Imakethe yekhithi yezimonyo ikhule kakhulu eminyakeni yamuva nje, iqhutshwa ukuvela kokuthandwa ngabathengi kanye nentuthuko yezobuchwepheshe. Njengoba sizulazula ku-2025, ukuqonda ukuguquguquka kwemakethe kanye nokuqagela kwesikhathi esizayo kubaluleka kubathengi bebhizinisi, okuhlanganisa abathengisi nabathengisi bezitolo, abafuna ukwenza imali kumathrendi asafufusa.
Okuqukethwe:
- Uhlolojikelele lwemakethe lwe-Makeup Kits
- Ukunyuka Kwezinto Zokwenza I-Makeup Kits
- Umthelela Wobuhle Obuhlanzekile ku-Makeup Kits
- Ukuthandwa kwe-Multi-Functional Makeup Kits
- Iqhaza Le-E-commerce ekuShaping Makeup Kit Trends
Uhlolojikelele lwemakethe lwe-Makeup Kits
Izibalo Ezibalulekile Zemakethe kanye Nezilinganiso Zokukhula
Imakethe yezimonyo ikhombise ukukhula okuqinile, isuka ku- $35.16 billion ngo-2023 yaya emalini elinganiselwa ku- $37.6 billion ngo-2024, okukhombisa izinga lokukhula elihlanganisiwe lonyaka (CAGR) lika-6.9%. Lo mkhondo okhuphukayo kulindeleke ukuthi uqhubeke, nokuqagela okukhombisa ukuthi imakethe izofinyelela ku- $ 46.19 billion ngo-2028, ikhule ku-CAGR ka-5.3%. Lokhu kukhula kugqugquzelwa yizici ezimbalwa, okuhlanganisa ukukhuphuka kwemakethe yezimonyo yabesilisa, izitayela zemfashini eziqhubekayo, nokwanda kokuthandwa kokuthengiswa kwezimonyo eziku-inthanethi nezinkundla zobuhle bedijithali. Ukwamukelwa kwamamodeli okubhaliselwe nokusebenzisana phakathi kwemikhiqizo yezimonyo nabagqugquzeli bemithombo yezokuxhumana nakho kudlala indima enkulu ekuqhubekiseni ukwanda kwemakethe.
Imibono nge-Market Dynamics kanye Nokuziphatha Kwabathengi
Ukuvela kwemakethe yezimonyo kungabangelwa umthelela wenkundla yezokuxhumana, izitayela zemfashini, kanye nomthelela wefilimu nomabonakude. Ama-blogger wobuhle kanye nama-influencers akulolonge ngokuphawulekayo ukuziphatha kwabathengi, bakhuthaza imikhiqizo namathrendi ahambisana nezithameli ezihlukahlukene. Ukubungazwa kokuhlukahluka kwamasiko kanye nokwanda kokufinyeleleka kwezobuchwepheshe kube negalelo elikhulu ekukhuleni kwemakethe. Amathrendi aphawulekayo ahlanganisa ukuthuthukiswa kwemikhiqizo yobuhle obuhlanzekile, izinto zokuzilungisa ezinemisebenzi eminingi, kanye nokuhlanganiswa kobuchwepheshe be-try-on ebonakalayo. Le ntuthuko ibhekelela izethameli ezibanzi nezihlukene kakhulu, ezikhombisa ukushintsha kwemikhuba yobuhle bendabuko.
I-e-commerce boom nayo ibambe iqhaza elibalulekile ekukhuleni kwemakethe yezimonyo. Izinkundla eziku-inthanethi zinikeza abathengi indlela elula yokuthenga imikhiqizo yezimonyo, ehlinzeka ngezinhlobonhlobo zezinketho nokuqinisekisa ukufinyeleleka komhlaba wonke. Ngokombiko weCensus Bureau yoMnyango Wezohwebo, ukuthengiswa kwe-e-commerce yase-US engxenyeni yesithathu ka-2023 kufinyelele ku-$ 271.7 billion, okumaka ukukhuphuka okungu-0.9% kusukela kwikota yesibili yonyaka ofanayo. Lokhu kukhula kokuthengiswa kwe-e-commerce kugcizelela umthelela wako obalulekile emakethe yezimonyo, kugqamisa ukubaluleka kwamapulatifomu edijithali ekuqhubeni ukuzibandakanya kwabathengi nokuthengisa.
