Beauty and personal care in 2024: The big picture
In Singapore, beauty and personal care saw solid retail current value growth in 2024. However, several categories saw a slowdown in the rate of increase, as Singaporeans faced challenges from inflation and increased living costs. In response, some consumers adjusted their lifestyle, shifting overall consumer trends. For instance, younger consumers started to seek refuge by purchasing products overseas. With many Singaporeans travelling overseas to neighbouring countries to purchase, some retail channels had difficulty seeing growth.
2024 key trends
As Singaporean consumers are looking for alternative ways to save time and money in their purchases, new formats of multifunctional products continue to emerge. This is especially true for colour cosmetics, in which lip products is seeing dynamic changes. New products such as lip gloss, lip tint, lip plump, and lip oil have stormed both the mass and premium segments, and many perform a combination of functions (skin care, cosmetics, sun care). For instance, Sephora’s premium Fenty Beauty by Rihanna brand features its Gloss Bomb Heat Lip Luminizer + Plumper, which moisturises, plumps, and glosses the lips at the same time. The product’s success could be attributed to its alignment with beauty standards and the minimalistic make-up trend. Similarly, in the mass segment, non-heritage brands such as Etude, peripera, and Silkygirl thrive by offering plethora of options for tinting the lips, emphasising a balance of colouring and moisturising properties.
Competitive landscape
Procter & Gamble maintained its leadership of beauty and personal care in Singapore in retail value terms in 2024, leading several highly consolidated categories, leveraging the strength of well-established brands such as Gillette and Oral-B. In women’s razors and blades and men’s shaving, Gillette’s long-standing reputation and extensive shelf presence have discouraged smaller competitors from gaining a strong foothold. Although the rise of electric shavers has begun to shift consumer preferences – particularly amongst those seeking faster, more sustainable solutions – Gillette’s dominance remains largely unchallenged, exemplified by its strategic withdrawal from men’s post-shave to better focus on its core razor offerings. On a different front, Procter & Gamble’s Oral-B line has propelled its success in oral care, especially through an alliance with Braun for innovation in power toothbrushes. By offering models across mass, mass-premium, and premium price points, Oral-B caters to various consumer segments and capitalises on trust in its household name, further solidifying Procter & Gamble’s overarching influence. The brand also excels in omnichannel retail strategies, balancing in-store promotions with e-commerce discounts and exclusive launches to keep consumers consistently engaged, thereby fortifying the company’s competitive edge.
Retail developments
In Singapore, offline retailers continue to play the most important role in reaching consumers effectively. This includes retail sales in supermarkets, department stores, health and personal care stores, and beauty specialists. Consumers tend to experiment with products and explore new brands through physical stores. To attract consumers and enhance the purchasing experience, beauty and personal care products have also started to emerge in variety store chains. Stores such as Miniso package these products in a sleek and attractive way, often partnering with entertainment brands to appeal to the younger generation. In variety stores, customers can find products neatly packaged, unique, and personalised. Products are similarly innovative in formats at a very reasonable price point.
What next for beauty and personal care?
Beauty and personal care in Singapore is expected to see a moderate retail value CAGR at constant 2024 prices in the forecast period, with mass and premium beauty and personal care set to see similar rates of increase. Baby and child-specific products is expected to see the most dynamic growth rate moving forward, despite the declining birth rate, as with fewer children, parents are expected to prioritise the purchase of safe and gentle products.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Singapore 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 Singapore, 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 Singapore 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 Singapore?
- Which are the leading brands in Singapore?
- How are products distributed in Singapore?
