In 2025, mass beauty and personal care in Ecuador demonstrated robust growth, achieving a retail sales value of USD1,296 million, reflecting a growth of 4% from 2024. This growth, although positive, is more moderate compared to the preceding years, indicating a maturing market dynamic. Ecuador's market sustains steady expansion amid economic factors such as a real GDP growth of 3% and a relatively low inflation rate of 1%, supporting consumer purchasing power.

Mass beauty and personal care in Turkey experienced robust growth in 2025, with retail value sales reaching TRY134,880 million, reflecting growth of 38% from the previous year. Growth was above the inflation rate of 35%, due to an ongoing increase in the median disposable income per household despite elevated inflation. Population growth also contributed to expansion, with Turkey's population reaching 85.7 million in 2025, incrementally increasing the consumer base for mass beauty and personal c

Mass beauty and personal care in Ukraine demonstrated a robust recovery and growth trajectory in 2025, with retail value sales reaching UAH46.7 billion, reflecting a significant 13% increase compared to 2024. This performance contrasts with the volatility observed in previous years, notably the sharp decline of -27% in 2022, highlighting a resilient rebound driven by consumer adaptation to economic conditions. However, inflation at 12% in 2025, coupled with cautious household budgeting, accentua

Mass beauty and personal care in Poland demonstrated robust growth in 2025, with retail value sales reaching PLN20,768 million at current prices, representing a 7% increase over the previous year. This growth rate indicates a healthy recovery and expansion in consumer spending within the category, supported by 4% real GDP growth for Poland in 2025, reflecting improving macroeconomic conditions. Despite the economic uplift, Polish consumers remain notably price-sensitive, a factor that continues

In 2025, mass beauty and personal care in Uzbekistan exhibits strong value growth despite persistent economic and geopolitical pressures. Retail value sales has reached UZS8,914 billion, reflecting a significant 21% increase from the previous year. This robust expansion occurs in the context of ongoing macroeconomic volatility and cautious consumer spending due to fragile purchasing power. Inflation remained relatively low in 2025, yet consumers demonstrate restrained trading up to premium tiers

Mass beauty and personal care in Finland reached a retail value of EUR905 million in 2025, marking a growth of 3% from the previous year. This growth rate indicates steady demand amid evolving consumer preferences. The total population of Finland was 5.6 million in 2025, supporting sustained consumption levels. Economic indicators show a modest real GDP growth of 0.2% for 2025, alongside low inflation at 0.3%, which together suggest a stable but cautious spending environment for consumers.

In 2025, mass beauty and personal care in Brazil demonstrated notable resilience and growth amidst a challenging economic backdrop, with retail sales increasing by 7% in current value terms over 2024. This growth was sustained despite slower real GDP growth of 2% and inflation at 5%, reflecting consumers’ prioritisation of beauty even in a cautious spending environment.

In 2025, the mass beauty and personal care category in Portugal demonstrated continued value growth, increasing by 3% on the previous year to reach EUR1.4 billion. This expansion outpaces Portugal's real GDP growth and inflation, suggesting resilient consumer demand within a cautiously optimistic economic context. Portuguese consumers exhibit a dual dynamic of strong price sensitivity coupled with an increasing demand for product sophistication, exhibiting caution with discretionary spending. Ho

In 2025, mass beauty and personal care in Australia reached AUD7.2 billion in retail value, up 5% from 2024, despite persistent cost-of-living pressures and a macroeconomic backdrop characterised by 2% real GDP growth and inflation of 3%. This pace of expansion is notable given the pressures on household budgets and compares favourably with both the regional and global context, where many mature markets saw subdued growth or stagnation. Rising price sensitivity and more intentional spending shap

In 2025, mass beauty and personal care in Kenya demonstrated robust growth, with retail sales reaching KES80.6 billion at current prices, marking an 18% increase from the previous year. This outpaced the moderate 5% real GDP growth and aligns with increasing consumer expenditure, reflecting the rising median disposable income per household and rising demand. Growth was underpinned by evolving consumer behaviour, with urbanisation and digital influence fostering greater brand awareness and produc

In 2025, mass beauty and personal care in South Korea achieved strong growth with retail value sales increasing by 4% to reach KRW8,958 billion in 2025. This steady expansion aligns with the broader Asia Pacific regional growth trajectory, where consumer demand continues to evolve amidst moderate economic conditions. Despite a real GDP growth of 1% and inflation at 2%, consumers exhibit cautious spending behaviour, seeking value without compromising product performance.

