Beauty and Personal Care

In 2023, mass beauty and personal care products continued to drive the bulk of sales in Lithuania. Although retail value and volume growth is much lower than growth registered by the premium segment, mass items remain the core products demanded,…

Mass beauty and personal care remains the largest segment in Latvia. Despite the growing popularity of premium goods, the majority of consumers use mass products. Solid growth was posted by mass products in 2023, despite the ongoing financial…

Mass beauty and personal care in Kazakhstan underwent a transformation in 2023, driven by evolving consumer preferences and a dynamic market landscape. While established international players like L'Oréal, Beiersdorf, and Mary Kay retain significant…

Mass beauty and personal care still accounted for significantly more value sales than premium in Georgia in 2023. However, its current value growth was lower. That being said, there was growth. Mass beauty and personal products are continually…

In 2023, retail value sales in mass beauty and personal care in Estonia recorded double-digit retail value growth. While this is below the value growth for premium offerings, the vast majority of sales are generated by mass products. Key areas for…

Mass beauty and personal care saw double-digit current value growth in Egypt in 2023 driven by the hard economic situation and the high rate of inflation, which reached more than 35%. The marked rise in prices, and lack of governmental control over…

Direct selling remained one of the most important and influential distribution channels within mass beauty and personal care during 2023. Between Yanbal, Belcorp and Natura & Co, more than 28% of value sales in this category are accounted for by…

Mass beauty and personal care in Denmark continued to see positive value growth in 2023 and slightly outperformed premium beauty and personal care. The weaker economy led to some downtrading to cheaper alternatives as Danes faced higher interest…

Mass beauty and personal care products made with activated charcoal continued to gain popularity in Costa Rica in 2023. While penetration remained strongest in oral care, specifically in toothpaste and toothbrushes, rising consumer awareness of the…

In 2023, hair care in Serbia witnessed growth predominantly driven by ancillary products such as hair masks, serums, and oils. Serbians are increasingly prioritising hair health and aesthetics, embracing styling techniques to achieve desired looks.…