Against the background of a favourable economic environment, the rate of growth in retail current value sales of beauty and personal care in Costa Rica slowed but remained robust in 2024. The annual rate of inflation came close to double digits earlier in the review period, but 2024 saw marginal deflation, while unemployment remained subdued and annual economic growth came in around 4% for the year. According to recent data from the Central Bank of Costa Rica (BCCR), the unemployment rate of 7.8% is the lowest in the last decade. Nonetheless, elevated inflation and exchange-rate instability earlier in the review period has left many local consumers wary, leading to increased price sensitivity, with some trading down to cheaper offerings in beauty and personal care. This led to sharp slowdowns in demand growth for premium and prestige beauty and personal care, as well as dermocosmetics beauty and personal care. Mass beauty and personal care saw a much more modest slowdown in its rate of retail current value sales growth. Local consumers are increasingly seeking out promotional prices, while manufacturers are fighting for consumer attention with innovative new product launches.
Beauty and personal care in 2024: The big picture
The beauty and personal care market in 2024 was characterised by increased price sensitivity. However, while local consumers are looking for savings, they still expect certain quality standards, leading to diminished interest in private label offerings, with the exception of such categories as wipes and liquid soap, where branding is generally considered inconsequential. Low-income consumers often seek out contraband grey market imports of popular brands to save money. Retailers like El Rey and Pequeño Mundo and small grocery retailers in San Jose stock low-cost imported products. Middle- and high-income consumers often look for promotional prices when buying their preferred beauty and personal care brands.
2024 key trends
Personalised beauty and personal care products are increasingly sought after, with local consumers increasingly looking for products that specifically cater to their hair type, skin type, colouring etc. Mac has launched Glow Play, lip balms that are PH-activated, with shade-shifting tints that look different on every person. While sustainability, vegan, vegetable and non-cruelty claims are increasingly widespread and taken for granted, innovative, never-before-seen products that provide consumers with something novel are increasingly popular.
Competitive landscape
Colgate-Palmolive SA de CV remained the leading player in beauty and personal care in terms of retail value share in 2024, ahead of Corporación Belcorp de Costa Rica SA, Procter & Gamble Interamericas de Costa Rica and Unilever de Centroamérica SA.
Retail developments
Led by supermarkets, grocery retailers dominate the distribution of beauty and personal care in Costa Rica, with beauty specialists and pharmacists accounting for most of the remainder. Supermarket chains such as Automercado and Mas x Menos are expanding nationwide, with many local consumers enjoying the convenience of purchasing beauty and personal care products as part of their regular grocery shopping, in addition to competitive pricing and a broad selection of products. Meanwhile, retailers such as Pequeño Mundo, a mixed retailer specialising in imported and local low-cost products, continue to grow as local consumers become more price sensitive. Additionally, Price Smart, known for bulk sales of imported and local items, continues to grow in popularity. Small local grocers and on-trade players sometimes purchase products at Price Smart for resale. Walmart has a strong reputation for affordability, while Asian independent stores thrive in middle- and lower-income neighbourhoods due to their competitive pricing.
What next for beauty and personal care?
The rate of growth in retail constant value sales of beauty and personal care will continue to slow in 2025 and be significantly lower across the review period as a whole than in the forecast period. With international economic conditions set to remain rather uncertain amid heightened trade tensions, local consumers will continue to face financial pressures, leading them to seek lower-cost brands and products on promotion. However, they will continue to seek brands they trust and will grow increasingly educated when it comes to ingredients and the product formulations that best suit them. Innovation is expected to continue to spike consumer interest, especially in products containing ingredients that are said to provide health benefits.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Costa Rica 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 Costa Rica, 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 Costa Rica 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 Costa Rica?
- Which are the leading brands in Costa Rica?
- How are products distributed in Costa Rica?
