Competitive Landscape
L'oréal Withstands Challenger Gains as Value Disruptors Intensify Competition
Over the review period, mass beauty and personal care in Australia became increasingly fragmented, as the combined share of the leading manufacturers diminished. L'Oréal Australia Pty Ltd retained its position as the leading manufacturer, growing its share to 14% in 2025, but this lead was under pressure as the broader landscape became more contested.
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Overview:
Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Australia 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.
If you're in the Mass Beauty and Personal Care industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Mass Beauty and Personal Care in Australia 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 Mass Beauty and Personal Care in Australia?
- Which are the leading brands in Australia?
- How are products distributed in Australia?
- 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?
Mass Beauty and Personal Care in Australia - Category analysis
Key Data Insights
W Cosmetics’ Experiential Retail Fuels K-Beauty Discovery and Trading Down
W Cosmetics’ Experiential Retail Fuels K-Beauty Discovery and Trading Down
Skin Care Leads Value Growth as Affordability Drives Consumer Shifts
Gen Z to Drives Digital Discovery and Value-Focused Innovation
Retailers Will Continue to Amplify Viral Brands to Capture Price-Conscious Shoppers
L'oréal Withstands Challenger Gains as Value Disruptors Intensify Competition
Beauty and Personal Care in Australia - Industry Overview
Australian Beauty and Personal Care Sales Rise Steadily Driven by Asian Beauty
Key Data Insights
Australian Beauty and Personal Care Sales Rise Steadily Driven by Asian Beauty
Skin Care Leads Sales as Consumers Focus on Longevity and Skin Health
Omnichannel Strategies Power Retail Reinvention and Innovation
Consumers Embrace Science and Affordability to Drive Steady Growth
Skin Care and Fragrances to Lead Growth through Premium Multifunctional Formulations
Digital Engagement and Omnichannel Strategies to Reshape Retail Dynamics
L'oréal and Estée Lauder Retain Lead Amid Growing Fragmentation and Shifting Shares
Emerging Native Brands Show Strong Growth through Digital Engagement
Mcobeauty Acquisition Underscores Trend Responsiveness of Brands
Rhode's Launch Highlights Growth in Celebrity Brands
Health and Beauty Specialists Strengthen Dominance with Pharmacy and Specialty Retail Growth
Specialty Retailers and Omnichannel Strategies Reshape Consumer Engagement and Experience
Retail E-Commerce Gains Momentum with Social Media Influence and Product Accessibility
Country Reports Disclaimer
The following categories and subcategories are included:
Mass Beauty and Personal Care
- 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
Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
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 Mass Beauty and Personal Care research and analysis database.
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