Beauty and Personal Care in Oman

May 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Oman 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 Oman, 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 Oman 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 Oman?
  • Which are the leading brands in Oman?
  • How are products distributed in Oman?
  • 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 Oman

Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care ?
Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
Table 6 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
Table 7 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
Table 8 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
Table 9 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
Table 10 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
Table 11 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029

DISCLAIMER

Key Data Findings
Demand for ingredient-conscious and niche brands continues to grow
Johnson & Johnson maintains dominance despite market challenges
E-commerce gains traction as consumer habits remain stable
Steady growth driven by rising demand for fragrances and sun care
Ingredient-based wellness and multifunctionality trends to shape the market
Innovation centred on health, convenience and sustainability
Category Data
Table 12 Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 13 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
Table 16 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
Table 17 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
Table 18 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Bar soap regains appeal amid rising cost consciousness
Unilever retains leadership with trusted brands and sustainable initiatives
E-commerce expansion complements stable consumer habits
Steady growth expected as personal care routines gain importance
Sustainability and wellness to shape category evolution
Limited innovation focused on multifunctionality
Category Data
Table 19 Sales of Bath and Shower by Category: Value 2019-2024
Table 20 Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 21 NBO Company Shares of Bath and Shower: % Value 2020-2024
Table 22 LBN Brand Shares of Bath and Shower: % Value 2021-2024
Table 23 Forecast Sales of Bath and Shower by Category: Value 2024-2029
Table 24 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Demand for health-conscious and traditional formats drives growth
Beiersdorf retains leadership as natural alternatives gain traction
E-commerce growth complements enduring budget-conscious habits
Price sensitivity and daily necessity to underpin steady growth
Multifunctionality and sustainability to influence consumer choices
Innovation to diversify formats and fragrance offerings
Category Data
Table 25 Sales of Deodorants by Category: Value 2019-2024
Table 26 Sales of Deodorants by Category: % Value Growth 2019-2024
Table 27 NBO Company Shares of Deodorants: % Value 2020-2024
Table 28 LBN Brand Shares of Deodorants: % Value 2021-2024
Table 29 Forecast Sales of Deodorants by Category: Value 2024-2029
Table 30 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Growth driven by tailored solutions and new consumer groups
Competitive landscape shifts with focus on niche and natural brands
E-commerce expansion and problem-solving products shape behaviour
Multifunctionality and clean ingredients to drive growth
Demand for customised solutions to continue growing
Innovation opportunities in convenience and treatment formats
Category Data
Table 31 Sales of Hair Care by Category: Value 2019-2024
Table 32 Sales of Hair Care by Category: % Value Growth 2019-2024
Table 33 NBO Company Shares of Hair Care: % Value 2020-2024
Table 34 LBN Brand Shares of Hair Care: % Value 2021-2024
Table 35 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
Table 36 Forecast Sales of Hair Care by Category: Value 2024-2029
Table 37 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Stigma around chemical content shapes consumer preferences
Reckitt Benckiser maintains leadership amidst a static competitive landscape
E-commerce rises as consumers seek natural and safer alternatives
Natural ingredient demand to support modest growth
Multifunctionality to become a defining feature
Innovation focused on sustainability and longer-lasting solutions
Category Data
Table 38 Sales of Depilatories by Category: Value 2019-2024
Table 39 Sales of Depilatories by Category: % Value Growth 2019-2024
Table 40 NBO Company Shares of Depilatories: % Value 2020-2024
Table 41 LBN Brand Shares of Depilatories: % Value 2021-2024
Table 42 Forecast Sales of Depilatories by Category: Value 2024-2029
Table 43 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Essentials dominate as consumers balance health concerns and affordability