Ukugxila Kwamasu Ezinkampani Ezinkulu
Izinkampani ezihamba phambili emakethe yezimonyo zigxile ekuthuthukiseni izixazululo ezithuthukile, ikakhulukazi emkhakheni wemikhiqizo yebala. Le mikhiqizo, eklanyelwe ukuhlukanisa futhi ithuthukise ithoni yesikhumba, ihlanganisa isisekelo, okokufihla, kanye nama-moisturizers anombala. Isibonelo, i-Makeup Revolution, inkampani edumile yezimonyo ezinze e-UK, yethule imikhiqizo emibili yebala emisha ngoJanuwari 2024: i-Skin Silk Serum Foundation kanye ne-Bright Light Face Glow. I-Skin Silk Serum Foundation, etholakala ngemibala engu-20, inothiswe nge-hyaluronic acid nama-peptide, ekhuthaza ukuthungwa kwesikhumba esithambile nesithambile kuyilapho inikeza isiphetho esikhazimulayo se-satin. Lokhu kugxila ekusungulweni nasekuthuthukisweni komkhiqizo kubalulekile ezinkampanini ezifuna ukuzuza umkhawulo wokuncintisana emakethe.
Ukwengeza ekusungulweni komkhiqizo, ukutholwa kwamasu kuphinde kwadlala indima ekulolongeni imakethe. NgoFebhuwari 2022, i-Beiersdorf AG yathola i-Chantecaille Beaute Inc., eyathuthukisa iphothifoliyo yayo yobuhle futhi ihlanganisa isikhundla sayo ezimakethe zase-US nase-Asia. Ukuthengwa okunjalo kuvumela izinkampani ukuthi zandise ukunikezwa kwemikhiqizo yazo futhi zifinyelele izingxenye zamakhasimende amasha, okuqhubekisela phambili ukukhula kwemakethe.
Imakethe yezimonyo ilungele ukukhula okukhulu, eqhutshwa ukwanda kwe-e-commerce, ukuthuthukiswa komkhiqizo omusha, kanye nokutholwa kwamasu. Njengoba okuthandwa ngabathengi kuqhubeka nokuvela, izinkampani ezibeka phambili ukusungula izinto ezintsha kanye nokusebenzisana kwamasu zizoba sesimweni esihle sokusebenzisa amathrendi asafufusa kanye namathuba emakethe yekhithi yezimonyo eguqukayo.
Ukunyuka Kwamakhithi Okwenza Ngokwezifiso
Izixazululo Zobuhle Ezingokwezifiso Zezidingo Ezihlukahlukene Zabathengi
Ngo-2025, imboni yobuhle ibona ushintsho olukhulu oluya ezixazululweni zobuhle eziqondene nomuntu uqobo, ikakhulukazi emkhakheni wezinto zokuzilungisa ngokwezifiso. Lo mkhuba uqhutshwa ukwanda kwesidingo semikhiqizo ehambisana nokuthandwa komuntu ngamunye kanye nezidingo zesikhumba eziyingqayizivele. Ngokombiko wochwepheshe, ukuhlanganiswa kobuchwepheshe obuthuthukisiwe obufana ne-AI nokufunda komshini kwenze imikhiqizo yakwazi ukunikeza amakhithi okwenza umuntu athandwa kakhulu. Lobu buchwepheshe buhlaziya ithoni yesikhumba somthengi, ukuthungwa, nokuthandwayo ukuze bakhe imikhiqizo esezingeni eliphezulu. Isibonelo, amabhrendi afana ne-Lancôme kanye no-Estée Lauder bethule amathuluzi anamandla e-AI avumela amakhasimende ukuthi akhe amathunzi esisekelo ngokwezifiso kanye nezinqubo zokunakekela isikhumba eziqondene nawe.
