Beauty and Personal Care in Sweden

May 2026
Select Country Report
USD 2,750
Request More Information

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 Sweden 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 Sweden, 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 Sweden 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 Sweden?
  • Which are the leading brands in Sweden?
  • How are products distributed in Sweden?
  • 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 Sweden

Lifestyle-Driven Beauty Integrates Self-Care, Identity, and Aspirational Branding into Everyday Purchasing

Key Data Insights

Chart 1 Key Industry Trends for Beauty and Personal Care
Lifestyle-Driven Beauty Integrates Self-Care, Identity, and Aspirational Branding into Everyday Purchasing
Chart 2 Ida Warg Cocoa Self-Tanning Mousse 1H Express Highlights Lifestyle-Led Tanning
Sustainability Becomes a Baseline Expectation across Formulations, Packaging, and Retail Models
Chart 3 Refillable Fragrances Gain Visibility in Swedish Beauty Media
The Digital Consumer Journey Reshapes Discovery, Validation, and Purchasing across Beauty and Personal Care
Chart 4 KICKS Promotes Armani “Power of You” Through TikTok Fragrance Campaign
Chart 5 Value Sales 2020-2030
Chart 6 Volume Sales 2020-2030
Chart 7 Value Sales by Category 2025
Affordable Premium and Pharmacy Brands Set to Drive Steady Market Growth
Chart 8 Analyst Insigt for Beauty and Personal Care
Lifestyle-Driven Beauty and Fragmentation Set to Sustain Dynamic Growth in Premium and Niche Categories
Omnichannel Retail and Digital Engagement Set to Remain Central to Category Growth
Chart 9 Forecast Value Sales 2020-2030
Chart 10 Forecast Value Sales by Category 2025-2030
L'oréal and Key Distributors Sustain Leadership as Niche and Lifestyle Brands Gain Incremental Share
Chart 11 Company Shares 2025
Chart 12 Brand Shares 2025
Beauty Specialist Retailers Lead Premium Categories Whilst E-Commerce Expands through Established Omnichannel Ecosystems
Chart 13 Retail Channels 2020-2025
Chart 14 Economic Context for Beauty and Personal Care
Chart 15 Real Gdp Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Beauty and Personal Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025

Bath and Shower in Sweden

Key Data Insights

Value Growth Sustained by Trading up Despite Cautious Consumer Spending
Chart 21 Key Industry Trends for Bath and Shower
Value Growth Sustained by Trading up Despite Cautious Consumer Spending
Refill Formats and Eco-Certifications Embed Sustainability across Price Tiers
Chart 22 Bliw Expands Refill Packs for Liquid Hand Soap in Grocery Retail
Björk & Berries Flagship Reinforces Lifestyle Positioning of Bath and Shower
Chart 23 Björk & Berries Strengthens Premium Bath Positioning
Chart 24 Value Sales 2020-2030
Chart 25 Volume Sales 2020-2030
Chart 26 Value Sales by Category 2025
Premiumisation Set to Drive Value Growth as Volume Maturity Persists
Refill Expansion and Eco-Certifications to Consolidate Sustainability as Category Standard
Lifestyle Brands and Specialist Channels to Continue Driving Disproportionate Value Growth
Chart 27 Analyst Insigt for Bath and Shower
Chart 28 Forecast Value Sales 2020-2030
Chart 29 Forecast Value Sales by Category 2025-2030
Multinational Manufacturers Sustain Leadership through Broad Distribution and Trusted Brands
Chart 30 Company Shares 2025
Chart 31 Brand Shares 2025
Grocery Retailers Led Sales as E-Commerce and Discount Stores Reshaped the Channel Mix
Chart 32 Retail Channels 2020-2025
Chart 33 Economic Context for Bath and Shower
Chart 34 Real Gdp Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Bath and Shower
Chart 37 Population 2020-2030
Chart 38 Consumer Expenditure 2020-2030
Chart 39 Population by Generation 2025

