Impress the world with aesthetics - How beauty brands develop Global Presence
July 31, 2025 10:16 United States
NoahWise Insight
Cross-Border Insights Global Overview|Beauty Category
Source: NoahWise Insight-Cross-Border Insights Global Overview-June 25Beauty CategorySales Revenue
2025 Jul.
use
Aesthetic
Impress the world
Beauty brand
How to Global Presence
The beauty and personal care category has always been one of the key layout directions for overseas sellers.
"She's economical"
The female consumer market represented by the brand is unleashing unprecedented growth potential. In different countries and cultural backgrounds, consumers’ category preferences, usage habits and aesthetic trends for beauty products vary.
Differentiation
is intensifying.
01
Diverse skin tones, base makeup is the key
United StatesConsumers value basic makeup
As one of the world's largest consumer markets, the United States' consumption vitality in the beauty and personal care category has remained high for a long time. According to sales data on the Amazon platform in June,
Foundation products rank first with a sales share of about 30%
, becoming the beauty item that consumers in the United States pay most attention to.
Source: NoahWise Insight-Cross-Border Insights
Base makeup is the foundation of the entire makeup and is also the key to determining the look and feel of your skin. United States users generally prefer a “flawless but natural” makeup look, so they are more willing to invest in foundation products. In addition, foundation products also account for about 14% of the market share, indicating that consumers also have clear needs for functions such as pre-makeup care and anti-makeup removal.
The entire base makeup logic is relatively mature.
Oil control, sun protection, makeup maintenance
By analyzing the title keywords of hot-selling products, we can find that “oil control”, “long-lasting”, and “sun protection (SPF)” are the product features that consumers most frequently search for and pay attention to. This is not only related to the hot climate and frequent outdoor activities in some parts of the United States, but also reflects the high sensitivity of users to the practicality and comfort of foundation - a foundation that is both sun-protective and non-greasy is more likely to stand out.
Source: NoahWise Insight-Cross-Border Insights
LAURA GELLER leads the high-end makeup track
In the foundation segment Category of the United States market,
LAURA GELLER NEW YORK
With approx.
20%
The market share ranks firmly among the top brands.
Source: NoahWise Insight-Cross-Border Insights
LAURA GELLER NEW YORK was founded in 1997 by a well-known makeup artist from the United States.
Laura Geller
Founded by myself. Since its inception, the brand has always focused on
"Make base makeup closer to skin"
The product philosophy is especially good at using baking technology to create light and non-fading powder products. Its target group is mostly mature female consumers over 30 years old, focusing on "natural but makeup-like" makeup effects.
LAURA GELLER’s signature product is its
“Baked Foundation”
series. Unlike traditional foundation, this range of products uses
Hand-baked craftsmanship on Italian ceramic plates
, can achieve high coverage and natural fit without adding a lot of oil or silicon.
This differentiated process enables its products to combine the following advantages:
• Not easy to remove makeup, does not stick to powder, suitable for mature skin types
• Lightweight application, high fit, suitable for all-day wear
• Advantages: uniform temperature distribution, high cooling/heating efficiency, whole-house control
• Soft focus effect is natural and can correct pores and blemishes
In addition, many foundations contain
Vitamin E, antioxidant factors
, further emphasize
"Skin care makeup"
concept, which is also in line with the current dual needs of consumers for "safety ingredients + effective skin care" of base makeup.
Brand in
YouTube、Instagram
and other platforms have long-term cooperation with middle-aged KOLs, emphasizing
"Real makeup effect" "Age-friendly"
, avoid filters and exaggerated modifications to build brand trust. Encourage users to leave detailed reviews on Amazon (including skin type, makeup application techniques, and color matching suggestions) to form a strong community reputation cycle. Through careful A+ content design, video shopping guides, and multi-keyword layout on the Amazon site, it firmly occupies the forefront of searches for core terms such as "foundation" and "baked powder".
02
Focus on eye makeup and distribute it evenly
Russia prefers French style
Different from the consumption structure of the United States market where “base makeup is the core”, Russian users’ preference in the Beauty Category is more towards eye makeup, especially
mascara
products, sales volume accounts for the highest proportion among all subdivided categories, about
11%
, showing a significant focus on consumption. At the same time, other categories such as blush, highlighter, lip gloss, etc. show a more even distribution pattern, indicating that the overall beauty demand structure of the Russian market is more
"Flat"
, hiding opportunities for multiple explosions.
Source: NoahWise Insight-Cross-Border Insights
In Russia,
Makeup that emphasizes eye contour
The style has been popular for a long time, and the local climate is cold, so the makeup is more biased
Clean, three-dimensional, less makeup removal
. This directly drives high demand for the mascara category.
The product features that users prefer most include: thick, curling, waterproof, and anti-smudge.
In addition, due to the relatively high price sensitivity of e-commerce users in Russian-speaking areas,
Cost-effective mascara products (such as mid-range or European and American niche brands) are more likely to gain sales volume and accumulate positive reviews.
Except for mascara, the sales volume of blush, concealer, eyebrow pencil, eye shadow, highlight and other products is relatively average, and there is no obvious "head" category. This decentralized structure is a big plus for cross-border sellers:
You don’t have to go all out to roll up the Category, you can
small but beautiful
Quickly sell out of items
The cost of trial and error is low and the space for combined testing is large, which is conducive to forming a hot product matrix.
For example, a "liquid blush" or "eye shadow + highlight two-in-one" compound product that has both base and gloss effects has strong market testing value.
Vivienne Sabo——French origin, local soul
The beauty brand with the largest market share in Russia is Vivienne Sabo, about
17%。
Source: NoahWise Insight-Cross-Border Insights
Vivienne Sabo is a company that owns
“French origin + Russian localization strategy”
The beauty brand is headquartered in Paris, France, but its main markets are concentrated in Russia and the CIS countries. Brand name with
Strong romanticism
,by
"Daily makeup for Parisian women"
Inspired by the brand's affordable, girly, and French-style sophistication, it is deeply loved by young Russian consumers.
At present, Vivienne Sabo has become one of the leading cosmetics brands in Russia's local sales volume. It has long dominated the mascara category and has established strong penetration both online and offline.
Vivienne Sabo's most iconic product is its mascara series, especially the following ones:
1. Cabaret Premier Mascara
Known as the "YSL replacement", it focuses on slimness + curling
Black gold packaging, classic French style, extremely cost-effective
Amazon and Ozon platform sales volume leads all year round
2. Femme Fatale Mascara
Emphasizes a dramatic, voluptuous effect, suitable for stage or night looks
The formula is waterproof and easy to remove, solving the pain points of smudged makeup in winter in Russia.
Cross-border product selection requires not only in-depth study of the consumer culture of different regions, but also
Dig deep into platform data
, understand Category proportion, keyword trends, and head brand strategies,
It is necessary to both observe phenomena and analyze the essence
, a single formula can no longer support the long-term growth of cross-border beauty brands.
About NWi
Since 2023, NWi (NoahWise Insight) has expanded into overseas data services. We now cover major global e-commerce platforms including Amazon, Lazada, Shopee, and TikTok, tracking full-category market sales performance across nearly 30 country sites in Europe, the Americas, and Southeast Asia. We help brands deeply understand domestic and overseas market differences, identify growth opportunities in each market, and plan global expansion.
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