Premium beauty and personal care recorded healthy growth in 2024, although its pace of expansion was slightly below that of overall beauty and personal care. One key driver of value sales was the rise in average unit prices, yet consumer interest in premium products remained resilient throughout the year. New product launches featuring innovative formulations, trendy ingredients, and fashionable colours helped stimulate demand. Promotion across social media platforms such as TikTok and Instagram

Premium beauty and personal care saw strong growth in current value terms in 2024. This growth was partially price-driven, despite inflation starting to ease. Premium beauty and personal care benefits from consumer perceptions that these products are more effective and make more of a difference compared to cheaper brands. However, in the current economic climate it has been difficult for consumers to maintain their usual spending habits, so some consumers were forced to either down trade to chea

Premium beauty and personal care continued to outperform the mass segment in 2024, with strong growth momentum across skin care, fragrances, colour cosmetics, and hair care. Ingredient-led formulations, a clean beauty positioning, and a minimalist, clinical aesthetic remained key drivers, particularly among younger consumers. Swedish shoppers are increasingly drawn to brands that combine efficacy with values, favouring products that are vegan, fragrance-free, or dermatologically tested.

Premium beauty and personal care saw current value growth in the UK in 2024. While consumers faced economic pressures, they also displayed a need for indulgence, which helped to maintain the segment’s solid growth. While consumers in the UK are opting to trade down in many “essential” categories, such as bath and shower, deodorants and depilatories, they are just as likely to trade up or look to premium brands for categories in which they see an opportunity for indulgence. In many beauty categor

The premium beauty and personal care segment saw continued strong current value growth in the United Arab Emirates in 2024. The segment’s expansion has been driven by a surge in affluent consumers, both residents and tourists. Growth has also been supported by the increased presence of premium brands and the expansion of luxury players into adjacent premium beauty categories. The United Arab Emirates’ economy remains strong, especially when compared to other global beauty hubs, and residents typ

In 2024, value sales of premium beauty and personal care in Portugal experienced strong single-digit growth. This growth can be attributed to increased availability, heightened competition among specialist retailers, and a more informed consumer base that prioritises quality, performance, and exclusivity. The rise of premium beauty products has been steadily increasing over the review period, thriving even amid economic challenges. Brands that successfully combine innovation, luxury, and sustain

Premium beauty and personal care in Estonia witnessed moderate value growth in 2024, reflecting a clear shift in consumer attitudes toward selective spending in this category. While day-to-day routines remained relatively simple for many consumers, shoppers showed increased willingness to invest in targeted products, particularly those linked to skin care performance, anti-ageing, and sensory appeal. Premium skin care saw strong demand for serums, moisturisers with active ingredients, and dermoc

Premium beauty and personal care registered healthy current value growth in Latvia in 2024, as consumers embraced small luxuries, particularly in skin care and fragrances. Brands tapped into emotional themes like self-care and personal expression, making premium feel more justifiable even in a price-sensitive climate. Gift sets, clean beauty ranges, and limited editions kept the offer engaging, while retailers supported premium brands with curated displays and online exclusives. Clinical claims,

Premium beauty and personal care in Lithuania continued to see strong growth in retail current value sales in 2024. The category saw high single-digit growth in 2024, compared with strong double-digit increases in 2022 and 2023, albeit when high inflation skewed increments. In general, the review period was a very positive time for premium beauty and personal care in Lithuania, when a solid base for premium products was laid. Fragrances and facial care were strongholds for premium beauty and per

Premium beauty and personal care continued to outperform mass offerings in 2024, bolstered by consumer interest in skin-friendly, scientifically supported, and multifunctional products. Norwegian shoppers remained highly ingredient-conscious, gravitating towards clean formulations with proven actives, minimalist packaging, and a clinical aesthetic. Categories such as skin care, fragrances, and colour cosmetics all benefited from the “less is more” approach, with brands increasingly focusing on e

Premium beauty and personal care in Indonesia experienced single-digit retail current value growth in 2024, despite economic uncertainties. The main consumer group for premium products is higher-income consumers from major cities, who are generally less affected by lower consumer confidence. Consumers in this income group are spending more than ever, especially with growing awareness amongst younger consumers from this income bracket of beauty products. While the number of higher-income consumer

Premium beauty and personal care recorded further growth in 2024, despite macroeconomic challenges, including high inflation and currency devaluation, as affluent consumers continued to seek efficacy, status, and luxury, especially in categories such as fragrances and skin care.

