It’s not often you hear a business student say they want to “break into the makeup industry”, but why not? What is frilly and unserious about an industry that makes $109 billion in annual revenue and can convince people to spend $50 on a tube of lipstick that costs under a dollar to make?
Makeup is essential to most women - or at least society convinces them that it is - with women forming the majority of consumers in this industry. Whether it is to appear professional or build self-confidence, it is likely that most women have purchased a cosmetics item at some point in their life. These purchases range widely, from a $5 tube of mascara from the drugstore to a $120 La Mer lip balm.
Cosmetics companies use a variety of deliberate marketing strategies to pull consumers in. Often brands will target women’s insecurities with tools such as before-and-after pictures showing how their product could transform one’s appearance. Celebrity and influencer collaborations are common in the makeup industry, with many celebrities even starting their own beauty brands. Fenty Beauty by Rihanna and Rare Beauty by Selena Gomez are success stories of this business model, boasting valuations of $2.8 billion and $1.2 billion respectively, according to Brand Vision.
Rhode by Hailey Bieber is an example of the innovative execution of another marketing technique: turning physical makeup products into status symbols. Rhode capitalized on this by making phone cases that have a holder for their highly coveted lip gloss – supporting the idea that makeup has more than just utility; it can be an accessory and identity marker.
Glossier is a makeup brand that understands the power of identity ; their distinct, minimalist packaging and cohesive aesthetic have become instantly recognizable. In the mid-2010s, their clean, natural look — paired with the now-iconic millennial pink — stood out against the high-glamour makeup trends dominating the industry at the time.
A big issue in the makeup space is overconsumption, especially when brands promote a collector's mindset of buying every product in every shade. This connects to a problem with environmental sustainability, one that has become increasingly important across related industries such as fashion. However, many brands have started to innovate addressing this issue by introducing eco-friendly refills, package-recycling initiatives, and natural ingredients. Selling products that do not harm the environment is a great way for brands to set themselves apart in an industry that is so saturated.
It is evident that there is a lot of thought going into producing and selling makeup products, but why pursue a career in the industry?
- It is a growing industry, especially within the context of the internet, where social media marketing and influencer promotions can create unprecedented levels of hype for products.
- For those with an interest in marketing, cosmetics offers creative freedom, visual storytelling, and emotional branding opportunities that might not be seen in other merchandise sectors.
- The industry overlaps with areas like fashion and personal care, allowing for multiple revenue streams, cross-industry collaborations, and a wide range of job opportunities.
- As consumers demand cleaner and more sustainable products, there is growing demand for roles in ethical product development, eco-friendly packaging, and responsible brand innovation
Makeup may seem light and glamorous on the surface, but the industry behind it is anything but superficial. It’s a powerful business driven by cultural influence, identity-driven branding, and massive consumer demand. For students interested in marketing, entrepreneurship, or sustainability, cosmetics offers real career potential – and plenty of room to innovate. If anything, it’s one of the most dynamic industries worth “breaking into.”