In the global market in 2025, the cosmetics industry continues to grow, with brand competition intensifying and technological innovation continuously emerging. In this year, both international and domestic cosmetics brands are actively expanding their shares in the global market. The latest data shows that the global cosmetics market has maintained steady growth for several consecutive years, driven by factors such as increased consumer demand for beauty and skincare, advancements in internet e-commerce, and a continuous boost from innovative technology.

**Intense Brand Competition** Globally renowned brands like Estee Lauder, L'Oréal, period by leveraging social media and internet celebrity endorsements, coupled with high cost-effectiveness. experience improvements..

**Continuous Technological Innovation** Technology plays an increasingly important role in the cosmetics industry. In 2025, the application of new technologies such as virtual try-on and augmented efficient shopping experience. Additionally, advances in biotechnology have enabled the development of more natural and safe cosmetic raw materials, attracting consumers who emphasize product ingredients, thus driving the entire industry toward sustainable development.

For example, Perfect Diary combined AR technology with facial feature recognition to develop a virtual makeup system that allows users to try on different makeup styles easily at home, significantly enhancing the user experience. This technology not only improves consumer shopping convenience but also helps precisely display the actual effect of the products, reducing the gap between expectation and reality. **Green and Sustainable Development Trends** Sustainability has become an important trend in the cosmetics industry's development. More brands are beginning to use environmentally friendly packaging materials and committed to reducing carbon emissions. For instance, Avene uses recycled materials for its product packaging and supports global environmental projects, enhancing the brand image and winning more favor from consumers.

Consumers are increasingly concerned about the source and production process of cosmetic raw materials, urging the entire industry to move towards more transparency and sustainability. Brands like The Body Shop have long adhered to using natural plant raw materials and opposing animal testing, setting an example for the industry. **Future Outlook** Looking forward to the future, the global cosmetics market will continue to be driven by brand competition and technological innovation. As consumer demand for personalized and high-quality products continues to grow, the cosmetics industry is expected to introduce more diversified and customized products. At the same time, with global consumers becoming more concerned about environmental protection and sustainability, green development will become an important trend in the future cosmetics market. In 2025, the global cosmetics market experienced significant changes and growth. Brand competition and technological innovation intertwine, influencing the direction of the entire industry's development. In this context full of opportunities and challenges, brands need to continuously innovate while paying attention to sustainability to maintain a competitive edge in the fierce market competition.