Colour Cosmetics in Sweden

Key Data Insights

Lifestyle-Driven Beauty Sustains Value Growth as Makeup Becomes an Extension of Personal Identity
Chart 40 Key Industry Trends for Colour Cosmetics
Lifestyle-Driven Beauty Sustains Value Growth as Makeup Becomes an Extension of Personal Identity
Chart 41 Influencer Brand CAIA Cosmetics Reinforces Lifestyle Led Colour Cosmetics
The Digital Consumer Journey Shapes Discovery and Purchase across Channels
Chart 42 Kicks’ “Sweden’s Next Makeup Star” Campaign Highlights Digital Beauty Discovery
Clean Reimagined Drives Demand for Hybrid, Skin-First Formulations
Chart 43 Hybrid Skin Like Concealers Highlight the Rise of Clean, Skin First Makeup
Chart 44 Value Sales 2020-2030
Chart 45 Volume Sales 2020-2030
Chart 46 Value Sales by Category 2025
Hybrid and Skin-First Makeup to Continue as a Primary Growth Driver
Digital Discovery and Social Media to Continue Shaping Brand Visibility and Purchasing Decisions
Chart 47 Analyst Insigt for Colour Cosmetics
Premium Brands to Gain Ground as Price Awareness Sustains a Dual-Speed Market
Chart 48 Forecast Value Sales 2020-2030
Chart 49 Forecast Value Sales by Category 2025-2030
Multinational Portfolios Lead the Market as Digitally Driven Brands and Distribution Shifts Reshape Competition
Chart 50 Company Shares 2025
Chart 51 Brand Shares 2025
Beauty Specialists Lead Distribution as E-Commerce and Omnichannel Expansion Reshape the Retail Landscape
Chart 52 Retail Channels 2020-2025
Chart 53 Economic Context for Colour Cosmetics
Chart 54 Real Gdp Growth 2020-2030
Chart 55 Inflation 2020-2030
Chart 56 Consumer Context for Colour Cosmetics
Chart 57 Population 2020-2030
Chart 58 Consumer Expenditure 2020-2030
Chart 59 Population by Generation 2025

Deodorants in Sweden

Key Data Insights

Value-Driven Competition Shapes a Commoditised Market as Discount Retailers Intensify Pricing Pressure
Chart 60 Key Industry Trends for Deodorants
Value-Driven Competition Shapes a Commoditised Market as Discount Retailers Intensify Pricing Pressure
Clean Reimagined Drives Trading-Up Towards Pharmacy-Positioned, Sensitive-Skin Formulations
Chart 61 Fragrance-Free Deodorants Gain Traction in Pharmacy and Beauty Retail
Lifestyle-Driven Beauty Supports Value Growth as Fragrance-Linked Deodorants Expand beyond Functional Hygiene
Chart 62 Fragrance-Led Deodorants Extend Scent Routines
Chart 63 Value Sales 2020-2030
Chart 64 Volume Sales 2020-2030
Chart 65 Value Sales by Category 2025
Price Competition to Persist as Discount Retailers Sustain Pressure on Mass Formats
Clean Reimagined to Sustain Incremental Innovation and Pharmacy Channel Growth
Lifestyle-Driven Beauty and Fragrance-Linked Formats to Deliver Disproportionate Value Growth
Chart 66 Analyst Insigt for Deodorants
Chart 67 Forecast Value Sales 2020-2030
Chart 68 Forecast Value Sales by Category 2025-2030
Leading Manufacturers Consolidate Dominance Amid Emerging Niche Challengers
Chart 69 Company Shares 2025
Chart 70 Brand Shares 2025
Grocery Retailers Lead Amid Rising Discount Competition for Mass Deodorants
Chart 71 Retail Channels 2020-2025
Chart 72 Economic Context for Deodorants
Chart 73 Real Gdp Growth 2020-2030
Chart 74 Inflation 2020-2030
Chart 75 Consumer Context for Deodorants
Chart 76 Population 2020-2030
Chart 77 Consumer Expenditure 2020-2030
Chart 78 Population by Generation 2025

