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Urban Consumers and Rising Incomes Drive Strong Growth in Beauty and Personal Care
Beauty and personal care value sales in Kenya expanded strongly in 2025, growing by 15% to KES124.1 billion, surpassing inflation and supported by a healthy GDP rise of 5%, positioning it favourably against regional peers. Urbanisation and increased disposable incomes among city dwellers, combined with a surge in digital engagement, drove this momentum, with an emerging middle class and the growing female workforce further amplifying demand for premium and multifunctional products. Retail e-commerce, despite a modest 4% share, is rapidly reshaping distribution and consumer interaction through personalised digital experiences and social media influence. Sustainability, inclusivity, and lifestyle alignment shape product innovation, with brands balancing eco-conscious formulations and packaging with affordability to meet evolving consumer expectations. Leading players like Unilever and L’Oréal maintain their lead through extensive brand portfolios, broad retail access, and strong digital and sustainability initiatives, while local brands capitalise on natural ingredients and authentic storytelling to capture niche segments. Success strategies must therefore integrate digital retail expansion, authentic local relevance, sustainability commitments, and multifunctional product offerings to capitalise on Kenya’s dynamic and growing beauty and personal care landscape.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Kenya 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 Kenya, 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 Kenya 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 Kenya?
- Which are the leading brands in Kenya?
- How are products distributed in Kenya?
- 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 Kenya
Urban Consumers and Rising Incomes Drive Strong Growth in Beauty and Personal Care
Key Data Insights
Chart 1 Key Industry Trends for Beauty and Personal Care
Urban Consumers and Rising Incomes Drive Strong Growth in Beauty and Personal Care
Skin Care Leads Retail Value While Deodorants Accelerates Growth
Chart 2 Lifestyle-Driven Products Important in Hair Care
Imperial Leather’S "Caring for Kenya" Campaign Drives Sustainability and Trust
Chart 3 Imperial Leather Illustrates Sustainability through “Caring for Kenya” Initiative
Chart 4 Value Sales 2020-2030
Chart 5 Volume Sales 2020-2030
Chart 6 Value Sales by Category 2025
Urban Consumers and Digital Engagement Set to Fuel Growth to 2030
Skin Care to Continue to Lead in Value, with Mass Skin Care Growing through Digital Innovation
Eco-Conscious Innovation, Affordability, and Digital Retail to Shape Consumer Engagement
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Unilever and L’Oréal Sustain Lead through Brand Strength and Accessibility
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Supermarkets Consolidates Its Lead While Retail E-Commerce Remains Important
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Beauty and Personal Care
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Beauty and Personal Care
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Baby and Child-Specific Products in Kenya
Key Data Insights
Steady Growth Supported by Rising Consumer Expenditure and Demographic Expansion
Steady Growth Supported by Rising Consumer Expenditure and Demographic Expansion
Baby and Child-Specific Toiletries Leads Growth Amid Evolving Consumer Preferences
PZ Cussons Advances Sustainability and Transparency, Driving Share Gain
Chart 19 PZ Cussons Kenya Illustrates the Sustainability Trend in Kenya in 2025
