2025 Developments
Beauty and personal care El Salvador in 2025 reflected steady growth that outpaced many regional peers, driven by an expanding consumer base of over 6 million and improving purchasing power despite prevalent price sensitivity. The market’s attractiveness lies in its resilience amid economic caution, where consumers increasingly prioritise wellness-oriented, multifunctional products that deliver tangible health and preventive benefits beyond basic hygiene. Younger demographics, especially millennials and Gen Z, fuel innovation and category dynamism through digital engagement and openness to global influences such as Korean beauty, prompting brands to balance affordability with active-rich, scientifically validated formulations. Brands that integrate multifunctionality, credible health claims and competitive pricing while leveraging digital influence are best positioned to capitalise on the category’s ongoing growth and transformation.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in El Salvador with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in El Salvador, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in El Salvador report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in El Salvador?
- Which are the leading brands in El Salvador?
- How are products distributed in El Salvador?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in El Salvador
2025 Developments
Key Data Insights
Steady Growth Driven by Evolving Consumer Wellness Priorities Amid Economic Caution
Hair Care Leads Retail Value as Consumers Seek Efficacy and Preventive Benefits
Younger Consumers Embrace K-Beauty through Digital Engagement
Consumers Embrace Multifunctional Products for Holistic Well-Being
Consumers to Balance Affordability and Efficacy in Evolving Care Routines
Hair Care to Lead Value Sales While Sun Care Drives Growth
Younger Consumers to Drive Innovation Towards Multifunctional, Active-Rich Products
Global and Regional Players Consolidate Leadership Amid Rising Fragmentation
Supermarkets Strengthen Lead Amid Evolving Retail Dynamics
Direct Selling Offers Income Opportunities
Baby and Child-Specific Products in El Salvador
Key Data Insights
Baby and Child-Specific Products Summary
Regional Growth Supports Steady Expansion of Baby and Child-Specific Products
Baby Wipes Lead with Strong Volume and Value Growth
Parents to Drive Steady Value Growth Supported by Rising Purchasing Power
Increasing Sun Care Awareness to Propel Fastest Growth
Shifting Consumer Priorities to Encourage Innovation and Competition in Child Care
Established Manufacturers Consolidate Lead While Challengers Adjust Shares
Supermarkets Lead Offline Sales as Direct Selling Declines
Bath and Shower in El Salvador
Key Data Insights
Bath and Shower Summary
Steady Retail Value Growth Amid Affordability-Driven Consumer Behaviour
Bar Soap Leads Sales as Intimate Hygiene Appeals to Youth
Venza and Equate Leverage Skin Care Benefits to Expand Reach
Consumers to Seek Enhanced Cleansing Benefits Amid Steady Growth
Bar Soap to Maintain Sales Lead as Liquid Soaps and Intimate Hygiene Expand
Colgate-Palmolive and Unilever Reinforce Lead through Strategic Portfolio Alignment
Supermarkets Consolidate Lead Driven by Safety and Assortment
Discounters Gain Traction by Addressing Price-Sensitive Consumers’ Needs
Colour Cosmetics in El Salvador
Key Data Insights
Colour Cosmetics Summary
Consumers Increase Spending as Economic Growth Supports Demand
Individual Products Dominate Retail Sales with Steady Expansion in Sets
Brands to Capitalise on Rising Consumer Expenditure to Boost Category Growth
Colour Cosmetics Sets/Kits Set to Emerge as Growth Driver
Leading Companies Reshape Concentration through Shifting Market Shares
Direct Selling Leads Distribution as Grocery Retailers Gain Momentum
Non-Grocery Retailers Growth Signal Evolving Retail Dynamics
Deodorants in El Salvador
Key Data Insights
Deodorants Summary
Steady Growth Reflects Expanding Consumer Demand in Latin America
Deodorant Sprays Lead Growth Due to Consumer Preference for Convenience
Rising Incomes and Steady Population Growth to Drive Expansion
Deodorant Sticks to Emerge as Largest Format
Deodorant Sprays to Accelerate Growth Driven by Convenience and Premium Appeal
Unilever Strengthens Leading Position While Avon's Share Declines
Grocery Retailers Dominate Sales Driven by Supermarkets and Discounters
Depilatories in El Salvador
Key Data Insights
Depilatories Summary
Steady Growth Driven by Rising Consumer Expenditure and Population
Women’S Razors and Blades Dominate Retail Sales
Steady Growth in Depilatories, Driven by Expanding Consumer Base and Spending Power
Women’S Razors and Blades to Lead Sales as Hair Removers/Bleaches Gain Momentum
Incremental Shifts in Shares Present Growth Opportunities Amid Stable Leadership
Supermarkets and Discounters Drive Growth
Fragrances in El Salvador
Key Data Insights
Fragrances Summary
El Salvador Experiences Strong Growth in Fragrances Amid Rising Consumer Expenditure
Mass Fragrances Lead Sales Driven by Wide Accessibility
Premium Fragrances Grow Steadily as Consumers Upgrade Preferences
Rising Consumer Expenditure to Fuel Steady Growth
Mass Fragrances to Maintain Leadership While Premium Fragrances Accelerate Growth
Leading Manufacturers Consolidate Position as Shifts Reshape Competition
Direct Selling Leads as Supermarkets and Discounters Gain Momentum
Hair Care in El Salvador
Key Data Insights
Hair Care Summary
Steady Growth Driven by Evolving Consumer Preferences and Economic Conditions
Salon and Profressional Hair Care Gains Momentum
Brands Leverage Skin Care Ingredients and Clean Formulations
Consumers to Adopt Affordable, Efficacious Formats Amid Economic Pressures
