Beauty and personal care in 2024: The big picture
Beauty and personal care in Bolivia saw rapid growth in current value sales in 2024. This occurred in the context of significant macroeconomic challenges that increased operating costs for many companies. For example, the limited availability of US dollars, due to declining gas production, led to price rises across various product categories, affecting both local production and imports. For domestic manufacturers, the use of imported raw materials pushed up production expenditure while importers faced steeper costs due to unfavourable exchange rates and rising bank fees associated with foreign transactions. In response, many importing companies streamlined their product portfolios, focusing on items with higher sales volumes and stronger profit margins.
2024 key trends
Fragrances remained the largest category within beauty and personal care by value in 2024, with sales experiencing rapid growth. This expansion was largely driven by widespread price increases resulting from the ongoing shortage of foreign currency and elevated import costs - pressures that are ultimately passed onto consumers. The mass-market fragrance segment leads in terms of sales, supported by a broad portfolio of affordable brands, a strong presence in the direct selling channel, and a market for premium fragrance imitations that provide cost-effective alternatives. Additionally, the growing popularity of body mists has facilitated a consumer shift towards more budget-friendly fragrance options.
Competitive landscape
Direct sellers continued to lead the competitive landscape, with Yanbal Bolivia and Corporación Belcorp Bolivia both holding a double-digit value share in 2024. Their success is underpinned by regular product launches, tailored to local consumer preferences, and their ability to stay closely aligned with evolving beauty and personal care trends - particularly in the mass-market segment. Both Yanbal and Belcorp also place a strong emphasis on personal relationships between consultants and customers, offering personalised recommendations and flexible purchasing options, which enhance consumer trust and engagement. In addition, their ability to reach underserved areas through door-to-door sales, combined with growing investments in digital tools and omnichannel strategies, has helped these companies remain resilient in the face of economic challenges and shifting consumer behaviours.
Retail developments
Direct selling remains the most important sales channel in the beauty and personal care industry in Bolivia.Companies operating within this channel continue to drive performance through constant innovation, which is focused on core categories such as colour cosmetics, skin care, and fragrances. In recent years, companies have also expanded their product lines to cater more effectively to the male segment, introducing a broader range of products such as soaps, shampoos, and shaving items. One of the key strengths of direct selling is its close, personal engagement with consumers. Sales representatives not only promote products but also play a vital role in educating customers on the benefits, usage, and ingredients of new formulations.
What next for beauty and personal care?
Beauty and personal care sales are expected to register only modest growth in value terms (at constant 2024 prices) over the forecast period. The volatility of the exchange rate in Bolivia is anticipated to persist, with the ongoing scarcity of foreign currency continuing to drive up the demand for US dollars. As a result, the cost of importing goods is likely to remain high, which will further push up retail prices. Products expected to experience the slowest sales growth will primarily include non-essential items, such as certain hair care products (for example, perms and relaxers), salon professional hair care brands and premium fragrances, as consumers increasingly shift towards more affordable alternatives.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Bolivia 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 Bolivia, 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 Bolivia 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 Bolivia?
- Which are the leading brands in Bolivia?
- How are products distributed in Bolivia?
- 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 Bolivia
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 Bolivia
KEY DATA FINDINGS
Growth in baby and child-specific products is being driven by price increases and rising parental awareness
Importadora Logmark Esapro maintains leadership with Johnson’s Baby
Traditional grocers remain backbone of distribution
Baby and child-specific products set to thrive amid economic pressures
Innovations in hair care to drive sales.
