Beauty and personal care in 2024: The big picture
Beauty and personal care in Austria maintained its momentum in 2024. Growth was supported by a combination of steady volume sales and continued albeit moderate increases in average unit prices. Inflationary pressures persisted, albeit to a lesser extent than in the past two years, as manufacturers continued to face elevated costs for production, packaging, and transport. Despite this, consumer demand remained resilient across all categories, reflecting the essential nature of many beauty and personal care products in Austrian households.
2024 key trends
A defining consumer shift in 2024 is the growing scrutiny of product formulations. More consumers are actively scanning ingredient lists often using mobile apps and making purchase decisions based on safety, transparency, and wellness alignment. This ingredients-led movement is fuelling the demand for clean label products, with widespread interest in both beneficial actives (such as hyaluronic acid, niacinamide, peptides, and antioxidants) and “free-from” claims (including aluminium, silicones, parabens, and microplastics).
Competitive landscape
L’Oréal Österreich retained its leadership in overall beauty and personal care in 2024, supported by a wide portfolio of well-established mass and premium brands across multiple categories. The company owes its strong position particularly to its dominance in skin care and colour cosmetics. In colour cosmetics, its brand Maybelline New York remained the top performer, while Nyx emerged as the most dynamic brand in the category. L’Oréal Paris also maintained a solid position, ranking among the top five brands. In skin care, the group’s strength is driven by its dermocosmetics offerings, with La Roche-Posay and CeraVe securing second and third place in overall skin care brand rankings, respectively. CeraVe, in particular, stood out as the fastest-growing brand in beauty and personal care in 2024.
Retail developments
Health and personal care stores maintained their position as the leading distribution channel for beauty and personal care in Austria in 2024. This channel continued to generate the highest value sales, supported by its extensive national footprint and consumer-friendly shopping experience. Major chains such as dm-Drogerie Markt, Bipa and Müller operate widespread store networks, offering excellent geographic coverage and proximity, which remains a key advantage in attracting consumers. Shoppers value the expansive shelf space, wide selection of brands and private label products, and the accessible layout that allows for a seamless and efficient in-store experience. The combination of competitive pricing, regular promotions, and high product availability reinforces consumer loyalty to the channel.
What next for beauty and personal care?
Sales of beauty and personal care are expected to maintain a steady upward trajectory over the forecast period, driven by stable consumer demand and continued innovation in both mass and premium offerings. While average unit prices are projected to rise further, the rate of increase is likely to slow compared to the review period, allowing for more consistent value gains. The market will continue to benefit from Austria’s high hygiene standards, which will support the performance of everyday essentials such as oral care, bath and shower, hair care, deodorants and depilatories. Mass beauty and personal care will remain the dominant force in volume and value sales, although premium categories are expected to post stronger growth in current value terms, reflecting consumer interest in advanced formulations and brand prestige.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in Austria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in Austria?
- Which are the leading brands in Austria?
- How are products distributed in Austria?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in Austria
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
DISCLAIMER
Baby and Child-Specific Products in Austria
KEY DATA FINDINGS
Innovation and evolving formulations support category growth despite low birth rates
Branded leaders and private label both drive competition
Supermarkets and health stores support strong distribution while e-commerce evolves
Demand for baby and child-specific products remains stable despite low birth rates
Premium baby care retains its niche appeal through trust and brand heritage
Innovation will focus on clean label formulations and sustainable materials
Bath and Shower in Austria
KEY DATA FINDINGS
Consumers maintain strong hygiene habits and seek sustainable options
Leading players expand innovation and advertising to sustain relevance
Multi-channel distribution evolves with digital innovation and hybrid models
Hygiene rituals and wellness routines to sustain consumer engagement
Premium products to benefit from clean formulas and digital storytelling
Innovation to focus on sustainability, clean labelling and experiential formats
Colour Cosmetics in Austria
KEY DATA FINDINGS
Social media visibility, skinification and premium lip gloss fuelled rising interest
L’Oréal led the market with strong brand portfolio and innovative advertising strategies
Beauty specialists and e-commerce drove growth with elevated experiences and convenience
Innovations and evolving product expectations will shape colour cosmetics
Premium colour cosmetics will outperform mass through elevated branding and experiential appeal
Sustainability and formulation transparency will drive innovation in colour cosmetics
Deodorants in Austria
KEY DATA FINDINGS
Natural formulations and consumer interest in clean ingredients supported growth
Trusted brands and private label drove competition in an evolving market
Widespread access and innovation in delivery supported strong retail performance
Consumer focus on clean ingredients and strong protection will shape product demand
Premium deodorants to see modest growth as consumers weigh value and ethics
Sustainability and functional innovation to underpin product development
Depilatories in Austria
KEY DATA FINDINGS
Sustainability and intimate care trends support stable performance in a small category
Trusted brand leadership meets rising private label momentum
