What Is the Most Popular Cosmetic? 2025’s Best‑Selling Makeup Uncovered

Quick Takeaways

• Lipstick tops global sales and is considered the most popular cosmetic in 2025.
• North America and Asia‑Pacific together account for over 60% of lipstick revenue.
• L’Oréal, Maybelline, MAC, Fenty Beauty and Estée Lauder dominate the high‑volume segment.
• Consumers now favor long‑wear, sustainably packaged formulas.
• Choosing the right shade means matching undertone, finish and occasion.

Ever wondered which makeup item you see on the shelves most often and why it flies off the rack? The answer isn’t a mysterious secret - it’s a product that has been a staple in every makeup bag for decades. In 2025, Lipstick a colored waxy stick applied to the lips, typically used for both cosmetic and artistic purposes reigns as the most popular cosmetic. Let’s break down how experts measure popularity, which brands lead the race, and what trends are reshaping the market.

How Do We Measure Cosmetic Popularity?

Popularity isn’t just a gut feeling; it’s a blend of hard data and consumer behavior. Analysts look at three core metrics:

1. Global sales volume - the number of units sold worldwide, tracked by market research firms like Statista.
2. Revenue share - the dollar amount each product generates compared with its peers.
3. Social buzz - mentions on Instagram, TikTok, and YouTube, which often predict buying spikes.

When you line up all makeup categories - foundation, mascara, eyeliner, etc. - lipstick consistently outperforms the rest on all three fronts.

Top‑Selling Cosmetic Categories in 2025

Before we zoom in on lipstick, it helps to see the broader picture. Below is a snapshot of the five biggest categories based on Statista’s 2024‑2025 report:

Even though foundation brings in close to the same revenue, lipstick edges it out in sheer volume - a clear sign that more people buy it, more often.

Why Lipstick Leads the Pack

Several forces push lipstick ahead of the competition:

• Instant visual impact - A single swipe changes a look dramatically, making it a go‑to for quick confidence boosts.
• Fashion cycles - Seasonal color trends (e.g., “Living Coral” 2025) drive rapid repurchases.
• Social media friendliness - Lipstick shades are easy to showcase in short videos, fueling viral moments.
• Price accessibility - From drugstore $4 sticks to luxury $45 formulas, the market serves every budget.
• Innovation - Recent advances include long‑wear, moisturizing, and refillable packaging, attracting both traditional buyers and sustainability‑mindful shoppers.

Leading Brands in the Lipstick Arena

If you’re hunting the best‑selling stick, these five brands dominate the shelves:

1. L’Oréal French cosmetics giant known for its extensive makeup line, including the popular Colour Riche lipstick
2. Maybelline American brand famous for the Superstay Matte Ink liquid lipstick, which has crossed into the stick market
3. MAC Cosmetics Professional‑grade brand beloved for its bold, high‑pigment shades like “Ruby Woo”
4. Fenty Beauty Rihanna’s inclusive brand that launched the Stunna Lip Paint stick, a hybrid between liquid and traditional lipstick
5. Estée Lauder Luxury conglomerate whose Pure Color Envie line combines skin‑care benefits with rich color

Collectively, these brands command roughly 55% of global lipstick sales, according to the 2024 Global Beauty Report.

2025’s Hottest Lipstick Trends

Trends don’t stay static. Here’s what’s shaping the lipstick market right now:

• Creamy matte finishes - The “soft matte” texture offers the comfort of cream with the non‑shiny look of matte.
• Sustainable packaging - Brands are switching to aluminum tubes and refillable cartridges to cut plastic waste.
• Multi‑use sticks - Some formulas double as lip balm and cheek tint, appealing to minimalist routines.
• Inclusivity of undertones - Expanded palettes now cover cool, warm, and neutral bases for every skin tone.

These innovations keep consumers coming back for new versions, further boosting sales figures.

How to Pick the Right Lipstick for You

Choosing a shade isn’t a guessing game. Follow this quick decision tree:

1. Identify your skin’s undertone - cool (pink), warm (golden), or neutral.
2. Match the undertone to the shade family: cool tones pair with blues and berries; warm tones with corals and reds.
3. Decide the finish you need - matte for long‑day wear, glossy for a plump look, creamy matte for comfort.
4. Consider any additional benefits - hydrating ingredients, SPF, or vegan certification.
5. Test the color on the inner wrist before buying to see how it reacts with your natural skin hue.

Using this framework reduces the risk of ending up with a shade that looks “off” under different lighting.

Common Pitfalls and How to Avoid Them

Even seasoned makeup lovers slip up. Watch out for these mistakes:

• Buying based solely on packaging - Trendy tubes can be beautiful, but check the formula first.
• Skipping a primer - Lip primers extend wear time, especially for matte finishes.
• Over‑applying - A single swipe is enough; blot with a tissue if you need more intensity.
• Ignoring expiration dates - Old lipstick can harbor bacteria and change color.

Mini‑FAQ

Takeaway Checklist

• Lipstick is the most popular cosmetic by sales volume.
• Focus on undertone, finish, and added benefits when shopping.
• Consider sustainable refillable options to reduce waste.
• Test shades on skin before buying to avoid mismatches.
• Use a primer and blotting technique for all‑day wear.