Coty Leverages Storytelling to Boost Premium Fragrance Spending
Beauty and personal care in the UK demonstrated significant resilience and dynamism in 2025, achieving current value growth of 6%, which notably exceeded volume gains, with total sales reaching GBP18.7 billion. This strong performance underscored the appeal of a landscape in which premium and masstige offerings capture consumer loyalty through a focus on efficacy, wellness and personalisation, even as economic pressures persist. Companies that succeed are likely to be those that anchor their strategies in ingredient transparency, science-led innovation and emotional storytelling, leveraging both digital and experiential channels to cultivate lasting engagement and justify higher price points. The competitive environment remains fragmented, but leadership is reinforced by strategic investments in premium brands, digital discovery and the integration of lifestyle and wellness narratives, signalling an attractive space for brands able to blend scientific credibility with compelling consumer experiences.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in United Kingdom 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 United Kingdom, 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 United Kingdom 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 United Kingdom?
- Which are the leading brands in United Kingdom?
- How are products distributed in United Kingdom?
- 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 the United Kingdom
Coty Leverages Storytelling to Boost Premium Fragrance Spending
Key Data Insights
Coty Leverages Storytelling to Boost Premium Fragrance Spending
Coola and Neutrogena Reshape Routines with Science and Wellness
Dyson and the Ordinary Drive Ingredient Transparency and Trust
Premium and Hybrid Brands to Secure Long-Term Consumer Loyalty
Fragrances Outpace Rivals as Premiumisation Drives Value Gains
Ingredient-Led Innovation and Global Brands Reshape Expectations
L’Oréal Expands Science-Led Brands as Procter & Gamble Loses Ground
Unilever and L’Oréal Use Acquisitions to Drive Premium Growth
Neutrogena and Dyson Advance Science-Led and Transparent Innovation
Kérastase and Medicube Blend Digital and Physical Retail to Drive Engagement
Medicube and Ai-Powered Recommendations Accelerate Digital Discovery
Baby and Child-Specific Products in the United Kingdom
Key Data Insights
Childs Farm Leverages Bluey Partnership to Boost Family Loyalty
Childs Farm Leverages Bluey Partnership to Boost Family Loyalty
Rising Temperatures Drive Demand for Paediatric Sun Protection
Save Face Pushes for Regulation as Child Skin Routines Evolve
Parents to Prioritise Gentle Routines as Premium Products Outpace Birth Trends
Gentle, Natural and Microbiome-Friendly Products Redefine Family Care Routines
Procter & Gamble Leverages Wipes Leadership as Smaller Brands Gain Ground
Retail E-Commerce Accelerates as Parents Shift to Digital Convenience
Automated Repeat Purchases and Fast Delivery Drive Online Loyalty
Bath and Shower in the United Kingdom
Key Data Insights
Boots and Q+A Drive Premiumisation as Consumers Embrace Skin Health
Boots and Q+A Drive Premiumisation as Consumers Embrace Skin Health
Sanex and Miniml Expand Green and Gentle Options for Cost-Conscious Shoppers
Sanex and Bar Soap Face Divergent Value and Volume Trends Amid Premiumisation
Premiumisation and Refills to Reshape Buying
Intimate Washes Will See the Most Dynamic Growth
Premium Features and Private Label Competition to Extend Buying Cycles
Unilever Leverages Brand Trust to Widen Its Advantage
Boots and Q+A Leverage Skinification to Elevate Body Care
Boots, Sanex and Miniml Respond to Evolving Consumer Demands
Grocery Retailers as a Whole Lead, Although E-Commerce the Biggest Single Channel
Discounters Continue Gaining Share
Colour Cosmetics in the United Kingdom
Key Data Insights
P Louise Drives Growth by Engaging Gen Z with Live Social Media Streams
P Louise Drives Growth by Engaging Gen Z with Live Social Media Streams
