Mexico’s color cosmetics segment has been very successful over the last few years. The increase in sales has been due, among other factors, to the growth of women in the workplace and homemakers seeking to add to the family income via their own businesses, such as, for instance, being beauty consultants, selling brands including Jafra, Avon, Mary Kay and Natura, among others.

Turnover in this market was 11,2608 billion Mexican pesos in 2007, 15,6204 billion in 2013 and the forecast for 2018 is an increase to 20,7113 billion Mexican pesos in sales. Growth in the value of the retail market in local currency was 4.8% in 2008, 12.8% in 2010 (the largest growth of recent years), 8.0% in 2013 and the forecast for 2018 is to grow 6.4%.

Mexico’s retail market turnover in dollars was 1,060.59 billion in 2008, 1,223.21 billion dollars in 2013 and the forecast for 2018 is 1,615.55 billion. In percentages, this is a growth of 2.9% in 2008, 11.4% in 2013 and the prediction for 2017 is a growth of 7.1%.

Spending per capita of the Mexican population on color cosmetics was 9.4781 dollars in 2007, 10.527 in 2013 and the forecast for 2018 is 13.156.

The segment as proportion of Mexican GDP (gross domestic product) was 0.0988079 in 2007, 0.0971959 in 2013 and the forecast is around 0.0876587 for 2018.

In general, Mexico’s color cosmetics market totaled 13.7281 billion Mexican pesos in 2011, split into 5.8751 billion on products for the face, 4.2893 on products for the eyes, 2.3302 billion on products for the lips and 1.2335 billion Mexican pesos on products for the nails. 2013’s total color cosmetics retail sales grew to 15.6204 billion Mexican pesos, split into 7.1854 billion on products for the face, 4.5299 on products for the eyes, 2.5539 billion on products for the lips and 1.3512 billion Mexican pesos on products for the nails.

Summary: Annual Growth Rate

Mexico’s mean annual growth rate in the color cosmetics segment 2009-2013 was 6.0%. The forecast for 2014-2018 is mean annual growth of 6.3%.

Companies market share in Mexico’s color cosmetics sector:

Avon Products Inc.

In 2012, 12.6%; 2013, 12.8%.

Vorwerk & Co. KG (Jafra)

In 2012, 10.4%; 2013, 10.2%.

Mary Kay, Inc

In 2012, 9.1% ; 2013, 9.4%.

Fuller Cosmetics, S.A de C.V

In 2012, 4.6%; 2013, 4.4%.

The L’Oréal Group

In 2012, 3.8%; 2013, 3.8%.

Natura Cosméticos SA.

In 2012, 1.6%; 2013, 1.8%.

Coty México, S.A de C.V

In 2012, 0.5%; 2013, 0.5%.

Own brands

In 2012, 38.0%; 2013, 38.1%.

Others

In 2012, 19.4%; 2013, 19.0%.

Color cosmetics. Research data.

Retail market definitions: The research was carried out within a market comprising makeup for (female) eyes, face, lips, and nail polish. Excluded from research were nail polish remover, medical products – including lip balm and cosmetic ‘falsies’ such as false eyelashes and false nails. Market value is based on sales via retail channels, including direct sales to the consumer, and selected outlets.

Segment definitions:

Eyes: This segment includes products for eyebrows, false eyelashes / mascaras, eyeliners / eye pencils and eye shadows.

Face: This segment includes blushers, bronzing powders, correctives, foundations, face powder and primers.

Lips: This segment includes lipstick / lip gloss and lip pencils.

Nails: This segment includes polishes and bases.

Excluded from the research: Nail polish remover, medical products, including lip balm and cosmetic ‘falsies’.

Source: Mintel research