Ukunyuka kwezinsiza zokuzilungisa ngokwezifiso kuphinde kugqugquzelwe isifiso esikhulayo sabathengi semikhiqizo ekhombisa ubuntu babo. Lo mkhuba ugqame kakhulu phakathi kwa-Gen Z kanye neMillennials, ababeka kuqala ukuziveza kanye nokuhluka ezinhlelweni zabo zobuhle. Imikhiqizo efana ne-Bite Beauty ibambe iqhaza kulo mkhuba ngokuhlinzeka ngezinsizakalo ze-lipstick zangokwezifiso, lapho abathengi bengazakhela ama-shades abo kanye nokuqeda. Leli zinga lokwenza kube ngokwakho aligcini nje ngokuthuthukisa ulwazi lwabathengi kodwa futhi likhuthaza ukwethembeka komkhiqizo nokuzibandakanya.
Ukuqamba Okusha Kwezobuchwepheshe Kuvumela Ukwenza Ngokwezifiso
Ukuthuthuka kwezobuchwepheshe kuhamba phambili kuthrendi yekhithi yokwenza ngokwezifiso. Ukusetshenziswa kwe-AI nokufunda komshini kuyiguqule indlela imikhiqizo yobuhle ekhiwa ngayo futhi ilethwe ngayo. Isibonelo, i-app ye-Perfect Corp's YouCam Makeup isebenzisa i-AI ukuze inikeze ama-try abonakalayo nezincomo zomkhiqizo eziqondene nawe. Lobu buchwepheshe buvumela abathengi ukuthi bahlole ukubukeka okuhlukile futhi bathole imikhiqizo evumelana kangcono nezidingo zabo ngaphandle kokuyizama ngokomzimba.
Ngaphezu kwalokho, ubuchwepheshe bokuphrinta be-3D benza amagagasi embonini yobuhle ngokuvumela ukudalwa kwemikhiqizo yokwenza ngokwezifiso uma kudingeka. U-Mink, oyingcweti kulo mkhakha, unikeza iphrinta ye-3D evumela abasebenzisi ukuthi baphrinte izimonyo kunoma yimuphi umbala abawufisayo. Lokhu kusungula akugcini nje ngokubhekelela isidingo sezixazululo zobuhle eziqondene nawe kodwa futhi kunciphisa imfucuza ngokukhiqiza imikhiqizo ngamanani anembile.
Umthelela Wobuhle Obuhlanzekile Kukhithi Yokwenza izimonyo
Isidingo Esikhulayo Sezithako Zemvelo Nezemvelo
Ukunyakaza kobuhle obuhlanzekile kube nomthelela omkhulu emakethe yekhithi yezimonyo, abathengi baya ngokuya befuna imikhiqizo eyenziwe ngezithako zemvelo neziphilayo. Lolu shintsho luqhutshwa ukuqwashisa okuphezulu ngezingozi zezempilo ezingaba khona ezihlobene namakhemikhali okwenziwa kanye nokuthandwa okukhulayo kwemikhiqizo esimeme ne-eco-friendly. Ngokombiko weBritish Beauty Council, u-41% wabathengi bazizwa benecala ngomthelela wemvelo wokuthenga kwabo ubuhle, okubenze bakhethe ezinye izindlela zobuhle ezihlanzekile.
Imikhiqizo efana ne-RMS Beauty kanye ne-Ilia iphendule kulesi sidingo ngokunikeza izinto zokuzilungisa ezibeka kuqala izithako ezihlanzekile, ezingenabo ubuthi. Lezi zinhlobo zemikhiqizo zigcizelela ukubeka izinto obala ekwakhekeni kwazo, ziqinisekisa ukuthi imikhiqizo yazo ayinawo amakhemikhali ayingozi njengama-parabens, ama-sulfate, nama-phthalates. Ukusetshenziswa kwezithako zemvelo akukhangi kuphela abathengi abakhathalela impilo kodwa futhi kuhambisana nenkambiso ebanzi ebheke ekusimameni embonini yobuhle.