Revolution Beauty Capitalises on K-Beauty Trends to Boost Lightweight Product Sales
Consumers Shift to Multi-Use Products as Economic Pressure Persists
Retailers Enhance In-Person Experiences as E-Commerce Growth Plateaus
Make-Up Cycles and Personalisation to Fuel Future Demand for Creative Looks
Niche Brands and Viral Trends Erode Leadership as Shares Fall
Boots Strengthens Online Leadership by Driving Value with Digital Tools
Retailers Capture Share by Linking Promotions to Social Media Discovery
Deodorants in the United Kingdom
Key Data Insights
Wild and Lifelong Expand Refillable Launches to Mainstream Routines
Wild and Lifelong Expand Refillable Launches to Mainstream Routines
Dove’S Whole Body Launch Taps into the Premium and Self-Care Trends
Sticks and Roll-Ons Will Continue Growing as Consumers Seek Efficacy and Care
Whole-Body Innovation and Clean Claims to Drive Premiumisation and Trust
Unilever Accelerates Premiumisation and Scale with Wild Acquisition
Supermarkets Drive Everyday Value as E-Commerce Accelerates
Sure’S Interactive Billboard Campaign Redefines Product Experience
E-Commerce Leverages Convenience and Assortment to Capture Loyalty
Depilatories in the United Kingdom
Key Data Insights
Ffs and Leaf Boost Premium Sales through Subscription and Sustainability
Ffs and Leaf Boost Premium Sales through Subscription and Sustainability
Leaf Secures Loyalty as Consumers Embrace Ultra-Premium Sustainable Razors
Subscription Brands Will Widen the Gap as Value and Premium Diverge
Women to Choose Reusable Razors and Subscription Models for Lasting Results
Personal Care Routines Shift as Population Growth Slows
Procter & Gamble Adapts to Challengers as Share Slips on Innovation Push
Estrid’S Subscription Model Challenges Boosts E-Commerce Channel
Estrid and Digital-First Brands Drive Subscription-Led Loyalty Gains
Fragrances in the United Kingdom
Key Data Insights
Coty Leverages Cultural Storytelling to Boost Fragrance Demand
Coty Leverages Cultural Storytelling to Boost Fragrance Demand
Billie Eilish and Mass Brands Accelerate Clean Fragrance Innovation
The Perfume Shop’S Recycling Scheme Drives Sustainable Fragrance Adoption
Niche Brands to Drive Innovation as Consumers Seek Value
Premium Brands Capitalise on Personalisation and Sustainability
Hybrid Formats and Value Propositions Shape Buying Decisions
L’Oréal’S Acquisition of Kering Beauté Strengthens Its Leadership through Premium Expansion
Boots and Beauty Specialists Capture Loyalty with In-Store Expertise
E-Commerce Expands Reach with Personalisation and Digital Discovery
The Perfume Shop and Boots Shape Boutique-Led Discovery
Hair Care in the United Kingdom
Key Data Insights
Kérastase and Dyson Attract Consumers Seeking Premium, Holistic Routines
Kérastase and Dyson Attract Consumers Seeking Premium, Holistic Routines
Dyson and K18 Fuel Premiumisation and Ingredient-Led Innovation
Boots Expands Wellness-Driven Hair Solutions as Routines Become Holistic
Salon Professional to Drive Growth as Routines Become Specialised
Scalp-Focused Launches to Reshape Consumer Expectations and Business Strategy
L’Oréal Leverages Innovation and Brand Equity to Expand Its Lead
K18 and Color Wow Leverage Science and Personalisation for Growth
Social Platforms and Online Offers Reshape Purchasing Habits
Retail E-Commerce Capitalises on Digital Discovery and Price Awareness
Men's Grooming in the United Kingdom
Key Data Insights
Beast and Gillette Use Digital and Inclusive Strategies to Fuel Growth
Beast and Gillette Use Digital and Inclusive Strategies to Fuel Growth
Caldera + Lab Launches Anti-Ageing Solutions for Male Longevity Needs
Gillette’S Community Focus Shifts Attitudes Towards Inclusive Masculinity
Brands to Target Unisex Appeal as Efficacy Trumps Labels
Men Shift to Wellness and Longevity over Traditional Masculinity
E-Commerce and Ai to Drive Customisation and Convenience in Routines
Unilever Leverages Heritage Brands as L'oréal Gains Ground
Unilever Expands into Beauty and Wellness with Dr Squatch
