Solid Serum Market to Reach CAGR 12.59% by 2031 Top 20 Company Globally

Solid serums are a growing subcategory of skincare that deliver concentrated active ingredients in low-water, often stick or balm formats (beads, balms, sticks or pressed pearls) designed for targeted application, travel convenience and longer shelf-stability relative to traditional aqueous serums. They sit at the intersection of waterless beauty, minimalist routines and skin-care-as-solution trends: brands formulate solid serums to pack high levels of actives (hyaluronic acid derivatives, vitamins, peptides, botanicals) into a compact, no-mess format that reduces preservative needs and packaging waste. The product set ranges from mass-market swipe-on sticks to prestige multi-active balms intended to replace multiple steps in a routine; commercially, manufacturers and indie brands position solid serums as both sustainability-forward and premium-performance offerings that can command higher ASPs than equivalent liquid serums.

The global solid-serum market at roughly USD 611 million in 2024 and a compound annual growth rate of about 12,59% through 2031, reaching an approximate USD 1,380 million by 2031. Retail pricing for solid serums spans a wide band, depends on level, ingredients, benefit and region. Average retail price of USD 40 per unit, the implied global unit sales in 2024 are on the order of 15,2 million units.
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Latest Trends and Technological Developments
Solid-serum momentum in 20242025 is driven by three linked trends: the waterless-beauty sustainability narrative, format innovation for targeted application, and mainstream retail adoption via both indie DTC brands and legacy beauty houses. On September 2024, Tidalove publicised a solid-beads pearl serum release that framed the format as K-beauty-derived and travel-friendly, illustrating indie brand experimentation with bead and single-dose solid formats. In late 2024 and into 2025 several prestige launches and editorial call-outs increased category visibility: Bonjout Beautys Le Balm (a high-end solid serum balm) appears across retailer listings in 20242025 and was highlighted in editorial roundups for its multifunctional, concentrated formulation, while mainstream editorial outlets and beauty guides (Allure, ELLE, Vogue lists and BeautyMatter trend coverage from early 2025) have been featuring solid serum sticks and balms among the most notable launches of the season, signaling both trial and gifting relevance. Market intelligence publishers (Fact.MR and Future Market Insights) have consequently upgraded outlooks for the segment, citing rising adoption in travel-sized and waterless-format categories and projecting multi-billion-dollar market value by the early 2030s. These dated product launches and coverage events collectively show the category advancing from niche indie curiosity in 20222023 into a mainstream growth lane in 20242025

Asia home to K-Beauty and fast-moving format innovation is the leading design and early-adoption region for solid serums, with South Korea and Japan supplying many of the formulation and packaging concepts that underlie the category. Retail assortment data and brand launch patterns show that K-Beauty-style concentrated beads and compact serums are quickly being adopted by pan-Asian brands and regional indie makers, while major multi-brand retailers and beauty marketplaces in China and Southeast Asia have expanded their solid-format assortments. Consumer preferences in Asia favor travelability and multifunctional steps, supporting solid serums that promise hydration, brightening or repair in a single swipe; this cultural alignment accelerates qualification with regional retailers and supports higher SKU turnover in urban centers. In addition, many Asian manufacturers and filling lines are set up to produce small-format, low-water formulations at scale, shortening time to shelf for local brands and exporters.

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Solid Serum by Type:
Facial Solid Serums