Chart 20 Value Sales 2020-2030
Chart 21 Volume Sales 2020-2030
Chart 22 Value Sales by Category 2025
Expanding Middle Class and Urban Parents Set to Drive Sustained Growth
Baby Wipes to Gain Momentum as an Essential Convenience for Modern Parents
Health-Focused Innovation and Digital Channels Likely to Reshape Parental Purchasing
Chart 23 Forecast Value Sales 2020-2030
Chart 24 Forecast Value Sales by Category 2025-2030
Leading Manufacturers Maintain Stable Shares in 2025 Amid Competitive Market Dynamics
Chart 25 Company Shares 2025
Chart 26 Brand Shares 2025
Supermarkets Consolidates Its Leadership through Network Expansion and Promotions
Retail E-Commerce Accelerates Growth by Enhancing Convenience and Product Accessibility
Chart 27 Retail Channels 2020-2025
Chart 28 Economic Context for Baby and Child-Specific Products
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Baby and Child-Specific Products
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Bath and Shower in Kenya
Key Data Insights
Economic Resilience and Evolving Consumer Demand Fuel Steady Growth in Value Sales
Economic Resilience and Evolving Consumer Demand Fuel Steady Growth in Value Sales
Bar Soap Maintains Volume Dominance Amid Premium and Eco-Friendly Growth
Unilever Kenya and Pz Cussons Lead Transparency and Sustainability Adoption
Chart 35 Radox by Unilever Kenya Demonstrates Transparency and Compliance
Chart 36 Value Sales 2020-2030
Chart 37 Volume Sales 2020-2030
Chart 38 Value Sales by Category 2025
Rising Incomes and Urban Growth to Drive Sustained Expansion
Bar Soap to Retain Leadership, While Niche Categories Will Accelerate Value Growth
Digital Platforms and Sustainability Innovations to Reshape Consumer Engagement
Chart 39 Forecast Value Sales 2020-2030
Chart 40 Forecast Value Sales by Category 2025-2030
Reckitt Benckiser and Unilever Kenya Shape the Competitive Dynamics with Diverging Trajectories
Chart 41 Company Shares 2025
Chart 42 Brand Shares 2025
Supermarkets Strengthens Leadership While Retail E-Commerce Gains Traction in Distribution
Digital Convenience and Expanded Supermarket Networks Reshape Consumer Access and Choice
Chart 43 Retail Channels 2020-2025
Chart 44 Economic Context for Bath and Shower
Chart 45 Real Gdp Growth 2020-2030
Chart 46 Inflation 2020-2030
Chart 47 Consumer Context for Bath and Shower
Chart 48 Population 2020-2030
Chart 49 Consumer Expenditure 2020-2030
Chart 50 Population by Generation 2025
Colour Cosmetics in Kenya
Key Data Insights
Local Brands Leverage Technology and Inclusivity to Drive Growth and Loyalty
Local Brands Leverage Technology and Inclusivity to Drive Growth and Loyalty
Suzie Beauty Leads Sustainability and Local Ingredient Adoption among Consumers
Chart 51 Suzie Beauty Drives Sustainability
Shifting Consumer Expenditure and Demographic Trends Bolster Category Expansion
Chart 52 Value Sales 2020-2030
Chart 53 Volume Sales 2020-2030
Chart 54 Value Sales by Category 2025
Consumers in Emerging Towns Set to Drive Growth
Lip Products Will Continue to Lead Sales, Boosted by Affordability and Localisation
Brands Embracing Sustainability and Local Heritage to Gain Competitive Advantage
Chart 55 Forecast Value Sales 2020-2030
Chart 56 Forecast Value Sales by Category 2025-2030
L’Oréal Maintains Its Lead through Digital Innovation and Sustainability Focus
Digital and Sustainability Trends to Open Growth Avenues for Diverse Players
Chart 57 Company Shares 2025
Chart 58 Brand Shares 2025
Beauty Specialists Adapt Digitally to Retain Leadership
Retail E-Commerce Faces Share Decline Despite Strong Social Commerce Role
Chart 59 Retail Channels 2020-2025
Chart 60 Economic Context for Colour Cosmetics
