Beauty and personal care in 2024: The big picture
Beauty and personal care in Chile continued to gain stronger growth momentum in 2024 following a challenging year in 2022 marked by inflationary pressures. This growth was primarily driven by the mass segment, the entry of new brands, product launches, and the expansion of private label. In 2024, Chile's economy showed signs of improvement compared to the previous year. The country's GDP grew by 2.6%, exceeding official projections and marking the strongest expansion since 2021. This growth was fuelled mainly by solid exports and a 1.3% increase in domestic demand. Inflation is expected to remain above 4% due to adjustments in electricity tariffs, with a projected move towards the 3% target in the first half of 2026. As Chile’s economic situation improved during 2024, with lower inflation figures, consumer spending rebounded, particularly in the last quarter. This led to strong growth of premium beauty and personal care, surpassing the performance of the previous two years.
2024 key trends
The average unit price of many categories remained fairly stable in 2024, despite price increases of approximately 4-5% for some products. However, growth has come from higher sales volumes rather than price increases. Promotions, especially on higher-value products, were considered necessary, with some consumers valuing product attributes but still expecting discount opportunities or promotional kits. During Christmas campaigns, more frequent discounts were evident than in previous years, helping to drive up demand. Despite this activity, the increase in sales generated higher profitability. From the consumer’s perspective, there was a trend of resuming spending on beauty and personal care products, heavily influenced by social media platforms such as TikTok. In households with teenage daughters, for instance, the influence of this platform became a determining factor in purchasing decisions, driving the popularity of viral products, such as L'Oréal’s Elvive shampoo in 2024. Growth in beauty categories during the year was largely driven by the demand for fashionable products, with brands constantly launching new versions and special editions.
Competitive landscape
L'Oréal Chile SA maintained its longstanding leadership in Chile, with a strong presence across key categories, including colour cosmetics, hair care, skin care, and sun care. Having been in the Chilean market since the 1980s, L'Oréal has solidified its position as the leading player by offering a diversified portfolio that spans various segments. This strategic approach allows L'Oréal to cater for a wide range of consumers, from those seeking affordable options to those prioritising premium products and dermocosmetics.
Retail developments
Pharmacies remained the leading distribution channel for beauty and personal care in 2024, due to a mass presence in Chile, with thousands of points of sale across the country. Major chains such as Cruz Verde, Salcobrand, and Farmacias Ahumada are located in both urban and rural areas, ensuring that many of these products are more accessible compared to other channels such as beauty specialists or department stores. In addition, with the growth of e-commerce, many pharmacies have strengthened their digital platforms, allowing online purchases with fast delivery or in-store collection. Sales through pharmacies are also supported by the trend towards specialisation and health care (skin, hair, teeth), driving Chilean consumers to prioritise products with clinical backing. As a result, pharmacies are strongly associated with medical and pharmaceutical recommendations, reinforcing the perception that the products sold are effective. Compared to other channels such as supermarkets or beauty specialists, pharmacies offer premium and dermocosmetics brands and also provide trained skin care advisors to guide customers in choosing the most appropriate products for their specific needs.
What next for beauty and personal care?
Beauty and personal care is expected to continue to record robust growth over the forecast period, driven mainly by beauty categories where Chileans continue to prefer specialisation, dermocosmetics and a premium focus, while personal care will continue to show organic growth as consumers continue to seek convenience and promotions. In terms of economic expectations, moderate economic growth is projected for Chile in 2025 and 2026, with private consumption experiencing a gradual recovery, supported by improvements in macroeconomic fundamentals. Inflation is predicted to show a downward trend, approaching the 3% target in early 2026. As economic stabilisation continues, premium segments of categories such as skin care, sun care, and hair care are expected to perform well, as consumers have maintained their interest in dermocosmetics and specialisation despite the economic context. It is also anticipated that new launches will continue to be observed in categories such as colour cosmetics, bath and shower, deodorants, and men’s grooming, which will help sustain organic growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Chile 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 Chile, 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 Chile 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 Chile?
- Which are the leading brands in Chile?
- How are products distributed in Chile?