Under Eye Solid Serums

Neck and Decollete Solid Serums

Lip Solid Serums

Others

Solid Serum by Application:
Hydrating

Anti Aging

Tone Correction

Blemish Control

Others

Global Top 20 Key Companies in the Solid Serum Market
Loreal SA

Unilever PLC

Estee Lauder Companies

Procter & Gamble Co

Shiseido Company

Beiersdorf AG

Amorepacific Corp

Johnson & Johnson

Kao Corporation

Colgate-Palmolive Company

Coty Inc

Glossier Inc

RoC Skincare

SBTRCT Ltd

Ethique Ltd

Ariel Cosmetic Laboratories

Intercos

Cosmax

Guangzhou OBO Cosmetic Co., Ltd

Guangzhou Xiran Cosmetics Co., Ltd

Regional Insights
In ASEAN the category is at an earlier stage but growing quickly as e-commerce and social commerce bring indie and prestige launches to mass audiences. Indonesia ASEANs largest beauty market by population shows rising appetite for novel formats; local influencers and cross-border K-Beauty trends make solid serums attractive for travel and tropical-climate routines (moisture-locking balms and anti-pollution concentrates). Market signals from marketplaces, Grommet/retailer listings and localized indie launches in 20242025 indicate that ASEAN consumers are buying both affordable solid-serum sticks and aspirational balms, with pricing sensitivity in Indonesia and Vietnam tending to favor the mid-market ASP band (USD 1535) while Singapore and Malaysia show higher penetration of prestige solid serums. Distribution strategies that combine marketplace visibility, influencer-led education and refill/compact positioning perform better in ASEAN, where purchase friction for a new format is still meaningful.
The solid-serum category must navigate three main challenges to sustain its growth profile. First, consumer education and sensory expectations: consumers accustomed to liquid serums expect rapid absorption and a particular finish, so solid formats must clearly communicate use steps and benefits; editorial coverage and packaging instructions are essential to reduce trial friction. Second, manufacturing and formula stability: solid serums require specialized formulation work to ensure actives are released effectively on skin contact and that texture and spreadability meet user expectations across climates; this drives R&D and pilot-line costs for brands that want premium performance. Third, retail-channel and refill economics: while waterless claims and reduced packaging are attractive, achieving profitable retail margins and repeat purchase rates depends on refill systems, subscription models or long usage cycles without repeat replenishment brands risk one-time trial purchases that limit LTV. Regulatory compliance for concentrated actives (e.g., vitamin C derivatives, PHA/BHA concentrations) and claims substantiation is an additional operating burden for cross-border sellers.
Winning brand strategies combine clear consumer education, multisensory formulation (easy activation/warmth on skin), and a tiered ASP approach that captures both mass trial and premium loyalty. For manufacturers and private-label partners, investments in pilot lines that can handle solid bead dosing, stick extrusion or pressed-balm compaction speed time-to-market and reduce per-unit cost at scale. Retailers and distributors should bundle solid serums in travel kits and cross-promotions to increase trial while developing refill or concentrate systems (e.g., capsule or bead refills) for higher LTV. In Asia and ASEAN specifically, regional co-manufacturing partnerships, influencer-led tutorial content and targeted assortments (travel-centric packs for Southeast Asia, multifunction balms for Japan/Korea) shorten the path to category repeat purchase.

Product Models
Solid serums are an innovative skincare format that combine the potency of traditional liquid serums with the convenience of a solid balm or stick. They deliver concentrated active ingredients in a mess-free, travel-friendly form that melts into the skin upon application.
Facial solid serums are an all-in-one skincare sticks designed to deliver hydration, anti-aging actives and antioxidants directly to the face. Notable products include:
Glow Recipe Watermelon Glow Solid Serum Stick Glow Recipe: Hydrating stick with watermelon extract and hyaluronic acid for radiant skin.
Milk Makeup Watermelon Brightening Serum Stick Milk Makeup: Brightening solid serum infused with watermelon and Swiss garden cress sprout.
Lush Full of Grace Serum Bar Lush Cosmetics: Cocoa butter and rose oilinfused bar for deep nourishment.
Acure Seriously Soothing Solid Serum -Acure: Great for calming sensitive or inflammatory-prone skin.
Tatcha The Serum Stick Tatcha: Acts as a balm and primer, ideal for soothing eczema-prone skin and adding a luminous finish.
Under-eye solid serums specially formulated for the delicate under-eye skin, these serum sticks target puffiness, dark circles, and fine lines. Examples include:
Milk Makeup Cooling Water Eye Stick Milk Makeup: Caffeine- and seawater-infused stick to depuff and cool the under-eye area.
Sephora Collection Cooling Eye Serum Stick Sephora: Cooling under-eye solid serum for instant freshness.
Yes To Cucumbers Soothing Eye Serum Stick Yes To: Cucumber-infused formula for calming and depuffing effects
RoC Multi Correxion Eye Serum Stick RoC Skincare: Targets fine lines and puffiness around the eyes.
Tatcha The Serum Stick - Tatcha: Commended for firmness, de-puffing, and non-irritating texture.
Neck & décolleté solid serums are firming and hydrating serum sticks designed for the thinner, more wrinkle-prone skin of the neck and chest. Notable products include:
Olay Regenerist Neck & Décolleté Serum Stick Olay: Affordable solid serum for hydration and anti-aging care.
Kahi Wrinkle Bounce Multi Balm Stick Kahi (Seoul): Designed to hydrate, smooth fine lines, and brighten the neck and chest area.
VT Cosmetics PDRN Essence Stick Balm VT Cosmetics: Prized for easy application and its dewy, hydrating finish ideal for neck and décolleté use on the go
Glossier Futuredew Solid Oil Serum Illuminating Serum Stick Glossier: not just a highlight but a glow-infusing moisturization option for the décolleté.
Peace Out Retinol Face Stick Peace Out: A retinol-based stick that smooths fine lines and wrinkles.
Lip solid serums combine the nourishment of oils, ceramides, and hyaluronic acid with the convenience of a balm. Examples include:
Fresh Sugar Lip Serum Stick Fresh: Nourishing lip serum stick with sugar and hyaluronic acid.