Shampoos to Lead Sales While Salon Professional Hair Care Accelerates Growth
Brands to Leverage Clean Beauty to Meet Evolving Consumer Demands
Leading Manufacturers Sustain Positions Amid Stable Market Shares
Supermarkets Lead Distribution as Discounters Expand Reach among Price-Sensitive Consumers
Men's Grooming in El Salvador
Key Data Insights
Men's Grooming Summary
El Salvador Experiences Steady Growth Amid Regional Economic Stability
Men’S Fragrances Lead Sales as Men’S Toiletries Show Growth
Consumers to Drive Steady Growth through Expanding Expenditure and Population
Men’S Fragrances to Remain Largest and Fastest Growing Amid Premiumisation
Leading Manufacturers Strengthen Lead and Drive Market Concentration
Supermarkets and Discounters Expand as Direct Selling Declines
Oral Care in El Salvador
Key Data Insights
Oral Care Summary
Consumers in El Salvador Increase Spending Amid Economic Growth
Toothpaste Leads Sales Driven by Essential Daily Use
Consumers to Drive Steady Growth Amid Rising Economic Stability
Toothpaste to Maintain Leadership as Dental Floss Accelerates Growth
Rising Oral Health Awareness to Foster Product Diversification and Opportunity
Colgate-Palmolive Strengthens Dominance Despite Concentrated Market
Supermarkets Lead While Discounters Show Fastest Growth
Value-Driven Shopping and Traditional Retail Shape Oral Care
Skin Care in El Salvador
Key Data Insights
Skin Care Summary
Steady Growth Driven by Preventive Habits and Demographic Stability
Body Care Leads Volume Sales as Facial Care Captures Rapid Consumer Interest
Younger Consumers Embrace Multifunctional and K-Beauty Products
Younger Consumers to Drive Personalised Routines
Body Care to Maintain Volume Lead as Facial Care Accelerates in Value
Digital Engagement to Reshape Consumer Behaviour and Innovation
Leading Manufacturers Adapt Strategies to Navigate Growing Competition and Shifting Shares
Direct Selling Leads Distribution Despite Rising Competition From Physical Retailers
Grocery and Specialised Retailers Grow Share through Omnichannel Expansion
Sun Care in El Salvador
Key Data Insights
Sun Care Summary
Steady Economic Growth Supports Sun Care Expansion
Adult Sun Care Drives Value with Steady Growth
El Salvador Consumers to Drive Steady Sun Care Growth
Adult Sun Care Set to Remain Dominant
Leading Manufacturers Strengthen Market Hold through Sustained Growth
Grocery Retailers Lead with Strong Value Growth through Diversified Formats
Direct Selling and Health Specialists Adapt to Consumer Preferences
Premium Beauty and Personal Care in El Salvador
Key Data Insights
Premium Beauty and Personal Care Summary
Rising Consumer Affluence Drives Steady Growth
Premium Skin Care Leads Value Growth Amid Demand for Efficacious Solutions
Clinique’S Science-Backed Formula Exemplifies Longevity
High-Income Consumers to Drive Premium Product Demand with Efficacy
Premium Fragrances to Lead Sales as Colour Cosmetics Surge
Grupo Alsicorp and L’Oréal Reinforce Leads through Efficacy
Mass Beauty and Personal Care in El Salvador
Key Data Insights
Mass Beauty and Personal Care Summary
Adoption of Comprehensive and Prventive Health Routine Expands Access with Affordable Offerings
Botanical and Vitamin-Enriched Hair Care Maintains Lead as Shoppers Seek More
Savilé Appeals to Health-Focused Shoppers with Multivitamin “Mega-Jar” Launches
Younger Shoppers Drive Demand for Advanced yet Affordable Actives
Mass Hair Care Maintains Its Lead as Multipack Innovation Slows
Social Media and Ingredient Trends Shift Business Strategies
Unilever Leverages Advanced Ingredients to Reinforce Its Lead
Country Reports Disclaimer
The following categories and subcategories are included:
Beauty and Personal Care
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- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
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- Premium Eye Shadow
- Mass Eye Shadow
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- Premium Mascara
- Mass Mascara
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- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
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- Premium BB/CC Creams
- Mass BB/CC Creams
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- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
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- Premium Foundation/Concealer
- Mass Foundation/Concealer
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- Premium Powder
- Mass Powder
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- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
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- Premium Lip Gloss
- Mass Lip Gloss
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- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
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- Premium Lipstick
- Mass Lipstick
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- Premium Other Lip Products
- Mass Other Lip Products
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- Premium Nail Polish
- Mass Nail Polish
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- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
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- Premium Polish Remover
- Mass Polish Remover
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- Premium Other Nail Products
- Mass Other Nail Products
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- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
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- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
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- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
