Beauty and personal care in 2024: The big picture
In 2024, retail value sales in beauty and personal care in Ireland increased, mainly thanks to a mix of stronger consumer spending and rising interest in premium and personalised beauty. Big players like L’Oréal and Procter & Gamble saw solid gains, especially in anti-ageing offerings and skin care more broadly. There was a reduction in overall inflation, with the beauty and personal care industry facing increased consumer spending on beauty and personal care products as prices settled down.
2024 key trends
A standout trend in 2024 was the rising influence of wellness in shaping beauty and personal care routines. Consumers increasingly link beauty with overall wellbeing, driving demand for products that support sleep, stress relief and hormonal balance - especially in body care, bath, and skin care. Products include Neom’s Magnesium Bath Milks and This Works’ Deep Sleep Body Whip, both of which promise to promote restful sleep, as well as and Gallinée’s Prebiotic range. This holistic approach is set to drive future innovation, as brands will likely try to increasingly align beauty with mental and physical health needs.
Competitive landscape
L’Oréal Groupe is the leading global brand owner in Ireland’s beauty and personal care market thanks to its broad brand portfolio, strong presence across categories and ability to drive key trends among consumers with its new product launches. The player’s success in 2024 was driven by high-performing lines in skin care, including CeraVe and La Roche-Posay; the popularity of L’Oréal Elvive in hair care, and growing demand for dermocosmetics. L’Oréal also benefits from effective retail partnerships, strategic promotions and sustained investment in product innovation and sustainability.
Retail developments
Supermarkets held onto its spot as the go-to channel for beauty and personal care products in Ireland in 2024. Supermarkets are popular because they offer essentials like shampoo, deodorants and hair care products to consumers doing their regular grocery shop. In addition, supermarkets often have great in-store deals and loyalty programmes. Although stores like Boots and McCauley offer a much broader selection of high-end skincare and cosmetics, they fail to match the sheer size and convenience of supermarkets.
What next for beauty and personal care?
Beauty and personal care in Ireland is set to grow in current value terms over the forecast period, primarily because people are still willing to spend on products that deliver results. Skin care, dermocosmetics, and hair treatments are expected to continue performing strongly. Items like retinol serums, barrier creams, and bonding hair masks - offered by brands including The Ordinary, CeraVe, and L’Oréal Elvive - will help keep value up even if volume growth stays flatter.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Ireland 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 Ireland, 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 Ireland 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 Ireland?
- Which are the leading brands in Ireland?
- How are products distributed in Ireland?
- 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 Ireland
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 Ireland
KEY DATA FINDINGS
Small growth posted in 2024
Kenvue leads in share and growth rates
Supermarkets is largest distribution channel but falls fastest in 2024
Premiumisation and natural trends will support category expansion
Local consumers focus on safety
Gentle and natural formulations to see greater investment
Bath and Shower in Ireland
KEY DATA FINDINGS
Bath and shower posts low growth in Ireland in 2024
Unilever continues to lead, followed by Colgate
Supermarkets is go-to channel for bath and shower purchases in Ireland, though is losing share
Bath and shower to enjoy continued growth during forecast period
Intimate washes will lead in terms of growth
Sustainability to come into sharper focus
Colour Cosmetics in Ireland
KEY DATA FINDINGS
Lip gloss leads growth in colour cosmetics in Ireland in 2024
Cosnova holds highest share, while Coty rises fastest
Retail e-commerce as biggest distribution channel
Lip gloss will continue to see strong growth
Increasingly blurred boundaries between colour cosmetics and skin care
Hybrid products to become more prevalent
Deodorants in Ireland
KEY DATA FINDINGS
Despite maturity deodorants records further growth in 2024
Unilever remains ahead through strong brand portfolio
Supermarkets proves most popular channel for buying deodorants, while e-commerce races on
Safe and natural formulations to drive future growth
Rising demand for multifunctional products in deodorants
Investment in sustainability and tech shaping progress and development
Depilatories in Ireland
KEY DATA FINDINGS
Depilatories posts continued growth in Ireland in 2024
Procter & Gamble still in the lead, as private label expands
Supermarkets holds highest share and records most rapid rise in 2024
Demand for at-home solutions will ensure future growth for depilatories
Increased interest in sustainable options
Sensitive solutions, gender inclusivity and smart features all set to gain ground
Fragrances in Ireland
KEY DATA FINDINGS
Fragrances rises further in 2024
Coty leads, while Chanel shows greatest dynamism
Beauty specialists as preferred channel for fragrances purchases
Premiumisation to drive growth
Fragrance customisation set to boost sales
Players increasing investment in sustainability and tech
Hair Care in Ireland
KEY DATA FINDINGS
Hair care enjoys strong growth in Ireland in 2024
L'Oréal remains in the lead
Supermarkets benefits from habit of buying shampoo while grocery shopping
Specialisation to support growth during forecast period
Rising demand for personalised hair care products
Scalp health and clean ingredients set to expand
Men's Grooming in Ireland
KEY DATA FINDINGS
Increased male interest in personal care supports overall growth in 2024
Procter & Gamble leads thanks to popularity of Gillette
