Lip Scrub Market Size
The lip scrub market size was valued at approximately USD 1.03 billion in 2024 and is projected to grow from USD 1.10 billion in 2025 to USD 2.81 billion by 2030, exhibiting a CAGR of 7.3% during the forecast period (2025–2030).
A lip scrub is a cosmetic formulation intended to exfoliate and revitalize the lips. It commonly features natural exfoliants such as sugar or salt, combined with hydrating components like oils or butters to nourish and soften the skin. Growing consumer awareness of lip care and self‑care routines has boosted demand, with exfoliation becoming essential to fight dryness and chapping. The clean‑beauty movement fuels growth, as consumers increasingly prefer natural, organic ingredients (e.g., sugar, honey, oils). E‑commerce expansion and social‑media influence, especially through influencer-driven tutorials, are expanding reach. Multitasking and innovative formulations, such as hydrating/UV-protective scrubs, and personalised or spa-grade variants further influence lip scrub market growth.
Key Market Insights
- Organic and natural lip scrubs lead the market share, driven by consumer preference for clean, plant-based ingredients like shea butter and coconut oil.
- Women remain the largest consumer group in the market of lip scrub due to their higher interest in grooming, makeup routines, and clean beauty trends.
- Online retail is the top distribution channel, offering convenience, product variety, and influencer-driven marketing that boosts global reach and engagement.
- North America dominates the lip scrub industry, fueled by a strong cosmetics industry, self-care culture, and clean beauty demand in the U.S. and Canada.
- Asia-Pacific is the fastest-growing region, supported by K-beauty trends, digital campaigns, and increasing beauty-conscious youth populations.
Latest Market Trends
Influence of social media platforms
The rapid rise of platforms like Instagram, TikTok, and YouTube has transformed the way consumers discover and engage with beauty products, including lip scrubs. These visual and interactive platforms have become essential marketing tools, allowing brands to demonstrate the benefits of lip exfoliation through tutorials, influencer endorsements, and product reviews. Beauty influencers and skincare enthusiasts regularly showcase lip scrubs as key components of their grooming routines, significantly amplifying consumer awareness and brand reach.
- For instance, in July 2024, in an interview with InStyle, actress/model Molly Sims referred to Sara Happ’s Lip Scrub as a “car wash for your lips,” boosting visibility and credibility for lip-specific exfoliation.
As ingredient transparency gains importance, the preference for organic, clean-label scrubs grows, further propelled by socially driven beauty education.
Increasing consumer awareness about personal grooming
Consumer behaviour has significantly changed with people focusing more on grooming and personal appearance. The rising influence of social media platforms has fueled this transformation. As a result, products like lip scrubs are no longer perceived as luxury items but essential components of everyday self-care. The category is also witnessing stronger engagement from Gen Z and Millennials, who prioritise visual appeal and product efficacy, often discovering new products through peer content and influencer endorsements.
Lip Scrub Market Growth Drivers
Rise in the number of working professionals, particularly women
With the need to look good in workplaces, cosmetic products that help make people more appealing are catching up. Properties such as exfoliating dead skin, enhancing lip texture and preparing the lips to apply lipstick make lip scrubs necessary for makeup users. Also, many professionals are embracing efficient self-care habits, and the lip scrubs are taking centre stage in attaining a smooth appearance. This lifestyle and routine change has assisted in making lip scrubs no longer a niche product that only a few people use, but a relatively common personal care consumer product.
- For instance, Vogue’s September 2024 beauty roundup named lip scrubs a must-have in celebrities’ red carpet grooming routines, emphasising their role in achieving flawless lipstick application.
Growing preference for natural and organic products
As consumers become more aware of the possible side effects of chemical ingredients, they are looking for safer and greener options. This heightened awareness has led to a marked rise in demand for lip scrubs made from plant-based, nourishing ingredients like shea butter, coconut oil, cane sugar, jojoba oil, and fruit-derived enzymes. The clean beauty movement continues influencing product development, encouraging brands to eliminate toxins and highlight ethical sourcing and cruelty-free testing. This has encouraged existing brands and new players to innovate and provide lip care products free from toxic chemicals and naturally rich ingredients.
