markets and industries. Face primers are an important part of the make-up industry. Traditionally, the product registered higher sales among the female population. However, recent trends suggest that face primers are registering growing sales among the male and other gender categories. According to market research, more than 15.1% of the US heterosexual male population in the age group 18 to 65 regularly use some form of face makeup. The increase in the consumer base is expected to fuel higher income in the industry.

Online sale of personal care products has revolutionized demand for face primers

The arrival of the online and e-commerce industry has played a significant role in making face makeup products more accessible. Brands selling face primers have managed to reach a broader audience across the globe with the aid of online portals and websites. For instance, Sephora, a leading retailer of make-up items, generated over USD 3 billion in revenue through e-commerce portals. Online sales channels are also increasingly investing in modern technologies to create a more seamless shopping experience for customers. For instance, the use of Artificial Intelligence (AI) tools to assist customers in buying items that match their preferences will generate more revenue in the coming years. E-commerce companies are strengthening the supply chain to ensure timely delivery of products with minimal to no errors.

Face Primer Market: Restraints

Market oversaturation of products and sellers will restrict the growth rate during the projection period

The global face primer market is becoming increasingly saturated with the growing launch of new products and brands in the commercial world. According to market research, the US alone has more than 4000 cosmetic and beauty products manufacturing brands. Additionally, the addition of several emerging domestic beauty brands further leads to excessive saturation. Companies may struggle to maintain brand loyalty as customers tend to switch to new and latest products. Additionally, oversaturation also impacts creativity and innovation. Increasing questions about brands failing to include the dynamic set of customers for face primers will also impact the market growth rate. Each customer may have specific expectations and requirements. However, make-up brands may be unable to deliver as per the needs of each client.

Face Primer Market: Opportunities

Growing investment in research & innovation for face primers will generate more growth opportunities

The global face primer market is projected to generate higher growth opportunities due to the increasing investments in research & development. In September 2022, L’Oreal, a global makeup and skincare brand, announced investments in beauty technology. The company is investing in modern systems that can transform the beauty industry. L’Oreal announced an investment worth USD 140 million for the construction of a new research & development facility based in New Jersey. The facility is expected to focus on developing makeup, skin, and hair care products. In April 2024, natural and organic beauty products Indus Valley Cosmetics received an investment of INR 40 crore in research & marketing activities in India. The research mainly focuses on delivering high-performance face primers suitable for a wider range of audience.

Organic and chemical-free face primers are the trending products in the market

Growing environmental consciousness among consumers along with the harmful effect of chemically-loaded face primers is causing a shift in preference for organic products. In June 2024, Covergirl announced the launch of new product offerings in the form of skin-enhancing luminizers and primers branded under the TruBlend family. The launch consists of 6 skincare-infused products with instant results. As per company claims, TruBlend Skin Enhancer Primer is vegan and clean, thus helping the global face primer market grow.

Face Primer Market: Challenges

Environmental impact of excess consumerism is a major challenge for the industry players

The global industry for face primers is projected to be challenged by the growing environmental impact of excess consumerism. Make-up products such as face primers are considered some of the biggest environmental polluters. A market study indicated that over 94% of all makeup packaging is thrown into waste after one use. Additionally, rising cases of allergic reactions caused by chemical face primers further inhibit the market growth rate.

Face Primer Market: Segmentation

The global face primer market is segmented based on finish type, type, and region.

Based on the finish type, the global market segments are smoothing primer, matte finish primer, color-correcting primer, hydrating primer, and dewy finish primer. In 2023, the highest growth rate was witnessed in the dewy finish primer segment. Beauty trends are always changing and the latest more preferred trend involves a dewy natural makeup look. These primers generally provide hydration to the skin and thus provide a glowy finish. On average, face primers can last around 4 to 8 hours, depending on the skin type and product.

Based on the type, the face primer industry divisions are water-based and silicone-based. In 2023, the highest revenue was generated by the silicone-based face primers. They assist in filling skin pores, thus providing a smoother surface for further makeup application. Silicone content in face primers is between 15% to 50%. Water-based face primers are generally preferred by people with severe skin allergies. During the forecast period, the demand for water-based face primers is expected to surge.

Face Primer Market: Report Scope

Face Primer Market: Regional Analysis

North America to be led by the US during the forecast period

The global face primer market will be led by North America during the projection period. The US is projected to deliver the most significant result in the regional market since it is one of the largest beauty product consumers. As per the latest findings, more than 73% of the female population in the US regularly uses makeup products. Additionally, the demand for face primers is also high in the regional male segment. The US-based entertainment industry is one of the leading buyers of professional-grade face primers. According to research, the US entertainment industry is valued at over USD 600 million. It makes up around one-third of the global entertainment sector. The rising launch of new face primers, especially by celebrity-owned makeup brands, is driving the regional market revenue. In August 2023, Smashbox, a leading cruelty-free makeup brand, announced its launch in the U.S. Amazon Premium Beauty store.

Asia-Pacific is another growing market for face primers. The high consumer strength of Asian countries, including India, China, Japan, and South Korea, is leading the regional market growth rate. South Korean personal care items have become internationally popular in the last 5 years. The demand for organic and natural face primers will be higher in Asia-Pacific.

Face Primer Market: Competitive Analysis

The global face primer market is led by players like:

• Urban Decay
• L'Oréal Paris
• Benefit Cosmetics
• Laura Mercier
• Smashbox
• MAC Cosmetics
• Too Faced
• Clarins
• Tatcha
• Becca Cosmetics
• Fenty Beauty
• Makeup Forever
• Hourglass
• Estee Lauder
• NYX Professional Makeup.

The global face primer market is segmented as follows:

 By Finish Type

•  Smoothing Primer
•  Matte Finish Primer
•  Color-Correcting Primer
•  Hydrating Primer
•  Dewy Finish Primer

 By Type

•  Water-Based
•  Silicone-Based

By Region

• North America
  • The U.S.
  • Canada
• Europe
  • France 
  • The UK
  • Spain
  • Germany
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Southeast Asia
  • Rest of Asia Pacific
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• Middle East & Africa
  • GCC
  • South Africa
  • Rest of Middle East & Africa