Amazon Drives E-Commerce Gains as Subscribe-And-Save Reshapes Routines
Amazon Captures Loyalty with Discounting and Delivery for Essentials
Oral Care in the United Kingdom
Key Data Insights
Colgate and Philips Drive Value with Innovation and Premiumisation
Colgate and Philips Drive Value with Innovation and Premiumisation
Dental Floss Continues to See Strong Demand
Pärla and Colgate Reshape Routines with Sustainability and Smart Design
Consumers Accelerate Shift to Rechargeable Brushes and Science-Backed Pastes
Science-Led Claims and Sustainability to Drive Premiumisation and Trade-Up
Premiumisation and Health Awareness Sustain Value as Routine Purchases Endure
Procter & Gamble Leverages Dentist-Backed Innovation to Sustain Its Lead
Pärla and Colgate Shift Routines with Sustainability and Beauty-Led Design
Amazon Drives E-Commerce Growth as Repeat Purchases Shift Online
Aquafresh and Tesco Shape Habits with School-Based Oral Health
Skin Care in the United Kingdom
Key Data Insights
Apr Corp’S Medicube Leverages Online Expansion to Capture Surging Demand
Apr Corp’S Medicube Leverages Online Expansion to Capture Surging Demand
Facial Care’S Focus on Science and Prevention Drives Spending Shift
Asian Influence Redefines Expectations and Accelerates Online Sales
Cosrx and Medicube to Drive Demand for Science-Led Routines
Facial Care Retains Lead as Sets/Kits Accelerate Gifting Shift
Medik8 and K-Beauty Brands Sharpen Claims to Win Trust
L’Oréal Acquires Medik8 to Reinforce Clinical-Grade Leadership
Ingredient-Led Brands Build Trust and Outperform through Transparency
Medicube Leverages Online-First Strategy to Surpass Offline Rivals
Boots Adapts to Digital Disruption by Integrating Viral Brands
Sun Care in the United Kingdom
Key Data Insights
Beauty of Joseon and Cerave Reshape Routines as Daily Use Surges
Beauty of Joseon and Cerave Reshape Routines as Daily Use Surges
Coola and K-Beauty Drive Lifestyle-Led Repositioning of Sun Protection
Consumers Shift to Hybrid Beauty Routines as Spf Expectations Rise
Hybrid Products and Self-Tanning Reshape Sun Protection Behaviour
Redistribution of Shares in Sun Care
Beauty of Joseon and Cerave Drive Daily Sun Protection Routines
Boots Builds Trust as Health Specialists and E-Commerce Gain Ground
E-Commerce Attracts Value-Driven Shoppers with Price Transparency and Choice
Premium Beauty and Personal Care in the United Kingdom
Key Data Insights
Appeal of Everyday Luxury and Credible Efficacy across Premium Offerings Helps Drive Growth
Appeal of Everyday Luxury and Credible Efficacy across Premium Offerings Helps Drive Growth
Glossier Leverages Hybrid Lip Oil to Elevate Daily Rituals
Fragrances to Expand as Ai Personalisation and Premiumisation Drive Value
Ai to Transform Discovery and Loyalty as Brands Personalise at Scale
L’Oréal Takes over as Leading Player From Estée Lauder
Department Stores Sustain Premium Demand as E-Commerce Broadens Reach
Online Retailers Drive Growth with Service, Assortment and Exclusivity
Mass Beauty and Personal Care in the United Kingdom
Key Data Insights
K-Beauty Brands Drive Multipurpose Demand as Consumers Prioritise Holistic Wellness
K-Beauty Brands Drive Multipurpose Demand as Consumers Prioritise Holistic Wellness
Private Label and Mass Brands Respond to Demand for Affordable Performance
Mass Skin Care Will Retain the Leadership as Innovation Drives Sustained Growth
Affordable Innovation and Ingredient Literacy Reshape Business Strategies
Boots and Private Label Accelerate Value-Led Competition as Leaders Defend Share
Boots Leverages Health and Beauty Specialists to Strengthen Private Label Growth
Retail E-Commerce Accelerates Growth as Shoppers Seek Value and Convenience
Aldi and Lidl Disrupt Essentials with Agile Private Label Launches
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.
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This report originates from Passport, our Beauty and Personal Care research and analysis database.
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