Health and beauty specialists sees strong growth in 2024
Persistent demand ensures further growth
Men increasingly seek out wellness solutions
Simplified systems and advanced tech set to generate greater interest
Oral Care in Ireland
KEY DATA FINDINGS
Oral care rises, with toothpaste remaining most popular product
Kenvue loses share in 2024
Retail e-commerce rises fastest
Increased awareness of importance of oral care will sustain sales in forecast period
Greater focus on family routines
Tech and sustainability as key concepts for innovation
Skin Care in Ireland
KEY DATA FINDINGS
Robust rises for skin care in Ireland in 2024
L'Oréal Groupe in the lead
Supermarkets still most popular channel for skin care in Ireland
Skin care faces bright forecast period
Rising popularity of routines
Personalisation and sustainability trends set to accelerate
Sun Care in Ireland
KEY DATA FINDINGS
Strong growth for sun care in 2024, driven by increasing year-round use
Beiersdorf benefits from popularity of Nivea range
Retail e-commerce leads growth in distribution channels
Shift towards preventative sun care will see further robust rises for sun care during forecast period
Increased demand for year-round products
Multifunctionality, sustainability and convenience as key trends
Premium Beauty and Personal Care in Ireland
KEY DATA FINDINGS
Robust rises recorded in 2024
L'Oréal maintains overall leadership
Consumers increasingly seek out top-quality and personalised skin care offerings
Growth to slow somewhat during forecast period
Rising demand for high-tech dermocosmetics
Personalisation to become more important to consumers
Mass Beauty and Personal Care in Ireland
KEY DATA FINDINGS
Positive year for mass products in Ireland in 2024
L'Oréal remains in the lead
Consumers want simplicity and proven efficiency
Further growth forecast for mass beauty and personal care
Low-cost products set to gain traction
Multifunctionality and convenience remain in high demand
The following categories and subcategories are included:
Beauty and Personal Care
-
- 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
-
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
-
- Intimate Washes
- Intimate Wipes
- Liquid Soap
-
-
-
- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
-
- Premium Eye Shadow
- Mass Eye Shadow
-
- Premium Mascara
- Mass Mascara
-
- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
-
-
-
- Premium BB/CC Creams
- Mass BB/CC Creams
-
- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
-
- Premium Foundation/Concealer
- Mass Foundation/Concealer
-
- Premium Powder
- Mass Powder
-
- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
-
-
-
- Premium Lip Gloss
- Mass Lip Gloss
-
- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
-
- Premium Lipstick
- Mass Lipstick
-
- Premium Other Lip Products
- Mass Other Lip Products
-
-
-
- Premium Nail Polish
- Mass Nail Polish
-
- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
-
- Premium Polish Remover
- Mass Polish Remover
-
- Premium Other Nail Products
- Mass Other Nail Products
-
-
- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
-
-
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
-
- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
-
-
- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
-
- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
-
-
- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
-
- Medicated Shampoos
- Standard Shampoos
- Styling Agents
-
-
- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
-
-
- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
-
- Premium Men's Deodorants
- Mass Men's Deodorants
-
- Premium Men's Hair Care
- Mass Men's Hair Care
-
- Premium Men's Skin Care
- Mass Men's Skin Care
-
-
- Premium Men's Fragrances
- Mass Men's Fragrances
-
-
- Dental Floss
-
- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
-
- Manual Toothbrushes
-
-
- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
-
- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
-
- Toothpaste
- Oral Care Excl Power Toothbrushes
-
-
-
- Premium Firming Body Care
- Mass Firming Body Care
-
- Premium General Purpose Body Care
- Mass General Purpose Body Care
-
-
-
- Premium Acne Treatments
- Mass Acne Treatments
-
- Premium Face Masks
- Mass Face Masks
-
-
- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
-
- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
-
-
-
- Premium Basic Moisturisers
- Mass Basic Moisturisers
-
- Premium Anti-Agers
- Mass Anti-Agers
-
-
- Premium Lip Care
- Mass Lip Care
-
- Premium Toners
- Mass Toners
-
-
- Premium Hand Care
- Mass Hand Care
-
- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
-
-
-
-
- Premium Aftersun
- Mass Aftersun
-
- Premium Self-Tanning
- Mass Self-Tanning
-
- Premium Sun Protection
- Mass Sun Protection
-
- Baby and Child-specific Sun Care
-
-
- 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
-
- Premium Deodorants
-
- 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
-
-
- Premium Aftersun
- Premium Self-Tanning
- Premium Sun Protection
-
- Prestige Baby and Child-specific Products
- Prestige Bath and Shower
- Prestige Colour Cosmetics
- Prestige Deodorants
- Prestige Fragrances
- Prestige Hair Care
-
- Prestige Body Care
- Prestige Facial Care
- Prestige Hand Care
- Prestige Skin Care Sets/Kits
- Prestige Adult Sun Care
-
- Mass Baby and Child-specific Products
- Mass Bath and Shower
-
-
- 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
-
- Mass Deodorants
-
- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
-
-
- 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
-
-
- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
-
- Dermocosmetics Baby and Child-specific Products
- Dermocosmetics Bath and Shower
- Dermocosmetics Colour Cosmetics
- Dermocosmetics Deodorants
- Dermocosmetics Fragrances
- Dermocosmetics Hair Care
-
- 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?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Beauty and Personal Care research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!