Global Facial Serum Market Overview
Facial Serum Market Size was valued at USD 5.8 Billion in 2023. The facial serum market industry is projected to grow from USD 6.2 Billion in 2024 to USD 9.9 Billion by 2032, exhibiting a compound annual growth rate (CAGR) of 7.00% during the forecast period (2024 - 2032). The aging population worldwide and growing awareness of the significance of preserving and safeguarding healthy skin are major market drivers driving the use of facial serum.
Source: Secondary Research, Primary Research, Market Research Future Database and Analyst Review
Facial Serum Market Trends
- The growing popularity of social media influencers is driving the market growth.
One new trend influencing the expansion of the facial serum market CAGR is the increasing popularity of social media influencers. The increasing significance of digital media as a vital medium for marketing and communication can be attributed to the swift adoption of smart devices and the Internet. Manufacturers of skincare serums spend money on social media campaigns in developed markets, including the US, to promote their products and reach a wider audience. Prominent companies like L'Oreal have formed strategic alliances with influencers due to the popularity of social media influencers in these regions, especially for their beauty and makeup businesses. As a result, businesses like The Estee Lauder Companies and L'Oreal spend money on micro-influencers rather than pricy celebrity endorsements. Micro-influencers are starting to take the position of celebrities as the go-to spokespersons for face cream products because of their active following network, reduced price points, increased authenticity, and simplicity of marketing. It is, therefore, expected that the rise in popularity of social media influencers will aid in the expansion of markets like China and India.
The active ingredient in facial serums helps to smooth out the skin of the face. Skin pores that contribute to better skin texture are reduced when facial serums are applied. Facial serum has several advantages, one of which is that it keeps the face hydrated with its active moisturizing elements. Skin remains hydrated, silky, and smooth due to the component hyaluronic acid in facial moisturizers. Sensitive skin areas are relieved by the anti-inflammatory components in facial serum. The benefits of facial serums, especially those containing skin-lightening agents, include the removal of facial imperfections. Active components of the serum that combat signs of aging, such as wrinkles, dark spots, and fine lines, include vitamin C, retinol, resveratrol, and antioxidants. To keep the skin firm, facial serums increase the skin's collagen. Facial serum sales are up as a result of customers becoming more aware of skincare treatments. Further fueling the market's expansion is the accessibility of facial serums through a variety of distribution channels, including department shops, hypermarkets, supermarkets, retail outlets, and internet sales channels. Thus, driving the facial serum market revenue.
Facial Serum Market Segment Insights
Facial Serum Type Insights
The facial serum market segmentation, based on type, includes Anti-Aging Serums, Acne Fighting Serums, Skin Brightening Serums, Exfoliating Face Serums, Hydrating Face Serums, and Others. In 2023, the anti-aging serums segment dominated the market. The aging population in many nations has led to a constant need for anti-aging goods like serums and lotions. The significance of proactive anti-aging skincare practices and proactive consumer education has grown.
Facial Serum Form Insights
The facial serum market segmentation, based on form, includes Gel Based, Oil Based, and Water Based. In 2023, the water-based segment dominated the market. Hydrating agents like hyaluronic acid, which draws and holds moisture, are used in the formulation of water-based serums to leave the skin feeling dewy and moisturized. In addition to being ideal for keeping a balanced complexion due to their lightweight texture and oil-free composition, they also mix well with other skincare products like sunscreen and moisturizers without pilling or irritating the skin.
Facial Serum Price Point Insights
The facial serum market segmentation, based on price point, includes Mass-Market, Premium, and Luxury. The mass-market category generated the most income in 2023. Greater product volumes and competitive pricing make mass-market serums available to a broader range of consumers. People on a tight budget or those looking to try out serums before committing to more upscale solutions are drawn to this. To be competitive with luxury serums while still being reasonably priced, mass-market manufacturers are progressively including cutting-edge ingredients and technologies, such as plant-derived substitutes for retinol or encapsulated retinol.
Figure 1: Facial Serum Market, by Price Point, 2023 & 2032 (USD Billion)
Source: Secondary Research, Primary Research, Market Research Future Database and Analyst Review
Facial Serum Distribution channel Insights
The facial serum market segmentation, based on distribution channel, includes Supermarkets & Hypermarkets, Specialty Beauty Stores, Drugstores & Pharmacies, Online Retailers, and Others. The supermarkets & hypermarkets category generated the most income in 2023. With their extensive networks of stores situated in handy areas, supermarkets and hypermarkets facilitate simple product access for a diverse spectrum of customers. This is especially helpful for people who purchase impulsively or prefer in-person stores. Additionally, advertising efforts and the placement of facial serums on store shelves next to complimentary goods like cleansers and moisturizers might be beneficial. This boosts sales and makes them more visible.