Umthelela Wobuhle Obuhlanzekile Ekwakhiweni Nokufakwa Kwemikhiqizo
Ukuthambekela kobuhle obuhlanzekile kuholele nasekusungulweni komkhiqizo nokupakishwa. Amabhrendi aya ngokuya emukela izinqubo ezisimeme, ezifana nokusebenzisa izinto ezibolayo nezigaywa kabusha ukuze zipakishwe. Isibonelo, i-Axiology's Balmies ihlanganiswe ezintweni ezivumelana ne-eco-friendly futhi zenzelwe ukuthi ziboleke ngokuphelele. Le ndlela ayinciphisi nje kuphela isizinda semvelo semikhiqizo yobuhle kodwa futhi ihambisana nabathengi ababeka phambili ukusimama.
Mayelana nokwakhiwa, izinhlobo zobuhle ezihlanzekile zigxile emikhiqizweni enemisebenzi eminingi ehlinzeka kokubili izinzuzo zezimonyo nezesikhumba. Imikhiqizo efana ne-Ere Perez's Cacao Bronzing Pot, ehlanganisa i-bronzing nezithako ezondla isikhumba, iyisibonelo salo mkhuba. Ngokuhlinzeka ngemikhiqizo ethuthukisa ubuhle ngenkathi ithuthukisa impilo yesikhumba, imikhiqizo ingabhekana nesidingo esikhulayo sezixazululo zobuhle obuphelele.
Ukuduma kwe-Multi-Functional Makeup Kits
Okuncamelayo Kokusebenziseka Nokuguquguquka Kokushayela Kwabathengi
Ukuduma kwama-makeup kits emisebenzi eminingi kuyakhula, kuqhutshwa isidingo sabathengi sokusebenziseka kalula nokuguquguquka. Lawa makhithi anikezela ngemikhiqizo eminingi ngephakeji eyodwa, okuvumela abasebenzisi ukuthi bathole ukubukeka okuphelele kwezimonyo ngomzamo omncane. Lo mkhuba ukhanga kakhulu ochwepheshe abamatasa nabahambi abavamile abafuna izixazululo ezisebenzayo zobuhle. Ngokombiko we-Statista, imakethe yezimonyo yomhlaba wonke kulindeleke ukuthi ifinyelele ku- $ 108 billion ngo-2024, nemikhiqizo ehlukahlukene edlala indima enkulu kulokhu kukhula.
Imikhiqizo efana ne-Milk Makeup kanye ne-Fenty Beauty ibambe iqhaza kulo mkhuba ngokunikela ngemikhiqizo enemisebenzi eminingi eqondisa izindlela zobuhle. I-Milk Makeup's Lip + Cheek stick, isibonelo, ingasetshenziswa njengokubomvu kanye nombala wezindebe, inikeze isisombululo esisheshayo nesilula sokuthinta-thinta ekuhambeni. Ngokufanayo, i-Fenty Beauty's Match Stix ingasetshenziselwa ukwenza i-contour, ukugqamisa, nokufihla, ibenze ibe ukwengeza okuguquguqukayo kunoma iyiphi ikhithi yokwenza izimonyo.
Izibonelo Zemikhiqizo Edumile Esebenza Kaningi
Imikhiqizo eminingana yethule imikhiqizo emisha yemisebenzi eminingi ethole ukuduma kubathengi. Isibonelo, i-Danessa Myricks Yummy Skin Blurring Balm Lowlighter iyisikhanyisi se-balm-to-powder esengeza ukukhanya okuthambile kuyilapho sifiphalisa ukungapheleli. Lo mkhiqizo uyisibonelo sethrendi ebheke ku-makeup yemisebenzi eminingi enikeza kokubili izinzuzo zezimonyo nezesikhumba.
Esinye isibonelo esiphawulekayo izinti eziningi zeTalomi, ezingasetshenziswa emehlweni, ezindebeni nasezihlathini. Le mikhiqizo yakhelwe ukwenza lula izindlela zobuhle futhi inikeze ukubukeka okuhambisanayo ngomzamo omncane. Ngokunikeza izixazululo eziguquguqukayo nezilula, imikhiqizo ingabhekana nezidingo eziguqukayo zabathengi besimanje.
