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Beauty and Personal Care in Australia

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    Report

  • 141 Pages
  • June 2025
  • Region: Australia
  • Euromonitor International
  • ID: 2640639
Beauty and personal care in Australia showed resilience in 2024 amidst weakening economic conditions, with sales seeing steady growth in current value terms. The growth of the market highlights the strong demand consumers have for beauty and personal care products and how these are often perceived as essential purchases alongside other groceries. This is especially true for categories which are used on a daily basis like bath and shower and skin care products.

The Beauty and Personal Care in Australia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Beauty and Personal Care market
  • Pinpoint growth sectors and identify factors driving change
  • Understand the competitive environment, the market’s major players and leading brands
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Beauty and personal care in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retail developments
  • What next for beauty and personal care?
MARKET DATA
  • Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN AUSTRALIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Sales see steady growth thanks to improving economic conditions
  • L'Oréal remains on top thanks to a strong performance in 2024
  • Dupes attracting attention as consumers look for savings
PROSPECTS AND OPPORTUNITIES
  • Mass products likely to retain their appeal over the forecast period
  • Social media engagement key to reaching out to younger consumers
  • Dupe culture showing no signs of slowing while sustainability concerns likely to have a growing influence
CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
PREMIUM BEAUTY AND PERSONAL CARE IN AUSTRALIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Premium products retain the trust of consumers despite financial pressures
  • Stagnant competitive landscape as L’Oreal solidifies its lead
  • Consumers focusing on product efficacy when buying premium products
PROSPECTS AND OPPORTUNITIES
  • Improving economic conditions to boost sales of premium brands
  • Sustainability and ethical branding set to play a growing role in the market
  • Efficacy and ingredient-led innovation to drive new product development
CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
BABY AND CHILD-SPECIFIC PRODUCTS IN AUSTRALIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Baby and child-specific products experiences steady growth
  • Kimberly-Clark consolidates its lead while Rascals continues to find favour
  • E-commerce thriving but supermarkets remain on top
PROSPECTS AND OPPORTUNITIES
  • Declining birth rate presents a threat to growth
  • Natural and sustainable products likely to fair well
  • Wider applications for products could help to sustain growth amidst declining demand
CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
  • Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024
  • Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
  • Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
  • Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
  • Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
BATH AND SHOWER IN AUSTRALIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Demand for bath and shower stabilises in the wake of the pandemic
  • Little change in the competitive landscape
  • E-commerce becoming a key distribution channel
PROSPECTS AND OPPORTUNITIES
  • Bath and shower sales expected to stagnate
  • Sustainable product design expected to come into focus
  • Skinification trend set to drive innovation in bath and shower
CATEGORY DATA
  • Table 34 Sales of Bath and Shower by Category: Value 2019-2024
  • Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024
  • Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
  • Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024
  • Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024
  • Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
  • Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029
  • Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
  • Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
COLOUR COSMETICS IN AUSTRALIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Colour cosmetics sees a return to more stable growth
  • L’Oréal maintains the lead as MCoBeauty emerges as the most dynamic challenger
  • Beauty specialists lead the distribution landscape as supermarkets make gains
PROSPECTS AND OPPORTUNITIES
  • Colour cosmetics set for steady growth backed by innovation
  • Players will have to go further to win over consumers
  • Innovation likely to focus on multifunctional and sustainable products
CATEGORY DATA
  • Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024
  • Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
  • Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024
  • Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024
  • Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024
  • Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024
  • Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
  • Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
  • Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
DEODORANTS IN AUSTRALIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Deodorant sprays driving growth in 2024
  • Competitive landscape sees little change due to category maturity
  • Supermarkets dominate sales but e-commerce makes gains
PROSPECTS AND OPPORTUNITIES
  • Steady growth predicted for deodorants as consumer demand remains consistent
  • Sustainability an important factor with conscious consumerism on the rise
  • Smaller brands to drive innovation by focusing on niche consumer demographics
CATEGORY DATA
  • Table 54 Sales of Deodorants by Category: Value 2019-2024
  • Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024
  • Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
  • Table 57 NBO Company Shares of Deodorants: % Value 2020-2024
  • Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024
  • Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
  • Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029
  • Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
  • Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
FRAGRANCES IN AUSTRALIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Premium fragrances continues to drive growth in Australia
  • L'Oréal remains on top despite growing competition
  • Health and beauty specialists dominate sales but e-commerce is on the rise
PROSPECTS AND OPPORTUNITIES
  • Steady predicted as consumers increase their spending
  • Smaller bottles and targeted marketing key trends to look out for
  • Staying consistent with sustainability goals will be important
CATEGORY DATA
  • Table 63 Sales of Fragrances by Category: Value 2019-2024
  • Table 64 Sales of Fragrances by Category: % Value Growth 2019-2024
  • Table 65 NBO Company Shares of Fragrances: % Value 2020-2024
  • Table 66 LBN Brand Shares of Fragrances: % Value 2021-2024
  • Table 67 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
  • Table 68 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
