Skin care recorded solid value sales growth in 2024, driven by both facial and body care. This expansion was fuelled by rising unit prices in the context of inflation as well as consistently strong demand across core categories. Skin care remained the largest contributor to overall beauty and personal care value sales, benefiting from extensive shelf space and an abundance of choice across premium and mass brands, private label brands and specialist ranges. Facial care, particularly moisturisers

In 2024, Australia’s skin care market recorded a slower pace of growth compared to the previous year but maintained positive momentum, highlighting the category’s enduring resilience amid ongoing economic pressures. While the initial post-pandemic uplift in self-care spending began to level off, core demand remained stable, supported by habitual usage, high product replenishment rates, and a deepening consumer preference for preventative and functional skin care solutions.

Skin care saw healthy growth in current value terms in 2024 with sales driven by premiumisation and a high degree of product innovation. However, signs of maturity are becoming more visible after several years of pandemic-driven home treatment and self-care trends with volume sales seeing a small decline. Consumers continue to show a willingness to invest in quality skin care, particularly products that offer long-term benefits and support for sensitive skin. The demand for barrier-repair produc

Skin care registered current value growth in the UK in 2024. This represented a slowdown from the previous year, owing partly to weaker price increases. Another key driver behind the deceleration was the category having become more mature in recent years following several years of strong growth, with key growth brands such as CeraVe and Weleda experiencing weaker performances in 2024.

Skin care registered current value growth in the United Arab Emirates in 2024. Local consumers are increasingly curious about the science behind how they feel, not just how they look. Terms such as “dopamine”, “serotonin”, and “cortisol” are becoming part of everyday conversation, as people start connecting the dots between mental health and physical wellbeing. There is a growing awareness of how stress, hormonal fluctuations, and even menstrual cycles can directly impact the skin. This shift ma

In 2024, value sales of skin care increased in skin care in Portugal, recording one of the strongest performances in Beauty and Personal Care in 2024. Increased awareness of skin care, whether to delay signs of ageing or address issues like sun exposure, is shifting consumer behaviour and redefining market dynamics. With the rise of new social media platforms, younger consumers are increasingly discovering cosmetics brands and products through influencers, which has significantly boosted sales.

Skin care in Estonia witnessed slower growth in 2024, as consumers largely stuck with their usual routines and everyday products. There was growing interest in products that offer targeted benefits, such as hydration-focused moisturisers, calming creams, and formulas for sensitive skin. Many consumers looked for gentle, skin-friendly options that still felt effective and easy to use. Brands with a clean image and dermatologist backing, like CeraVe, La Roche-Posay, and Vichy, did especially well,

Skin care remained Latvia’s bestselling beauty and personal care product in 2024, and also registered healthy current value growth. This growth was supported by a growing awareness of skin health, increased focus on self-care and a wave of new product launches across both mass and premium segments. There was increased use of targeted treatments like serums, eye creams, and exfoliants, alongside daily moisturisers. Brands supported value sales by using simple product messaging, often highlighting

Skin care in Lithuania recorded above-average retail volume and current value growth in beauty and personal care in 2024. While moderate retail volume and strong retail current value growth in 2024 represented a slowdown, compared with 2023, both mass and premium products remained popular at the end of the review period.

After several years of strong momentum, skin care in Norway entered a more mature phase in 2024. Growth in retail value terms slowed compared to previous years, reflecting a stabilisation of demand following the pandemic-driven boom. However, interest in skin care remained high, particularly around hydration, barrier repair, and simple, effective routines. Norwegian consumers continued to prioritise minimalist formulas with visible results, favouring multifunctional products with active ingredie

In 2024, skin care in Indonesia demonstrated exceptionally strong growth in the double digits in both retail volume and current value terms. Apart from sun care, growth was higher than any other beauty and personal care category, despite already accounting for the highest sales. Growth was largely driven by the enthusiastic adoption of beauty routines by younger generations. Inspired by the global K-beauty trend, younger Indonesians showed a heightened interest in maintaining healthy, glowing sk

Skin care saw dynamic current value growth in Ukraine in 2024, with the category expanding significantly more rapidly than the overall beauty and personal care market. Towards the end of the review period, consumers displayed an increasing interest in healthy skin and a willingness to spend more for products that are believed to offer greater efficacy and quality. Nonetheless, as in other beauty and personal care categories, skin care has seen its development constrained by the challenging condi

Skin care in Pakistan recorded healthy growth in 2024, driven by rising consumer awareness, increased urbanisation, and greater access to beauty education through digital platforms. Daily-use products, such as moisturisers, fairness creams, and basic facial cleansers, remained the mainstay of the category. However, demand for products offering additional benefits, including sun protection, hydration, and brightening, gained momentum, particularly among urban millennials and Gen Z consumers.

