The World Market for Beauty and Personal Care

Delivery

This report comes in PPT.

Key findings

Beauty growth accelerates in 2026 as consumers focus spend on categories aligned with health

Global beauty and personal care sales grew by 2.5% in constant terms in 2026, to USD647.0 billion, following a 2.0% increase in 2025. Volume growth is projected at 1.7% for 2026-2027, reflecting a more discerning consumer mindset that favours beauty products aligned with health, ingredient integrity and community.

Fragrances is the standout category, while skin care registers only modest growth

Fragrances was the fastest growing category in 2026, growing by 4.9%. Growth was fastest in premium unisex fragrances, while interest is rising in Arabian fragrances. Fragrance positioning extends to emotional wellbeing. In contrast, skin care – the largest category, at USD175 billion in 2026 – registered only modest growth, particularly in mature markets. Dermocosmetics remains the bright spot within skin care, with science-backed formulations resonating with consumers.

L’Oréal Groupe gained share over 2020-2025, despite increasing fragmentation

L’Oréal Groupe retained its global leadership position and expanded its market share from 10.2% in 2020 to 11.9% in 2025 – the largest share gain among the top 10 beauty players. Fragrances and dermocosmetics serve as bright spots not only for L’Oréal Groupe but also for other major beauty companies.

Emerging markets will lead future growth, with Asia Pacific anchoring incremental value

Asia Pacific remains the largest region in beauty and personal care, with almost a third of the global market, and grew by 3.0% in 2026. Growth was particularly strong in India, as well as in Southeast Asia, where demographics and e‑commerce adoption are predicted to fuel a 4.4% CAGR over 2026-2030 – three a times the growth of the mature markets in East Asia. elf Beauty and Puig SL performed well, due to accessible pricing, virality of brands, and a focus on skin health.

E-commerce is closing the gap on health and beauty specialists

Health and beauty specialists remains the largest distribution channel globally, but retail e-commerce grew at nearly double the pace and is on track to overtake the specialist channel during the forecast period, driven by skin care. E-commerce penetration reached 36% of global skin care sales in 2025, and is projected to rise to 40% by 2030 – the highest across beauty categories.