Toiletries Global Market Report 2025

The toiletries market size has grown strongly in recent years. It will grow from $341.03 billion in 2024 to $372.8 billion in 2025 at a compound annual growth rate (CAGR) of 9.3%. The growth in the historic period can be attributed to growing demographic changes, consumer preferences, marketing and advertising, health and wellness trends.

The toiletries market size is expected to see rapid growth in the next few years. It will grow to $553.42 billion in 2029 at a compound annual growth rate (CAGR) of 10.4%. The growth in the forecast period can be attributed to sustainability and eco-friendly products, personalization trends, wellness and self-care culture, innovations in ingredients, globalization of brands. Major trends in the forecast period include digital marketing and e-commerce, technological advancements, natural and organic products, personalization and customization, wellness and self-care, men's grooming products.

The forecast of 10.4% growth over the next five years reflects a modest reduction of 0.4% from the previous estimate for this market. This reduction is primarily due to the impact of tariffs between the US and other countries. This is likely to directly affect the US by raising prices for personal care products, as tariffs on Indian and French cosmetic ingredients increase manufacturing costs. The effect will also be felt more widely due to reciprocal tariffs and the negative effect on the global economy and trade due to increased trade tensions and restrictions.

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 growth of the toiletries market is anticipated to be driven by the rising tourism and hospitality sectors. These industries focus on providing travel, accommodation, and related services for individuals visiting destinations for leisure, business, or cultural experiences. The tourism and hospitality sectors are expanding due to increasing global disposable incomes, enhanced transportation options, and a growing desire for unique travel experiences. Toiletries are essential for these sectors, ensuring that guests have the necessary personal hygiene items, which contributes to their comfort and overall satisfaction during their stay. For example, in May 2023, a report from the United Nations World Tourism Organization, a Spain-based specialized agency, highlighted that international tourist arrivals rebounded in the first quarter of 2023, reaching 80% of pre-pandemic levels, with around 235 million travelers - a more than twofold increase compared to the same period in 2022. The tourism sector exhibited remarkable resilience, with revised data for 2022 indicating that over 960 million international tourists traveled abroad that year. This reflects a recovery of two-thirds (66%) of pre-pandemic levels, demonstrating the industry's ability to rebound and regain momentum. As a result, the growth of tourism and hospitality is positively impacting the toiletries market.

Companies are increasingly focusing on manufacturing toiletries from natural and organic products due to growing consumer awareness about the dangers associated with synthetic materials. Toiletries are designed for consumer hygiene and beautification. As end-users lean toward healthier lifestyles, companies are producing items with greater transparency regarding ingredients, packaging, and sustainability. Natural and organic products are derived from plant extracts, vegetables, and essential oils, offering higher levels of vitamins and essential minerals while being environmentally friendly. For example, in June 2023, Sybron, a UK-based supplier of cleaning and hygiene products, introduced SySoft Luxury Bamboo Toilet Tissue in partnership with UniGreen, a UK-based bamboo specialist. This eco-friendly toilet tissue is crafted from 100% bamboo, making it recyclable, biodegradable, and compostable, targeting premium hotels that wish to minimize their carbon footprint. Each case contains 48 rolls of 3-ply tissue, with each roll featuring 200 sheets, and the packaging is plastic-free. Bamboo, known for its rapid growth and environmental advantages, produces more oxygen and absorbs more carbon dioxide than trees, positioning it as a sustainable option for eco-conscious consumers.

Toiletries encompass products and items utilized for cleaning and grooming, including everyday items such as shampoo and soap. These are convenient products that can be easily carried anywhere.

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.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report’s Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

The escalating U.S. tariffs and rising trade tensions in spring 2025 are expected to significantly affect the chemicals sector, which is facing a disproportionate impact - particularly from tariffs on petrochemicals and intermediates, where affordable domestic alternatives are limited. Specialty chemical producers, who rely heavily on Chinese raw materials, are encountering production disruptions. Meanwhile, fertilizer manufacturers are seeing their profit margins squeezed due to tariffs on phosphate imports. In response, companies are increasing investments in R&D for bio-based alternatives, forming procurement alliances to strengthen purchasing power, and relocating production to tariff-neutral countries like Saudi Arabia.

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.

Major companies in the toiletries market are launching innovative beauty products, including natural and organic options, to secure a competitive advantage. Organic and natural products are formulated using natural ingredients, free from synthetic chemicals and artificial additives. For example, in October 2024, Naturals, an Indian beauty brand known for its affordable skincare and haircare solutions, introduced a new organic beauty, skin, and hair care line called ‘Pearl’. The brand features 18 new products that are completely chemical-free and derived from 100% natural sources, catering to beauty, skin, and hair care needs.

Major companies operating in the toiletries market include Johnson & Johnson, Tesco plc, The Procter & Gamble Company, Unilever plc, L'Oréal S.A., Himalaya Wellness Limited, Natura & Co Holding S.A., Henkel AG & Co. KGaA, Reckitt Benckiser Group plc, Kimberly-Clark Corporation, Colgate-Palmolive Company, The Estée Lauder Companies Inc., Kao Corporation, Beiersdorf AG, Shiseido Company Limited, LG Household & Health Care Ltd., Church & Dwight Co. Inc., Coty Inc., Avon Products Inc., Oriflame Holding AG.

Asia-Pacific was the largest region in the toiletries market in 2024. 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 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.

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