Growth for premium beauty and personal care continued in Brazil in 2024. However, despite a more favourable economic backdrop and stronger demand for specialised, higher-quality products, the premium segment has slowed significantly relative to the strong performance of mass products in 2024. The ongoing premiumisation of mass categories is reshaping competition particularly in hair care and fragrances, where mainstream brands are increasingly adding advanced ingredients and sophisticated formul

Premium beauty and personal care in India recorded high double-digit growth in 2024 in current value terms, outpacing the growth of the overall beauty and personal care market. This acceleration was underpinned by structural shifts in consumer demographics and spending patterns. The increasing number of middle-income households, a rise in dual-income urban families, and increased exposure to global beauty trends have elevated aspirations across both Metro Cities and large Tier 2 cities. Discreti

Retail sales of premium beauty and personal care products in Kenya continued to expand in current value terms in 2024, supported by lower inflation, which left consumers with more scope for discretionary spending. Growth was further boosted by the expanding presence of products and brands, supported by social media, with a rising number of African influencers promoting offerings that resonated strongly with local audiences.

South Africa’s challenging economic environment, characterised by high unemployment, rising inflation, and constrained household budgets, has contributed to slower growth in the premium beauty and personal care segment. As consumers tighten their spending, many are opting to trade down from luxury and high-end brands to more affordable, mass-market alternatives that still offer quality and effective results. This shift is particularly pronounced among middle- and lower-income groups who have tra

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.

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.

The market for premium beauty and personal care in Algeria registered strong growth in current value terms in 2024, driven primarily by price inflation. However, despite rising living costs, overall demand remained relatively resilient - due to the fact that the core consumer base for these offerings consists of higher-income individuals, who have been less affected by economic pressures.

Value sales of premium beauty and personal care maintained positive growth in New Zealand in 2024, albeit at lower rates of growth than seen in the recent review period. However, this slight decline in value growth can be attributed to stabilising inflation, thus stabilising prices. Overall, the category remains resilient. Consumers are willing to pay more for products they know will be effective and contain quality ingredients that are safe to use, and in order to continue to buy the products t

In 2024, premium beauty and personal care in Germany continued to outperform its mass-market counterparts, demonstrating greater resilience amidst economic pressures. This trend was driven by heightened health awareness and a shift in mindset towards recognising the importance of skin care for overall wellbeing. Many local consumers no longer view beauty routines as purely aesthetic, but as self care rituals that are closely linked to physical and mental health. This is particularly evident in t

Retail value sales of premium beauty and personal care increased in 2024, although growth was concentrated in a few high-performing categories, most notably skin care, fragrances and salon hair care. Premium products remained unaffordable for the majority of Moroccans, and their distribution was still relatively limited outside urban centres and pharmacies. As a result, many consumers within the premium segment continued to rely on imported mass products for daily hygiene routines such as oral c

Premium beauty and personal care saw positive value growth in Cameroon in 2024, at a slightly improved rate than seen in 2023, and despite local consumer price sensitivity. This performance is primarily being driven by premium baby and child-specific products (notably for younger infants under the age of two years old), body care, some bath and shower, and hair care products. Trends include a growing demand for organic skin care and bath products, especially those made with local organic ingredi

Premium beauty and personal care in Tunisia registered healthy current value growth in 2024. With inflation easing, this supported value growth. As such, consumers with higher disposable incomes were willing to invest in luxury beauty products for their perceived quality and effectiveness. However, there was an increase in import duties for certain premium products and this led to shortages. Premium fragrances accounted for most value sales. Premium fragrances are associated with sophistication,

Premium beauty and personal care saw double-digit current value growth in Nigeria in 2024 driven by rising prices. Premium beauty and personal care was negatively impacted by a poor economy, particularly a very inflationary environment, which strongly limited consumer spending power. While value sales increased on the back of rising unit prices, volume sales across all categories declined, and the value growth was lower than the rate of inflation. Mass beauty and personal care performed better t

Premium beauty and personal care recorded healthy growth in 2024, although its pace of expansion was slightly below that of overall beauty and personal care. One key driver of value sales was the rise in average unit prices, yet consumer interest in premium products remained resilient throughout the year. New product launches featuring innovative formulations, trendy ingredients, and fashionable colours helped stimulate demand. Promotion across social media platforms such as TikTok and Instagram

Premium beauty and personal care saw strong growth in current value terms in 2024. This growth was partially price-driven, despite inflation starting to ease. Premium beauty and personal care benefits from consumer perceptions that these products are more effective and make more of a difference compared to cheaper brands. However, in the current economic climate it has been difficult for consumers to maintain their usual spending habits, so some consumers were forced to either down trade to chea

Premium beauty and personal care continued to outperform the mass segment in 2024, with strong growth momentum across skin care, fragrances, colour cosmetics, and hair care. Ingredient-led formulations, a clean beauty positioning, and a minimalist, clinical aesthetic remained key drivers, particularly among younger consumers. Swedish shoppers are increasingly drawn to brands that combine efficacy with values, favouring products that are vegan, fragrance-free, or dermatologically tested.

Premium beauty and personal care saw current value growth in the UK in 2024. While consumers faced economic pressures, they also displayed a need for indulgence, which helped to maintain the segment’s solid growth. While consumers in the UK are opting to trade down in many “essential” categories, such as bath and shower, deodorants and depilatories, they are just as likely to trade up or look to premium brands for categories in which they see an opportunity for indulgence. In many beauty categor

The premium beauty and personal care segment saw continued strong current value growth in the United Arab Emirates in 2024. The segment’s expansion has been driven by a surge in affluent consumers, both residents and tourists. Growth has also been supported by the increased presence of premium brands and the expansion of luxury players into adjacent premium beauty categories. The United Arab Emirates’ economy remains strong, especially when compared to other global beauty hubs, and residents typ

In 2024, value sales of premium beauty and personal care in Portugal experienced strong single-digit growth. This growth can be attributed to increased availability, heightened competition among specialist retailers, and a more informed consumer base that prioritises quality, performance, and exclusivity. The rise of premium beauty products has been steadily increasing over the review period, thriving even amid economic challenges. Brands that successfully combine innovation, luxury, and sustain

Premium beauty and personal care in Estonia witnessed moderate value growth in 2024, reflecting a clear shift in consumer attitudes toward selective spending in this category. While day-to-day routines remained relatively simple for many consumers, shoppers showed increased willingness to invest in targeted products, particularly those linked to skin care performance, anti-ageing, and sensory appeal. Premium skin care saw strong demand for serums, moisturisers with active ingredients, and dermoc

Premium beauty and personal care registered healthy current value growth in Latvia in 2024, as consumers embraced small luxuries, particularly in skin care and fragrances. Brands tapped into emotional themes like self-care and personal expression, making premium feel more justifiable even in a price-sensitive climate. Gift sets, clean beauty ranges, and limited editions kept the offer engaging, while retailers supported premium brands with curated displays and online exclusives. Clinical claims,

Premium beauty and personal care in Lithuania continued to see strong growth in retail current value sales in 2024. The category saw high single-digit growth in 2024, compared with strong double-digit increases in 2022 and 2023, albeit when high inflation skewed increments. In general, the review period was a very positive time for premium beauty and personal care in Lithuania, when a solid base for premium products was laid. Fragrances and facial care were strongholds for premium beauty and per