Iqhaza Le-E-commerce ekuShaping Makeup Kit Trends
Amathrendi okuthenga ku-inthanethi namaphethini okuthenga kwabathengi
I-E-commerce ibambe iqhaza elibalulekile ekubumbeni izitayela zekhithi yezimonyo, ikakhulukazi ngemuva komqedazwe we-COVID-19. Ukunethezeka kokuthenga ku-inthanethi, okuhambisana nekhono lokufinyelela inhlobonhlobo yemikhiqizo, kuholele ekwandeni kokuthengwa kobuhle ku-inthanethi. Ngokombiko we-Statista, i-e-commerce ibalwe ngaphezu kwekota yobuhle nokuthengiswa kwenani lokunakekelwa komuntu siqu e-US ngo-2022.
Imikhiqizo ijwayelane nalolu shintsho ngokuthuthukisa ubukhona bawo ku-inthanethi futhi inikeze amathuluzi okuzama abonakalayo ukuphindaphinda okwenziwa esitolo. Isibonelo, ithuluzi le-Sephora's Virtual Artist livumela abathengi ukuthi bazame emikhiqizweni yezimonyo ehlukene, libasize benze izinqumo zokuthenga benolwazi. Lobu buchwepheshe abuthuthukisi nje kuphela ulwazi lokuthenga ku-inthanethi kodwa futhi buqhuba ukuthengisa ngokunciphisa ukungaqiniseki okuhlobene nokuthenga imikhiqizo yobuhle ku-inthanethi.
Umthelela Wemithombo Yezokuxhumana kanye Nabathonya Ekuthengisweni Kwekhithi Yezimonyo
Inkundla yezokuxhumana kanye nabagqugquzeli nabo babe nomthelela omkhulu ekuthengisweni kwekhithi yezimonyo. Izinkundla ezifana ne-Instagram, TikTok, ne-YouTube seziphenduke iziteshi ezibalulekile ukuze izinkampani zobuhle zifinyeleleke futhi zizibandakanye nabathengi. Abathonya, ikakhulukazi, badlala indima ebalulekile ekubumbeni okuthandwa ngabathengi kanye nokushayela ukuthengiswa kwemikhiqizo. Ngokombiko kaKyra, i-77% yabathengi beGen Z bathi izitayela zithonya ukubukeka kwabo.
Imikhiqizo efana ne-Glossier ne-ColourPop isebenzise inkundla yezokuxhumana ukuze kwakhiwe imiphakathi eqinile futhi iqhubekisele phambili ukuthengiswa kwemikhiqizo. Impumelelo ka-Glossier ingabangwa ekugxileni kwayo kokuqukethwe okukhiqizwa umsebenzisi kanye nobambiswano lwethonya, olusize ekwakheni isisekelo samakhasimende esithembekile. Ngokufanayo, ukusebenzisana okuvamisile kweColourPop nabagqugquzeli nosaziwayo kudale umsindo omkhulu nokuthengisa okuthuthukile.
Ukusonga Ikusasa Lama-Makeup Kits
Sengiphetha, ikusasa lezinto zokwakheka lilolongwa izitayela ezimbalwa ezibalulekile, okuhlanganisa ukukhuphuka kwemikhiqizo engenziwa ngokwezifiso nesebenza ngezindlela eziningi, umthelela wobuhle obuhlanzekile, kanye nendima ekhulayo ye-e-commerce kanye nenkundla yezokuxhumana. Njengoba abathengi beqhubeka nokufuna izixazululo zobuhle ezenziwe zaba ngezakho, ezikahle, neziqhubekayo, amabhrendi kufanele asungule futhi azivumelanise nezimo ukuze ahlangabezane nalezi zidingo eziguqukayo. Ngokusebenzisa ubuchwepheshe obuthuthukisiwe, ukwamukela izimiso zobuhle obuhlanzekile, nokusebenzisa amandla ezinkundla zedijithali, izinhlobo zobuhle zingahlala zihamba phambili futhi zichume emakethe yekhithi yezimonyo eguquguqukayo.”