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- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
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- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
- Oral Care Excl Power Toothbrushes
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- Premium Firming Body Care
- Mass Firming Body Care
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- Premium General Purpose Body Care
- Mass General Purpose Body Care
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- Premium Acne Treatments
- Mass Acne Treatments
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- Premium Face Masks
- Mass Face Masks
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- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
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- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
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- Premium Basic Moisturisers
- Mass Basic Moisturisers
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- Premium Anti-Agers
- Mass Anti-Agers
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- Premium Lip Care
- Mass Lip Care
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- Premium Toners
- Mass Toners
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- Premium Hand Care
- Mass Hand Care
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- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
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- Premium Aftersun
- Mass Aftersun
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- Premium Self-Tanning
- Mass Self-Tanning
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- Premium Sun Protection
- Mass Sun Protection
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- Baby and Child-specific Sun Care
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- Premium Baby and Child-specific Products
- Premium Bath and Shower
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- Premium Eye Liner/Pencil
- Premium Eye Shadow
- Premium Mascara
- Premium Other Lash and Brow Make-Up
-
- Premium BB/CC Creams
- Premium Blusher/Bronzer/Highlighter
- Premium Foundation/Concealer
- Premium Powder
- Premium Other Facial Make-Up
-
- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
-
- Premium Nail Polish
- Premium Nail Treatments/Strengthener
- Premium Polish Remover
- Premium Other Nail Products
- Premium Colour Cosmetics Sets/Kits
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- Premium Deodorants
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
- Premium Hair Care
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- Premium Firming Body Care
- Premium General Purpose Body Care
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- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
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- Premium Basic Moisturisers
- Premium Anti-Agers
- Premium Lip Care
- Premium Liquid/Cream/Gel/Bar Cleansers
- Premium Toners
- Premium Hand Care
- Premium Skin Care Sets/Kits
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- Premium Aftersun
- Premium Self-Tanning
- Premium Sun Protection
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- Prestige Baby and Child-specific Products
- Prestige Bath and Shower
- Prestige Colour Cosmetics
- Prestige Deodorants
- Prestige Fragrances
- Prestige Hair Care
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- Prestige Body Care
- Prestige Facial Care
- Prestige Hand Care
- Prestige Skin Care Sets/Kits
- Prestige Adult Sun Care
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- Mass Baby and Child-specific Products
- Mass Bath and Shower
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- Mass Eye Liner/Pencil
- Mass Eye Shadow
- Mass Mascara
- Mass Other Lash and Brow Make-Up
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- Mass BB/CC Creams
- Mass Blusher/Bronzer/Highlighter
- Mass Foundation/Concealer
- Mass Powder
- Mass Other Facial Make-Up
-
- Mass Lip Gloss
- Mass Lip Liner/Pencil
- Mass Lipstick
- Mass Other Lip Products
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- Mass Nail Polish
- Mass Nail Treatments/Strengthener
- Mass Polish Remover
- Mass Other Nail Products
- Mass Colour Cosmetics Sets/Kits
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- Mass Deodorants
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
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- Mass Firming Body Care
- Mass General Purpose Body Care
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- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
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- Mass Basic Moisturisers
- Mass Anti-Agers
- Mass Lip Care
- Mass Liquid/Cream/Gel/Bar Cleansers
- Mass Toners
- Mass Hand Care
- Mass Skin Care Sets/Kits
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- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
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- Dermocosmetics Baby and Child-specific Products
- Dermocosmetics Bath and Shower
- Dermocosmetics Colour Cosmetics
- Dermocosmetics Deodorants
- Dermocosmetics Fragrances
- Dermocosmetics Hair Care
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- Dermocosmetics Body Care
- Dermocosmetics Facial Care
- Dermocosmetics Hand Care
- Dermocosmetics Skin Care Sets/Kits
- Dermocosmetics Adult Sun Care
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
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This report originates from Passport, our Beauty and Personal Care research and analysis database.
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