Facial Serum Market Size & Trends
The global facial serum market size was estimated at USD 5.84 billion in 2024 and is expected to grow at a CAGR of 6.7% from 2025 to 2030. Factors boosting the use of facial serum include the aging population globally and rising awareness about the importance of protecting and maintaining healthy skin.
Key Market Highlights
- Anti-aging serums accounted for a revenue of USD 1,864.7 million in 2024.
- Skin Brightening Serums is the most lucrative type segment registering the fastest growth during the forecast period.
- The sales through supermarkets & hypermarkets captured a market share of 29.53% in 2024.
- In terms of region, Europe was the largest revenue generating market in 2024.
- Country-wise, Germany is expected to register the highest CAGR from 2025 to 2030
Reasons driving facial serum usage include an aging global population and growing awareness of the need to shield and preserve healthy skin. Facial serums hold high levels of concentrated active ingredients like retinol, hyaluronic acid, and vitamin C, to mention a few, that deliver concentrated solutions to many skin care concerns. Based on a 2021 survey by the European Academy of Dermatology and Venerology (EADV), nearly half (47.9%) of Europeans aged above 18 years old suffered from at least one skin condition within the last 12 months. The most prevalent reported skin condition was a fungal infection of the skin (9.07%), followed by atopic dermatitis (AD) (5.34%), alopecia (5.22%), and acne (5.49%). Due to this, the market for facial serums with active ingredients is likely to develop strongly in the forecast
There have been recent developments in skincare technology, and new serums with ethically-sourced ingredients, technologies, sustainable packaging, and innovative delivery systems have been developed. Encapsulation technology is a case in point since it prevents active ingredients from degrading and delivers them to where they are needed for maximum effectiveness. Manufacturers are putting significant investment in research and development efforts to formulate innovative, affordable, and sustainable clean-label skincare products that are very effective at preserving skin health. Consumers are looking more for skincare solutions specifically addressing their own needs and concerns.
Facial serums provide a targeted solution, with highly concentrated formulas that can address many concerns, from wrinkles and acne to hyperpigmentation and dryness. For instance, in February 2021, Swissforce Pharma AG introduced a new face serum that specifically addresses wrinkles and fine lines. The newly introduced serum has a unique blend of 2% low molecular weight hyaluronic acid, collagen booster, retinol, collagen, and sweet iris stem cells. The serum decreases the visibility of wrinkles and fine lines and improves skin resilience by re-densifying and firming the skin. These product launches assist cosmetics firms in redefining their product strategy and allow them to serve consumers who seek out skincare regimes designed to address certain skin concerns and desires.
For example, in October 2023, Plum Goodness, the Indian 100% vegan and cruelty-free beauty brand, introduced a new product range featuring hair care and beauty products including face serums, creams, sunscreens, moisturizers, lipsticks, mists, and monsoon hair care products. Its 2% Encapsulated Salicylic Acid Face Serum features pear extracts that are abundant in amino acids and effective antioxidants, which improve skin elasticity and strengthen the skin barrier.
Consumers are increasingly becoming aware of the possibly negative impact of synthetic ingredients and are choosing to use serums containing natural substitutes. With growing disposable incomes, particularly in developing economies, consumers are able to spend money on quality skincare products like facial serums. This rise in disposable income has generated new markets and avenues for organic and natural skincare products.
For instance, in June 2023, Bee Rx introduced a new range of natural and clean-label cosmetic skincare products in Canada via Taro Pharmaceuticals Inc., a Canadian pharmaceutical manufacturer and distributor of dermatology topical over-the-counter and prescription products. Bee Rx offers a skincare range comprising anti-aging face serums, lip-pumping serums, and anti-aging eye lift serums. The brand uses 100% natural ingredients such as high-strength, New Zealand-sourced Kanuka honey and natural bee venom.
Men's grooming market is witnessing a sharp growth, and facial serums are a key ingredient in men's skincare regimes. Companies are targeting this segment with serums tailored for men's issues. Facial serums are easily available to customers across the world due to the e-commerce revolution. In addition, endorsements and recommendations on online media fuel consumers' interest and demand. Celebrity and skincare influencers endorse the usage of serums on a regular basis, and this also stimulates consumers' interest.
For instance, popular American artists like Alicia Keys and Camila Cabello have testified that they apply Osmosis Skincare facial serums. Further, some famous Hollywood celebrities like Jane Fonda and Viola Davis have recommended L'Oréal anti-wrinkle serum in the evening routine. The trend exhibits increased consumer appetite for distinct and real products as well as how famous personalities help influence the advertisement of cosmetic goods.
