Beauty and personal care in 2024: The big picture
Beauty and personal care in Estonia witnessed a slowdown in volume sales over 2024, despite the gradual return to discretionary spending in 2024. Whilst consumers generally remained cautious with expenditure, there was greater interest in products with added skin care benefits or gentle formulations. Demand for SPF-infused moisturisers, sensitive-skin cleansers, and premium cleansing wipes gained traction, particularly among urban shoppers. Brands like La Roche-Posay and Vichy continued to perform well in health and beauty specialists, while launches from Yves Saint Laurent and Armani supported the premium fragrance segment. Value growth was driven by a combination of trade-ups and greater focus on functionality and skin comfort. Retailers like Kaubamaja and MyLook.ee drove sales with seasonal promotions and curated selections, while pharmacies remained important for trusted dermocosmetic brands. Kaubamaja created an advent calendar (Ilukalender) featuring 24 curated products from esteemed brands like Clarins, Elizabeth Arden, and Giorgio Armani.
2024 key trends
Premiumisation in terms of ingredients and functionality is the most significant trend shaping beauty and personal care in Estonia, cutting across both mass and premium segments. Consumers are increasingly drawn to added value products, whether through skin care benefits in colour cosmetics, SPF in daily moisturisers, or scalp-health claims in hair care. The premiumisation trend is also visible from the strong performance of dermocosmetic brands in skin care and sun care, the growing interest in salon-style hair treatments, and the expanding appeal of premium fragrances. More sophisticated product launches are emerging, such as Rituals, The Ritual of Namaste Daily Advanced Moisturiser SPF 50, sold in pharmacies and specialised retailers.
Competitive landscape
Over 2024, L'Oréal Baltic SIA remained the leading beauty and personal care company in Estonia, supported by a strong multi-brand portfolio and wide distribution across mass, premium, and dermocosmetic segments. Brands like L’Oréal Paris, Garnier, La Roche-Posay, and Vichy performed well across skin care, hair care, and colour cosmetics. The group maintained high visibility through pharmacies, beauty specialists, and e-commerce platforms like Kaubamaja.ee, combining frequent launches with ingredient-led messaging to stay relevant and widely accessible.
Retail developments
Supermarkets was the largest distribution channel for beauty and personal care in 2024 due to their accessibility and role in routine shopping. Consumers frequently pick up essentials like toothpaste, shampoo, and deodorants during regular grocery trips, driven by promotions and convenience. It should be noted that supermarkets is a near-monopolist channel for grocery shopping in Estonia, which helps to cement the high sales volume of beauty and personal care products. The widespread presence of chains like Rimi, Maxima, and Prisma ensures strong reach across both urban and regional areas. Multi-buy offers and private label options also helped maintain volume in more price-sensitive segments.
What next for beauty and personal care?
Beauty and personal care in Estonia is expected to post low, yet stable constant value growth over the forecast period. The solid performance reflects a more stable consumer environment, easing inflation, and rising interest in added-value formats, particularly in skin care, deodorants, and hair care. Categories that have struggled in recent years, such as bath and shower and colour cosmetics, are expected to stabilise or return to moderate growth as everyday lifestyles and routines normalise.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Estonia 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 Estonia, 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 Estonia 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 Estonia?
- Which are the leading brands in Estonia?
- How are products distributed in Estonia?