Chart 61 Real Gdp Growth 2020-2030
Chart 62 Inflation 2020-2030
Chart 63 Consumer Context for Colour Cosmetics
Chart 64 Population 2020-2030
Chart 65 Consumer Expenditure 2020-2030
Chart 66 Population by Generation 2025
Deodorants in Kenya
Key Data Insights
Kenyan Consumers Boost Sales with Rising Hygiene Awareness and Cautious Spending
Kenyan Consumers Boost Sales with Rising Hygiene Awareness and Cautious Spending
Deodorant Roll-Ons Leads Growth as Consumers Demand All-Day Freshness and Affordability
Unilever’S Rexona and Beiersdorf’S Nivea Champion Longevity and Sustainability
Chart 67 Nivea in Kenya: Driving Sustainability in Deodorants
Chart 68 Value Sales 2020-2030
Chart 69 Volume Sales 2020-2030
Chart 70 Value Sales by Category 2025
Consumers Prioritise Long-Lasting Protection, Which Will Drive Robust Growth
Deodorant Roll-Ons to Dominate, While Sprays Expected to See the Fastest Growth
Digital Engagement and Male Grooming to Shape Evolution
Chart 71 Forecast Value Sales 2020-2030
Chart 72 Forecast Value Sales by Category 2025-2030
Leading Manufacturers Maintain Shares Amid Concentration Shift
Beiersdorf and Unilever Sustain Dominance through Trusted Brands and Aligned Innovation
Chart 73 Company Shares 2025
Chart 74 Brand Shares 2025
Supermarkets Strengthens Dominance While Retail E-Commerce Gains Momentum
Chart 75 Retail Channels 2020-2025
Chart 76 Economic Context for Deodorants
Chart 77 Real Gdp Growth 2020-2030
Chart 78 Inflation 2020-2030
Chart 79 Consumer Context for Deodorants
Chart 80 Population 2020-2030
Chart 81 Consumer Expenditure 2020-2030
Chart 82 Population by Generation 2025
Depilatories in Kenya
Key Data Insights
Young Professionals and Rising Incomes Drive Adoption of Daily Grooming
Young Professionals and Rising Incomes Drive Adoption of Daily Grooming
Hair Removers/Bleaches Leads Sales as Eco-Friendly Options Gain Traction
Veet Champions Sustainability to Boost Appeal
Chart 83 Veet Drives Sustainability in Everyday Hair Removal
Chart 84 Value Sales 2020-2030
Chart 85 Volume Sales 2020-2030
Chart 86 Value Sales by Category 2025
Young Urban Consumers Shift Towards Safer Hair Removal Alternatives
Eco-Conscious Trend Expected to Drive Product Innovation and Sustainability Investments
Chart 87 Forecast Value Sales 2020-2030
Chart 88 Forecast Value Sales by Category 2025-2030
Leading Manufacturers Maintain Stable Shares through Innovation and Accessibility
Growth Opportunities for Brand through Innovation and Accessibility
Chart 89 Company Shares 2025
Chart 90 Brand Shares 2025
Supermarkets Consolidates Dominance through Wide Network and Convenience
Retail E-Commerce Gains Traction as Convenient Channel for Depilatories
Chart 91 Retail Channels 2020-2025
Chart 92 Economic Context for Depilatories
Chart 93 Real Gdp Growth 2020-2030
Chart 94 Inflation 2020-2030
Chart 95 Consumer Context for Depilatories
Chart 96 Population 2020-2030
Chart 97 Consumer Expenditure 2020-2030
Chart 98 Population by Generation 2025
Fragrances in Kenya
Key Data Insights
Mass Fragrances Continues to Dominate for Everyday Self-Care
Mass Fragrances Continues to Dominate for Everyday Self-Care
Long-Lasting Scents and Lifestyle-Driven Demand in Fragrances
Chart 99 Ajmal Illustrates Longevity Trend in Fragrances
Chart 100 Value Sales 2020-2030
Chart 101 Volume Sales 2020-2030
Chart 102 Value Sales by Category 2025
Mass Fragrances to Lead Growth, Driven by Expanding Consumer Base and Rising Spending
Digital Engagement and Wellness Positioning to Drive Consumer Adoption and Brand Loyalty
Chart 103 Forecast Value Sales 2020-2030
Chart 104 Forecast Value Sales by Category 2025-2030
Leading Manufacturers Sustain Positions Amid Share Stability
