Finland’s economy continued on its path to recovery in 2018 having struggled earlier in the review period and this provided a boost to beauty and personal care. Consumers showed a greater willingness to invest in higher quality and premium products, as well as expanding their horizons beyond daily essentials.
One of the major trends within beauty and personal care in Finland in 2018 was the trend towards products with natural ingredients, as well as those which are eco-friendly and vegan/cruelty-free. These products were among the top performers with a raft of new entrants towards the end of the review period offering these features.
L'Oréal Finland Oy retained a strong lead in beauty and personal care in Finland in 2018 thanks to its large portfolio of products. The company has a particularly strong presence in the key categories of colour cosmetics, skin care and hair care, with it constantly launching new products and new brands to help retain the interest of consumers.
A key focus of new product development at the end of the review period were products featuring natural ingredients. For example, L’Oréal introduced its L’Oréal Botanicals range of mass hair care which utilises natural extracts including coriander, camelina, safflower oil and geranium.
Beauty and personal care in Finland is projected to continue recording steady growth in current value terms over the forecast period. With the country’s economy on the path to recovery following a long period of stagnation, it is expected that consumer confidence will return and disposable income will rise, thus supporting spending on beauty and personal care.
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This industry report originates from Passport, our Beauty and Personal Care market research database.