Mass beauty and personal care is projected to see only moderate growth in value terms (at constant 2024 prices) over the forecast period as consumers are still rebuilding their financial strength after years of high inflation and high interest rates. Despite the price of goods not increasing as fast as in 2023-24, consumers are still exercising caution in their spending behaviour in 2025, with this likely to continue at least in the short term.
As Gen Z and Gen Alpha see their purchasing power increase with age, they will play an increasingly important role in the future growth prospects for beauty and personal care brands. Brands which are able to successfully leverage social media to reach out to these demographics will likely see the benefits in the long term.
Innovation in the mass beauty and personal care category is expected to be driven in part by the growth of the dupes phenomena in the market. Mass brands appeal to consumers through their value proposition of being a cheaper alternative to more expensive premium products and brands, and this will be the main strength of the category over the forecast period and the main focus on new product development.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Australia 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.
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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 definitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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