Skin care saw solid current value growth in Brazil in 2024. Basic moisturisers continued to act as a key catalyst, delivering a third consecutive year of double-digit growth, benefiting from its products’ adaptability and status as a staple in routines. Long, multi-step regimens have limited appeal in Brazil; consumers prioritise efficacy and practicality. Moisturising is viewed as essential and often a complement to make-up so crossover is increasing as colour cosmetics brands move into facial

Sales of skin care recorded high single-digit growth in current value terms in 2024, underpinned by a strong macroeconomic environment and a growing population of young consumers who are more aware of the importance of skin health issues. As incomes rise and access to information improves, skin care is no longer seen as a vanity purchase but as a form of self-investment. A major shift in 2024 was the widespread adoption of structured skin care routines. Consumers, especially in urban and Tier 2

The Kenyan skin care market continued to grow in current value terms in 2024, driven largely a shift towards more sophisticated, multi-step routines. Social media was a key contributor to this trend, with influencers, dermatologists, and ordinary consumers sharing their experiences on platforms such as TikTok and Instagram, making skin care feel more accessible. Individuals were also encouraged to seek out products that addressed specific concerns, leading to a stronger demand for higher-quality

Skin care brands in South Africa are increasingly exploring innovative ways to connect with consumers, leveraging cutting-edge experiential marketing. Unilever South Africa brought its Lux range to life through the “Lux Botanicals Paradise” campaign, offering an immersive experience that invites consumers to step into a 5D cinematic botanical wonderland, where breathtaking natural scenes unfold all around, enhanced by immersive Dolby Atmos sound. The VR dome experience simulates the luxurious fe

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.

Skin care in Algeria recorded modest growth in volume terms in 2024, while current value sales rose at a faster pace, due to persistent high inflation. Despite economic pressures, demand remained positive as consumers - particularly urban dwellers - continued to prioritise self-care, driving demand for premium skin care offerings.

Sales of skin care maintained a positive trajectory in New Zealand in 2024, reflecting the category’s resilience as a daily-use essential, underpinned by strong consumer engagement across both mass and premium segments. Despite broader economic headwinds and subdued discretionary spending, skin care remained insulated compared to more cyclical beauty categories, supported by its health and wellness associations.

Value sales of skin care in Germany recorded healthy growth in 2024, with strong results observed in skin care sets/kits, facial care, hand care and body care. Facial care accounted for the largest share of skin care value sales in 2024, thanks to moisturisers and treatments. However, anti-ageing products experienced much stronger growth. As slower ageing continues to be a major trend, Germany is seeing an increase in anti-ageing products designed for younger consumers. Meanwhile, acne treatment

Retail value sales of skin care rose significantly in 2024, driven by the growing popularity of dermo skin care, particularly facial care. Dermo facial care products continued to gain higher penetration among Moroccan consumers, who increasingly prioritise targeted treatments for specific skin concerns. Facial care products – including moisturisers, anti-ageing formulas, anti-hyperpigmentation treatments, and skin brighteners – accounted for more than half of total dermo skin care sales. Meanwhi

Skin care saw healthy value growth in Cameroon in 2024, with volume sales lower. The category is facing both opportunities and challenges, with skin care an increasingly important part of Cameroonian consumers’ personal care routines, while also facing challenges from counterfeit products.

Skin care registered both healthy current and constant value growth in Tunisia in 2024. Volume sales also increased moderately, supported by continuing population growth. In addition, more women are working outside the home and therefore have more disposable income, and this also supported value sales. Local players are also now developing a range of products at affordable prices compared to imported brands and this again also supported value sales. Facial care accounted for most value sales. Of

Skin care saw strong current value growth in Nigeria in 2024. The dynamic rise in value sales was driven by a sharp rise in unit prices, due to rising import and production costs caused by the depreciation of the local currency. Volume sales fell as a result of the unit price increases and depressed consumer spending power due to inflationary economic conditions. However, skin care is one of the most robust categories in beauty and personal care in Nigeria, due to its perceived essential status.

Skin care recorded solid value sales growth in 2024, driven by both facial and body care. This expansion was fuelled by rising unit prices in the context of inflation as well as consistently strong demand across core categories. Skin care remained the largest contributor to overall beauty and personal care value sales, benefiting from extensive shelf space and an abundance of choice across premium and mass brands, private label brands and specialist ranges. Facial care, particularly moisturisers

In 2024, Australia’s skin care market recorded a slower pace of growth compared to the previous year but maintained positive momentum, highlighting the category’s enduring resilience amid ongoing economic pressures. While the initial post-pandemic uplift in self-care spending began to level off, core demand remained stable, supported by habitual usage, high product replenishment rates, and a deepening consumer preference for preventative and functional skin care solutions.

Skin care saw healthy growth in current value terms in 2024 with sales driven by premiumisation and a high degree of product innovation. However, signs of maturity are becoming more visible after several years of pandemic-driven home treatment and self-care trends with volume sales seeing a small decline. Consumers continue to show a willingness to invest in quality skin care, particularly products that offer long-term benefits and support for sensitive skin. The demand for barrier-repair produc

Skin care registered current value growth in the UK in 2024. This represented a slowdown from the previous year, owing partly to weaker price increases. Another key driver behind the deceleration was the category having become more mature in recent years following several years of strong growth, with key growth brands such as CeraVe and Weleda experiencing weaker performances in 2024.

Skin care registered current value growth in the United Arab Emirates in 2024. Local consumers are increasingly curious about the science behind how they feel, not just how they look. Terms such as “dopamine”, “serotonin”, and “cortisol” are becoming part of everyday conversation, as people start connecting the dots between mental health and physical wellbeing. There is a growing awareness of how stress, hormonal fluctuations, and even menstrual cycles can directly impact the skin. This shift ma

In 2024, value sales of skin care increased in skin care in Portugal, recording one of the strongest performances in Beauty and Personal Care in 2024. Increased awareness of skin care, whether to delay signs of ageing or address issues like sun exposure, is shifting consumer behaviour and redefining market dynamics. With the rise of new social media platforms, younger consumers are increasingly discovering cosmetics brands and products through influencers, which has significantly boosted sales.

Skin care in Estonia witnessed slower growth in 2024, as consumers largely stuck with their usual routines and everyday products. There was growing interest in products that offer targeted benefits, such as hydration-focused moisturisers, calming creams, and formulas for sensitive skin. Many consumers looked for gentle, skin-friendly options that still felt effective and easy to use. Brands with a clean image and dermatologist backing, like CeraVe, La Roche-Posay, and Vichy, did especially well,

Skin care remained Latvia’s bestselling beauty and personal care product in 2024, and also registered healthy current value growth. This growth was supported by a growing awareness of skin health, increased focus on self-care and a wave of new product launches across both mass and premium segments. There was increased use of targeted treatments like serums, eye creams, and exfoliants, alongside daily moisturisers. Brands supported value sales by using simple product messaging, often highlighting

Skin care in Lithuania recorded above-average retail volume and current value growth in beauty and personal care in 2024. While moderate retail volume and strong retail current value growth in 2024 represented a slowdown, compared with 2023, both mass and premium products remained popular at the end of the review period.