Health and personal care stores remain dominant as new formats emerge
Hair removal will remain a staple of beauty routines, supporting steady growth in value sales
Professional-grade results at home will shape the next wave of product development
Sustainability and skin sensitivity will drive innovation across formats
Fragrances in Austria
KEY DATA FINDINGS
Diverse consumer tastes and mass fragrances supported steady growth in 2024
Coty maintained leadership through a diverse portfolio and brand innovation
Retailers enhanced physical and digital access to fragrance, fuelling category expansion
Sustained interest in fragrances will be supported by innovation, advertising and growing user base
Premium fragrances will outperform mass offerings through pricing, exclusivity and niche appeal
Product innovation, intense elixirs and refillable formats will shape future growth
Hair Care in Austria
KEY DATA FINDINGS
Skinification, sustainability, and science-backed claims shape consumer preferences in 2024
Henkel retains a commanding lead while dermocosmetics brands gain momentum
Health and personal care stores remain dominant as omnichannel innovation boosts e-commerce
Medicated and problem-solving formulations to gain further traction
Premium positioning will grow but mass hair care remains dominant
Sustainability and skinification to shape future innovation
Men's Grooming in Austria
KEY DATA FINDINGS
Men increasingly engage with grooming routines, boosting demand for multifunctional and sports-aligned products
Trusted legacy brands and value-led private label brands shape Austria’s competitive landscape
Health and personal care stores retain shopper loyalty while new e-commerce concepts drive digital growth
Men’s personal care engagement is set to deepen through wellness, routine, and visibility
Premium grooming to expand modestly, anchored by ingredient quality and celebrity appeal
Innovation to focus on multifunctionality, sustainable formats, and enhanced performance
Oral Care in Austria
KEY DATA FINDINGS
Rising oral health awareness and functional product demand drive growth
Brand heritage and private label innovation shape the competitive landscape
Health and personal care stores remain dominant while e-commerce grows from a low base
Health-driven habits and whitening trends will support steady growth
Competition in toothpaste remains fierce amid functional and premium demand
Ingredient transparency and innovation to reshape product development
Skin Care in Austria
KEY DATA FINDINGS
Consumer interest in skin barrier health and k-beauty supports strong value sales growth
Private label appeal and low-price strategy drive dynamic growth for dm-Drogerie Markt
Health and personal care stores remain dominant, while e-commerce continues to gain ground
Strong demand for facial care and premium innovation expected to sustain growth
Premium skin care to outpace mass brands, led by facial care innovations
Innovation focused on ingredients, multifunctionality, and sustainability
Sun Care in Austria
KEY DATA FINDINGS
Strong growth fuelled by rising demand and premiumisation in sun protection
Beiersdorf remains the undisputed leader while L’Oréal gains ground through dermocosmetic innovation
Health and personal care stores dominate, while pharmacies and e-commerce channels gain momentum
Ongoing consumer awareness and skinification to sustain strong demand for sun protection
Premium dermocosmetics to drive fastest growth across sun care
Sustainable and skin-caring innovations to define the next wave of product development
Premium Beauty and Personal Care in Austria
KEY DATA FINDINGS
Premium beauty and personal care growth tempered by price sensitivity and rising competition
L’Oréal strengthens lead through broad premium portfolio and strategic investment
Price sensitivity leads to downtrading, though premiumisation continues in niche areas
Premium beauty and personal care set to maintain steady growth momentum
Premium lipstick set to lead growth with innovation and celebrity influence
Sustainability and innovation to drive packaging evolution and product launches
Mass Beauty and Personal Care in Austria
KEY DATA FINDINGS
Downtrading drives growth in mass beauty and personal care as consumers seek affordable quality
Sustainability, innovation and affordability define the competitive landscape in 2024
Affordability, quality, and premium positioning drive consumer loyalty to mass beauty and personal care
Mass beauty and personal care remains dominant but faces growing competition from premiumisation and private label brands
Interest in mass skin care and body mists grows, while self-tanning loses appeal
Sustainability and packaging innovation become key areas of investment
The following categories and subcategories are included:
Beauty and Personal Care
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- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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-
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- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
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- Premium Eye Shadow
- Mass Eye Shadow
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- Premium Mascara
- Mass Mascara
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- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
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-
-
- Premium BB/CC Creams
- Mass BB/CC Creams
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- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
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- Premium Foundation/Concealer
- Mass Foundation/Concealer
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- Premium Powder
- Mass Powder
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- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
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-
-
- Premium Lip Gloss
- Mass Lip Gloss
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- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
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- Premium Lipstick
- Mass Lipstick
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- Premium Other Lip Products
- Mass Other Lip Products
