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Makeup & Cosmetics
Overall
by Traditional Media
by Device
by Format
Digital Ad Spending by Subcategory
Source: EMARKETER Forecast, August 2026 - August 2026
Note: Includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets and other internet-connected devices on all formats mentioned; numbers may not add up to total due to rounding
Additional Note: Make-up and cosmetics encompasses topical products designed to alter, enhance, or accentuate facial features, body appearance, and overall aesthetic presentation. Coverage includes face makeup such as foundation, concealer, primer, blush, bronzer, highlighter, contour, setting powder, and setting spray; eye makeup such as mascara, eyeliner, eyeshadow, brow pencils, brow gels, brow pomades, and false eyelashes; lip products such as lipstick, lip stain, lip gloss, lip liners, lip oils, and plumping products; nail color products such as polish, gel polish, base coats, top coats, removers; and application tools and accessories such as brushes, sponges, applicators, eyelash curlers, sharpeners, mirrors, and brush cleansers. Cosmetic kits, gift sets, seasonal collections, travel formats, and subscription boxes are included when the primary focus is color cosmetics.
Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and EMARKETER interviews with executives at ad agencies, brands, media publishers and other industry leaders.