2025 Developments
Laos’ beauty and personal care exhibited strong, yet moderated growth in 2025, outpacing regional peers, driven by a consumer base that balances cautious spending with rising expenditure and a preference for multifunctional, affordable products. This performance reflects steady demographic expansion and a stable economic backdrop marked by moderate GDP growth and easing inflation, which collectively sustain demand. Consumers show heightened interest in gentle, safe-for-daily-use formulations enriched with hybrid herbal and science-backed ingredients, particularly in oral care, skin care, and bath and shower products, signalling a shift towards preventive health and efficacy. The industry’s attractiveness is reinforced by the dominance of mass and mid-tier Thai brands that leverage trusted formulations, digital engagement and sachet packaging to penetrate price-sensitive segments and younger urban consumers. To succeed, brands must prioritise multifunctionality, affordability, climate-appropriate innovations, and leverage digital platforms and influencer partnerships, especially those anchored in regional cross-border trends. Additionally, the expansion of modern retail alongside sustained traditional trade, combined with strategic promotions aligned with cultural festivals, offers vital channels for broad consumer reach and loyalty building.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Laos with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in Laos, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in Laos report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in Laos?
- Which are the leading brands in Laos?
- How are products distributed in Laos?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in Laos
2025 Developments
Key Data Insights
Mass and Premium Segments Grow, Driven by Affordability and Clean Beauty Focus
Skin Care and Baby Products Lead as Multifunctional Daily-Use Products Surge
Thai Brands Accelerate Growth with Barrier-Boosting Skin Care Innovations
Affordable Multifunctional Products to Propel Category Expansion Amid Economic Caution
Skin Care to Maintain Dominance While Baby and Child Care Surges
Natural, Multifunctional Product Demand to Reshape Consumer Choices and Retail Strategies
Top Players Consolidate Leadership through Portfolio Breadth and Distribution
Emerging Thai Brands and Product Innovation Drive Growth and Open New Opportunities
Retail Offline Sustains Dominance as Modern Grocery Formats Expand Reach
Social Commerce and Digital Trends Elevate E-Commerce’S Indirect Influence
Baby and Child-Specific Products in Laos
Key Data Insights
Baby and Child-Specific Products Summary
Strong Sales Growth Driven by Trusted Brands and Character Collaborations to Boost Emotional Appeal
Hair Care Products Lead Sales with Sun Care Gaining Momentum
Influencers Drive Asian Brand Surge in Laos
Parents to Prioritise Multifunctional and Affordable Products to Optimise Spending
Hair Care to Remain Value Leader While Sun Care Gains Rapid Traction
Character Collaborations and Gentle Formulations to Enhance Brand Loyalty and Market Trust
Leading Manufacturers Strengthen Leadership through Brand Trust and Product Quality
Modern Trade and Baby Specialist Stores Capture Majority Share with Supermarkets and Local Grocers Leading
Bath and Shower in Laos
Key Data Insights
Bath and Shower Summary
Economic Pressure and Urban Consumer Preferences Shape Retail Growth Dynamics
Multifunctional and Fragrance-Forward Body Care Drives Growth
Consumers to Embrace Fragrance and Hygiene Amid Rising Purchasing Power
Body Wash to Retain Leadership While Bar Soap Maintains Relevance
Top Manufacturers Strengthen Leadership through Multi-Brand Strategies and Innovation
Emerging Challengers and Fragrance Innovation Drive Category Expansion and Consumer Engagement
Retail Offline Drives Bath and Shower Sales, with Grocery Retailers Leading Growth
Colour Cosmetics in Laos
Key Data Insights
Colour Cosmetics Summary
Brands Leverage Affordability and Climate Fit to Drive Growth in Laos
Mass Brands Leverage Clean Beauty and Digital Engagement to Expand Reach
Functional Innovation and Modern Formats to Reshape Consumer Preferences and Accessibility
Thai Brands to Gain Share as Trends Accelerate
Digital Platforms to Continue Driving Discovery and Purchase Conversion through Influencer Content
Top Players Strengthen Leadership through Tailored Strategies
Srichand United Dispensary Co Ltd Leverages Heritage and Innovation to Rise Rapidly
Modern Trade Expansion Drives Leadership in Colour Cosmetics Distribution
Miniso × 4U2 Partnership Accelerates Lifestyle Retail and Digital Integration
Deodorants in Laos
Key Data Insights