Innovative Launches and Sustainability Trends Create New Growth Avenues for Players
Chart 105 Company Shares 2025
Chart 106 Brand Shares 2025
Supermarkets Consolidates Leadership through Network Expansion and Promotions
Retail E-Commerce Expands Fragrance Accessibility through Convenience and Platform Growth
Chart 107 Retail Channels 2020-2025
Chart 108 Economic Context for Fragrances
Chart 109 Real Gdp Growth 2020-2030
Chart 110 Inflation 2020-2030
Chart 111 Consumer Context for Fragrances
Chart 112 Population 2020-2030
Chart 113 Consumer Expenditure 2020-2030
Chart 114 Population by Generation 2025
Hair Care in Kenya
Key Data Insights
Steady Growth Driven by Urban Consumers Embracing Wellness and Affordability
Steady Growth Driven by Urban Consumers Embracing Wellness and Affordability
Salon Professional Hair Care Gains Traction with Premium Positioning and Innovation
Local Brands Lead Sustainability and Clean Beauty with Authentic Natural Ingredients
Chart 115 Miadi Drives Sustainability in Hair Care
Chart 116 Value Sales 2020-2030
Chart 117 Volume Sales 2020-2030
Chart 118 Value Sales by Category 2025
Urban Middle-Class Consumers to Drive Premium and Natural Hair Care Growth
Salon Professional Hair Care to Grow, Driven by Urban Demand and Innovation
Digital Platforms and Natural Ingredient Innovation to Reshape Consumer Engagement
Chart 119 Forecast Value Sales 2020-2030
Chart 120 Forecast Value Sales by Category 2025-2030
Leading Manufacturers Reinforce Dominance through Tailored and Digital Strategies
Chart 121 Company Shares 2025
Chart 122 Brand Shares 2025
Supermarkets Maintains Leadership through Convenience and Promotions
Retail E-Commerce Important for Leveraging Convenience and Platform Expansion
Chart 123 Retail Channels 2020-2025
Chart 124 Economic Context for Hair Care
Chart 125 Real Gdp Growth 2020-2030
Chart 126 Inflation 2020-2030
Chart 127 Consumer Context for Hair Care
Chart 128 Population 2020-2030
Chart 129 Consumer Expenditure 2020-2030
Chart 130 Population by Generation 2025
Men's Grooming in Kenya
Key Data Insights
Steady Growth Driven by Urbanisation and Evolving Consumer Priorities
Steady Growth Driven by Urbanisation and Evolving Consumer Priorities
Men's Shaving Dominates Sales, While Men's Toiletries Sees Dynamic Growth
Nivea Men and Axe Drive Wellness and Lifestyle Trends, Shaping Consumer Choice
Chart 131 Axe Defines Lifestyle-Driven Beauty in Men’S Grooming
Chart 132 Value Sales 2020-2030
Chart 133 Volume Sales 2020-2030
Chart 134 Value Sales by Category 2025
Urbanisation and Rising Incomes to Fuel Targeted Growth for Men's Grooming
Younger Men Balance Eco-Consciousness with Affordability in Grooming Choices
Chart 135 Forecast Value Sales 2020-2030
Chart 136 Forecast Value Sales by Category 2025-2030
Leading Manufacturers Maintain Dominance through Trusted Brands and Broad Distribution
Chart 137 Company Shares 2025
Chart 138 Brand Shares 2025
Supermarkets Leads Distribution, While Retail E-Commerce Sees Sales Growth
Chart 139 Retail Channels 2020-2025
Chart 140 Economic Context for Men's Grooming
Chart 141 Real Gdp Growth 2020-2030
Chart 142 Inflation 2020-2030
Chart 143 Consumer Context for Men's Grooming
Chart 144 Population 2020-2030
Chart 145 Consumer Expenditure 2020-2030
Chart 146 Population by Generation 2025
Oral Care in Kenya
Key Data Insights
Steady Retail Value Growth Reflects Rising Consumer Health Focus and Economic Resilience
Steady Retail Value Growth Reflects Rising Consumer Health Focus and Economic Resilience
Toothpaste Leads Retail Sales as Consumers Seek Preventative and Wellness Solutions
Kenyan Brands Embrace Longevity and Sustainability Trends to Engage Urban Wellness Consumers
