Estee Lauder has demonstrated strong growth in the last few years, generating about 16.22 billion dollars in sales in 2021, up from about 10.8 billion in 2015. The majority of their sales are made in Europe, the Middle East, Africa, and the Americas; but the sales attributed to Asia/Pacific has been growing steadily since 2010. Estee Lauder’s largest product categories are skincare and makeup, while the fragrance and hair care categories count for a little less than 15 percent of net sales. Although the makeup industry is highly competitive with new brands entering the market every few months, it is a sign of Estee Lauder’s strength that they still control about 21 percent of the worldwide makeup product market.
In recent years, the average annual expenditure on cosmetics, perfume, and bath preparation products showed an overall increasing tendency in the United States. As of 2020, it amounted to approximately 199 dollars per consumer unit. When asked about the most popular brands of cosmetic products such as nail polish and mascara, consumers named Estée Lauder among the top 20 brands. According to a survey conducted in 2020, nearly two million women in the U.S. used Estée Lauder's nail polish, while as many as 4.8 million women used the brand's mascara.