- 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 Singapore
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 Singapore
KEY DATA FINDINGS
The rise of higher-end mass products and dermocosmetics
A competitive landscape driven by dermocosmetics brands
The dynamism of retail e-commerce
The premiumisation of baby and child-specific products
A continued search for natural ingredients
Innovation in packaging and formulations
Bath and Shower in Singapore
KEY DATA FINDINGS
The shift towards thoughtful consumerism
Multiple brands gradually exit mature categories
Continued dominance of offline retail
Continued declines for body powder and bar soap
Entry of new regional brands
Innovation in all areas
Colour Cosmetics in Singapore
KEY DATA FINDINGS
Shifting preferences in eye, lip, and nail products
Increased competition from non-heritage brands
Offline retail sees a share decline as consumers prioritise purchases abroad
The rise of C-Beauty
The rise of social commerce reshapes the purchasing journey
Innovation in product formats and formulations
Deodorants in Singapore
KEY DATA FINDINGS
Growing demand for health-conscious and alternative deodorant formats
Beiersdorf leads, while Unilever sees strong growth
Shifting distribution channels in deodorants
Opportunities for growth in deodorants with innovative products
Consumers will look for effective yet skin-friendly products
Deodorants as a holistic skin care solution
Depilatories in Singapore
KEY DATA FINDINGS
Exploration of new hair removal methods, but shaving remains popular
The rise of private label and the dominance of the leading brand
Shifts in distribution through major retailers
Embracing body positivity and the natural beauty movement
Increased adoption of long-term hair removal solutions
Increased demand for products that prioritise consumers’ health
Fragrances in Singapore
KEY DATA FINDINGS
Rise of value-driven purchases in mass fragrances
Fragmented nature of premium fragrances
Evolving distribution channels
Increased popularity of higher-end mass products
Continued emergence of premium unisex fragrances
Evolving innovation in experience and packaging
Hair Care in Singapore
KEY DATA FINDINGS
Singaporeans’ growing health consciousness and the continued focus on standard shampoos
The rapidly shifting competitive landscape
Evolving distribution channels, from offline retail to e-commerce
Rising significance of hair treatments
Demand for greater product variety and personalisation
Continued innovation in formulations and packaging is key
Men's Grooming in Singapore
KEY DATA FINDINGS
Subtle shift towards health-conscious grooming
Evolving competitive landscape, and a move to higher-end mass offerings in men’s fragrances
Dominance of offline channels continues, but retail e-commerce maintains its rising trend
Broadening men’s health-conscious product lines
Opportunities in men’s wellness and premiumisation
Innovation in product formulation and communication of brand values
Oral Care in Singapore
KEY DATA FINDINGS
Growing adoption of power toothbrushes
Strong established brands, along with emerging contenders
Multi-channel distribution, especially for power toothbrushes
Sustained growth in the adoption of electric toothbrushes
Opportunities for new entrants and product differentiation
Driving innovation in products and messaging
Skin Care in Singapore
KEY DATA FINDINGS
Holistic care fusion evident in skin care
The competitive skin care arena
Multi-channel model favoured to reach the highest number of consumers
Personalisation and premiumisation in skin care
Expansion of product formats
Innovation to define a competitive edge
Sun Care in Singapore
KEY DATA FINDINGS
The emergence of multifunctional sun care products
Sun care is becoming increasingly crowded
Redefining retail channels
The continued rise of multifunctional products
Personalisation as a key differentiator
Innovation driving the next wave
Premium Beauty and Personal Care in Singapore
KEY DATA FINDINGS
The dominance of the premium segment in some beauty and personal care categories
A more consolidated competitive landscape
Consumer behaviour amidst rising costs and shifting travel patterns
Increased personalisation and brand personality
Nature’s allure in high-end formulations
Ongoing innovation as a catalyst for growth
Mass Beauty and Personal Care in Singapore
KEY DATA FINDINGS
Premiumisation of mass products
Growing competition from newer entrants
Cautious spending and the search for deals
The rise of multifunctional products
Growing appetite for natural ingredients
Innovation key to standing out
The following categories and subcategories are included:
Beauty and Personal Care
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- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
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- Premium Eye Shadow
- Mass Eye Shadow
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- Premium Mascara
- Mass Mascara
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- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
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-
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- Premium BB/CC Creams
- Mass BB/CC Creams
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- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
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- Premium Foundation/Concealer
- Mass Foundation/Concealer
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- Premium Powder
- Mass Powder
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- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
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-
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- Premium Lip Gloss
- Mass Lip Gloss
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- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
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- Premium Lipstick
- Mass Lipstick
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- Premium Other Lip Products
- Mass Other Lip Products
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-
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- Premium Nail Polish
- Mass Nail Polish
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- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
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- Premium Polish Remover
- Mass Polish Remover
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- Premium Other Nail Products
- Mass Other Nail Products
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- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
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- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
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- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
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- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
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- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
- Oral Care Excl Power Toothbrushes
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- Premium Firming Body Care
- Mass Firming Body Care
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- Premium General Purpose Body Care
- Mass General Purpose Body Care
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- Premium Acne Treatments
- Mass Acne Treatments
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- Premium Face Masks
- Mass Face Masks
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- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
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- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
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-
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- Premium Basic Moisturisers
- Mass Basic Moisturisers
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- Premium Anti-Agers
- Mass Anti-Agers
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- Premium Lip Care
- Mass Lip Care
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- Premium Toners
- Mass Toners
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- Premium Hand Care
- Mass Hand Care
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- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
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- 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
-
-
- 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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