Market Restraints
Availability of counterfeit products
Increasing access to unregulated and counterfeited products on online marketplaces poses a setback to the lip scrub market. These counterfeits or fake products resemble the famous brands. However, their content can be hazardous or not even tested, they can be very dangerous or cause allergies or skin irritation. This poses a threat to consumers and undermines trust in genuine brands. This predominance of the products drives their buyers to be more careful, which may negatively affect the general sales. In addition, a low barrier to entry to this market means there is always a stream of new, untested entrants. This increases competition, results in price wars, less brand differentiation and lower profit margins.
Fluctuating prices of raw materials
The changing costs of raw materials are a major problem affecting lip scrubs' manufacture, mainly due to natural and organic ingredients such as shea butter, essential oils, and sugar. Such fluctuations may be caused by seasonal shortage, which occurs due to seasonal occupations, climatic effects on production, or disruption in global trade by geopolitical uncertainties. Brands which use high-quality natural ingredients are also most exposed to increased expenses, as many consumers currently expect clean-label and sustainably sourced products.
Key Market Opportunities
Expansion of online retail channels
With increasing e-commerce penetration, brands can reach a wider audience and provide a diverse range of products. The COVID-19 pandemic has accelerated the shift towards online shopping, and companies can leverage this trend to enhance their sales strategies. Collaborations with influencers and beauty experts can further boost brand visibility and consumer engagement. The diversification of online retailing platforms has provided brands with direct contact with the international market. Online stores allow proper product presentation, reviews and convenient buying.
- For instance, in March 2025, Indian D2C brand 73o launched a lip scrub on its website, and it quickly became a bestseller. Viral reviews from influencers and beauty bloggers praising its natural formula and gentle exfoliation boosted its profile, leading to major sales via its direct-to-consumer channel.
Exploration in niche markets
Companies are launching products tailored for specific demographics, including men or teenagers. As the concept of male grooming continues to gain traction, brands can develop lip scrubs that cater specifically to male consumers, tapping into an underrepresented segment. Furthermore, the rise of subscription box services presents an innovative way for brands to introduce consumers to their products, creating lasting customer relationships. The emergence of subscription boxes is another creative method that enables brands to expose their products to consumers and establish a continuous customer relationship.
Product Type Insights
Organic and natural lip scrubs hold the largest market share as consumers correlate with the tendency to use products without chemicals, which is associated with clean beauty. These scrubs contain sugar, coconut oil, shea butter, and essential oils, providing a safe exfoliation experience without harsh additives. Increased concern regarding the toxicity of artificial chemicals and the need to purchase natural, environment-friendly products has awarded organic/natural scrubs the bestselling position in the market to any consumer who would like gentle yet effective care for their lips.
Consumer Demographics Insights
Women are the majority of the consumer group in the lip scrub industry as they are more interested in their personal grooming and skincare activities. Women are more inclined to add exfoliation and lip preparation to their beauty routines, especially when applying lipsticks and matte lip products, which demand smooth lips. Heated beauty patterns, the impact of the beauty blogger, tutorials on social media, and the clean beauty trend have also led to the growth of awareness and use of lip scrubs among women.
Distribution Channel Insights
Online retailers occupy a leading position in the market due to high access to products, convenience, and the ability to reach many consumers they can get. The e-commerce allows and provides many choices, comparison of products and reviews of customers in real-time by learning and making informed buying decisions. The online shopping experience has been upgraded through digital marketing, collaboration with influencers, and personalised product recommendations, allowing the brands to expand their presence and consolidate one-on-one connections with consumers worldwide.
| By Product Type | By Consumer Demographics | By Distribution Channel |
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Regional Insights
North America: Dominant region
North America holds a substantial share in the lip scrub market due to its high consumption of beauty products and strong awareness of skincare routines. The U.S. and Canada lead the region, driven by an established cosmetics industry, a growing self-care culture, and a preference for natural, high-performance formulations. Social media trends, clean beauty movements, and rising male grooming practices have encouraged product adoption. E-commerce is crucial in expanding access to diverse offerings, with major retailers and indie brands leveraging online platforms to reach a wider audience and introduce customised, influencer-endorsed lip care solutions.
Europe: Fastest growing region
Europe represents a mature lip scrubs market with high demand for organic, cruelty-free, and sustainably sourced products. Countries like Germany, France, and the UK lead due to a strong grooming culture and strict ingredient transparency and safety regulations. European consumers are highly ingredient-conscious, often seeking premium, environmentally friendly formulations. The minimalist skincare trend and growing preference for clean beauty support continued demand for lip scrubs. Both luxury and pharmaceutical brands maintain a strong presence, as consumers incorporate exfoliation as a key part of holistic wellness and hygiene-centric beauty routines.