Deodorants Summary
Lao Consumers Drive Growth with Lifestyle-Driven Products
Deodorant Roll-Ons and Sprays Lead Growth Driven by Skin Care and Freshness Benefits
Fragrance-Led Innovation to Drive Engagement and Loyalty among Consumers
Deodorant Roll-Ons and Sticks to Lead Growth Supported by Skin-Friendly and Anti-Stain Benefits
Social Media and Affordability to Fuel Discovery and Sales Conversion across Formats
Top Players Strengthen Dominance through Brand Loyalty and Distribution
Procter & Gamble’S Old Spice Expands through Premium Positioning and Retail Presence
Traditional Retail Remains Dominant as Convenience Retailers Gain Urban Traction
Depilatories in Laos
Key Data Insights
Depilatories Summary
Thai Brand Sachets Drive Affordable Hair Removal Growth among Young Women
Consumer Preference for Gentle, Skin-Friendly Products Shapes Market Dynamics
Social Media Influence and Consumer Preferences to Shape Innovation and Strategy
Hair Removers/Bleaches to Dominate Value Sales While Razors Show Steady Growth
Top Companies Shift Shares as Competition Intensifies in Retail Sales
Modern Trade Transforms Traditional Retail to Lead Distribution
Fragrances in Laos
Key Data Insights
Fragrances Summary
Young Consumers and Thai Brands Fuel Robust Growth and Value Expansion
Premium Fragrances Dominate Value Sales While Mass Fragrances Drive Accessible Growth
Influencer-Led Thai Brands Leverage Digital Buzz to Expand Youth Appeal
Mass Brands to Leverage Affordability and Frequent-Use Formats to Sustain Growth
Premium Fragrances to Maintain Dominance While Mass Fragrances Fuel Accessible Appeal
Social Media and Offline Channels to Synergise to Drive Youth-Led Fragrance Expansion
Competitive Pressure Challenges Leading Players, Signalling Fragmentation
Retail Offline Leads with Affordability While E-Commerce Grows Steadily
Hair Care in Laos
Key Data Insights
Hair Care Summary
Urban-Driven Premium Hair Care Gains Momentum Amid Steady Market Growth
Social Media Influence and Clean Beauty Reshape Consumer Preferences
Affordable Sachets and Herbal Solutions to Sustain Growth among Diverse Consumers
Digital Influence and Targeted Formulations to Drive Product Aspiration and Trial
Procter & Gamble Mfg Thailand Ltd and Unilever Thai Holdings Ltd Strengthen Leadership
Grocery Retailers and Specialist Stores Adapt to Sachet Affordability and Premium Demand
Men's Grooming in Laos
Key Data Insights
Men's Grooming Summary
Steady Growth Driven by Toiletries Amid Rising Consumer Expenditure
Brands Capitalise on Multifunctionality and Self-Care Trends to Aid Growth
Garnier Men Taps Simplicity in Urban Skin Care Push
Mass Daily-Use Toiletries to Capture Demand with Cooling and Affordability
Skin Care Innovations and Sachet Formats to Boost Male Grooming Engagement
Top Players Strengthen Dominance through Trusted Brands and Broad Portfolios
Gatsby and Tros Expand Portfolios and Marketing to Capture Growing Male Grooming Demand
Small Local Grocers and Supermarkets Drive Dominance through Promotions and Convenience
Oral Care in Laos
Key Data Insights
Oral Care Summary
Strong Growth Driven by Value and Preventive Oral Care in Daily Routines
Toothpaste Leads Sales as Herbal and Multifunctional Products Gain Traction
Digital Consumer Journey Amplifies Whitening Toothpaste Sales
Leading Brands to Focus on Oral Hygiene and All-In-One Benefits to Drive Growth
Toothpaste to Continue Growing, Fuelled by Social Media and Youth Trends
Herbal and Preventive Oral Health Products to Gain Traction among Older Consumers
Leading Companies Strengthen Leadership through Trust and Targeted Engagement
Local Grocery Retailers Lead Oral Care Distribution with Convenience Stores Expanding Fast
Skin Care in Laos
Key Data Insights
Skin Care Summary
Strong Growth Driven by Brightening and Barrier-Focused Products among Young Urban Consumers
Facial Care Leads Sales with Strong Growth Supported by Multifunctional and Barrier-Boosting Products
Vaseline and Srichand Leverage Local Trends and Influencers to Drive Skin Care Innovation
Growing Purchasing Power and Regional Influence to Boost Skin Care Demand
Facial Care to Lead Sales While Body Care Grows Steadily with Brightening Focus
Education and Gentle Formulations to Reshape Consumer Engagement
Top Players Strengthen Leadership through Innovation and Brand Engagement
Srichand and Clear Nose Capitalise on Local Relevance and Affordability to Expand Presence
Modern Trade Expansion Drives Growth of Sachet and Full-Size Product Distribution
Sun Care in Laos
Key Data Insights
Sun Care Summary
Strong Growth Driven by Demand for Lightweight and Multifunctional Formulations
L’Oréal Capitalises on Clean and Multifunctional Trends to Drive Category Expansion