Having declined sharply in 2023, retail current value sales of skin care rebounded strongly in 2024. This was driven in large part by a shift in the exchange-rate regime in neighbouring Argentina, which made cross-border shopping for skin care products less appealing to Uruguayan consumers. Moreover, local consumers are increasingly performing facial and body beauty routines at home. They are also becoming more aware of the best and most effective ingredients for their skin. Even when faced with

In 2024, skin care sales in Egypt experienced a decline in volume but showed substantial current value growth. This increase in value was primarily driven by significant price hikes across both mass and premium segments. Mass skin care products witnessed price increases exceeding 30%, while premium products saw even steeper rises of over 45%.

In 2024, value sales of skin care in Greece saw an increase, although this growth was slower compared to the previous year. Milder inflation contributed to this deceleration, while tight consumer budgets, amid an ongoing cost-of-living crisis, further hindered growth. Despite this, premium anti-ageing products, one of the largest segment within skin care, continued to experience positive growth, particularly within pharmacies, the most popular channel for skin care products. The key trends in 20

Skin care in Ireland saw strong growth in current value terms in 2024. Skin care continues to benefit from by increased consumer interest in targeted routines, ingredient-led products and wellness-aligned self-care. As inflation eased, shoppers in 2024 returned to premium and specialised products - particularly in anti-ageing and hydration-focused segments. Skin care also benefits from high engagement on social media platforms, where influencers and dermatologists help educate consumers on routi

Skin care registered healthy current value growth in Serbia in 2024. Partly stemming from the pandemic, when consumers invested in premium skin care products as a form of self-care during lockdown, there has been a boom in skin care globally and in Serbia. This spans across mass as well as premium brands, with lower-priced brands quickly following trends instigated by first movers. Facial care accounted for most value sales and also registered the highest value growth, with an increasing array o

Skin care maintained one of the strongest value growth rates within beauty and personal care in Slovenia in 2024. Consumer demand remained robust, largely driven by continued innovation and frequent new product launches. While inflationary pressures have subsided, many consumers remain cautious and continue to seek value, reducing spending on higher-priced premium skin care products.

Sales of skin care products in Kazakhstan continued to record robust growth in both volume and current value terms in 2024. The category is evolving beyond its traditional female-dominated base to attract a broader demographic, including men, teenagers, and older consumers. A growing variety of products tailored to specific skin types - such as sensitive, oily, dry, and mature - has enabled brands to appeal to a more diverse audience.

With cost-of-living concerns and heightened economic uncertainty prompting consumers to exercise greater caution in their spending habits, skin care in Israel saw volume and current value growth rates slow in 2024. The dip was most pronounced in value terms, partly because trading down to cheaper options was widespread, but also due to a gradual reduction in inflation over the course of the year. However, the same trends helped to ensure volume growth was only marginally weaker than in 2023. The

Skin care in Switzerland saw moderate retail current value growth in 2024, despite only a very marginal increase retail volume sales. In addition to price increases amid rising operational costs, the category saw a number of innovative product developments targeting specific skin problems and age groups. However, increased use of price promotions and the availability of private label offerings maintained demand but restrained retail current value growth, which was slightly slower than in 2023.

Skin care in Thailand is a high-growth category in retail volume and value terms. Consumers in Thailand are increasingly committed to improving their health and beauty routines, as part of their goal to live healthier lives. Locals are becoming more knowledgeable and mindful of skin care products they use. Beauty routines prioritise prevention over repair, with demand rising for skin care with premium qualities that is scientifically tested. Consumers look for moisturisers that help to strengthe

Skin care in Malaysia continued to post strong growth in retail volume and current value sales in 2024, powered by positive performances across categories. Both mass and premium ranges fuelled the growth in skin care. Malaysian consumers can choose from wide arrays of mass and premium brands, which showcase strong efficacy, with many players highlighting the benefits of ingredients backed by scientific research.