Report Coverage & Deliverables
- Competitive benchmarking
- Historical data & forecasts
- Company revenue shares
- Regional opportunities
- Latest trends & dynamics
Consumer Insights
Based on the research undertaken by Grand View Research of more than 500 women from 20-35 years of age, the research indicates that quality, past experience, and appropriateness emerge as the most effective influencers, which reveal that knowledge about a product and compatibility with personal skin types are important drivers in selecting a serum. Cumulatively, these variables reflect that customers are mainly driven by confidence, personal effectiveness, and tangible gains.
Affordability is also an important factor, driving 27.5% of shoppers. This indicates that consumers are happy to spend on good skincare but are also mindful of price and value for money. Mid-tier factors such as guaranteed effects, word of mouth, and brand represent a moderate use of brand credibility and third-party endorsement, but not to the same extent as personal results and product performance.
Consumers increasingly turn to customized, multi-tasking facial serums that bridge quality and ease, doing away with complicated routines. Such a trend is reflected in the increasing popularity of at-home beauty treatments, especially serums with in-built applicators that can provide spa-quality results with minimal effort. Aiding this trend is the increasing popularity of "pre-tweakments" - non-surgical, fast-fix treatments that visibly improve skin appearance.
Concurrently, minimalist skincare is gaining popularity. Multiple-function serums, which provide hydration, anti-aging benefits, and environmental stressor protection, are becoming must-haves for busy consumers looking for effective yet time-efficient solutions. Concurrently, the clean beauty trend, driven by non-toxic and natural ingredients, is becoming popular and hugely impacting consumer buying decisions.
Based on the survey by Grand View Research of more than 500 women aged 20-35, it indicates that a majority of customers continue to prefer conventional retail channels when buying facial serums. Most customers want to physically see products and gain from in-store promotions or recommendations from sales associates. Specialty stores and websites are next, reflecting a strong tendency toward stores providing expert curation and convenience, respectively. The low margin of difference between these two indicates that while physical presence matters, online shopping is almost as highly favored due to its ease and diversity.
Drugstores/pharmacies have a moderate percentage, possibly due to their connection with trust, presence of dermatologist-recommended products, and convenience. Cosmetologists have a lower percentage, implying that professional guidance is appreciated but less likely for daily serum buying. Other sources constitute the least popular option, reflecting a relatively low dependence on non-traditional or less formal channels.
Trump Tariffs Insights
President Donald Trump's recent trade policy involving tariffs has had a significant effect on the beauty and personal care market, imposing heavy import duties on products from some major countries. Through May 2025, the United States imposed a 145% tariff on nearly all Chinese imports, representing a major ratcheting up of trade tensions between the two countries. This dramatic surge results from President Donald Trump's "Liberation Day" tariff plan, issued on April 2, 2025, that imposed a foundation 10% tariff on goods from the majority of countries and additional country-specific tariffs on nations with severe trade imbalances against the U.S. In the case of China, that equated to an additional 34% added on top of an already present 20% tariff, reaching a total tariff of 54%. Later steps increased the overall tariff on Chinese products to 145%. Imports from South Korea, Taiwan, and Vietnam are subject to 25%, 32%, and 46% respectively. Also, there is a 20% tariff on products from the European Union that include high-end and specialty beauty products from nations such as France and Italy. These tariffs are a part of a larger initiative to decrease foreign manufacturing dependence and encourage domestic production. Yet the beauty industry, which relies extensively on international supply chains for products and ingredients, is now facing increasing production expenses. These are usually transferred to customers, leading to visible price hikes throughout the market. Even "Made in the USA" brands are impacted because they use imported parts. Thus, businesses have to rethink sourcing plans and price models, while customers will adjust their demand based on increased product costs.
Over 25,000 of the products sold in the U.S. beauty industry are largely imported from China, and these tariffs may result in drastic price increases, as per an article that appeared in January 2025 in Vogue. Everyday products such as skincare, shampoo, makeup, and hair care are largely produced in China, with major supply points being cities such as Guangzhou, Shanghai, and Beijing, as per Examine China.
To weather the financial burden of higher U.S. tariffs, beauty and personal care producers are tactically diversifying their supply chains. This entails shifting production bases and sourcing inputs from nations that either have less tariff exposure or better trade relations with the United States.