Chart 147 Colgate Sensitive Pro-Relief Toothpaste Showcases Longevity Trend in Kenya
Chart 148 Value Sales 2020-2030
Chart 149 Volume Sales 2020-2030
Chart 150 Value Sales by Category 2025
Kenyan Consumers’ Rising Health Awareness to Drive Sustained Growth
Toothbrushes Set to Lead Growth as Consumers Shift From Traditional Oral Hygiene Methods
Innovation in Sustainability and Technology Will Reshape Product Offerings and Access
Chart 151 Forecast Value Sales 2020-2030
Chart 152 Forecast Value Sales by Category 2025-2030
Leading Companies Consolidate Positions Amid Stable Concentration
Chart 153 Company Shares 2025
Chart 154 Brand Shares 2025
Supermarkets Leads Oral Care Retail with a Growing Consumer Convenience Focus
Retail E-Commerce Expands Oral Care Access, Driven by Convenience and Platform Growth
Chart 155 Retail Channels 2020-2025
Chart 156 Economic Context for Oral Care
Chart 157 Real Gdp Growth 2020-2030
Chart 158 Inflation 2020-2030
Chart 159 Consumer Context for Oral Care
Chart 160 Population 2020-2030
Chart 161 Consumer Expenditure 2020-2030
Chart 162 Population by Generation 2025
Skin Care in Kenya
Key Data Insights
Brands Leveraging Sustainability Commitments Capture Urban Consumer Growth
Chart 163 Key Industry Trends for Skin Care
Brands Leveraging Sustainability Commitments Capture Urban Consumer Growth
Chart 164 Garnier’S Green Beauty Commitment Strengthens Sustainability
Body Care Leads Value Sales, While Facial Care Drives Growth
Multifunctional Products and Digital Channels Reshape Consumer Behaviour
Chart 165 Fair & Lovely Exemplifies the Lifestyle-Driven Beauty Trend
Chart 166 Value Sales 2020-2030
Chart 167 Volume Sales 2020-2030
Chart 168 Value Sales by Category 2025
Local Expansion and Digital Integration Set to Drive Growth
Body Care to Lead Sales While Facial Care Expected to Capture Premium Growth
Local Innovation and Sustainability Likely to Shape the Competitive Landscape
Chart 169 Forecast Value Sales 2020-2030
Chart 170 Forecast Value Sales by Category 2025-2030
Unilever, Beiersdorf and L’Oréal Maintain Leading Positions through Tailored Innovation and Distribution
Chart 171 Company Shares 2025
Chart 172 Brand Shares 2025
Supermarkets Capitalises on Outlet Network and Promotions to Lead Distribution
Retail E-Commerce Maintains a Foothold by Offering Convenience and Wide Product Access
Chart 173 Retail Channels 2020-2025
Chart 174 Economic Context for Skin Care
Chart 175 Real Gdp Growth 2020-2030
Chart 176 Inflation 2020-2030
Chart 177 Consumer Context for Skin Care
Chart 178 Population 2020-2030
Chart 179 Consumer Expenditure 2020-2030
Chart 180 Population by Generation 2025
Sun Care in Kenya
Key Data Insights
Steady Growth Driven by Urban Consumers and Rising Awareness
Steady Growth Driven by Urban Consumers and Rising Awareness
Adult Sun Care Leads with Innovation, Amidst Limited Sales for Baby and Child-Specific Sun Care
Nivea Sun and Neutrogena Spearhead Sustainability and Inclusivity
Chart 181 Johnson & Johnson’S Neutrogena Advances Inclusive Sun Care in Kenya
Chart 182 Value Sales 2020-2030
Chart 183 Volume Sales 2020-2030
Chart 184 Value Sales by Category 2025
Affluent and Urban Consumers Expected to Drive Growth While Affordability Challenges Will Persist
Social Media and Lifestyle Trends to Reshape Consumer Education and Usage Habits
Chart 185 Forecast Value Sales 2020-2030
Chart 186 Forecast Value Sales by Category 2025-2030
Beiersdorf Maintains a Stable Share through Trusted Brand and Wide Availability
Chart 187 Company Shares 2025
Chart 188 Brand Shares 2025
Supermarkets Dominates Distribution While E-Commerce Expands Rapidly
Chart 189 Retail Channels 2020-2025
