Beauty and personal care in 2024: The big picture
Beauty and personal care maintained its upward trend in 2024, recording strong growth in current value and retail volume terms. In 2023, Mexico enjoyed a favourable economic landscape. This was characterised by a historic low unemployment rate and the appreciation of the MXN against the USD, creating the phenomenon of the Super Peso. This strengthened the purchasing power of Mexican consumers and had a particularly beneficial impact on sales of imported premium beauty and personal care products. Additionally, inflation rates eased, and poverty rates saw a consistent decline. In 2024, the Mexican economy experienced a slowdown compared to 2023, although it continued showing growth in various sectors. This slowdown reflected factors such as global economic uncertainty and the impact of international trade policies, particularly those from seen from the US towards the end of 2024. Mexico also had presidential elections, which contributed to political uncertainty during the first half of 2024.
2024 key trends
The growing emphasis on sustainability and environmental concerns has fuelled interest in clean beauty and self-care, with environmental care now considered a key aspect of wellness. Circular products featuring recyclable packaging, biodegradable formulas, carbon-neutral production methods, clean energy, and eco-friendly harvesting techniques are all playing crucial roles in the creation of more ethical products and brands. Companies are also increasingly incorporating these issues into their marketing efforts to build a positive brand image. For instance, Nivea launched its Naturally Good line, which promotes conscious skin care with products based on naturally derived ingredients like avocado, oats, and green tea. This line includes a body cream in a roll-on package made from 97% recycled polyethylene, with it aiming to reduce both waste and its carbon footprint. The range also features biodegradable makeup removal wipes and vegan micellar water in bottles made from 97% recycled material (rPET).
Competitive landscape
Frabel SA de CV strengthened its lead in beauty and personal care in 2024 with it having a strong presence in skin care, hair care, and colour cosmetics. The company has a long history in the market with a portfolio that includes both mass and premium brands, with it successfully maintaining its leadership across both segments. On the premium side, it has strengthened its popularity with brands such as Vichy and SkinCeuticals, but particularly with its La Roche-Posay serum line, which, despite being among the highest-priced skin care products in the market, continues to see strong demand from Mexican consumers. In colour cosmetics it offers a wide range of products under various brands, such as Lancôme, which allows it to cater to more sophisticated consumers. The company’s success has in part been driven by the increasing sophistication of Mexican consumers, which has boosted demand for its dermocosmetic and premium beauty lines.
Retail developments
Direct selling remained the leading distribution channel for beauty and personal care in Mexico in 2024, with it being particularly important for sales of colour cosmetics, fragrances and skin care. In Mexico, the direct selling channel remains highly relevant, as it allows consumers to receive personalised advice and recommendations based on their individual needs, thereby enhancing the shopping experience. The key difference between direct selling and some other forms of retail is the personal interaction, with there being someone present to offer the product and share the results, which remains an important attribute for Mexican consumers.
What next for beauty and personal care ?
Strong and stable growth is expected for beauty and personal care during the forecast period, in both retail volume and value terms (at constant 2024 prices), despite prevailing economic uncertainty. It is important to mention that the actions taken by US President Donald Trump in 2024 and 2025, including the imposition of higher tariffs on Mexican imports, have had a significant impact on Mexico's economic outlook. This measure, along with other trade policies from the Trump administration, have raised concerns about a potential economic recession in the country, particularly due to its effect on key sectors such as manufacturing and the automotive industry. In response to this situation, it is expected that Mexican consumers, impacted by economic uncertainty, could adopt more conservative consumption behaviours.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Mexico 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 Mexico, 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 Mexico 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 Mexico?
- Which are the leading brands in Mexico?
- How are products distributed in Mexico?