Producers who were once highly dependent upon China are currently relocating production to countries such as India, Indonesia, or some African nations where labor and operating expenses continue to be competitive and U.S. tariffs are relatively lower or non-existent. Furthermore, by importing packaging, raw materials, or formulation materials from other markets that have established trade deals with the U.S., businesses are able to lessen their overall cost. This action will not only assist in competitive pricing within the American market but also provide a cushion against potential future geopolitical or trade policy changes. In addition, this diversification will enhance supply chain robustness through the decrease of reliance on one country or region, enabling manufacturers to respond more easily to regulatory changes, shipping interruptions, or worldwide economic fluctuations.
Type Insights
Anti-aging serums held a revenue share of 31.92% in 2024. Rising populations of older people in various nations have seen there increasingly boost demand for anti-aging products like creams and serums. The trend has made consumers realize the significance of preventive skincare and precautionary measures against aging. Celebrity endorsements and social media have also played a role in this trend, and consumer behavior was further spurred by the demand for anti-aging serums.
In August 2023, Natura introduced the Chronos Intensive Antioxidant Serum for anti-aging. The product is produced with antioxidant extracts from the Amazon, such as açaí berry, cocoa, and ingá. These ingredients collaborate to activate antioxidant mechanisms in deep skin layers to shield it from oxidation and inhibit the appearance of premature signs of aging. Such efforts enable businesses to respond to varied customer needs, remain competitive, and leverage market dynamics, guaranteeing long-term profitability and customer retention.
Skin brightening serums are expected to achieve a CAGR of 7.5% during the period 2025-2030. There is an emerging issue regarding hyperpigmentation due to sun damage, acne scars, and hormonal imbalances. Therefore, individuals are searching for efficient remedies to treat uneven skin tone, dark spots, and hyperpigmentation. Serums for skin brightening are increasingly popular because they provide focused action. Skin brightening serums with botanical extracts and mild ingredients such as vitamin C and Niacinamide are increasingly popular as customers have begun preferring organic and natural skincare products.
Galderma S.A. introduced A-LUMINATE BRIGHTENING SERUM under its brand Alastin Skincare in October 2022. The just-introduced product is a clinically proven serum that is engineered to decrease the visible look of surface hyperpigmentation and is a synergistic blend of antioxidants, peptides, and specific ingredients. The product not only makes the skin look brighter, but with regular use, it forms a more even-toned, radiant complexion.
Form Insights
Water-based facial serums led the market with a revenue of 44.90% in 2024. Water-based serums are composed of humectants like hyaluronic acid and glycerin, which are water-attracting and water-retaining agents that are able to keep the skin hydrated and plump. Their light texture and oil-free consistency render them ideal for achieving an even complexion, and they can be layered with other skincare products such as moisturizers and sunscreen effortlessly without the occurrence of pilling or irritation. Many of the skincare companies are also producing water-based serums designed to address several issues such as brightening, firming, and pore minimizing.
Demand for oil-based facial serums will grow at a CAGR of 7.6% between 2025 and 2030. Natural and plant-based skincare products are becoming increasingly popular, and the trend is most suitably matched by oil-based serums. Pure botanical oils like jojoba, rosehip, and squalane are commonly used to create oil-based serums. Oil-based serums are versatile, serving as moisturizers, primers for makeup, or even massage oils. This resonates with consumers seeking streamlined regimens and multi-tasking products.
Additionally, open communication regarding which particular oils are used, their benefits, and which ones may cause sensitivity builds trust among consumers and allows them to make educated buying decisions. Erwachen released their Black Bee Honey and Alpine Rose Magical Facial Oil Serum in March 2020, made with essential oils like Rosa alba, high-end Rosa damascena, carrot seed oil, and patchouli leaf oil. The inclusion of essential oils keeps the skin elastic and firm and prevents signs of aging. Additionally, increasing consumer demand for premium facial serums has driven up willingness to pay for high-end products.
Distribution Channel Insights
The supermarket & hypermarket sales accounted for a market share of 29.53% in 2024. Supermarkets and hypermarkets possess a large number of stores spread across convenient locations, allowing it to be easily accessible to a large number of consumers. This is especially useful for those who like to shop physically or are impulse buyers. Furthermore, facial serums can gain benefit from marketing efforts and being positioned on shelves alongside complementary products such as moisturizers and cleansers. This helps to increase visibility and boost sales. For example, in September 2022, Derma E introduced their dermatologist-approved Vitamin C product line at Walmart stores, featuring their best-selling vitamin C concentrated serum line. This approach would enable the company to acquire new customers throughout the U.S. and increase its overall market share in the facial serum market.
