Estee Lauder has demonstrated strong growth in the last few years, generating about 11.8 billion dollars in sales in 2017, 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 20 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 14 percent of the worldwide makeup product market.
Estee Lauder is one of the most well-known cosmetics brands in the United States, with 67 percent of American women reportedly familiar with the brand. In surveys of U.S. women, several of Estee Lauder’s brands such as MAC Cosmetics and Clinique were listed among the most popular and most frequently purchased makeup brands. Although the Estee Lauder brand might not appeal to teenagers, MAC Cosmetics and Too Faced are two of the leading cosmetics brands amongst U.S. teens of both average and upper income levels in 2016, demonstrating the company’s ability to cater to a variety of different age groups.