  • Table 69 Forecast Sales of Fragrances by Category: Value 2024-2029
  • Table 70 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
HAIR CARE IN AUSTRALIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Steady growth for hair care backed by the skinification trend
  • L'Oréal consolidates its leading position
  • Supermarkets lead sales thanks to the convenience factor
PROSPECTS AND OPPORTUNITIES
  • Hair care sales set for steady growth as the economy picks up
  • Ethical production in focus with conscious consumerism on the rise
  • Multifunctional hair care products set to drive innovation in hair care
CATEGORY DATA
  • Table 71 Sales of Hair Care by Category: Value 2019-2024
  • Table 72 Sales of Hair Care by Category: % Value Growth 2019-2024
  • Table 73 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
  • Table 74 NBO Company Shares of Hair Care: % Value 2020-2024
  • Table 75 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
  • Table 76 LBN Brand Shares of Hair Care: % Value 2021-2024
  • Table 77 LBN Brand Shares of Colourants: % Value 2021-2024
  • Table 78 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
  • Table 79 LBN Brand Shares of Styling Agents: % Value 2021-2024
  • Table 80 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
  • Table 81 Forecast Sales of Hair Care by Category: Value 2024-2029
  • Table 82 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
  • Table 83 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
MEN'S GROOMING IN AUSTRALIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Increasing awareness of personal care routines driving growth in men’s grooming
  • Players look to strengthen their market position as competition increases
  • Supermarkets lead distribution but lose share
PROSPECTS AND OPPORTUNITIES
  • Men’s grooming set to grow as men continue to develop personal care routines
  • Mass products poised to outperform premium products in men’s grooming
  • New products likely to focus on skinification
CATEGORY DATA
  • Table 84 Sales of Men’s Grooming by Category: Value 2019-2024
  • Table 85 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
  • Table 86 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
  • Table 87 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
  • Table 88 NBO Company Shares of Men’s Grooming: % Value 2020-2024
  • Table 89 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
  • Table 90 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
  • Table 91 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
  • Table 92 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
ORAL CARE IN AUSTRALIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Oral care remains an essential product category for consumers
  • Major companies continue to compete for market share while smaller brands struggle
  • E-commerce makes gains but supermarkets remains the go-to channel for oral care
PROSPECTS AND OPPORTUNITIES
  • Consumers to continue seeking value for money for essential oral care items
  • E-commerce set to make further inroads
  • Innovation in toothpaste set to be driven by unique flavours and branding
CATEGORY DATA
  • Table 93 Sales of Oral Care by Category: Value 2019-2024
  • Table 94 Sales of Oral Care by Category: % Value Growth 2019-2024
  • Table 95 Sales of Toothbrushes by Category: Value 2019-2024
  • Table 96 Sales of Toothbrushes by Category: % Value Growth 2019-2024
  • Table 97 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
  • Table 98 NBO Company Shares of Oral Care: % Value 2020-2024
  • Table 99 LBN Brand Shares of Oral Care: % Value 2021-2024
  • Table 100 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024
  • Table 101 LBN Brand Shares of Toothpaste: % Value 2021-2024
  • Table 102 Forecast Sales of Oral Care by Category: Value 2024-2029
  • Table 103 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
  • Table 104 Forecast Sales of Toothbrushes by Category: Value 2024-2029
  • Table 105 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
SKIN CARE IN AUSTRALIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Skin care growth supported by ingredient-led innovation and the tween boom
  • L’Oréal strengthens its leadership in skin care
  • Opportunities exist for affordable and accessible beauty-focused retail
PROSPECTS AND OPPORTUNITIES
  • Polarisation expected as the market focuses on affordability and premiumisation
  • Ingredient-led simplicity set to drive premiumisation
  • Skin care innovation in Australia is set to fuse science, simplicity, and sustainability
CATEGORY DATA
  • Table 106 Sales of Skin Care by Category: Value 2019-2024
  • Table 107 Sales of Skin Care by Category: % Value Growth 2019-2024
  • Table 108 NBO Company Shares of Skin Care: % Value 2020-2024
  • Table 109 LBN Brand Shares of Skin Care: % Value 2021-2024
  • Table 110 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024
  • Table 111 LBN Brand Shares of Anti-agers: % Value 2021-2024
  • Table 112 LBN Brand Shares of Firming Body Care: % Value 2021-2024
  • Table 113 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024
  • Table 114 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
  • Table 115 Forecast Sales of Skin Care by Category: Value 2024-2029
  • Table 116 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
SUN CARE IN AUSTRALIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Sun care seen as essential as sales soar
  • L’Oréal extends its lead in sun care despite new competition
  • Pharmacies lead distribution, but beauty specialists and e-commerce gain traction
PROSPECTS AND OPPORTUNITIES
  • Daily habits set to fuel long-term growth in Australia’s sun care market
  • Skinification trend set to inform new product development and innovation
  • Distribution landscape expected to evolve
CATEGORY DATA
  • Table 117 Sales of Sun Care by Category: Value 2019-2024
  • Table 118 Sales of Sun Care by Category: % Value Growth 2019-2024
  • Table 119 NBO Company Shares of Sun Care: % Value 2020-2024
  • Table 120 LBN Brand Shares of Sun Care: % Value 2021-2024
  • Table 121 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
  • Table 122 Forecast Sales of Sun Care by Category: Value 2024-2029
  • Table 123 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029
DEPILATORIES IN AUSTRALIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Depilatories showing signs of maturity
  • Competitive landscape remains stable with limited signs of innovation
  • Supermarkets and pharmacies competing for share
PROSPECTS AND OPPORTUNITIES
  • Flat growth forecasted for depilatories as the category reaches maturity
  • Skinification trend expected to inform purchasing decisions
  • Lack of innovation could create opportunities for new players
CATEGORY DATA
  • Table 124 Sales of Depilatories by Category: Value 2019-2024
  • Table 125 Sales of Depilatories by Category: % Value Growth 2019-2024
  • Table 126 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024
  • Table 127 NBO Company Shares of Depilatories: % Value 2020-2024
  • Table 128 LBN Brand Shares of Depilatories: % Value 2021-2024
  • Table 129 Forecast Sales of Depilatories by Category: Value 2024-2029
  • Table 130 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029