In 2025, fragrances in Brazil demonstrated a robust performance, outpacing total beauty and personal care growth. Retail sales reached BRL50.5 billion, representing a 10% current value growth rate over 2024, reflecting strong consumer demand and market expansion. Brazil's population reached about 212 million in 2025, providing a large consumer base for fragrances. GDP growth was 2% in this year, with inflation around 5%, suggesting that, despite some inflationary pressures, consumers had enough

The fragrances category in Portugal demonstrates growth in 2025, with retail value sales reaching EUR398 million, reflecting 6% increase on the previous year. This growth outpaces the inflation rate and aligns with a positive economic environment marked by real GDP growth. The expanding consumer expenditure supports this upward trajectory, with the median disposable income per household increasing from EUR34,102 in 2024 to EUR35,975 in 2025, highlighting an increasingly affluent population. Th

In 2025, fragrances in Australia demonstrated strong growth, with retail value sales reaching AUD1.6 billion, representing a 10% increase from the previous year. This growth outpaced real GDP growth, which is moderate at 2% in 2025, and reflects the resilience of the category amid ongoing cost-of-living pressures. The consumer base of approximately 28 million people continues to support demand for fragrances as an accessible indulgence that provides emotional uplift and personal wellbeing. Risin

Fragrances retail value in Kenya reached KES10.8 billion in 2025, reflecting robust current value growth of 9% from 2024. This growth was underpinned by the rising median disposable income per household and population growth, reaching 57.5 million in 2025, leading to favourable conditions for sales of fragrances. Kenya’s steady economic growth at 5% real GDP in 2025, and moderate inflation of 4% also contributed to a positive environment for fragrances, facilitating increased consumer spending

In 2025, fragrances in South Korea maintained positive momentum with retail value reaching KRW1326.5 billion, representing a 7% increase from 2024. However, this expansion is notably softer compared to previous years, reflecting a moderation trend as consumers shift their spending behaviours. This is aligned with the broader economic context, where real GDP growth stood at 1% in 2025, coupled with inflation at 2% in the same year, creating an environment of cautious consumer expenditure.

The fragrances category in Germany demonstrated a strong performance in 2025, with a total retail sales value of EUR3.9 billion, marking significant 10% growth on 2024. This growth surpasses the previous years' trends, reflecting increasing consumer spending and demand for fragrance products. Compared to the wider Western Europe region, Germany maintains a leading position in both value and growth rates, supported by a steady population of approximately 83.6 million in 2025 and consistent consum

In 2025, fragrances in the UK recorded 8%?current value growth to reach GBP3.3 billion, driven by robust retail momentum and moderating price hikes. This performance was underpinned by an expanding population, supporting greater purchasing power and higher demand. Growth was driven by a combination of factors, such as TikTok-driven trends, in-store engagement, and the increasing popularity of unisex and lifestyle-driven fragrances.

In 2025, fragrances in India recorded robust double-digit value growth of 15%, with retail sales reaching INR66.4 billion. This performance was supported by a growing population, which reached 1.46 billion, providing a vast and expanding consumer base. The market experienced a pronounced shift in consumer perception, with fragrances transitioning from special occasion items to everyday lifestyle accessories. Driven by rising aspirational consumption among Gen Z and younger millennials, personal

In 2025, fragrances in the Philippines experienced growth driven by rising consumer spending power across income groups and a shift towards everyday usage aligned with social lifestyles. Retail value sales reached PHP22,901 million, representing 15% growth on the previous year. This healthy performance is underpinned by the expansion of both mass and premium fragrances. Mass fragrances, particularly body mists and colognes, offer affordability and widespread availability, therefore appealing to

Fragrances delivered a strong performance in 2025, sustaining double-digit current value growth of 10%, with sales reaching MXN56,742 million. In 2025, Mexican consumers increasingly treated fragrance as a way to express personal taste and individuality, with an increasing interest in artisanal and culturally inspired scents, alongside growing interest in wellbeing and holistic self-care, which positioned fragrances as part of everyday lifestyle routines. Meanwhile, the Mexican population rose t

In 2025, fragrances in Thailand achieved retail value sales of THB14.9 billion, marking growth of 10% compared to the previous year. This rate of expansion, while slightly slower than the even more dynamic growth seen in 2022 and 2023, remains robust by regional standards and indicates a structurally resilient environment for fragrances in Thailand. Despite a cautious economic backdrop and a population that is gradually declining, the market continues to deliver steady value gains, driven less b

In 2025, fragrances in China achieved notable retail current value growth of 9%, with sales reaching CNY16,210 million. This robust growth followed a brief contraction in 2024, and reflects a swift recovery, driven by rising consumer engagement and the expansion of both local and international players. The overall category remains relatively immature and underpenetrated, offering significant growth potential as new entrants actively educate consumers and broaden the user base.