Competitive landscape led by traditional brands with stable growth
Price sensitivity constrains innovation despite widespread access
Sustainability and ingredient transparency to shape growth
Health consciousness and cost-cutting will drive purchasing decisions
Innovation focused on sustainable products and new oral hygiene technologies
Category Data
Table 44 Sales of Oral Care by Category: Value 2019-2024
Table 45 Sales of Oral Care by Category: % Value Growth 2019-2024
Table 46 NBO Company Shares of Oral Care: % Value 2020-2024
Table 47 LBN Brand Shares of Oral Care: % Value 2021-2024
Table 48 Forecast Sales of Oral Care by Category: Value 2024-2029
Table 49 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Health awareness and multifunctionality boost category growth
Procter & Gamble maintains leadership, while Beiersdorf gains ground
Practicality and value dominate male purchasing behaviour
Specific health concerns to drive future growth
Customised solutions and celebrity influence to shape trends
Innovation to prioritise travel-friendly, multifunctional convenience
Category Data
Table 50 Sales of Men’s Grooming by Category: Value 2019-2024
Table 51 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
Table 52 NBO Company Shares of Men’s Grooming: % Value 2020-2024
Table 53 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
Table 54 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
Table 55 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Demand for tailored, ethical and culturally relevant beauty products rises
New entrants reshape the competitive landscape
Conscious consumerism and multifunctionality shape purchasing behaviour
Expanding modern retail access and self-expression to drive growth
Multifunctional products to dominate future launches
Innovation centred on skincare-cosmetic hybrids
Category Data
Table 56 Sales of Colour Cosmetics by Category: Value 2019-2024
Table 57 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
Table 58 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
Table 59 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
Table 60 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
Table 61 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
Table 62 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Strong cultural attachment drives robust fragrance growth
Local fragrance houses consolidate leadership
Long-lasting scents and personalisation steer consumer behaviour
Steady growth supported by cultural preferences and premiumisation
Sustainability and refillable solutions to gain momentum
Innovation centred on experiential and personalised fragrance offerings
Category Data
Table 63 Sales of Fragrances by Category: Value 2019-2024
Table 64 Sales of Fragrances by Category: % Value Growth 2019-2024
Table 65 NBO Company Shares of Fragrances: % Value 2020-2024
Table 66 LBN Brand Shares of Fragrances: % Value 2021-2024
Table 67 LBN Brand Shares of Premium Fragrances: % Value 2021-2024
Table 68 Forecast Sales of Fragrances by Category: Value 2024-2029
Table 69 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Rising demand for ingredient-driven and personalised skincare
Premium brands thrive while niche players gain momentum
Ingredient focus, targeted solutions and e-commerce lead consumer behaviour
Multifunctionality and clean ingredients to dominate growth
Travel-friendly packaging and practicality to gain importance
Innovation centred on personalisation, sustainability and expanded e-commerce
Category Data
Table 70 Sales of Skin Care by Category: Value 2019-2024
Table 71 Sales of Skin Care by Category: % Value Growth 2019-2024
Table 72 NBO Company Shares of Skin Care: % Value 2020-2024
Table 73 LBN Brand Shares of Skin Care: % Value 2021-2024
Table 74 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
Table 75 Forecast Sales of Skin Care by Category: Value 2024-2029
Table 76 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Rising skin health awareness fuels growth in sun protection
Emerging brands and innovative formats drive competitive dynamics
Convenience and multifunctionality reshape consumer behaviour
Convenience, portability and skin health to underpin growth
Growth opportunities through tailored products and outdoor lifestyles
Innovation to expand availability and enhance multifunctionality
Category Data
Table 77 Sales of Sun Care by Category: Value 2019-2024
Table 78 Sales of Sun Care by Category: % Value Growth 2019-2024
Table 79 NBO Company Shares of Sun Care: % Value 2020-2024
Table 80 LBN Brand Shares of Sun Care: % Value 2021-2024
Table 81 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
Table 82 Forecast Sales of Sun Care by Category: Value 2024-2029
Table 83 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029
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The following categories and subcategories are included:

