Makeup products

Makeup products combines scale with rapid growth: It generated 161,987 additions over the reported year and grew 74.3% year over year, ranking third by volume among 11 categories. Growth broadly matches the group: it was just below Sun protection at 76.3% and below Perfumes at 158.7%, but above Body care at 50.8% and Facial care at 6.9%; all listed peers also increased. Monthly volume accelerated from 9,990 additions in June to 15,174 in August, while the seasonality index ranged from 72 to 158, showing pronounced variation across months.

Makeup products is overwhelmingly organic, not ad-led: The reported mix was 94.23% organic, 0.01% ads and 5.76% leaflets, leaving paid media as a negligible volume source. Its organic share was below Sun protection at 95.22%, Hand and nail care at 96.12% and Beard care at 98.55%, but above Body care at 88.75%, Facial care at 88.96% and Hair care, colorization and styling products at 87.85%, placing it in the upper-middle of the peer set. Leaflets were more prominent in Eye area care at 14.05% and Body care at 11.07%, while ads were materially higher in Facial care at 5.70%, Hair care, colorization and styling products at 5.44% and Perfumes at 28.87%.