- 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 Mexico
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 Mexico
KEY DATA FINDINGS
Shifting demographics and growing parental awareness
Kimberly-Clark leads thanks to ongoing investments in the market
Grocery retailers lead distribution but e-commerce making gains
Declining birth rates present a challenge but sales set to continue growing
Organic products set to take centre stage
Dermocosmetics expected to revolutionise baby and child-specific products
Bath and Shower in Mexico
KEY DATA FINDINGS
Liquid soap growth moderates alongside overall cautious consumer spending
Unilever's strategic investment boosts personal care production in Mexico
Discounters lead distribution but supermarkets and hypermarkets making inroads with strong value proposition
Organic growth predicted with specialised products gaining popularity
Pack refills present various benefits
Body wash/shower gel set to become part of consumers’ daily skin care routines
Colour Cosmetics in Mexico
KEY DATA FINDINGS
Economic uncertainty limits the growth of colour cosmetics in 2024
Increasing sophistication of Mexican consumers boosts Frabel’s sales
E-Commerce challenges traditional direct selling
Evolving trend towards natural looks set to inform demand for colour cosmetics
Mass beauty experiencing premiumisation
Dermatologically tested colour cosmetics on the rise
Deodorants in Mexico
KEY DATA FINDINGS
Search for convenience and skin-health properties informing the development of deodorants
Unilever remains on top despite losing share
Discounters remains the key distribution channel while e-commerce struggles to take off in deodorants
Deodorants set for organic growth with an increasing focus on skin health properties
Natural deodorants gaining momentum alongside healthy living trends
Brands bet on innovative marketing platforms to promote their deodorants
Depilatories in Mexico
KEY DATA FINDINGS
Economic pressures lead to a decline in sales in 2024
Gillette retains a strong lead but faces growing competition
Retailers leverage promotional strategies to boost sales
Depilatories set for moderate growth with price remaining a key factor
Increasing competition expected from professional hair removal solutions
Sustainability concerns expected to drive innovation in women’s razors and blades
Fragrances in Mexico
KEY DATA FINDINGS
Premium products flourishing in a strong year for fragrances
Jafra strengthens its brand image while Tommy Hilfiger benefits from new strategic alliance
Direct selling losing share to e-commerce
Premium fragrances to keep expanding in Mexico
Premium scents without the price tag breathing new life into mass fragrances
The rise of Arabian fragrances
Hair Care in Mexico
KEY DATA FINDINGS
Specialised hair care products driving growth
Frabel holds onto the lead while Sisley benefits from premium positioning
Discounters stand out with low-cost offerings but e-commerce making significant strides
Balancing premium and affordable: key to hair care success
Sustainability concerns having a growing impact on hair care
Innovation set to drive a revival in colourants
Men's Grooming in Mexico
KEY DATA FINDINGS
Mexican men shift to premium grooming products
Old spice and Gillette keep dominating men’s grooming
Consumers keeps opting for e-commerce in search of discounts
Increasing focus on self-care and wellness should boost sales
Redefining masculinity will keep shaping men’s grooming
TikTok becoming the go-to platform for marketing men’s grooming
Oral Care in Mexico
KEY DATA FINDINGS
Modest growth in traditional oral care while electric toothbrushes gain momentum
Colgate-Palmolive's expertise in oral care sustains its dominance
Premiumisation trends open doors for pharmacies and e-commerce
Expert-endorsed products fuelling demand for high-quality oral care products
Oral-B iO leading the push for high-tech oral care solutions
Baking soda gains popularity as a key ingredient in whitening toothpaste
Skin Care in Mexico
KEY DATA FINDINGS
Skin care delivers another strong performance in 2024
Frabel retains a strong position in premium and mass skin care
Supermarkets diversify offerings as e-commerce gains market share
Consumers to take a more proactive role in shaping their skin care routines
Direct selling will need to innovate to stay competitive amid the premiumisation trend
Sustainability concerns set to drive clean beauty and eco-friendly skin care trends
Sun Care in Mexico
KEY DATA FINDINGS
Growing health and beauty concerns encourage investment in premium sun care
BDF strengthens its leading position with strategic campaigns
Sun care sales shifting online
Sun protection moves beyond the summer season
Sun care meets cosmetics
Skinification driving innovation in sun care
Premium Beauty and Personal Care in Mexico
KEY DATA FINDINGS
Economic resilience fuels demand for high-end beauty and personal care
Frabel cements its leadership after another year of strong growth
The appeal of premium beauty among Mexico’s middle class
Premium beauty products continue to thrive in Mexico despite economic uncertainty
Augmented reality and virtual reality tools reshaping the consumer experience
The premiumisation of the mass segment could present new competition to premium players
Mass Beauty and Personal Care in Mexico
KEY DATA FINDINGS
Personal care spending slows, but specialised products remain popular
Unilever cements its leadership with a strong focus on personal care
Mass colour cosmetics experience premiumisation
Economic uncertainty could boost sales of mass beauty and personal care
The adaptability of direct selling
TikTok set to play a growing role in the future of beauty and personal care
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
-
-
- 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.
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This report originates from Passport, our Beauty and Personal Care research and analysis database.
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