- 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 Chile
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 Chile
KEY DATA FINDINGS
Baby and child-specific products remains one of the least dynamic categories
Beiersdorf’s success supported by its leveraging of skin health trend
Preference for natural baby products supports pharmacies
Baby and child-specific sun care set for strong growth, driven by increase in healthcare recommendations
Demand for private label likely to remain elevated despite improving economy
Personalised baby care: The future of product innovation
Bath and Shower in Chile
KEY DATA FINDINGS
Convenience and discounts drive sales of bath and shower
Unilever maintains dominant leadership, while Nivea gains momentum
Supermarkets records strong growth with focus on promotions and bulk purchases
Affordability set to drive demand for bath and shower over the forecast period
Convenience and skin benefits fuel the return of hand sanitisers
Skinification trend to expand reach of mass bath and shower
Colour Cosmetics in Chile
KEY DATA FINDINGS
Price increases drive value growth of colour cosmetics in 2024
L’Oréal’s enduring leadership of colour cosmetics
Beauty specialists helps drive growth of colour cosmetics
Low-cost imports set to intensify competition over the forecast period
Temporary collections redefine product lifecycles
New consumer habits drive innovation in colour cosmetics
Deodorants in Chile
KEY DATA FINDINGS
Promotions and dermocosmetics fuel modest growth of deodorants
Unilever strengthens its leadership with wide portfolio
Chilean consumers turn to pharmacies for deodorants with clinical backing
Health and wellness trend to boost deodorant usage
Deodorant brands leverage bulk packaging to cultivate consumer habits
Growing demand for dermatological deodorants
Depilatories in Chile
KEY DATA FINDINGS
New brands and innovations boost sales of women’s razors and blades
Procter & Gamble strengthens leadership through Gillette brand
Pharmacies remains leading distribution channel for depilatories
Price-sensitivity to drive higher volume growth of depilatories
The future of hair removal in Chile
Private label and new brands set to shape competitive landscape
Fragrances in Chile
KEY DATA FINDINGS
Chilean fragrances sustains strong value growth, driven by premium segment
Distribuidora Puig Chile retains leadership with wide brand portfolio
Direct selling remains leading distribution channel in 2024
Premium women’s fragrances to record dynamic value growth
Larger fragrance formats gain popularity amid promotions and seasonal discounts
Chilean consumers turn to Cyber Day events for discounts on premium fragrances
Hair Care in Chile
KEY DATA FINDINGS
Conditioners and treatments drives innovation and premiumisation in hair care
Elvive's accessible premiumisation drives major growth
Pharmacies leverages specialised hair care trend
Skinification to fuel hair care growth: Innovation and demand surge expected
Utilising influencers and social media as key marketing strategy
Consumer awareness to boost demand for heat protectants and detox hair care
Men's Grooming in Chile
KEY DATA FINDINGS
Despite marginal fall in demand, men’s grooming records healthy value growth
Unilever retains lead, while Beiersdorf makes significant gains
Specialisation drives men’s grooming sales via pharmacies
Men’s grooming set to record stronger growth over the forecast period
A shift away from shaving towards more specialised products
Social media to help drive future e-commerce growth
Oral Care in Chile
KEY DATA FINDINGS
Rising consumer awareness boosts demand for specialist oral care brands
Colgate-Palmolive maintains lead, while Procter & Gamble records strong growth
Pharmacies remains the specialist channel for oral care
Specialist oral care brands to boost value growth over forecast period
Future growth in oral health awareness with Pepsodent's nationwide initiative
Power toothbrushes to lead Chile’s oral care evolution
Skin Care in Chile
KEY DATA FINDINGS
Premiumisation and serums drive growth in skin care
L’Oréal strengthens leadership, supported by La Roche-Posay and CeraVe
Surge in dermocosmetics online, driven by loyalty programmes and special events
Serums to gain momentum as dermo skin care continues to expand
Pharmacies and beauty specialists boost expansion of Korean beauty brands
The rise of alternative active ingredients in skin care
Sun Care in Chile
KEY DATA FINDINGS
Mass sun protection remains most popular, while premium segment gains ground
Trust in dermocosmetics drives success of La Roche-Posay Anthelios
Consumers seek best deals in sun care, driving up sales via e-commerce
The rise of year-round sun protection in Chile
Chile’s outdoor culture fuels sun care demand
Cross-category blurring as consumers shield skin from environmental damage
Premium Beauty and Personal Care in Chile
KEY DATA FINDINGS
Premium beauty sales soar as economic recovery sparks consumer confidence
L'Oréal’s dermatological edge supports its overall lead
Premium beauty is gaining ground in Chile
Premium skin care, adult sun care and fragrances to lead growth
Conditioners and treatments to drive sales of premium hair care
Premium skin care brands likely to explore new ingredients
Mass Beauty and Personal Care in Chile
KEY DATA FINDINGS
Premiumisation fuels value growth in mass beauty and personal care
Unilever retains lead, while Beiersdorf makes gains
Mass beauty’s evolution: How Generation Z is influencing trends
Consumers set to balance premium and mass segments for quality and value
The diversification of dermo-positioned products
Skinification trend to drive innovation
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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- 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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- 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
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- 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
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- 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
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- 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
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- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
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- 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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