Online retailers' demand is anticipated to grow at the highest CAGR of 7.7% during the period from 2025 to 2030. Online platforms provide more types of serums than physical stores. They are able to accommodate varied needs and wants easily and provide lower costs by having lower overhead expenses. It appeals to price-conscious consumers and promotes price wars. Online shopping offers 24-hour/7-day access to a wide range of serums from international brands, overcoming the constraints of geographical location and store availability. The growing dominance of social media and inclination toward buying online owing to the COVID-19 pandemic have boosted segmental growth.
Price Point Insights
Mass-market facial serums held a revenue share of 49.95% in 2024. Mass-market serums are available to a larger base, thanks to competitive prices and higher product volumes. These appeal to price-sensitive consumers or those who want to try serums before opting for luxury ones. Mass-market brands are more and more adding new ingredients and technologies, such as encapsulated retinol or plant-based alternatives, to catch up with luxury serums at affordable prices. Additionally, younger generations, value-driven consumers, and newcomers to serums are most likely to opt for mass-market ones, leading to heavy demand for these skin serums.
Demand for luxury facial serums is projected to grow at a robust CAGR of 7.5% through 2030. Luxury serums promise superior ingredients like plant-derived stem cells, marine collagen, and biocompatible peptides in greater concentration than mass-market offerings, promising improved outcomes. Luxury brands are also embracing sustainable methods, responsibly sourced ingredients, and eco-friendly packaging, appealing to environmentally friendly consumers.
Additionally, social media and influencer marketing play a strong role in product awareness and product purchase decisions through product claims and influencer endorsement. For instance, the renowned Spanish actress Penélope Cruz utilized Lancôme Advanced Genifique anti-aging face serum to get her skin ready for the 2022 Oscars. The product reduces fine lines, plumps skin, and smooths out skin tone within a week. Celeb fans are always willing to buy products bearing their favorite celebrities' names, fueling the popularity of products bearing the endorsement of popular personalities.
Regional Insights
The Europe facial serum market led the world with a revenue share of 31.65% in 2024. Germany, France, and the UK are major contributors, fueled by disposable incomes and established beauty habits. The readiness of consumers in this region to spend extra on premium and luxury beauty products is fueling demand for facial serums made from natural and organic ingredients. Additionally, rising skincare issues and geriatric population growth have resulted in growing investments in proactive skincare solutions, with serums being considered targeted treatments for issues such as aging, acne, and hyperpigmentation.
Asia Pacific Facial Serum Market Trends
The Asia Pacific facial serum market is expected to grow at the highest CAGR of 7.9% during the forecast period of 2025-2030. The population with a middle class in the Asia Pacific region is increasing, which is resulting in a surge in demand for high-end facial care products. The region has a multifaceted culture of ethnicity and skin types, thereby giving rise to various skin issues. Sun damage and hyperpigmentation are the top concerns in Southeast Asia, while dryness and aging are the leading issues in Japan and South Korea. Therefore, there is an increasing demand for multifunctional face care serums that target these issues.
Top manufacturers are creating effective products to meet this demand. For instance, in September 2022, Entod International Group introduced "Vasuki," a facial gel serum, in India. The serum has synthetic tripeptide snake venom neurotoxin, which is a clinically tested venom created by Entod Research Cell UK's state-of-the-art skincare laboratories. The product is effective in minimizing and preventing dynamic and static lines in early-aging skin around the eyes, neck, hands, forehead, and lips.
Key Facial Serum Company Insights
Some of the market players include L'Oréal S.A., Amorepacific Group Inc., Unilever, Estée Lauder Inc., and KOSÉ Corporation.
L'Oréal SA is a French consumer care company that manufactures and distributes beauty and hair care products. It was established in 1909 and has its operations carried out through 4 complementary businesses such as the Professional Products Division, the Consumer Products Division, L'Oréal Luxe, and the Dermatological Beauty Division.
Estée Lauder Inc. is a US-based multinational cosmetics corporation that specializes in the production and distribution of skincare, makeup, fragrance, and hair care products. It was established in 1946. Its products are retailed in over 135 countries and territories worldwide. In the United States, its products can be found in department stores, specialty stores, and online at esteelauder.com.