Chart 190 Economic Context for Sun Care
Chart 191 Real Gdp Growth 2020-2030
Chart 192 Inflation 2020-2030
Chart 193 Consumer Context for Sun Care
Chart 194 Population 2020-2030
Chart 195 Consumer Expenditure 2020-2030
Chart 196 Population by Generation 2025
Premium Beauty and Personal Care in Kenya
Key Data Insights
Premium Beauty and Personal Care Growth Due to Robust Economic and Consumer Drivers
Premium Beauty and Personal Care Growth Due to Robust Economic and Consumer Drivers
Premium Hair Care Leads Sales While Premium Deodorants Surges
L’Oréal’S Mangrove Restoration Project Exemplifies Sustainability Driving Premium Growth
Chart 197 L’Oréal Illustrates Sustainability in Premium Beauty and Personal Care
Chart 198 Value Sales 2020-2030
Chart 199 Value Sales by Category 2025
Consumer Empowerment and Digital Influence Drive Premium Growth Trajectory
Premium Hair Care to Maintain Leadership with High-Performance Solutions
Premium Bath and Shower Surge Will Be Driven by Wellness and Personalised Experiences
Chart 200 Forecast Value Sales 2020-2030
Chart 201 Forecast Value Sales by Category 2025-2030
Rasasi Perfumes Consolidates Its Leadership through Strategic Brand and Distribution Expansion
Chart 202 Company Shares 2025
Chart 203 Brand Shares 2025
Chart 204 Economic Context for Premium Beauty and Personal Care
Chart 205 Real Gdp Growth 2020-2030
Chart 206 Inflation 2020-2030
Chart 207 Consumer Context for Premium Beauty and Personal Care
Chart 208 Population 2020-2030
Chart 209 Consumer Expenditure 2020-2030
Chart 210 Population by Generation 2025
Mass Beauty and Personal Care in Kenya
Key Data Insights
Socioeconomic Factors Drive Strong Growth in Mass Beauty and Personal Care
Socioeconomic Factors Drive Strong Growth in Mass Beauty and Personal Care
Mass Skin Care Leads Sales While Deodorants Shows Explosive Growth
Haco Industries’ Miadi Capitalises on Sustainability to Capture Mass Hair Care Demand
Chart 211 Miadi by Haco Industries Drives Sustainability in Mass Hair Care
Chart 212 Value Sales 2020-2030
Chart 213 Value Sales by Category 2025
Robust Growth Expected, with Rising Expenditure and Urban Demand
Manufacturers to Leverage Natural Ingredients and Technology to Drive Skin Care Growth
Digitalisation and Affordability Likely to Reshape Consumer Engagement and Retail Dynamics
Chart 214 Forecast Value Sales 2020-2030
Chart 215 Forecast Value Sales by Category 2025-2030
Leading Manufacturers Maintain Their Positions Amid Evolving Competitive Dynamics
Chart 216 Company Shares 2025
Chart 217 Brand Shares 2025
Chart 218 Economic Context for Mass Beauty and Personal Care
Chart 219 Real Gdp Growth 2020-2030
Chart 220 Inflation 2020-2030
Chart 221 Consumer Context for Mass Beauty and Personal Care
Chart 222 Population 2020-2030
Chart 223 Consumer Expenditure 2020-2030
Chart 224 Population by Generation 2025
Country Reports Disclaimer
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
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- Premium BB/CC Creams
- Premium Blusher/Bronzer/Highlighter
- Premium Foundation/Concealer
- Premium Powder
- Premium Other Facial Make-Up
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- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
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- 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
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- 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.
See all of our definitions
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This report originates from Passport, our Beauty and Personal Care research and analysis database.
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