L’Oréal Groupe is the leading player in the global beauty and personal care industry. It is the number one company in the prestige, premium and mass segments, with its strongest growth currently coming in dermocosmetics, through its La Roche-Posay and CeraVe brands. L’Oréal Groupe also continues to make targeted acquisitions, including the recently announced takeovers of Kering’s beauty business as well as Medik8 and Color Wow.

Procter & Gamble is the fifth biggest fmcg company in the world, leading the home care and tissue and hygiene industries and ranking second in beauty and personal care. It has a strong innovation pipeline and is also continuing to restructure to make savings that can be re-invested in R&D, new products and marketing and promotion. Through deep consumer insights, Procter & Gamble is actively shaping the evolving consumer landscape, rather than simply responding to it.

Ongoing financial strain has led many consumers in South Africa to focus on essential beauty and personal care products, with fragrances often seen as a luxury rather than a necessity. For many, both premium and mass-market perfumes are reserved for special occasions or gifted to loved ones, which naturally results in a slower replenishment cycle. However, if economic conditions begin to stabilise and disposable incomes rise in the coming years, there is strong potential for consumers to re-enga

Even with the sale of the Aesop and The Body Shop brands, Natura&Co remains a top 10 player in the global beauty and personal care market. As it moves to simplify its company structure, Natura&Co plans to focus even more on its core business in Latin America, which, following its recent divestments, now accounts for the vast majority of company turnover. A final decision on the future of Avon International has yet to be made, with a potential sale not having been ruled out by Natura&Co.

Henkel is bringing to a close its Strategy Optimisation Programme, which will have overseen the divestment or discontinuation of brands and activities with sales of more than EUR1 billion since it began in 2022. The Germany-based company, which leads hair care in its home market and is the number two player in a number of neighbouring countries, has now acquired the Vidal Sasson brand in China, which will enhance Henkel’s presence in this major market, particularly in the premium segment.

Unilever, the number three player in the global beauty and personal care industry, continues to shape the future direction of the company through its Growth Action Plan 2030. This has seen the recent acquisition of the UK’s number one refillable deodorant brand (Wild), ticking the relevant boxes in terms of being a premium product able to compete in high-growth spaces, while the planned demerger of the group’s ice cream business is expected by the end of 2025.

Volume sales of fragrances continued to expand in Algeria in 2024, supported by steady demand across both mass and premium offerings. However, the pace of growth slowed compared to the previous year, due to worsening economic conditions, rising uncertainty, and increased volatility of the local currency, factors which have led to declining disposable incomes. Nevertheless, in current value terms, growth remained robust, largely driven by sharp increases in average unit prices.

Fragrances maintained positive sales in New Zealand in 2024, despite uncertain economic conditions, and with premium fragrances performing better than mass options. Unlike many personal care categories, fragrances are not as essential of a purchase, especially ones which are positioned as premium. So, consumer spending on fragrances will be somewhat dictated by their purchasing power. However, the category has still performed at an adequate level, suggesting that there is strong enough demand fo

Retail value sales of fragrances continued to grow in 2024, as scents remained deeply embedded in Moroccan culture as an affordable indulgence and a form of self-expression. Both men and women increasingly viewed fragrances as part of their daily routine, with many consumers using different scents depending on the occasion, season, or mood. Fragrances also remained a popular gift, especially for birthdays, weddings, and religious celebrations. Women in particular continued to engage actively wit

Fragrances achieved small positive growth in Cameroon in 2024, heralding an improvement compared to the recent review period, and driven by mass fragrances. On the other hand, premium fragrances remains in a decline. The rise in bootleg and counterfeit fragrances has significantly impacted sales of premium fragrances, with global brands like Dior, Chanel, Tom Ford, and Yves Saint Laurent available in markets like Marché Central and Mboppi for as low as USD33 per 100ml, while brands like Valentin

Fragrances, registered both healthy current and constant value growth in Tunisia in 2024. However, volume growth was more muted, as high prices dampened growth somewhat. However, premium fragrances continued to account for most value sales and also registered higher value growth. Mass unisex fragrances, while niche, also registered healthy value growth, and these are mainly available from apparel brands such as Zara and Mango. Consumers are increasingly drawn to unisex fragrances that prioritise

Fragrances saw current value growth in Nigeria in 2024. While value sales increased well during the year, however, volume sales declined significantly due to the poor economic environment characterised by high inflation which strongly limited consumer spending power. The rise in value sales was driven by an average increase in unit price of close to 60%. With the vast majority of fragrances in Nigeria being imported, the significant depreciation of the local currency led to a spike in import cos