Depilatories in Sweden

Key Data Insights

Value-Driven Beauty Sustains a Mature, Routine-Driven Category with Limited Volume Upside
Chart 79 Key Industry Trends for Depilatories
Value-Driven Beauty Sustains a Mature, Routine-Driven Category with Limited Volume Upside
Digital Consumer Journey Reshapes Category Engagement through Subscription and Social Commerce
Chart 80 Estrid Launches Ruby Collection to Reinforce Digital-First Razor Subscriptions
Sustainability Drives Demand for Refill-Based Razor Systems and Reduced-Plastic Packaging
Chart 81 Lyko Expands Reusable Razor Systems to Reduce Disposable Waste
Chart 82 Value Sales 2020-2030
Chart 83 Volume Sales 2020-2030
Chart 84 Value Sales by Category 2025
Swedish Depilatories See Stable Volume and Steady Value Growth through Premiumisation
Chart 85 Analyst Insigt for Depilatories
Price Competition to Intensify as Discount Expansion and Private Label Growth Pressure Traditional Retailers
Sustainability Set to Play a More Important Role in Product Design and Brand Differentiation
Chart 86 Forecast Value Sales 2020-2030
Chart 87 Forecast Value Sales by Category 2025-2030
Estrid's Subscription-Led Expansion Reshapes the Competitive Landscape
Chart 88 Company Shares 2025
Chart 89 Brand Shares 2025
Grocery Retailers Lead as Discount Chains and E-Commerce Intensify Competitive Pressure
Chart 90 Retail Channels 2020-2025
Chart 91 Economic Context for Depilatories
Chart 92 Real Gdp Growth 2020-2030
Chart 93 Inflation 2020-2030
Chart 94 Consumer Context for Depilatories
Chart 95 Population 2020-2030
Chart 96 Consumer Expenditure 2020-2030
Chart 97 Population by Generation 2025

Fragrances in Sweden

Key Data Insights

Lifestyle-Driven Beauty Deepens Fragrance Wardrobe Behaviour and Supports Trading up
Chart 98 Key Industry Trends for Fragrances
Lifestyle-Driven Beauty Deepens Fragrance Wardrobe Behaviour and Supports Trading up
Chart 99 Sabrina Carpenter Fragrances Drive Lifestyle-Led Demand
Digital Consumer Journey Reshapes Fragrance Discovery through Social Media and Omnichannel Retail
Chart 100 Kicks Promotes Armani “Power of You” Through TikTok Fragrance Campaign
Clean Reimagined Drives Differentiation in Premium and Niche Fragrances through Transparency and Refillable Formats
Chart 101 Refillable Fragrances Gain Visibility in Swedish Beauty Media
Chart 102 Value Sales 2020-2030
Chart 103 Volume Sales 2020-2030
Chart 104 Value Sales by Category 2025
Premiumisation Remains the Primary Value Driver as Niche and Artisanal Brands Gain Further Visibility
Fragrance Wardrobe Behaviour to Strengthen, Driving Demand for Smaller Formats and Discovery Sets
Digital, Omnichannel and Refillable Formats to Shape Category Development and Prestige Differentiation
Chart 105 Analyst Insigt for Fragrances
Chart 106 Forecast Value Sales 2020-2030
Chart 107 Forecast Value Sales by Category 2025-2030
Leading Distributors Consolidate Market Control through Strategic Brand Realignment
Chart 108 Company Shares 2025
Chart 109 Brand Shares 2025
Beauty Specialists Lead as E-Commerce Expands through Omnichannel Strategies and Digital Discovery
Chart 110 Retail Channels 2020-2025
Chart 111 Economic Context for Fragrances
Chart 112 Real Gdp Growth 2020-2030
Chart 113 Inflation 2020-2030
Chart 114 Consumer Context for Fragrances
Chart 115 Population 2020-2030
Chart 116 Consumer Expenditure 2020-2030
Chart 117 Population by Generation 2025