The mass beauty and personal care segment in Germany reached a retail sales value of EUR13.6 billion in 2025, reflecting 5% growth compared to the previous year. When contextualised within the broader Western Europe region, Germany's growth is aligned with regional trends, supported by increasing consumer expenditure and purchasing power as the median disposable income per household increases (up to EUR57,611 in 2025 from EUR55,447 in 2024), despite only minimal GDP growth. This economic backdro

In 2025, mass beauty and personal care in the UK achieved notable current value growth of 6%, with retail sales reaching GBP9.0 billion, outpacing the performance in the previous year. The UK population continued its steady growth in 2025, with consumer expenditure also increasing, reflecting continued resilience despite macroeconomic headwinds. However, inflation remained elevated at 3%, sustaining price sensitivity and reinforcing trading down behaviour across many essential mass beauty and pe

In 2025, mass beauty and personal care in India achieved robust growth of 9%, reaching a retail value of INR1.3 trillion. This strong performance was underpinned by a favourable economic environment, characterised by a moderate inflation rate of 2% and a growing population that reached 1.46 billion. Furthermore, rising disposable incomes and an expanding middle class supported sustained consumer demand across both essential and aspirational categories. Retailers and e-commerce platforms facilita

Mass beauty and personal care in the Philippines achieved retail value sales of PHP236,043 million in 2025, representing strong growth of 9%. This performance outpaced many markets in the Asia Pacific region and aligns with the country’s ongoing economic expansion, supported by a real GDP growth of 4% in 2025. Despite modest inflation of 2%, consumers remain price-sensitive, seeking value without sacrificing efficacy. The population reached approximately 117 million in 2025, with a predominantl

Mass beauty and personal care in Mexico achieved retail current value growth of 5% in 2025, reaching MXN225,083 million, but the pace of expansion slowed notably compared to 2024. This moderation in growth reflects a challenging economic backdrop, with real GDP growth of less than 1% and inflation at 4% for the year. The broader environment was marked by heightened economic uncertainty, including a change in government administration and concerns about global trade tensions, which led to more ca

Mass beauty and personal care in Thailand posted solid current value growth of 6%?in 2025, with retail sales reaching THB190 billion. This performance outpaced the broader economic recovery, as real GDP growth in Thailand was a modest 2% in 2025, while the population continued its gradual decline in this year. Compared to the broader Asia Pacific region, where social commerce is rapidly evolving, but still emerging in many markets, Thailand’s digital consumer journey stands out as a critical dr

In 2025, mass beauty and personal care in China achieved retail value sales of CNY294,085 million, marking 1% growth in current terms from the previous year. While China’s median disposable income per household continued to rise in 2025, the population marginally declined to 1,408 million, and real GDP growth moderated to 5%. These dynamics intensified price sensitivity and prompted consumers to reassess value and efficacy, which drove slightly stronger growth for mass beauty and personal care i

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.

Mass beauty and personal care in South Africa demonstrated robust performance in 2025, with retail value sales increasing by 9% to ZAR59,592 million. This growth rate exceeds the regional average for the Middle East and Africa, where many face economic challenges. This resilience was supported by a population of 64.7 million in 2025 and a real GDP growth rate of 1% and inflatio at 3% in the same year, indicating modest but positive economic conditions.

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.

Colgate-Palmolive is a strong leader in the global oral care market, with major shares in both the toothpaste and manual toothbrushes categories. It is also the number two player globally in bath and shower, in which it leads liquid soap, is second in bar soap and third in body wash/shower gel. In addition to its oral and personal care products, Colgate-Palmolive is also active in the home care and pet nutrition industries.

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.