Top 12 Vendors in the Global Facial Serum Market

With a global population increasingly concerned about aging, as well as greater awareness about the effects of sun damage and not having a proper skincare routine, facial serum has become a highly-demanded product. Facial serum options are abundant, and usually address specific skin concerns such as uneven pigmentation, wrinkles, or skin conditions like rosacea and acne. The facial serum market includes both corporate brands and smaller companies, with a great deal of competition in price point and formulation. According to analysts at Technavio, the global facial serum market is expected to grow at a CAGR of 3.88% by 2020.

Related: Trends in the Mass Beauty Care Market in the US

In this blog, we identify the key and prominent vendors in the market

Key vendors


Beiersdorf AG is a German personal-care company, manufacturing personal-care products and pressure-sensitive adhesives. Its brands include Elastoplast, Eucerin, Labello, La Prairie, Nivea and tesa. Beiersdorf is organized into two business segments: consumer business and tesa. The consumer business segment focuses on skin care, while the tesa business segment is one of the world’s leading manufacturers of self-adhesive products.

Estée Lauder

Founded in 1946, Estée Lauder Companies Inc. is an American manufacturer and marketer of prestige skincare, makeup, fragrance, and hair care products. The company owns a diverse portfolio of labels, distributed internationally in up-market department stores, and has its headquarters in New York City.


L’Oréal S.A. is a French cosmetics company with a registered office in Paris. It is the world’s largest cosmetics company, with products sold globally, and has developed activities in the field of cosmetics, concentrating on hair colour, skin care, sun protection products, make-up, perfumes and hair care. The company is active in the dermatology, toxicology, tissue engineering, and biopharmaceutical research fields and is the top nanotechnology patent-holder in the United States.

Procter & Gamble

Procter & Gamble Co., also known as P&G, is an American multinational consumer goods company headquartered in downtown Cincinnati, Ohio, United States. Its products include cleaning agents and personal care products. Prior to the sale of Pringles to the Kellogg Company, its product line also included food and beverages.


Shiseido Company, Limited is a Japanese multinational personal care company that is a skin care, hair care, cosmetics and fragrance producer. It is one of the oldest cosmetics companies in the world and is the largest cosmetic firm in Japan and the fifth largest cosmetics company globally.

Other prominent vendors


Amway, founded in 1959 and based in Michigan, is an American company that sell a variety of products, primarily in the health, beauty, and home care markets. Its product lines include home care products, personal care products, jewelry, electronics, Nutrilite dietary supplements, water purifiers, air purifiers, insurance, and cosmetics. Amway conducts business through a number of affiliated companies in more than a hundred countries around the world.


Avon is a leading global beauty company, with nearly $11 billion in annual revenue. As one of the world’s largest direct sellers, Avon is sold through more than 6 million active independent Avon Sales Representatives. Avon products are available in over 100 countries, and the product line includes color cosmetics, skincare, fragrance, fashion and home products, featuring such well-recognized brand names as Avon Color, ANEW, Skin So Soft, Advance Techniques, and mark.


Conair Corporation is a US-based multinational corporation that sells small appliances, personal care products, and health and beauty products for both professionals and consumers. It was founded in 1959 and has since expanded to include ten product divisions.

Johnson & Johnson

Johnson & Johnson is an American multinational medical devices, pharmaceutical and consumer packaged goods manufacturer, founded in 1886. Johnson & Johnson is headquartered New Jersey, and includes approximately 250 subsidiary companies with operations in over 57 countries and products sold in over 175 countries. Johnson & Johnson’s brands include numerous household names, and its well-known consumer products are Band-Aid Brand line of bandages, Tylenol medications, Johnson’s baby products, Neutrogena skin and beauty products, Clean & Clear facial wash and Acuvue contact lenses.


Founded in 1887, The Kao Group develops consumer product business that targets general consumers. Kao Group business segments that cater to the consumer include the Beauty Care Business, in which the company offers prestige cosmetics and premium skin care and hair care products.


Revlon, Inc. is an American multinational cosmetics, skin care, fragrance, and personal care company founded in 1932 and based in New York City. Revlon Inc. operates as one of the world’s leading cosmetics companies and markets its products in over 100 countries under such familiar brands as Revlon, ColorStay, Age Defying, Almay, and Skinlights.


Unilever is a British-Dutch multinational consumer goods company co-headquartered in the Netherlands and London. Its products include food, beverages, cleaning agents and personal care products. It is the world’s third-largest consumer goods company after Procter & Gamble and Nestlé. It is one of the oldest multinational companies and owns over 400 brands, and its products are available in approximately 190 countries.

Want to find out which other companies made the list?

View the Global Facial Serum Market Report