Asia-Pacific
Asia-Pacific is the fastest-growing lip scrub industry, fueled by rising disposable incomes, a young demographic, and an evolving beauty-conscious population. South Korea, Japan, China, and India are at the forefront, influenced heavily by K-beauty trends prioritising exfoliation and hydration. Lip scrubs are gaining popularity as part of elaborate skincare regimens, often positioned as multifunctional, gentle, and essential products. High smartphone usage, social media exposure, and influencer-driven tutorials enhance product awareness. With digital campaigns and localised branding, domestic and global players are tapping into this rapidly expanding market.
The Middle East and Africa
The Middle East and Africa are emerging as promising markets for lip scrubs, driven by increased urbanisation, beauty consciousness, and growing disposable incomes, especially in Gulf nations like the UAE and Saudi Arabia. Cultural emphasis on polished appearance and a surge in international beauty brand presence fuel demand for premium and organic lip care products. E-commerce growth and the influence of local beauty influencers are enhancing consumer access and awareness. As consumers prioritise skincare and self-care, lip scrubs are becoming more recognised as part of daily routines, particularly among younger, trend-aware shoppers in metropolitan areas.
Latin America
Latin America offers strong growth potential for the market for lip scrub, supported by rising beauty awareness, urbanisation, and a preference for affordable yet effective natural products. Brazil and Mexico dominate the region, with consumers increasingly adopting lip exfoliation as part of their daily skincare routines. National and international brands are responding by launching organic and flavoured lip scrubs tailored to local tastes. The influence of beauty bloggers and social media tutorials continues to educate consumers on lip care, encouraging product trials and repeat use. This increasing retail penetration positions the region for steady market expansion.
| North America | Europe | APAC | Middle East and Africa | LATAM |
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Company Market Share
The lip scrub market is highly competitive, with brands adopting diverse strategies, from clean‑beauty specialisation to influencer-driven D2C launches. Brands leverage natural ingredient innovations, a multi‑channel approach, and influencer endorsements. While legacy cosmetics houses focus on broad distribution, indie brands seek niche differentiation through vegan, organic formulas and bold flavours.
e.l.f. Cosmetics: e.l.f. Cosmetics is a U.S.-based beauty brand that offers high-quality, affordable, and cruelty-free makeup and skincare products. It appeals to a broad consumer base with its clean formulations and strong digital presence.
Latest Advancement
- l.f. introduced a novelty in the form of 100% vegan and not tested on animals lip exfoliants produced using organic ingredients, supported by environmentally friendly packaging. The initiative is in line with consumer desire to buy clean beauty and has already delivered about 15 percent of total beauty sales to the company since its launch in January 2025.
Lush Cosmetics: Lush Cosmetics is a UK-based company famous for handmade, ethical, and eco-friendly beauty products. Known for its activism and zero-waste packaging, Lush emphasises sustainability and natural ingredients in all its offerings, including lip scrubs.
Latest Advancement
- In January 2025, Lush debuted several themed lip scrubs as part of their Valentine’s & Lunar New Year collection. The series included new flavours like “Sweet Talk” and “Shut Up and Kiss Me”, featuring minimal packaging and fair-trade sugar, leading to a 12% rise in European lip scrub demand.
Key Players in the Lip Scrub Market
- l.f. Cosmetics
- Lush Cosmetics
- Etude House
- Grande Cosmetics
- Milani
- Tatcha
- Aceology,
- NIVEA
- Clinique
- Frank Body
- KIKO MILANO
- Tarte Cosmetics
- Givenchy
Recent Developments
- May 2025- Aceology launched the Passionfruit Refining Lip Scrub, featured in Allure’s Beauty Box. The product earned acclaim for effective yet gentle exfoliation, demonstrating cross-channel impact, combining viral recognition with subscription-box exposure.
- September 2024- UV Doux Lip Lightening scrub was launched by Brinton Pharmaceuticals in India, emphasising matters like lip colour and sun protection. The product includes dermatologically tested ingredients and targets the recently rising consumer requirement for non-ordinary lip care items.