Premium beauty and personal care saw strong current value growth in Ukraine in 2024. Premium beauty and personal care performed above the market average in the country, though sales remained far behind those of the mass segment in actual terms. The economic impact of war has led to unfavourable conditions for the development of premium sales, but a portion of consumers is still affluent enough to spend on premium products. In addition, small premium items, such as fragrances, are seen as a nice

Retail current value sales of premium beauty and personal care surged in Uruguay during 2024. A key factor driving growth was the decrease in purchases by Uruguayan consumers in neighbouring Argentina, along with a reduction in smuggling from Argentina to Uruguay. This decline in contraband purchases can be attributed to an exchange rate adjustment made by the Argentine government, which significantly reduced the incentive for Uruguayan consumers to buy products from abroad or those illegally im

Premium beauty and personal care in Egypt experienced a significant decline in volume terms in 2024, primarily due to a sharp increase in prices, which rose by over 40% across several phases. This price hike followed the devaluation of the Egyptian pound in March 2024, when the currency lost more than 60% of its value. As nearly all beauty and personal care products are imported, this devaluation led to substantial price increases, further straining consumer purchasing power. Rising inflation an

Premium beauty and personal care in Switzerland posted further healthy retail current value growth in 2024, only slightly slower than the increase recorded in the category in 2023. Some consumers looked for more premiumisation in their product choices. This was highly visible in fragrances, where high-end perfumes posted strong retail current value growth towards the end of the review period. In addition, the search for personalisation, as well as unique scents for premium fragrances, motivated

Value sales of premium beauty and personal care in Canada increased in 2024, despite a challenging and highly competitive environment. The continued impact of the high cost of living prompted many consumers to reassess their spending, with greater scrutiny placed on the perceived value and efficacy of premium offerings. As a result, Canadian consumers increasingly made deliberate choices, opting to invest in products they valued, while trading down or selecting affordable alternatives, including

In 2024, value sales of premium beauty and personal care products increased in Greece, although growth moderated compared to the double-digit value uplift recorded in 2023. This slowdown indicates a change in consumer behaviour, with some consumers becoming more selective about the categories where they choose to indulge or find added value. For instance, bath and shower and colour cosmetics experienced lower value growth compared to 2024, driven by the rising popularity of value-oriented mass b

Premium beauty and personal care saw another year of strong growth in current value terms in 2024. The easing of inflationary pressures compared to the previous two years had a positive impact on consumer purchasing power and encouraged them to make more indulgent choices, dedicating more resources to self-care and wellbeing with the purchase of premium beauty products such as advanced premium skin care, colour cosmetics and exclusive fragrances. Alongside this economic factor, innovation and pe

Premium beauty and personal care products in the Philippines continued to see dynamic growth in current value terms in 2024, although it still accounts for a relatively small share of sales in most categories. Urbanisation is creating new job opportunities and expanding the country’s middle income earners who tend to have a strong desire for premium goods. Access to credit facilities is also improving, including major digital currencies like G-cash and Maya, which has enhanced consumer purchasin

In 2024, premium beauty and personal care in Turkey registered dynamic growth in retail current value sales, albeit enhanced by very high inflationary pressure on prices. Skin care was the best seller in premium beauty and personal care in retail value sales terms in 2024, supported by growing concern over skin health and appearance. Premium colour cosmetics posted the highest retail value growth, supported by the full resumption of out-of-home socialising and events and the return to the workpl

Premium beauty and personal care products witnessed growth in Saudi Arabia in 2024 due to rising disposable incomes, growing interest in beauty and wellness, and increased demand for high-quality solutions targeting specific concerns. Furthermore, the influence of social media, global beauty trends, and promotional offers has made premium products more accessible and appealing. However, the segment continues to face growing competition from dermatology clinics, beauty centres, and salons, which

Premium beauty and personal care in Ireland saw strong value sales rises in 2024, driven by consumers trading up for high-performance, wellness-focused and personalised products. As inflation eased, shoppers felt more confident spending on quality over quantity - particularly in skin care, fragrances, and dermocosmetics. Demand was fuelled by clinical-style brands and premium launches from the likes of Charlotte Tilbury and Clarins, while department stores and online platforms supported growth w

The growing emphasis on personal appearance and self-care has fuelled demand for high-end beauty products in Thailand and is driving growth in premium beauty and personal care. The steady recovery in tourism, together with the strong purchasing power among high-income and affluent consumers, provides a solid consumer base for premium brands. Given the fast turnaround in new beauty products, consumers tend to be less loyalty to brands and will not hesitate to try new premium lines or change their