Beauty and personal care in 2024: The big picture
Beauty and personal care saw current value growth in Ukraine in 2024. Sales recovered beyond the level seen in 2021, immediately before the Russian invasion, in current terms, though not at constant 2024 prices.
2024 key trends
Dermocosmetics categories recorded strong value growth in 2024, driven by the prevailing trend towards a heightened focus on skin health, including greater demand for facial skin care with sun care properties. Companies are actively striving to develop innovative formulations for skin care that not only enhance skin health but also deliver results in the shortest possible time.
Competitive landscape
L'Oréal Ukraine TOV was the leading player in beauty and personal care in 2024, having established a presence across major categories including skin care, colour cosmetics, and hair care, amongst others. Moreover, unlike its closest competitors, Procter & Gamble Ukraine TOV and Beiersdorf Ukraine TOV, L’Oréal is strong in the premium segment, even in fragrances.
Retail developments
Health and beauty specialists, led by health personal care stores, but with beauty specialists and pharmacies also contributing, continue to be the core distribution channel for beauty and personal care products in Ukraine. The major players in the channel, including Eva, Watsons, Prostor, and Brocard, have looked to reinforce their strong positions by expanding their networks of stores and introducing new store formats.
What next for beauty and personal care?
Sales of beauty and personal care are set to grow in Ukraine over the forecast period. The war in the country is expected to come to an end, but even when it does, consumers will face a challenging economic environment for some time, with depleted purchasing power.
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 Ukraine 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 Ukraine, 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 Ukraine 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 Ukraine?
- Which are the leading brands in Ukraine?
- How are products distributed in Ukraine?
- 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 Ukraine
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 Ukraine
KEY DATA FINDINGS
Diminished consumer base
Johnson & Johnson Ukraine retains lead
E-commerce grows strongly
Return of peace would boost consumer base
Persistent focus on value for money
Opportunities for private label and local brands
Bath and Shower in Ukraine
KEY DATA FINDINGS
Liquid soap takes share from bar soap
Evyap Trading Ukraine leads, while private label grows strongly
Retail e-commerce puts in a strong performance
Demand supported by staple status
Further erosion of standing of bar soap
Development of chained health and personal care stores
Colour Cosmetics in Ukraine
KEY DATA FINDINGS
Consumers move towards more natural look
L’Oréal offers a wide ranging portfolio
Health and beauty specialists implementing omnichannel strategies
Strong performance anticipated
Persistent focus on value for money
Potential in skinification
Deodorants in Ukraine
KEY DATA FINDINGS
Deodorants seen as essential
Unilever and Beiersdorf dominate
Health and beauty specialists leads deodorants distribution
Positive outlook
Opportunities for a more segmented offer
Further development of dermocosmetics expected
Depilatories in Ukraine
KEY DATA FINDINGS
Growth, but sales remain lower than before the war
Procter & Gamble retains lead, while Reckitt Benckiser shows strong growth
Retail e-commerce shows strongest growth
Return of females likely to boost sales
Ongoing price sensitivity
Further growth expected for e-commerce
Fragrances in Ukraine
KEY DATA FINDINGS
Fragrances sees strong growth, but not full recovery
Puig gains lead
Health and beauty specialists still the leading distribution channel, while direct selling sees further share decline
Premium products to see fastest growth
Threat from dupes and counterfeits
Beauty specialists to remain key
Hair Care in Ukraine
KEY DATA FINDINGS
Sales recover beyond pre-war levels
L’Oréal sees continued strong performance
Health and beauty specialists’ omnichannel strategies support e-commerce growth
Peace should lead to increased demand
Colourants to benefit from ongoing consumer budget consciousness
Interest in sustainability likely to grow
Men's Grooming in Ukraine
KEY DATA FINDINGS
Ongoing positive dynamics
Procter & Gamble holds strong lead
E-commerce grows strongly
Return to more normal life would boost demand
Return to beards may dampen demand in men’s shaving
Traditional demand with limited need for subtlety and sophistication
Oral Care in Ukraine
KEY DATA FINDINGS
Key to personal care routines
Multinationals dominate oral care sales
Toothpaste often purchased alongside groceries
Toothpaste to remain dominant, but room for other categories to grow
Consumption to remain cautious
Innovation expected in power toothbrushes
Skin Care in Ukraine
KEY DATA FINDINGS
Dynamic performance
Leaders see share growth
Health and beauty specialists dominate skin care distribution
Anti-agers set to see strong growth
Opportunities for local brands
Further new product development expected
Sun Care in Ukraine
KEY DATA FINDINGS
Rapid expansion in 2024
L'Oréal Ukraine extends lead
Health and beauty specialists leads sun care sales
Further growth ahead
Mass aftersun to see strong growth
Local players expected to develop presence in sun care
Premium Beauty and Personal Care in Ukraine
KEY DATA FINDINGS
Strong growth in a challenging environment
L’Oréal Ukraine benefits from strong reputation of brands
Interest in quality, efficacy and status
Challenges likely to persist
Limited prospects for categories offering low added value
Innovation expected in premium facial care
Mass Beauty and Personal Care in Ukraine
KEY DATA FINDINGS
Mass beauty and personal care sees demand supported by price sensitivity
Multinationals dominate
Strong focus on price does not mean compromise on quality
Further growth anticipated
Local players ready for competition with major multinationals
Innovation in mass facial care
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 definitionsWhy 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!