Innisfree Lip Sleeping Solid Serum Stick Innisfree: Moisturizing overnight lip serum stick with green tea extract.
Sulwhasoo Essential Lip Serum Stick Sulwhasoo: It hydrates, adds soft color, and enhances dull lips with a healthy sheen.
Dr. TWL Lip Serum Stick Sensitive Lip Balm Dr. TWL Dermaceuticals: It melts into an intensively moisturizing serum for lip eczema or dryness, without preservatives or parabens.
Torriden Solid-In Lip Essence Torriden: packed with petrolatum, shea butter, jojoba oil, ceramides, glycerin, and panthenol. It provides long-lasting moisture, barrier support, and easy application.

Solid serums have moved from product curiosity to a substantive subcategory within facial skincare by 2024, driven by sustainability narratives, travel-friendly formats and editorial validation; with a reconciled 2024 market of roughly USD 611 million and a modeled CAGR around 12,59% to 2031 (USD 1,380 million by 2031), the segment is commercially meaningful and attractive for incumbents and agile indie brands alike. Asia is both an innovation engine and a high-growth demand region, while ASEAN (including Indonesia) represents a high-volume, price-sensitive growth corridor where format education and marketplace distribution will determine winners.

Investor Analysis
For investors the what is exposure to a high-growth, premiumizable consumption category embedded in the large global facial-serum market; the how is through equity stakes in fast-scaling indie brands with strong DTC and marketplace strategies, private-label manufacturers with specialized solid-format pilot lines, or strategic M&A targets among prestige brands looking to capture waterless innovation. The why is that solid serums combine repeat-purchase potential (if refill/subscription models are executed) with higher ASPs and sustainability narratives that appeal to modern consumers together these dynamics can produce higher LTV and margin expansion for well-executed brands. Investors should stress-test business plans on ASP sensitivity (our central ASP assumption USD 30), distribution stickiness in ASEAN price bands, and the ability to scale manufacturing without compromising texture and efficacy, because these factors most strongly predict whether a brand will convert trial to repeat buyers and reach the unit volumes implied by the market size.
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5 Reasons to Buy This Report
It consolidates the latest market-publisher estimates into a reconciled 2024 global baseline and a clear CAGR to 2031, enabling investment and portfolio planning.
It translates dollars into units with an evidence-based ASP framework and sensitivity bands so you can model SKU-level scenarios and capacity needs.
It documents dated product launches and editorial momentum (e.g., Tidalove Sep 18, 2024; prominent editorial features across 20242025) that serve as timing signals for category adoption.
It drills into Asia and ASEAN dynamics (including Indonesia), offering go-to-market guidance for regional assortment, pricing and influencer strategies.
It profiles the competitive mix (indie specialists, mass sticks and prestige balms) and highlights which manufacturing and packaging capabilities underpin scalable success.
5 Key Questions Answered
What is the best-supported global market size for solid serums in 2024 and what CAGR should be modelled to 2031?
What are realistic retail ASP bands for solid serums and what do those imply about total global unit volumes shipped in 2024?
Which dated product launches and editorial endorsements in 20242025 materially accelerate consumer trial and retailer adoption?
How do Asia and ASEAN differ in format preferences, pricing sensitivity and go-to-market tactics, and what is Indonesias role in regional scale-up?
Which business models DTC, marketplace-first indie, mass retail or prestige refill systems are most likely to deliver repeat purchase and higher lifetime value in this category?
Chapter Outline
Chapter 1: Introduces the report scope of the report, executive summary of different market segments (by region, product type, application, etc), including the market size of each market segment, future development potential, and so on. It offers a high-level view of the current state of the market and its likely evolution in the short to mid-term, and long term.
Chapter 2: key insights, key emerging trends, etc.
Chapter 3: Manufacturers competitive analysis, detailed analysis of the product manufacturers competitive landscape, price, sales and revenue market share, latest development plan, merger, and acquisition information, etc.
Chapter 4: Provides profiles of key players, introducing the basic situation of the main companies in the market in detail, including product sales, revenue, price, gross margin, product introduction, recent development, etc.
Chapter 5 & 6: Sales, revenue of the product in regional level and country level. It provides a quantitative analysis of the market size and development potential of each region and its main countries and introduces the market development, future development prospects, market space, and market size of each country in the world.
Chapter 7: Provides the analysis of various market segments by Type, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different market segments.
Chapter 8: Provides the analysis of various market segments by Application, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different downstream markets.
Chapter 9: Analysis of industrial chain, including the upstream and downstream of the industry.
Chapter 10: The main points and conclusions of the report.

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