Beauty products are now widely available from dedicated internet-only retailers, who have more recently been joined online by established outlets, including major department stores and traditional brick-and-mortar beauty retailers.
Like most industries, cosmetic companies resist regulation by government agencies. In the U.S., the Food and Drug Administration (FDA) does not approve or review cosmetics, although it does regulate the colors that can be used in hair dyes. Cosmetic companies are not required to report injuries resulting from use of their products.
Although modern makeup has been used mainly by women traditionally, gradually an increasing number of males are using cosmetics usually associated to women to enhance their own facial features. Concealer is commonly used by cosmetic-conscious men. Cosmetics brands are releasing cosmetic products especially tailored for men, and men are using such products more commonly. There is some controversy over this, however, as many feel that men who wear makeup are neglecting traditional gender roles, and do not view men wearing cosmetics in a positive light. Others, however, view this as a sign of increasing gender equality and feel that men also have the right to enhance their facial features with cosmetics if women do.
Today the market of cosmetics has a different dynamic compared to the 20th century. Some countries are driving this economy:
* Japan: Japan is the second largest market in the world. Regarding the growth of this market, cosmetics in Japan have entered a period of stability. However, the market situation is quickly changing. Now consumers can access a lot of information on the Internet and choose many alternatives, opening up many opportunities for newcomers entering the market, looking for chances to meet the diverse needs of consumers. The size of the cosmetics market for 2010 was 2286 billion yen on the basis of the value of shipments by brand manufacturer. With a growth rate of 0.1%, the market was almost unchanged from the previous year.
* Russia: One of the most interesting emerging markets, the 5th largest in the world in 2012, the Russian perfumery and cosmetics market has shown the highest growth of 21% since 2004, reaching US$13.5 billion.
* South Korea: South Korea's cosmetic industry is on the rise with its creations, light ingredients, and aesthetic packages. In 2020, the market amassed $6.8 billion with a $2.6 billion loss due to COVID-19. The total export of products and trade increased by 16 percent with France being the largest exporter followed by the United States and Japan. Skincare products remain to be the largest imported items at 34.17 percent along with perfumes and haircare products being other large, imported goods in 2021.
With the imposition of lockdowns due to the COVID-19 pandemic and the consequent wariness to return to salons, trends that imitate salon procedures started to emerge, such as more complicated home skin-care regimens, hair color preserving products, and beauty tools. Early in the pandemic, sales on makeup essentials, like foundation and lipstick, decreased by up to 70% because of quarantining and face-covering mandates.
In Latin America's cosmetic and personal-care industry, it has been increasing significantly and become much more diverse. Within the industry, the thought of sustainability in products are considered to find alternatives to silicone and palm sourced additives. Clariant being one of the companies producing such products. One item used in products is epseama derived from seaweed. The ingredient serves as an anti-aging agent in skin products.