Growing demand for sun care products will continue to be driven by concerns over potential skin damage
Bath and Shower in Bolivia
KEY DATA FINDINGS
Price increases have positive impact on bar soap
Colgate Palmolive dominates sales
Traditional channels retain their relevance
Modest growth amid price hikes and changing consumer habits
Price-conscious behaviour will pose challenge for liquid soap
Body wash/shower gel set to grow as smuggling declines
Colour Cosmetics in Bolivia
KEY DATA FINDINGS
Modest growth fuelled by innovation and price increases
Leader Yanbal Bolivia boosts sales through investment in multifunctional products
Direct selling dominates colour cosmetics distribution as beauty specialists gain ground
Muted outlook for colour cosmetics as economic pressures reshape consumer priorities
Modern retail to boost visibility of colour cosmetics through dedicated beauty spaces
Vegan make-up gains ground as consumers prioritise skin-friendly ingredients
Deodorants in Bolivia
KEY DATA FINDINGS
Deodorants post strong growth despite consumer price sensitivity
Unilever leads deodorant sales through innovation and strong brand portfolio
Traditional channels thrive amid reduced smuggling activities
Deodorants to see modest growth as cream formats gain traction
Brands to focus on skin-friendly deodorants with added benefits
Clinical deodorants to gain ground as consumers seek stronger protection
Depilatories in Bolivia
KEY DATA FINDINGS
Depilatories see robust growth, with razors and blades leading the way
Companex Bolivia leads market with innovative solutions
Small local grocers lead fragmented distribution landscape
Razors and blades will lead depilatories sales amid ongoing price challenges
Women’s shaving routines will evolve with value-added products
Greater focus on personalised depilatory products as consumers embrace home hair removal
Fragrances in Bolivia
KEY DATA FINDINGS
Pricing and social media impact consumer choices
Yanbal leads the market through combination of innovation and affordability
Direct selling leads fragrance sales
Mass body mists to lead growth as consumers seek affordable fragrance options
Premium fragrances will face ongoing challenges
Sustainability to gain traction in mass segment
Hair Care in Bolivia
KEY DATA FINDINGS
Hair care sees strong value growth as smuggling declines
Unilever drives growth through brand segmentation and innovation
Decline in smuggling has impact on distribution landscape
Modest growth anticipated amid economic uncertainty
Styling agents and salon professional hair care will face challenges
Companies will embrace opportunity to expand hair care routines amid reduced smuggling
Men's Grooming in Bolivia
KEY DATA FINDINGS
Men’s grooming sees strong value growth, despite consumers trading down from premium brands
Competitive landscape sees shift in dynamics as smuggling declines
Direct selling remains dominant channel
Men’s grooming faces subdued outlook despite decline in contraband
Premium deodorants have growing appeal
Men's hair care represents opportunity for growth
Oral Care in Bolivia
KEY DATA FINDINGS
Oral care sees strong value growth in Bolivia as prices rise and smuggling declines
Colgate-Palmolive extends its lead in oral care, through decrease in smuggling and ongoing commitment to innovation
Small local grocers lead oral care distribution while e-commerce sees gradual growth
Steady growth in Bolivia's oral care market as illicit trade declines
Rising prices will drive players to invest in value-for-money offerings
Rising demand professional oral care solutions
Skin Care in Bolivia
KEY DATA FINDINGS
Bolivia's skin care market sees price-driven growth amid economic challenges
Beiersdorf Bolivia retains its lead amid growing competition
Direct selling dominates skin care distribution as e-commerce slowly gains ground
Mass cleansers will lead growth in skin care
Body care is evolving to meet demands of new generation
Targeted Innovations address menopausal skin care needs
Sun Care in Bolivia
KEY DATA FINDINGS
Sun care sales surge amid growing climate change awareness
Beiersdorf Bolivia faces competitive challenges
Pharmacy channel leads fragmented distribution landscape
Continued growth amid rising consumer awareness
Sun protection will see trend towards higher SPFs, while after-sun and self-tanning products will experience declines
Dermatological innovations to enhance sun care offerings
Premium Beauty and Personal Care in Bolivia
KEY DATA FINDINGS
Premium beauty and personal care faces price challenges, although niche demand persists
Emerging local brands drive growth
Niche groups of consumers play key role in rise of premium skin care trends, supported by social media
Anticipated decline in sales of premium beauty and personal care products, as consumers seek greater value-for-money
E-Commerce has potential to expand reach, but trust remains an issue
Mass-market innovation could challenge premium beauty
Mass Beauty and Personal Care in Bolivia
KEY DATA FINDINGS
Mass beauty and personal care products see rapid growth amid price increases
Unilever strengthens its position through innovation and expanded distribution
Rising demand for convenience drives value-oriented shopping behaviour
Consumer demand for affordability will drive growth
Innovative retail strategies will help to boost sales
Rise of experiential marketing in bid to increase consumer engagement
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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- 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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-
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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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- 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
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- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
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- 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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