Shiseido Company Limited is a Tokyo, Japan-based manufacturer and distributor of cosmetics products. Shiseido was established in Tokyo, Japan, in 1872. The company has approximately 39,000 employees worldwide and has a presence in approximately 120 countries and regions worldwide. The company's wide range of products includes body care products, skincare products, fragrance products, shampoo and hair care products, hair color products, styling products, perm products, and cosmetics.
Revlon, Inc. is a US-based multinational corporation established in 1932 and engaged in the business of cosmetics, skin care, perfume, and personal care. The diversified portfolio of brands of the company is available in about 150 countries across the globe.
Key Facial Serum Companies
The following are the leading companies in the facial serum market. These companies collectively hold the largest market share and dictate industry trends.
- L'Oréal S.A.
- Galderma S.A.
- Amorepacific Group Inc
- KOSÉ Corporation
- Clarins Inc.
- Unilever plc.
- Shiseido Company Limited
- Beiersdorf AG
- Estée Lauder Companies Inc.
- Revlon Inc.
Recent Developments
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Shiseido Asia Pacific signed a distribution partnership deal with Global SS Beauty Brands Limited, India's leading fashion and beauty hub, owned by Shoppers Stop, in March 2023. Under the partnership, the aim is to increase the presence of Shiseido in India through increased brand presence. Under the deal, the Shiseido Group will launch its iconic make-up brand, NARS Cosmetics, during the second half of 2023 in India's major cities.
In January 2023, Kosé Corporation reported a strategic tie-up with Switzerland-based multinational hospitality group Aman Group SARL to manufacture a new skincare series under an OEM agreement. There will be five products in the series, with replenishing face serum, and will be launched online in 20 markets, including Japan. It will also be utilized as a treatment in Aman Tokyo and other Aman Spas globally.
In October 2022, L'Oréal USA spent USD 140 million on a new research and innovation (R&I) facility in New Jersey, USA. The facility will concentrate on beauty innovation in skin, hair, and makeup categories through green science and beauty technology. The R&I facility is across 250,000 square feet and will house more than 550 employees of the company's North American research and innovation business, including cutting-edge product development and research & assessment.
Facial Serum Market Report Scope
|
Report Attribute |
Details |
|
Market size value in 2025 |
USD 6.20 billion |
|
Revenue forecast in 2030 |
USD 8.58 billion |
|
Growth rate |
CAGR of 6.7% from 2025 to 2030 |
|
Base year for estimation |
2024 |
|
Historical data |
2018 - 2023 |
|
Forecast period |
2025 - 2030 |
|
Quantitative units |
Revenue in USD million/billion and CAGR from 2025 to 2030 |
|
Report coverage |
Revenue forecast, company ranking, competitive landscape, growth factors, and trends |
|
Segments covered |
Type, form, distribution channel, price point, region |
|
Regional scope |
North America; Europe; Asia Pacific; Central & South America; Middle East & Africa |
|
Country scope |
U.S.; Canada; Mexico; Germany; UK; France; Italy; Spain; China; Japan; India; South Korea; Australia & New Zealand; Brazil; Argentina; Saudi Arabia; South Africa |
|
Key companies profiled |
L'Oréal S.A.; Galderma S.A.; Amorepacific Group Inc; KOSÉ Corporation; Clarins Inc; Unilever Plc; Shiseido Company Limited; Beiersdorf AG; Estée Lauder Companies Inc; Revlon |
|
Customization scope |
Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope. |
|
Pricing and purchase options |
Avail customized purchase options to meet your exact research needs. Explore purchase options |
Global Facial Serum Market Report Segmentation
Type Outlook (USD Million, 2018 - 2030)
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Anti-Aging Serums
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Skin Brightening Serums
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Acne Fighting Serums
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Hydrating Face Serums
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Exfoliating Face Serums
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Others
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Form Outlook (USD Million, 2018 - 2030)
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Oil based
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Gel based
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Water based
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Others
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-
Distribution Channel Outlook (USD Million, 2018 - 2030)
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Supermarkets & Hypermarkets
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Drugstores & Pharmacies
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Specialty Beauty Stores
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Online Retailers
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Others
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Price Point Outlook (USD Million, 2018 - 2030)
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Mass-Market
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Premium
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Luxury
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Regional Outlook (Revenue, USD Million, 2018 - 2030)
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North America
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U.S.
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Canada
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Mexico
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-
Europe
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Germany
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UK
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France
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Italy
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Spain
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-
Asia Pacific
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China
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India
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Japan
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South Korea
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Australia & New Zealand
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Central & South America
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Brazil
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Argentina
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Middle East & Africa
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South Africa
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Saudi Arabia
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