Hair Care in Sweden

Key Data Insights

Lifestyle-Driven Beauty Deepens Hair Care Routines and Accelerates Premiumisation
Chart 118 Key Industry Trends for Hair Care
Lifestyle-Driven Beauty Deepens Hair Care Routines and Accelerates Premiumisation
Digital Consumer Journey Accelerates Demand for Bond-Repair and Scalp Care through Influencer-Led Content
Brands Leverage Skinification and Clean Beauty Trends to Captivate Consumers
Chart 119 Value Sales 2020-2030
Chart 120 Volume Sales 2020-2030
Chart 121 Value Sales by Category 2025
Chart 122 Kérastase Première System Shows Continued Expansion of Skinification of Hair Care
Chart 123 REF Stockholm Shine Drops Gain Visibility Through Social Media Tutorials
Chart 124 Mjuuk Vegan Texture Spray Highlights Clean Nordic Hair Care
Premium Brands Expand Accessibility through Multi-Channel Growth
Consumers Drive Growth with Personalised Routines and Functional Innovations
Sustainability and Clean Formulations to Remain Important Purchase Considerations
Chart 125 Analyst Insigt for Hair Care
Chart 126 Forecast Value Sales 2020-2030
Chart 127 Forecast Value Sales by Category 2025-2030
Leading Multinational Manufacturers Sustain Strong Shares Amid Incremental Shifts
Chart 128 Company Shares 2025
Chart 129 Brand Shares 2025
Grocery Retailers Maintain Leadership Amid Rising Competition and Shifting Consumer Preferences
Chart 130 Retail Channels 2020-2025
Chart 131 Economic Context for Hair Care
Chart 132 Real Gdp Growth 2020-2030
Chart 133 Inflation 2020-2030
Chart 134 Consumer Context for Hair Care
Chart 135 Population 2020-2030
Chart 136 Consumer Expenditure 2020-2030
Chart 137 Population by Generation 2025

Men's Grooming in Sweden

Key Data Insights

Lifestyle-Driven Beauty Reshapes Grooming Habits through Minimalist Positioning and Premium Self-Care
Chart 138 Key Industry Trends for Men's Grooming
Lifestyle-Driven Beauty Reshapes Grooming Habits through Minimalist Positioning and Premium Self-Care
Digital Consumer Journey Supports Premium Discovery through Specialist Platforms and Social Media Content
Value-Driven Beauty Intensifies Price Competition in Routine-Driven Categories through Discount Retail
Chart 139 Value Sales 2020-2030
Chart 140 Volume Sales 2020-2030
Chart 141 Value Sales by Category 2025
Chart 142 Shiseido Men Reinforces Premium Lifestyle Positioning in Grooming
Chart 143 Gents.se Drives Men’s Grooming Discovery Through Digital Guides
Slow Overall Growth Driven by Gradual Premiumisation in Skin Care and Fragrances Rather Than Category Expansion
Men’S Shaving to Face Continued Structural Pressure, with Opportunities Shifting to Beard Maintenance and Specialist Retail
Unisex and Minimalist Positioning to Outperform Traditional Gendered Marketing as Category Boundaries Blur
Chart 144 Analyst Insigt for Men's Grooming
Chart 145 Forecast Value Sales 2020-2030
Chart 146 Forecast Value Sales by Category 2025-2030
Leading Players Consolidate Shares Amid Steady Competitive Dynamics
Chart 147 Company Shares 2025
Chart 148 Brand Shares 2025
Non-Grocery Retailers Lead as Discount Chains and E-Commerce Intensify Pressure on Grocery
Chart 149 Retail Channels 2020-2025
Chart 150 Economic Context for Men's Grooming
Chart 151 Real Gdp Growth 2020-2030
Chart 152 Inflation 2020-2030
Chart 153 Consumer Context for Men's Grooming
Chart 154 Population 2020-2030
Chart 155 Consumer Expenditure 2020-2030
Chart 156 Population by Generation 2025

Oral Care in Sweden

Key Data Insights

Tech-Driven Innovation in Electric Toothbrushes Drives Premiumisation in a Mature, Routine-Driven Category
Chart 157 Key Industry Trends for Oral Care
Tech-Driven Innovation in Electric Toothbrushes Drives Premiumisation in a Mature, Routine-Driven Category
Chart 158 Oral-B iO10 Drives Premium Tech Trade-Up in Electric Toothbrushes
Sustainability Gains Shelf Space through Biodegradable Formats and Plant-Based Materials
Chart 159 Jordan Green Clean Expands Sustainable Oral Care Portfolio in Sweden
Regulation and Transparency Reinforce Consumer Trust through Clinical Claims and Dentist-Backed Positioning
Chart 160 Value Sales 2020-2030
Chart 161 Volume Sales 2020-2030
Chart 162 Value Sales by Category 2025
Steady Value Growth Driven by Premium Products Amid Mature Volume Demand
Electric Toothbrushes to Remain the Primary Value Driver through Smart Innovation and Expanding Adoption
Peripheral Oral Care Products to See Gradual Growth as Preventative Care Routines Become More Widespread
Chart 163 Analyst Insigt for Oral Care
Chart 164 Forecast Value Sales 2020-2030
Chart 165 Forecast Value Sales by Category 2025-2030
Multinational and Nordic Firms Sustain Dominance Amid Stable Market Shares
Chart 166 Company Shares 2025
Chart 167 Brand Shares 2025
Grocery Retailers Lead Sales as Discount Chains Grow and E-Commerce Expands in Premium Categories
Chart 168 Retail Channels 2020-2025
Chart 169 Economic Context for Oral Care
Chart 170 Real Gdp Growth 2020-2030
Chart 171 Inflation 2020-2030
Chart 172 Consumer Context for Oral Care
Chart 173 Population 2020-2030
Chart 174 Consumer Expenditure 2020-2030
Chart 175 Population by Generation 2025