Beauty and Personal Care

    • 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
    • Bar Soap
    • Bath Additives
    • Body Powder
    • Body Wash/Shower Gel
    • Hand Sanitisers
      • Intimate Washes
      • Intimate Wipes
    • Liquid Soap
        • Premium Eye Liner/Pencil
        • Mass Eye Liner/Pencil
        • Premium Eye Shadow
        • Mass Eye Shadow
        • Premium Mascara
        • Mass Mascara
        • Premium Other Lash and Brow Make-Up
        • Mass Other Lash and Brow Make-Up
        • Premium BB/CC Creams
        • Mass BB/CC Creams
        • Premium Blusher/Bronzer/Highlighter
        • Mass Blusher/Bronzer/Highlighter
        • Premium Foundation/Concealer
        • Mass Foundation/Concealer
        • Premium Powder
        • Mass Powder
        • Premium Other Facial Make-Up
        • Mass Other Facial Make-Up
        • Premium Lip Gloss
        • Mass Lip Gloss
        • Premium Lip Liner/Pencil
        • Mass Lip Liner/Pencil
        • Premium Lipstick
        • Mass Lipstick
        • Premium Other Lip Products
        • Mass Other Lip Products
        • Premium Nail Polish
        • Mass Nail Polish
        • Premium Nail Treatments/Strengthener
        • Mass Nail Treatments/Strengthener
        • Premium Polish Remover
        • Mass Polish Remover
        • Premium Other Nail Products
        • Mass Other Nail Products
      • Premium Colour Cosmetics Sets/Kits
      • Mass Colour Cosmetics Sets/Kits
    • Deodorant Creams
    • Deodorant Pumps
    • Deodorant Roll-Ons
    • Deodorant Sprays
    • Deodorant Sticks
    • Deodorant Wipes
    • Hair Removers/Bleaches
    • Women's Pre-Shave
    • Women's Razors and Blades
      • Premium Body Mists
      • Premium Men's Fragrances
      • Premium Women's Fragrances
      • Premium Unisex Fragrances
      • Premium Fragrance Sets/Kits
      • Mass Body Mists
      • Mass Men's Fragrances
      • Mass Women's Fragrances
      • Mass Unisex Fragrances
      • Mass Fragrance Sets/Kits
    • 2-in-1 Products
    • Colourants
    • Conditioners and Treatments
    • Hair Loss Treatments
    • Perms and Relaxants
    • Salon Professional Hair Care
      • Medicated Shampoos
      • Standard Shampoos
    • Styling Agents
      • Men's Post-Shave
      • Men's Pre-Shave
      • Men's Razors and Blades
        • Premium Men's Bath and Shower
        • Mass Men's Bath and Shower
        • Premium Men's Deodorants
        • Mass Men's Deodorants
        • Premium Men's Hair Care
        • Mass Men's Hair Care
        • Premium Men's Skin Care
        • Mass Men's Skin Care
      • Premium Men's Fragrances
      • Mass Men's Fragrances
    • Dental Floss
      • Denture Cleansers
      • Denture Fixatives
    • Mouth Fresheners
    • Mouthwashes/Dental Rinses
    • Tooth Whiteners
      • Manual Toothbrushes
          • Battery Toothbrush Replacement Heads
          • Battery Toothbrush Units
          • Electric Toothbrush Replacement Heads
          • Electric Toothbrush Units
    • Toothpaste
  • Oral Care Excl Power Toothbrushes
        • Premium Firming Body Care
        • Mass Firming Body Care
        • Premium General Purpose Body Care
        • Mass General Purpose Body Care
        • Premium Acne Treatments
        • Mass Acne Treatments
        • Premium Face Masks
        • Mass Face Masks
          • Premium Liquid/Cream/Gel/Bar Cleansers
          • Mass Liquid/Cream/Gel/Bar Cleansers
          • Premium Facial Cleansing Wipes
          • Mass Facial Cleansing Wipes
          • Premium Basic Moisturisers
          • Mass Basic Moisturisers
          • Premium Anti-Agers
          • Mass Anti-Agers
        • Premium Lip Care
        • Mass Lip Care
        • Premium Toners
        • Mass Toners
      • Premium Hand Care
      • Mass Hand Care
      • Premium Skin Care Sets/Kits
      • Mass Skin Care Sets/Kits
        • Premium Aftersun
        • Mass Aftersun
        • Premium Self-Tanning
        • Mass Self-Tanning
        • Premium Sun Protection
        • Mass Sun Protection
    • Baby and Child-specific Sun Care
    • Premium Baby and Child-specific Products
    • Premium Bath and Shower
        • 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
    • Premium Deodorants
      • Premium Body Mists
      • Premium Men's Fragrances
      • Premium Women's Fragrances
      • Premium Unisex Fragrances
      • Premium Fragrance Sets/Kits
    • Premium Hair Care
        • Premium Firming Body Care
        • Premium General Purpose Body Care
        • Premium Acne Treatments
        • Premium Face Masks
        • Premium Facial Cleansing Wipes
          • 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
      • Premium Aftersun
      • Premium Self-Tanning
      • Premium Sun Protection
    • Prestige Baby and Child-specific Products
    • Prestige Bath and Shower
    • Prestige Colour Cosmetics
    • Prestige Deodorants
    • Prestige Fragrances
    • Prestige Hair Care
      • Prestige Body Care
      • Prestige Facial Care
      • Prestige Hand Care
      • Prestige Skin Care Sets/Kits
    • Prestige Adult Sun Care
    • Mass Baby and Child-specific Products
    • Mass Bath and Shower
        • Mass Eye Liner/Pencil
        • Mass Eye Shadow
        • Mass Mascara
        • Mass Other Lash and Brow Make-Up
        • 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
        • Mass Nail Polish
        • Mass Nail Treatments/Strengthener
        • Mass Polish Remover
        • Mass Other Nail Products
      • Mass Colour Cosmetics Sets/Kits
    • Mass Deodorants
      • Mass Body Mists
      • Mass Men's Fragrances
      • Mass Women's Fragrances
      • Mass Unisex Fragrances
      • Mass Fragrance Sets/Kits
    • Mass Hair Care
        • Mass Firming Body Care
        • Mass General Purpose Body Care
        • Mass Acne Treatments
        • Mass Face Masks
        • Mass Facial Cleansing Wipes
          • 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
      • Mass Aftersun
      • Mass Self-Tanning
      • Mass Sun Protection
    • Dermocosmetics Baby and Child-specific Products
    • Dermocosmetics Bath and Shower
    • Dermocosmetics Colour Cosmetics
    • Dermocosmetics Deodorants
    • Dermocosmetics Fragrances
    • Dermocosmetics Hair Care
      • 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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