toiletries Global Market Report 2024

The toiletries market size has grown rapidly in recent years. It will grow from $349.95 billion in 2023 to $391.95 billion in 2024 at a compound annual growth rate (CAGR) of 12.0%. The expansion witnessed in the historical period can be ascribed to increasing demographic changes, evolving consumer preferences, marketing and advertising efforts, and prevailing health and wellness trends.

The toiletries market size is expected to see rapid growth in the next few years. It will grow to $620.08 billion in 2028 at a compound annual growth rate (CAGR) of 12.2%. The anticipated growth in the forecast period can be linked to the emphasis on sustainability and eco-friendly products, the trend towards personalization, the flourishing wellness and self-care culture, ongoing innovations in ingredients, and the globalization of brands. Key trends expected in the forecast period involve the prevalence of digital marketing and e-commerce, advancements in technology, the popularity of natural and organic products, the focus on personalization and customization, and the rise of men's grooming products within the market.

The aging population is anticipated to serve as a catalyst for market growth. The sales of products such as anti-aging creams, peels, and wrinkle-reducing moisturizers are expected to rise, driven by the increasing demographic of older individuals. Additionally, older women generally possess more disposable income than their younger counterparts, making it easier for them to allocate funds towards cosmetic purchases. As of July 2022, the World Population Prospects 2022 from relief web, a US-based humanitarian information portal, projects that the global population aged 65 years or above will increase from 10% in 2022 to 16% in 2050, thereby propelling the toiletry market forward.

The toiletries market is poised for growth due to an augmented awareness of personal hygiene and cleanliness. This heightened awareness is a result of educational programs in schools, public health initiatives, government campaigns, media and communication efforts, and various other sources. For example, as of July 2021, a survey conducted by UK-based supplier of non-woven wipes, Harrison Wipes, reported that 82% of respondents had become more conscious of their cleaning practices since the onset of the pandemic. Moreover, 91% of individuals expressed increased awareness of cleanliness measures in public spaces, such as the availability of hand sanitizer stations or diligent disinfection of surfaces. Consequently, the growing consciousness regarding personal hygiene is a driving force behind the expansion of the toiletries market.

The market, however, faces a notable constraint in the form of stringent regulations imposed by government agencies on certain cosmetic ingredients. These regulations restrict the use of specific substances due to their toxicity and potential to cause skin diseases. The EU Cosmetics Regulations, for instance, outline prohibited substances and specify conditions for the use of certain ingredients. Similarly, the US Food and Drug Administration (FDA) prohibits or restricts a list of ingredients in cosmetics, including substances such as bithionol, chloroform, mercury compounds, methylene chloride, vinyl chloride, and chlorofluorocarbon propellants.

Companies are increasingly focusing on the production of toiletries based on natural and organic ingredients, driven by heightened consumer awareness of the potential hazards associated with synthetic materials. Toiletries, catering to consumer hygiene and beautification, are being developed with a strong emphasis on ingredient transparency, sustainable packaging, and environmental responsibility, aligning with the preferences of end-users pursuing healthier lifestyles. Natural and organic toiletry products are derived from plant extracts, vegetables, and essential oils, containing elevated levels of vitamin C and essential minerals such as calcium, magnesium, iron, and chromium. Notably, companies such as L’Oréal, the maker of Maybelline and Lancôme, aim to source nearly all their ingredients from renewable plant sources and abundant minerals by 2030, responding to the growing demand for organic and environmentally friendly cosmetics.

Major companies are introducing innovative beauty products, including those featuring Smart Melanin technology, to establish a competitive edge. Smart Melanin technology, integrated into beauty products, specifically addresses issues such as hyperpigmentation and sun spots, particularly in individuals with darker skin tones. For example, in May 2021, Eadem, a US-based provider of beauty products, launched its flagship dark-spot serum featuring Smart Melanin technology, specially formulated for skin tones with higher melanin content. This technology contributes to clean beauty practices, being tested across a range of skin shades and containing fewer toxic chemicals.

Major companies operating in the toiletries market report are Itochu Corporation, Johnson & Johnson, Tesco PLC, The Procter & Gamble Company, Seven & i Holdings Co. Ltd., Alimentation Couche-Tard Inc., Unilever PLC, L'Oréal S.A., Himalaya Wellness Limited, Casino Guichard-Perrachon S.A., Natura & Co Holding S.A., Love's Travel Stops & Country Stores Inc., Henkel AG & Co. KGaA, Reckitt Benckiser Group PLC, Kimberly-Clark Corporation, Colgate-Palmolive Company, The Estée Lauder Companies Inc., Kao Corporation, Auchan Holding S.A., Maxingvest ag, Beiersdorf AG, Shiseido Company Limited, LG Household & Health Care Ltd., Church & Dwight Co. Inc., Coty Inc., Avon Products Inc., Oriflame Holding AG, SPAR International B.V., Magnit PJSC.

Asia-Pacific was the largest region in the toiletries market in 2023. Western Europe was the second-largest region of the toiletries market. The regions covered in the toiletries market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the toiletries market report are Australia; China; India; Indonesia; Japan; South Korea; Bangladesh; Thailand; Vietnam; Malaysia; Singapore; Philippines; Hong Kong; New Zealand; USA; Canada; Mexico; Brazil; Chile; Argentina; Colombia; Peru; France; Germany; UK; Austria; Belgium; Denmark; Finland; Ireland; Italy; Netherlands; Norway; Portugal; Spain; Sweden; Switzerland; Russia; Czech Republic; Poland; Romania; Ukraine; Saudi Arabia; Israel; Iran; Turkey; UAE; Egypt; Nigeria; South Africa.

The primary categories of toiletries include lotions (including sunscreens), hair preparations, face creams, perfumes, shaving preparations, and various others. Lotions are liquid formulations designed for cosmetic or external medicinal applications. These products come in both mass-market and premium variants. They are tailored to cater to both male and female preferences. Toiletries are distributed through various channels, including hypermarkets and supermarkets, e-commerce platforms, pharmacy stores, and other distribution channels.

The toiletries market research report is one of a series of new reports that provides toiletries market statistics, including toiletries industry global market size, regional shares, competitors with a toiletries market share, detailed toiletries market segments, market trends and opportunities, and any further data you may need to thrive in the toiletries industry. This toiletries market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The toiletry market consists of the sales of toothbrush, cap, tooth cleaner, floss, razor, blades, shaving liquids, deodorants, and towels. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.


The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.