- 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 Estonia
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 Estonia
KEY DATA FINDINGS
Essential nature of baby wipes sustains category growth
Competitive landscape led by Procter & Gamble Services Eesti OÜ
Modern grocery retailers enjoy strong position
Value growth shows greater promise in forecast period
Rising interest in pharmacy-led private label
Future innovations to focus on efficacy and functionality
Bath and Shower in Estonia
KEY DATA FINDINGS
Flat volume performance as consumers remain price sensitive
Colgate-Palmolive leads with value-for-money positioning
Modern grocery retailers have a distinct lead in bath and shower
Stable volume sales outlook for bath and shower
Specialised products based on age/gender to gain traction
New bath and shower formats to offer minimal ingredients and sustainable credentials
Colour Cosmetics in Estonia
KEY DATA FINDINGS
Consumers are selective in colour cosmetics with price top of mind
L'Oréal Baltic SIA faces tough competition from Cosonova’s brands
Retail e-commerce bolsters its position in colour cosmetics
Social media trends and influencers will shape category demand
Shift in make-up use to self-expression opens up new opportunities
Innovation will focus on minimalism and skin-enhancing formulas
Deodorants in Estonia
KEY DATA FINDINGS
Deodorant demand stabilises as everyday routines normalise
Procter & Gamble Services Eesti OÜ moves into the lead
Retail e-commerce sales expand at substantial pace
Deodorant sticks to grow at faster pace than other formats
Cleaner alternatives likely to emerge from niche and indie brands
Skin care inspired deodorants to expand
Depilatories in Estonia
KEY DATA FINDINGS
Uplift in socialising and travel boosts depilation usage occasions
Procter & Gamble Services Eesti OÜ bolsters its firm lead
Supermarkets elevate position offering one-stop solution for hair removal
Mature depilatories category faces muted growth
Body hair diversity poses some challenges
Skin-first functionality to drive innovation
Fragrances in Estonia
KEY DATA FINDINGS
Fragrances enjoys healthy growth driven by premium lines
Coty Inc reinforces its lead in fragrances
Retail e-commerce maintains a strong lead in fragrance distribution
Growth to moderate in fragrances placing reliance on innovation
Boundaries to blur between gendered fragrances
Innovation to bring personalised fragrances tailored to mood and skin
Hair Care in Estonia
KEY DATA FINDINGS
Stable demand as consumers maintain basic hair care routines
L'Oréal Baltic SIA strengthens its key position in hair care
Supermarkets lose some ground to e-commerce and specialist retailers
Consumers to extend hair care routines to address specific concerns
Scalp care to emerge as standalone category
Science-led formulations and functional offerings to fuel innovation strategies
Men's Grooming in Estonia
KEY DATA FINDINGS
Growing interest in self-care supports moderate value growth
Procter & Gamble Services Eesti OÜ forges strong lead in men’s grooming
Supermarkets and e-commerce sales drive growth
Modest outlook for men’s grooming as self-care habits evolve
Men’s grooming products to blend self-care and wellness benefits
Innovation to meet growing demand for repertoire of products
Oral Care in Estonia
KEY DATA FINDINGS
Evolution of oral care habits supports category growth
Major players take a bigger slice of the competitive landscape
Oral care is typically purchased by modern grocery retailers out of convenience
Stronger focus on oral hygiene to drive volume growth
Functional health claims will expand over the forecast period
Technology and advanced formulas to fuel innovation
Skin Care in Estonia
KEY DATA FINDINGS
Skin care faces slower growth as consumers focus on essentials with only small upgrades
L'Oréal Baltic SIA leads this highly competitive landscape
Health and beauty specialists extend their importance in skin care
Skin care faces potential for buoyant growth
Products delivering emotional self-care will resonate well with younger generations
Multiple areas for innovation in skin care
Sun Care in Estonia
KEY DATA FINDINGS
Modest value growth is evident in sun care
Mass sun protection brands give international players a strong lead
Health and beauty specialists are preferred channel for purchasing sun care
Sun care faces slowdown as travel lifestyles normalise
Children’s sun care offers growth potential
Functional benefits to fuel sun care innovation
Premium Beauty and Personal Care in Estonia
KEY DATA FINDINGS
Strong desire to invest in targeted premium skin care
L’Oréal Groupe sustains its lead in premium segment
Estonians buy selective premium products as a treat
Meaningful innovation to deliver emotional and wellness benefits
Ingredient-led and functional choices may lead to emergence of brand-agnostic purchases
Premium brands to focus on simplicity
Mass Beauty and Personal Care in Estonia
KEY DATA FINDINGS
Cautious spending behaviour leads to modest upgrades
L’Oréal Baltic SIA holds on to its lead despite strong competition
Consumers focus on multi-purpose and reliable products that deliver value for money
Modest outlook for mass segment as economic factors stabilise
Growing role of wellness to support sales
Sustainable-led innovation to entice retailers and consumers
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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-
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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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-
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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
-
- 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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