- 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 Costa Rica
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 Costa Rica
KEY DATA FINDINGS
Declining population aged 0-11 weighs on demand
Coamesa SA’s Johnson’s Baby enjoys high level of trust among local consumers
Supermarkets continue to lead but face increased competitive pressure
Retail constant value sales will rebound despite negative demographics
Personalisation will increase
Premium offerings will proliferate
Bath and Shower in Costa Rica
KEY DATA FINDINGS
Falling retail value sales of hand sanitisers, body powder and intimate hygiene slow growth in bath and shower
New product launches help Colgate-Palmolive SA de CV strengthen its leadership position
Grocery retailers remain dominant distribution channel
Fading COVID-19 threat will slow demand growth
Liquid hand soap will continue to grow in popularity, but price competition will be fierce
Small retailers will increasingly offer e-commerce
Colour Cosmetics in Costa Rica
KEY DATA FINDINGS
Wellness a growing focus for new product launches
Mercorica SA and Coamesa SA gain ground on leader Corporación Belcorp de Costa Rica SA
Supermarkets and health and beauty specialists dominate distribution
Skinification to underpin modest retail constant value sales growth
Cheap products of unknown origin and contraband will continue to undermine demand for licit offerings
Multifunctional products will become more popular
Deodorants in Costa Rica
KEY DATA FINDINGS
Deodorant sprays gain ground on sticks
International brands dominate
Competitive pricing and convenience make supermarkets the key distribution channel
Growth in retail constant value sales will continue to slow
Innovation will largely be limited to new scents
Grocery retail chains will continue to dominate e-commerce
Depilatories in Costa Rica
KEY DATA FINDINGS
Women’s razors and blades remain dominant
Proctor and Gamble’s Gillette Venus the leading brand
Supermarkets continue to be an important channel for depilatories
New product launches will support moderate growth in retail constant value sales
Word-of-mouth could help more specialized products gain traction
Smaller retailers will embrace e-commerce
Fragrances in Costa Rica
KEY DATA FINDINGS
Premium fragrances continue to grow in popularity
Leader Corporación Belcorp de Costa Rica SA particularly strong in direct selling
Direct selling losing ground to beauty specialists, supermarkets and e-commerce
Premium offerings will continue to gain ground
Niche fragrances will grow in popularity
Direct sellers will add e-commerce
Hair Care in Costa Rica
KEY DATA FINDINGS
Premium brands continue to recoup pandemic losses
Regular new product launches help Procter & Gamble Interamericas de Costa Rica stay on top
Supermarkets remain the leading distribution channel, but e-commerce is expanding
Skinification will boost retail constant value sales
A growing number of older consumers will embrace their grey hair
Mass brands will continue to draw inspiration from premium offerings
Men's Grooming in Costa Rica
KEY DATA FINDINGS
Deflation weighs on retail current value sales growth
Procter & Gamble Interamericas de Costa Rica’s Gillette brand continues to give it an edge
Supermarkets go from strength to strength
Demand growth will be muted
Multifunctional offerings will proliferate
E-commerce will continue to grow in importance
Oral Care in Costa Rica
KEY DATA FINDINGS
Increased consumer awareness and new product launches support sales growth
Colgate-Palmolive SA de CV remains dominant
Led by supermarkets, grocery retailers continue to dominate distribution
Increased awareness of the importance of oral care with underpin growth
Clean-label toothpaste will grow in popularity among more affluent local consumers
Innovation will focus on personalisation and multifunctionality
Skin Care in Costa Rica
KEY DATA FINDINGS
Skin care increasingly perceived as part of overall wellness
BDF Costa Rica SA continues to lead, but niche brands are growing in popularity
Supermarkets remain the leading distribution channel, but e-commerce is gaining ground
Increased consumer knowledge will support moderate demand growth
Manufacturers will launch more multifunctional products
Dermocosmetic brands will move towards the mainstream
Sun Care in Costa Rica
KEY DATA FINDINGS
Increased tourism underpins demand growth
Feduro Costa Rica SA remains leading player with internationally well-known brands
Supermarkets remain the leading distribution channel, but e-commerce is growing in importance
As demand matures, sun care growth will slow
Manufacturers will continue to launch new formulas and formats
Small grocery retailers will grow in importance as a distribution channel
Premium Beauty and Personal Care in Costa Rica
KEY DATA FINDINGS
Online search key to product discovery
Estée Lauder Cos narrows the gap to leader Saint Honoré Costa Rica
Demand limited by high pricing
High pricing will limit growth in retail constant value sales
Personalisation and personalisation will underpin demand growth
Social media will be key to product awareness
Mass Beauty and Personal Care in Costa Rica
KEY DATA FINDINGS
Mass products continue to mimic premium characteristics
Corporación Belcorp de Costa Rica SA strengthens its leadership position
Imported mass brands regarded as high-quality
Multifunctional products to grow in popularity
Mass brands will continue to suffer from illicit competition
Innovation will focus on personalization
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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-
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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
-
-
- 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.
See all of our definitionsWhy buy this report?
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This report originates from Passport, our Beauty and Personal Care research and analysis database.
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