Skin Care in Sweden

Key Data Insights

Longevity and Prevention Drive Premiumisation through Clinically Backed Actives and Science-Led Formulations
Chart 176 Key Industry Trends for Skin Care
Longevity and Prevention Drive Premiumisation through Clinically Backed Actives and Science-Led Formulations
Chart 177 Eucerin Epigenetic Serum Highlights Longevity Skin Care
Lifestyle-Driven Beauty Accelerated Demand for Barrier-Repair Formats and Multi-Step Routines
Chart 178 Probiotic Skin Care Gains Visibility with KORRES Greek Yoghurt Gel-Cream
Asia Influence Evolves From Niche Trend into an Established Force in Swedish Skin Care
Chart 179 K-Beauty Skincare-SPF Hybrids Gain Momentum with Beauty of Joseon
Chart 180 Value Sales 2020-2030
Chart 181 Volume Sales 2020-2030
Chart 182 Value Sales by Category 2025
Premiumisation to Sustain Value Growth as Swedish Consumers Trade up within Streamlined, Results-Oriented Routines
Asian Beauty Trends Set to Maintain Influence through Lightweight Textures and Skin Barrier-Focused Innovation
Domestic and Niche Brands to Sustain Category Dynamism through Ingredient Credibility and Scandinavian Positioning
Chart 183 Analyst Insigt for Skin Care
Chart 184 Forecast Value Sales 2020-2030
Chart 185 Forecast Value Sales by Category 2025-2030
L’Oréal and Beiersdorf Sustain Leadership as K-Beauty and Niche Brands Gain Incremental Share
Chart 186 Company Shares 2025
Chart 187 Brand Shares 2025
Non-Grocery Retailers Lead Skin Care Distribution as Discount Chains Gain Share
Chart 188 Retail Channels 2020-2025
Chart 189 Economic Context for Skin Care
Chart 190 Real Gdp Growth 2020-2030
Chart 191 Inflation 2020-2030
Chart 192 Consumer Context for Skin Care
Chart 193 Population 2020-2030
Chart 194 Consumer Expenditure 2020-2030
Chart 195 Population by Generation 2025

Sun Care in Sweden

Key Data Insights

Regulation and Transparency Reinforce Consumer Trust and Sustain Demand for Clinically Validated Sun Protection
Chart 196 Key Industry Trends for Sun Care
Regulation and Transparency Reinforce Consumer Trust and Sustain Demand for Clinically Validated Sun Protection
Lifestyle-Driven Beauty Makes Self-Tanning the Most Dynamic Part of Sun Care
Chart 197 Ida Warg Cocoa Self-Tanning Mousse 1H Express Highlights Lifestyle-Led Tanning
Sustainability Shapes Product Development through Environmentally Conscious Formulations and Packaging
Chart 198 ACO Expands Sustainable Self-Tanning with Skin-Friendly Formulas
Chart 199 Value Sales 2020-2030
Chart 200 Volume Sales 2020-2030
Chart 201 Value Sales by Category 2025
Consumers to Embrace Multifunctional Spf Products for Daily Protection and Skin Care
Self-Tanning Set to Continue as the Most Dynamic Category through Year-Round Routines and Skincare-Led Innovation
Skinification and Sustainability Set to Reshape Product Development and Reinforce Premiumisation
Chart 202 Analyst Insigt for Sun Care
Chart 203 Forecast Value Sales 2020-2030
Chart 204 Forecast Value Sales by Category 2025-2030
Pharmacy Brands Sustain Leadership in Sun Protection as Specialist Brands Drive Growth in Self-Tanning
Chart 205 Company Shares 2025
Chart 206 Brand Shares 2025
Pharmacies Lead Sales with Trusted Sun Protection While Beauty Specialists and E-Commerce Gain Share
Chart 207 Retail Channels 2020-2025
Chart 208 Economic Context for Sun Care
Chart 209 Real Gdp Growth 2020-2030
Chart 210 Inflation 2020-2030
Chart 211 Consumer Context for Sun Care
Chart 212 Population 2020-2030
Chart 213 Consumer Expenditure 2020-2030
Chart 214 Population by Generation 2025

