Competitive Landscape
L'oréal Maintains a Commanding Lead as Scandinavian Cosmetics Emerges as a Notable Share Gainer
Mass beauty and personal care in Sweden remained moderately concentrated in 2025, with significant shifts in company shares limited, though performance differences across categories became more visible. L’Oréal Sverige AB maintained its leading position with a retail value share of 16%, supported by continuous product launches, strong marketing visibility and broad distribution across grocery, beauty specialists and low-cost retailers through brands including L’Oréal Paris, Maybelline and Garnier.
Mass Beauty Brands Strengthen Competitiveness through Functional Positioning and Digital Engagement
Traditional mass brands distributed through grocery channels, including Nivea, Garnier and L’Oréal Paris, adapted to evolving consumer expectations by highlighting vegan formulations, sustainability claims and multifunctional benefits to remain competitive in skin care, sun care and hair care. In colour cosmetics, IsaDora, L’Oréal Paris and Maybelline maintained relevance through new launches, strong retailer support and social media visibility, while accessible trend-led brands such as e.
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Overview:
Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Sweden 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.
If you're in the Mass Beauty and Personal Care industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Mass Beauty and Personal Care in Sweden 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 Mass Beauty and Personal Care in Sweden?
- Which are the leading brands in Sweden?
- How are products distributed in Sweden?
- 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?
Mass Beauty and Personal Care in Sweden - Category analysis
Key Data Insights
Pharmacy-Positioned Skin Care and Fast Growing Hair Care Anchor Resilient Performance
Pharmacy-Positioned Skin Care and Fast Growing Hair Care Anchor Resilient Performance
Celebrity Fragrances and Social Media Fuel Lifestyle-Driven Beauty Demand
Masstige Evolution Is Forecast to Favour Pharmacy Brands as Efficacy and Safety Drive Consumer Preference
Low-Cost Retailers Are Set to Intensify Price Competition and Reshape Value Expectations
Social Media and Trend-Led Demand Are Expected to Sustain Younger Consumers’ Engagement
L'oréal Maintains a Commanding Lead as Scandinavian Cosmetics Emerges as a Notable Share Gainer
Mass Beauty Brands Strengthen Competitiveness through Functional Positioning and Digital Engagement
Beauty and Personal Care in Sweden - Industry Overview
Lifestyle-Driven Beauty Integrates Self-Care, Identity, and Aspirational Branding into Everyday Purchasing
Key Data Insights
Lifestyle-Driven Beauty Integrates Self-Care, Identity, and Aspirational Branding into Everyday Purchasing
Sustainability Becomes a Baseline Expectation across Formulations, Packaging, and Retail Models
The Digital Consumer Journey Reshapes Discovery, Validation, and Purchasing across Beauty and Personal Care
Affordable Premium and Pharmacy Brands Set to Drive Steady Market Growth
Lifestyle-Driven Beauty and Fragmentation Set to Sustain Dynamic Growth in Premium and Niche Categories
Omnichannel Retail and Digital Engagement Set to Remain Central to Category Growth
L'oréal and Key Distributors Sustain Leadership as Niche and Lifestyle Brands Gain Incremental Share
Beauty Specialist Retailers Lead Premium Categories Whilst E-Commerce Expands through Established Omnichannel Ecosystems
Country Reports Disclaimer
The following categories and subcategories are included:
Mass Beauty and Personal Care
- 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
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- 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
Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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