Facial Serum Regional Insights
By region, the study provides the market insights into North America, Europe, Asia-Pacific, and the Rest of the World. The North American facial serum market area will dominate this market. North America's facial serum industry is expanding and focuses on high-tech skincare products. The area investigates serums with strong, active ingredients that target issues, including skin brightening, hydration, and anti-aging, which are in line with consumer demand for solutions that work and are supported by science.
Further, the major countries studied in the market report are the US, Canada, Germany, France, the UK, Italy, Spain, China, Japan, India, Australia, and South Korea.
Figure 2: Facial Serum Market Share By Region 2023 (USD Billion)
Source: Secondary Research, Primary Research, Market Research Future Database and Analyst Review
Europe facial serum market accounts for the second-largest market share. Europe has a sizable facial serum market with a consumer base that is aware of skincare products. With an emphasis on anti-aging and anti-pollution qualities, the area investigates natural and organic serum compositions. Serums are a top priority for European consumers when it comes to their skincare regimens. Further, the German facial serum market held the largest market share, and the UK facial serum market was the fastest growing market in the European region.
The Asia-Pacific Facial Serum Market is expected to grow at the fastest CAGR from 2024 to 2032. The influence of K-beauty and J-beauty trends is fueling the growth of the facial serum market in Asia Pacific. This region experiments with novel and texturally complex serums, frequently using traditional constituents such as rice bran and ginseng. Serums with moisturizing and brightening properties are well-liked in nations like Japan and South Korea. Moreover, China’s facial serum market held the largest market share, and the Indian facial serum market was the fastest growing market in the Asia-Pacific region.
Facial Serum Key Market Players & Competitive Insights
Leading market players are investing heavily in research and development in order to expand their product lines, which will help the facial serum market grow even more. Market participants are also undertaking a variety of strategic activities to expand their footprint, with important market developments including new product launches, contractual agreements, mergers and acquisitions, higher investments, and collaboration with other organizations. To expand and survive in a more competitive and rising market climate, the facial serum industry must offer cost-effective items.
Manufacturing locally to minimize operational costs is one of the key business tactics used by manufacturers in the facial serum industry to benefit clients and increase the market sector. In recent years, the facial serum industry has offered some of the most significant advantages to medicine. Major players in the facial serum market are attempting to increase market demand by investing in research and development operations, including Amorepacific Group Inc., L'Oréal S.A., Galderma S.A., Shiseido Company Limited, KOSÉ Corporation, Clarins Inc., Unilever plc, Estée Lauder Companies Inc., Beiersdorf AG, and Revlon Inc.
A corporation called L'Oreal SA (L'Oreal) sells products for personal hygiene. The company manufactures and markets cosmetics, skincare, coloring, sun protection, and hair care products. The company merchandises its products in a variety of locations, including hair salons, department shops, pharmacies, drugstores, medispas, mass-market retailers, branded retail, and travel retail. Together with traditional stores, the company also offers its products online through e-commerce platforms. In July 2023, Revitalift Clinical, a new facial care brand from L'Oréal S.A., is a product that uses vitamin C as its main ingredient. The two main products in this new line are a face lotion that combines vitamin C with SPF50 to protect against sun damage and a serum that is enhanced with 12% pure vitamin C.
Founded in 1872, Shiseido Company Limited is a Japanese manufacturer and distributor of cosmetics with its headquarters located in Tokyo. The business employs about 39,000 people worldwide and conducts business in about 120 nations and regions. In addition to body care and skin care goods, Shiseido also offers perfumes, shampoo and hair care products, styling products, perm products, and cosmetics. Shiseido purchased Drunk Elephant, a skincare line well-known for its natural and vegan goods, in January 2023. With this acquisition, Shiseido will be able to take advantage of the expanding popularity of Drunk Elephant among millennial consumers.
Key Companies in The Facial Serum Market Include
- Estée Lauder Companies Inc.
Facial Serum Market Industry Developments
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Q2 2024: L'Oréal launches new Revitalift Clinical Vitamin C Facial Serum L'Oréal announced the launch of its Revitalift Clinical Vitamin C Facial Serum, expanding its portfolio of targeted skincare solutions for consumers seeking advanced anti-aging benefits.
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Q2 2024: Estée Lauder Companies Announces Partnership with Google Cloud to Accelerate AI-Powered Product Development Estée Lauder Companies entered a partnership with Google Cloud to leverage artificial intelligence for faster and more personalized facial serum product development and consumer engagement.