Affordable Mass Products and Daily Use to Drive Steady Growth to 2030
Adult Sun Care to Dominate with Stable Sales, While Baby Sun Care Grows Dynamically
Multifunctional and Lifestyle Products to Reshape Consumer Expectations and Competition
Top Manufacturers Strengthen Leadership through Innovation and Trust
Clear Nose Capitalises on Niche Skin Care Benefits and Digital Engagement to Rise Rapidly
Retail Offline Expansion Drives Sun Care Retail Dominance
Premium Beauty and Personal Care in Laos
Key Data Insights
Premium Beauty and Personal Care Summary
Rising Affluence Drives Selective Premiumisation among Middle-Income Consumers
Premium Skin Care Dominates Driven by Longevity and Science-Backed Ingredients
Urban Middle-Income Consumers to Drive Expansion through Skin Care Focus
Premium Skin Care to Lead Value Sales Growth, Anchored in Longevity and Science-Driven Formulations
Digital Education and Ingredient Transparency to Accelerate Growth
Mass Beauty and Personal Care in Laos
Key Data Insights
Mass Beauty and Personal Care Summary
Lifestyle-Driven Beauty Shapes Purchasing with Value Focus
Mass Skin Care Leads Retail Value as Innovation Fuels Growth
Manufacturers to Drive Growth through Pack-Price Innovation and Premium Value
Skin Care to Sustain Leadership While Baby and Child-Specific Products Lead Growth
Consumer Lifestyle Preferences to Reshape Product Formats and Market Strategies
Leading Manufacturers Sustain Dominance through Distribution and Affordability
Country Reports Disclaimer
The following categories and subcategories are included:
Beauty and Personal Care
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- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
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- Premium Eye Shadow
- Mass Eye Shadow
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- Premium Mascara
- Mass Mascara
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- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
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- Premium BB/CC Creams
- Mass BB/CC Creams
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- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
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- Premium Foundation/Concealer
- Mass Foundation/Concealer
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- Premium Powder
- Mass Powder
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- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
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- Premium Lip Gloss
- Mass Lip Gloss
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- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
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- Premium Lipstick
- Mass Lipstick
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- Premium Other Lip Products
- Mass Other Lip Products
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- Premium Nail Polish
- Mass Nail Polish
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- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
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- Premium Polish Remover
- Mass Polish Remover
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- Premium Other Nail Products
- Mass Other Nail Products
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- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
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- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
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- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
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- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
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- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
- Oral Care Excl Power Toothbrushes
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- Premium Firming Body Care
- Mass Firming Body Care
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- Premium General Purpose Body Care
- Mass General Purpose Body Care
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- Premium Acne Treatments
- Mass Acne Treatments
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- Premium Face Masks
- Mass Face Masks
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- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
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- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
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- Premium Basic Moisturisers
- Mass Basic Moisturisers
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- Premium Anti-Agers