Premium Beauty and Personal Care in Sweden

Key Data Insights

Premium Beauty and Personal Care Records Steady Growth against a Stable Macroeconomic Backdrop
Chart 215 Key Industry Trends for Premium Beauty and Personal Care
Premium Beauty and Personal Care Records Steady Growth against a Stable Macroeconomic Backdrop
Lifestyle-Driven Beauty Reshapes Purchasing as Identity and Self-Care Elevates Premium Appeal
Chart 216 Influencer Brand CAIA Cosmetics Strengthens Lifestyle-Led Colour Cosmetics
Chart 217 Value Sales 2020-2030
Chart 218 Value Sales by Category 2025
Swedish Consumers Forecast to Drive Steady Premium Growth through Selective Trading up
Skinification and Ingredient Transparency Expected to Shape Product Innovation and Consumer Trust
Chart 219 Analyst Insigt for Premium Beauty and Personal Care
Omnichannel Retail and Niche Brands to Drive Brand-Level Fragmentation and Lifestyle-Led Growth
Chart 220 Forecast Value Sales 2020-2030
Chart 221 Forecast Value Sales by Category 2025-2030
Leading Manufacturers Lead a Concentrated Premium Category as Distributor Portfolios Expand
Chart 222 Company Shares 2025
Chart 223 Brand Shares 2025
Chart 224 Economic Context for Premium Beauty and Personal Care
Chart 225 Real Gdp Growth 2020-2030
Chart 226 Inflation 2020-2030
Chart 227 Consumer Context for Premium Beauty and Personal Care
Chart 228 Population 2020-2030
Chart 229 Consumer Expenditure 2020-2030
Chart 230 Population by Generation 2025

Mass Beauty and Personal Care in Sweden

Key Data Insights

Pharmacy-Positioned Skin Care and Fast Growing Hair Care Anchor Resilient Performance
Chart 231 Key Industry Trends for Mass Beauty and Personal Care
Pharmacy-Positioned Skin Care and Fast Growing Hair Care Anchor Resilient Performance
Celebrity Fragrances and Social Media Fuel Lifestyle-Driven Beauty Demand
Chart 232 Sabrina Carpenter Fragrances Drive Lifestyle-Led Demand
Chart 233 Value Sales 2020-2030
Chart 234 Value Sales by Category 2025
Masstige Evolution Is Forecast to Favour Pharmacy Brands as Efficacy and Safety Drive Consumer Preference
Low-Cost Retailers Are Set to Intensify Price Competition and Reshape Value Expectations
Social Media and Trend-Led Demand Are Expected to Sustain Younger Consumers’ Engagement
Chart 235 Analyst Insigt for Mass Beauty and Personal Care
Chart 236 Forecast Value Sales 2020-2030
Chart 237 Forecast Value Sales by Category 2025-2030
L'oréal Maintains a Commanding Lead as Scandinavian Cosmetics Emerges as a Notable Share Gainer
Mass Beauty Brands Strengthen Competitiveness through Functional Positioning and Digital Engagement
Chart 238 Company Shares 2025
Chart 239 Brand Shares 2025
Chart 240 Economic Context for Mass Beauty and Personal Care
Chart 241 Real Gdp Growth 2020-2030
Chart 242 Inflation 2020-2030
Chart 243 Consumer Context for Mass Beauty and Personal Care
Chart 244 Population 2020-2030
Chart 245 Consumer Expenditure 2020-2030
Chart 246 Population by Generation 2025

Country Reports Disclaimer

Download table of contents
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 definitions
Share:

Why 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!

© 2026 Euromonitor is privately owned & trademarked. VAT No. GB: 239-2559-40 Registered in England No. 1040587