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Q3 2024: Shiseido Unveils New ULTIMUNE Power Infusing Serum at Global Launch Event Shiseido held a global launch event for its new ULTIMUNE Power Infusing Serum, featuring an upgraded formula with enhanced skin defense technology.
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Q3 2024: Procter & Gamble Opens New Skincare Innovation Center in Singapore Procter & Gamble inaugurated a new innovation center in Singapore focused on developing advanced facial serums and other skincare products for the Asia-Pacific market.
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Q4 2024: Unilever Acquires Indie Skincare Brand Versed for $100 Million Unilever completed the acquisition of Versed, a fast-growing indie skincare brand known for its facial serums, to strengthen its presence in the clean beauty segment.
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Q4 2024: The Ordinary Launches Multi-Peptide + HA Serum for Hair Density The Ordinary, a DECIEM brand, launched a new Multi-Peptide + HA Serum targeting hair density, expanding its serum offerings beyond facial care.
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Q1 2025: Beiersdorf AG Announces €50 Million Investment in New Serum Production Facility in Germany Beiersdorf AG revealed plans to invest €50 million in a new production facility dedicated to facial serums, aiming to meet rising European demand for advanced skincare.
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Q1 2025: Glow Recipe Secures $30 Million Series B Funding to Expand Serum Line Glow Recipe raised $30 million in Series B funding to accelerate the development and global distribution of its facial serum products.
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Q2 2025: Johnson & Johnson Appoints New Head of Global Skincare Division Johnson & Johnson named a new executive to lead its global skincare division, with a strategic focus on expanding its facial serum portfolio.
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Q2 2025: Drunk Elephant Launches C-Firma Fresh Day Serum in Europe Drunk Elephant introduced its C-Firma Fresh Day Serum to the European market, marking its first major product launch in the region for 2025.
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Q3 2025: Kao Corporation Announces Strategic Partnership with Sephora for Exclusive Serum Distribution Kao Corporation entered a strategic partnership with Sephora to distribute its premium facial serums exclusively across select global markets.
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Q3 2025: Amorepacific Group Files for IPO of Its Skincare Subsidiary Focused on Serums Amorepacific Group filed for an initial public offering of its skincare subsidiary, which specializes in facial serums and advanced skin treatments.
Facial Serum Market Segmentation
Facial Serum Type Outlook
Facial Serum Form Outlook
Facial Serum Price Point Outlook
Facial Serum Distribution Channel Outlook
- Supermarkets & Hypermarkets
Facial Serum Regional Outlook
| Report Attribute/Metric |
Details |
| Market Size 2023 |
USD 5.8 Billion |
| Market Size 2024 |
USD 6.2 Billion |
| Market Size 2032 |
USD 9.9 Billion |
| Compound Annual Growth Rate (CAGR) |
7.00% (2024-2032) |
| Base Year |
2023 |
| Market Forecast Period |
2024-2032 |
| Historical Data |
2019-2022 |
| Market Forecast Units |
Value (USD Billion) |
| Report Coverage |
Revenue Forecast, Market Competitive Landscape, Growth Factors, and Trends |
| Segments Covered |
Type, Form, Price Point Distribution Channel, and Region |
| Geographies Covered |
North America, Europe, Asia Pacific, and the Rest of the World |
| Countries Covered |
The US, Canada, Germany, France, UK, Italy, Spain, China, Japan, India, Australia, South Korea |
| Key Companies Profiled |
Amorepacific Group Inc., L'Oréal S.A., Galderma S.A., Shiseido Company Limited, KOSÉ Corporation, Clarins Inc., Unilever plc, Estée Lauder Companies Inc., Beiersdorf AG, and Revlon Inc. |
| Key Market Opportunities |
Growth of online beauty platforms and e-commerce |
| Key Market Dynamics |
Growing prevalence of several skin-related conditions, including acne, aging, and wrinkles on the face Rising levels of disposable income, shifting lifestyles, and rising rates of cosmetics product use among women worldwide |
Frequently Asked Questions (FAQ):
The facial serum market size was valued at USD 5.8 Billion in 2023.
The market is projected to grow at a CAGR of 7.00% during the forecast period, 2024-2032.
North America had the largest share in the market.
The key players in the market are Amorepacific Group Inc., L'Oréal S.A., Galderma S.A., Shiseido Company Limited, KOSÉ Corporation, Clarins Inc., Unilever plc, Estée Lauder Companies Inc., Beiersdorf AG, and Revlon Inc., among others.
The anti-aging serum category dominated the market in 2023.
The supermarkets & hypermarkets category had the largest share in the market.
