In 2025, the skin care category in Brazil demonstrated robust growth, with retail sales reaching BRL22.4 billion, representing 6% current value growth on the previous year. This growth rate, although slower than the double-digit increases observed in recent years, indicates sustained consumer demand within the category. In the overall regional Latin American context, Brazil remains a significant contributor to the category's expansion, benefiting from a large population base of approximately 212

The skin care category in Portugal continued its expansion in 2025, growing by 2% to reach a retail sales value of EUR701 million. This marks a slowdown compared to the double-digit growth seen in earlier years, indicating an increasingly mature and stable market environment. Despite the deceleration, the category remains resilient, driven by growing consumer awareness around skin health, barrier protection, and preventive care strategies that foster long-term skin wellness.

In 2025, skin care in Australia reached AUD3,958 million, reflecting a 6% increase compared to 2024. This growth is supported by a stable economic environment, with a real GDP growth rate of 2% in 2025, following a recovery from the pandemic-related dip in 2020. Consumer expenditure trends also corroborate this positive outlook, with total expenditure rising to AUD1.5 trillion, indicating increased purchasing power and a willingness to invest in personal care products. Additionally, population g

In 2025, skin care in Kenya achieved robust growth, with retail sales reaching KES25.8 billion, reflecting a 9% increase from 2024 in current terms. This growth outpaced the regional average in the Middle East and Africa and aligned with increasing consumer expenditure due to the rising median disposable income per household, and with total population growth to reach 57.5 million in 2025. Economic resilience contributed to this positive performance, with real GDP growth at 5% and moderate inflat

In 2025, skin care in South Korea demonstrated a steady growth trajectory, reaching a retail value of KRW7,653 billion, reflecting a 1% increase from the previous year. This growth is supported by a resilient consumer base with a stable population of 51.7 million people, sustaining consistent consumer expenditure of KRW1.2 trillion in 2025. Despite modest real GDP growth of 1% and inflation at 2%, skin care maintains positive momentum, underscoring strong fundamentals within a competitive Asia P

In 2025, skin care in Germany achieved a retail sales value of EUR5.5 billion, representing 5% growth on 2024. This growth outpaces the country's real GDP growth, indicating that consumer demand for skin care products remains robust despite a moderate economic environment. The population of Germany was approximately 83.6 million in 2025, providing a substantial consumer base for skin care products. The median disposable income in Germany increased from EUR55,447 in 2024 to EUR57,611 in 2025 and

Skin care in India recorded robust double-digit value growth of 13% in 2025, reaching retail sales of INR322.1 billion. This strong performance was supported by an expanding population of 1.46 billion and a distinct consumer appetite for clinically positioned, ingredient-led products. The market is increasingly shaped by the convergence of dermatology, diagnostics, and digital education. Dermatologist-founded and clinically positioned players, such as The Derma Co., Dr. Sheth's, and Minimalist,

Skin care in the UK delivered robust growth in 2025, with retail sales reaching GBP4.5 billion, up 8% on the previous year. This rate of growth was notably stronger than the preceding years, when value increases ranged between 4% and 6%. The market's expansion was supported by both rising consumer engagement and the influx of new, innovative brands, with Asian-founded brands such as APR Corp’s Medicube exemplifying the new pace of growth, having achieved over GBP10 million in additional e-commer

In 2025, skin care in the Philippines exhibited strong growth, with retail value sales reaching PHP68,246 million, reflecting a 13% increase on the previous year. This growth outpaced earlier years, indicating strong consumer demand and category dynamism. Skin care benefits from a population of 117 million people, supported by real GDP growth of 4% and relatively low inflation at 2%, which collectively generate greater consumer purchasing power and spending capacity.

Skin care in Thailand recorded strong growth in 2025, with retail sales reaching THB106 billion, marking a 7% increase over the previous year. This performance reflects sustained recovery since the pandemic, with the category growing at a faster pace than Thailand's overall consumer expenditure in 2025. While growth has moderated from the double-digit rates seen in 2022 and 2023, the 2025 results highlight the resilience of skin care, especially as cautious spending continues to influence purcha

Skin care in 2025 delivered strong growth in Mexico, with retail value sales reaching MXN71,830 million, marking a 5% increase compared to the previous year. This performance, while slowing from the double-digit growth seen in 2023 and 2024, outpaced many other fast-moving consumer goods and was driven by a convergence of demographic, behavioural, and economic factors. Despite real GDP growth slowing to less than 1%, consumers remained committed to skin care as a pillar of self-care and wellnes

Skin care delivered a return to growth in China, reaching sales of CNY275,247 million, up 2% compared to the previous year. This rebound followed a dip in 2024, when value sales declined by 4%, reflecting a cautious economic environment and more deliberate consumer spending. Given the falling population, which stood at 1,408 million in 2025, GDP growth moderating slightly to 5%, and exceptionally low inflation, at just 0.1% in 2025, this growth rate was impressive. While the pace of growth was m

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.

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.

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