- Mass Anti-Agers
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- Premium Lip Care
- Mass Lip Care
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- Premium Toners
- Mass Toners
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- Premium Hand Care
- Mass Hand Care
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- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
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- Premium Aftersun
- Mass Aftersun
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- Premium Self-Tanning
- Mass Self-Tanning
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- Premium Sun Protection
- Mass Sun Protection
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- Baby and Child-specific Sun Care
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- Premium Baby and Child-specific Products
- Premium Bath and Shower
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- Premium Eye Liner/Pencil
- Premium Eye Shadow
- Premium Mascara
- Premium Other Lash and Brow Make-Up
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- Premium BB/CC Creams
- Premium Blusher/Bronzer/Highlighter
- Premium Foundation/Concealer
- Premium Powder
- Premium Other Facial Make-Up
-
- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
-
- Premium Nail Polish
- Premium Nail Treatments/Strengthener
- Premium Polish Remover
- Premium Other Nail Products
- Premium Colour Cosmetics Sets/Kits
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- Premium Deodorants
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
- Premium Hair Care
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- Premium Firming Body Care
- Premium General Purpose Body Care
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- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
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- Premium Basic Moisturisers
- Premium Anti-Agers
- Premium Lip Care
- Premium Liquid/Cream/Gel/Bar Cleansers
- Premium Toners
- Premium Hand Care
- Premium Skin Care Sets/Kits
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- Premium Aftersun
- Premium Self-Tanning
- Premium Sun Protection
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- Prestige Baby and Child-specific Products
- Prestige Bath and Shower
- Prestige Colour Cosmetics
- Prestige Deodorants
- Prestige Fragrances
- Prestige Hair Care
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- Prestige Body Care
- Prestige Facial Care
- Prestige Hand Care
- Prestige Skin Care Sets/Kits
- Prestige Adult Sun Care
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- Mass Baby and Child-specific Products
- Mass Bath and Shower
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- Mass Eye Liner/Pencil
- Mass Eye Shadow
- Mass Mascara
- Mass Other Lash and Brow Make-Up
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- Mass BB/CC Creams
- Mass Blusher/Bronzer/Highlighter
- Mass Foundation/Concealer
- Mass Powder
- Mass Other Facial Make-Up
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- Mass Lip Gloss
- Mass Lip Liner/Pencil
- Mass Lipstick
- Mass Other Lip Products
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- Mass Nail Polish
- Mass Nail Treatments/Strengthener
- Mass Polish Remover
- Mass Other Nail Products
- Mass Colour Cosmetics Sets/Kits
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- Mass Deodorants
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
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- Mass Firming Body Care
- Mass General Purpose Body Care
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- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
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- Mass Basic Moisturisers
- Mass Anti-Agers
- Mass Lip Care
- Mass Liquid/Cream/Gel/Bar Cleansers
- Mass Toners
- Mass Hand Care
- Mass Skin Care Sets/Kits
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- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
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- Dermocosmetics Baby and Child-specific Products
- Dermocosmetics Bath and Shower
- Dermocosmetics Colour Cosmetics
- Dermocosmetics Deodorants
- Dermocosmetics Fragrances
- Dermocosmetics Hair Care
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- Dermocosmetics Body Care
- Dermocosmetics Facial Care
- Dermocosmetics Hand Care
- Dermocosmetics Skin Care Sets/Kits
- Dermocosmetics Adult Sun Care
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
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This report originates from Passport, our Beauty and Personal Care research and analysis database.
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