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-
-
- Premium Nail Polish
- Mass Nail Polish
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- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
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- Premium Polish Remover
- Mass Polish Remover
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- Premium Other Nail Products
- Mass Other Nail Products
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- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
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- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
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- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
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- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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-
- Premium Men's Fragrances
- Mass Men's Fragrances
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- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
- Oral Care Excl Power Toothbrushes
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- Premium Firming Body Care
- Mass Firming Body Care
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- Premium General Purpose Body Care
- Mass General Purpose Body Care
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- Premium Acne Treatments
- Mass Acne Treatments
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- Premium Face Masks
- Mass Face Masks
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-
- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
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- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
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-
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- Premium Basic Moisturisers
- Mass Basic Moisturisers
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- Premium Anti-Agers
- Mass Anti-Agers
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- Premium Lip Care
- Mass Lip Care
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- Premium Toners
- Mass Toners
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- Premium Hand Care
- Mass Hand Care
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- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
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-
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- Premium Aftersun
- Mass Aftersun
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- Premium Self-Tanning
- Mass Self-Tanning
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- Premium Sun Protection
- Mass Sun Protection
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- Baby and Child-specific Sun Care
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-
- Premium Baby and Child-specific Products
- Premium Bath and Shower
-
-
- Premium Eye Liner/Pencil
- Premium Eye Shadow
- Premium Mascara
- Premium Other Lash and Brow Make-Up
-
- Premium BB/CC Creams
- Premium Blusher/Bronzer/Highlighter
- Premium Foundation/Concealer
- Premium Powder
- Premium Other Facial Make-Up
-
- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
-
- Premium Nail Polish
- Premium Nail Treatments/Strengthener
- Premium Polish Remover
- Premium Other Nail Products
- Premium Colour Cosmetics Sets/Kits
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- Premium Deodorants
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
- Premium Hair Care
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-
- Premium Firming Body Care
- Premium General Purpose Body Care
-
- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
-
- Premium Basic Moisturisers
- Premium Anti-Agers
- Premium Lip Care
- Premium Liquid/Cream/Gel/Bar Cleansers
- Premium Toners
- Premium Hand Care
- Premium Skin Care Sets/Kits
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- Premium Aftersun
- Premium Self-Tanning
- Premium Sun Protection
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- Prestige Baby and Child-specific Products
- Prestige Bath and Shower
- Prestige Colour Cosmetics
- Prestige Deodorants
- Prestige Fragrances
- Prestige Hair Care
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- Prestige Body Care
- Prestige Facial Care
- Prestige Hand Care
- Prestige Skin Care Sets/Kits
- Prestige Adult Sun Care
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- Mass Baby and Child-specific Products
- Mass Bath and Shower
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-
- Mass Eye Liner/Pencil
- Mass Eye Shadow
- Mass Mascara
- Mass Other Lash and Brow Make-Up
-
- Mass BB/CC Creams
- Mass Blusher/Bronzer/Highlighter
- Mass Foundation/Concealer
- Mass Powder
- Mass Other Facial Make-Up
-
- Mass Lip Gloss
- Mass Lip Liner/Pencil
- Mass Lipstick
- Mass Other Lip Products
-
- Mass Nail Polish
- Mass Nail Treatments/Strengthener
- Mass Polish Remover
- Mass Other Nail Products
- Mass Colour Cosmetics Sets/Kits
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- Mass Deodorants
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
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-
- Mass Firming Body Care
- Mass General Purpose Body Care
-
- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
-
- Mass Basic Moisturisers
- Mass Anti-Agers
- Mass Lip Care
- Mass Liquid/Cream/Gel/Bar Cleansers
- Mass Toners
- Mass Hand Care
- Mass Skin Care Sets/Kits
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- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
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- Dermocosmetics Baby and Child-specific Products
- Dermocosmetics Bath and Shower
- Dermocosmetics Colour Cosmetics
- Dermocosmetics Deodorants
- Dermocosmetics Fragrances
- Dermocosmetics Hair Care
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- Dermocosmetics Body Care
- Dermocosmetics Facial Care
- Dermocosmetics Hand Care
- Dermocosmetics Skin Care Sets/Kits
- Dermocosmetics Adult Sun Care
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
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This report originates from Passport, our Beauty and Personal Care research and analysis database.
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