2025 Developments
Beauty and personal care in Panama showed healthy growth in 2025, supported by economic stability and a deflationary environment, positioning the category as an attractive opportunity within the region. This growth occured despite significant challenges from contraband products, which influence value expansion by attracting highly price-sensitive consumers. The rise of social media supports trend adoption, especially among younger consumers, catalysing demand for innovations. The category’s expansion is fuelled by a shift towards multifunctional, science-backed formulations emphasising longevity and holistic wellbeing, reflecting consumers’ prioritisation of cellular health over superficial ageing concealment. Retail dynamics are evolving with health and beauty specialists maintaining dominance while e-commerce grows gradually. Brands focusing on ingredient transparency, multifunctionality, and sustainability, alongside robust omnichannel presence, are best positioned to capture growing middle- and higher-income consumers who seek premium yet accessible offerings.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Panama 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 Panama, 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 Panama 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 Panama?
- Which are the leading brands in Panama?
- How are products distributed in Panama?
- 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 Panama
2025 Developments
Key Data Insights
Steady Growth Amid Social Media Influence and Price Sensitivity Shapes Demand
Mass Beauty and Personal Care Leads Value Sales While Sun Care Accelerates Fast
Longevity Trend Drives Premium Innovation with Science-Backed Efficacy
Rising Consumer Spending and Population Growth Fuel Steady Category Expansion
Mass Beauty and Personal Care Leads Value While Sun Care Attract Fastest Growth
Multifunctional Innovation and Wellness Trends Reshape Consumer Choices and Industry Strategy
Leading Companies Navigate Challenges to Maintain Their Shares
Innovation and Strategic Promotions Drive Evolving Competitive Dynamics
Health and Beauty Specialists Lead as E-Commerce Grows among Younger Consumers
Omnichannel Strategies and Digital Engagement Transform Beauty Retail in Panama
Baby and Child-Specific Products in Panama
Key Data Insights
Baby and Child-Specific Products Summary
Panama’S Steady Retail Growth Reflects Rising Consumer Spending and Population Expansion
Baby Wipes Lead Retail Sales Driven by Consistent Consumer Demand
Strong Growth of Baby and Child-Specific Sun Care through Health-Conscious Consumers
Panama's Baby and Child-Specific Products to Grow Steadily with Rising Consumer Spending
Baby Wipes Remain Largest Product with Steady Growth While Sun Care Leads Expansion
Health-Conscious Parenting and Economic Growth Fuel Innovation and Opportunity
Johnson & Johnson Strengthens Lead Amid Shifting Shares of Rivals
Shifting Competitive Dynamics Create Avenues for Innovation and Growth
Supermarkets Lead Offline Sales and E-Commerce Has Growth Potential
Bath and Shower in Panama
Key Data Insights
Bath and Shower Summary
Panama's Consumer Spending Growth Fuels Steady Bath and Shower Expansion
Bar Soap Leads with Volume and Value
Rising Incomes and Population Growth Underpin Category Stability and Evolution
Panama's Rising Purchasing Power Drives Bath and Shower Expansion to 2030
Rising Incomes and Demographic Growth Prompt Innovation and Diversification
Colgate-Palmolive Sustains Leadership Despite Gradual Share Decline
Declining Shares Highlight Opportunities for Innovation and Market Expansion
Grocery Retailers Lead with Diversified Channels Shaping Sales Growth
Direct Selling and Retail E-Commerce Expand Amidst Stable Traditional Retail
Colour Cosmetics in Panama
Key Data Insights
Colour Cosmetics Summary
Panama’S Colour Cosmetics Value Grows Steadily Amid Economic Stability and Consumer Savvy
Lip Products Is the Largest and the Best Performing Category
Multifunctionality and Inclusivity as Important Trends
Panama’S Colour Cosmetics Market Set for Strong Growth, Led by Lip Products
Digital Engagement and Authentic Representation Fuel Consumer Connection and Demand
Brands Capitalise on Trends to Enhance Consumer Loyalty and Market Competitiveness
Key Manufacturers Consolidate Lead as Value Brands Gain Ground
Digital Engagement and Affordability Shape Growth in Panama’S Beauty Sector
Direct Selling Leads Amid E-Commerce Growth
Social Media and E-Commerce Drive Colour Cosmetics Purchasing Trends in Panama
Deodorants in Panama
Key Data Insights
Deodorants Summary
Steady Growth in Retail Value Driven by Population and Expenditure Increases
Consumers Prefer Deodorant Roll-Ons While Deodorant Sticks and Sprays Are Also Popular
Steady Value Growth Supported by Population and Spending Increases
Roll-Ons Maintain Largest Volume While Sprays Lead Value Growth
Rising Expenditure Drives Premiumisation and Format Innovation
Leading Companies Keep Their Strong Positions
Top Brands Leverage Strong Presence and Rising Consumer Demand to Sustain Growth
Grocery Retailers Lead Deodorant Sales While Non-Grocery Channels Decline
E-Commerce Gains Traction with Growing Share and Consumer Convenience Appeal
Depilatories in Panama
Key Data Insights
Depilatories Summary
Hair Removers Lead Panama's Market
Women’S Pre-Shave Products Exhibit Robust Growth Amid Rising Grooming Awareness
Growing Consumer Expenditure Drives Premium and Convenient Personal Care Adoption
Steady Growth Expected for Depilatories Market in Panama through 2030
Hair Removers Lead Sales While Women’S Razors Accelerate with Growing Consumer Preference
Rising Disposable Income and Population Growth Stimulate Demand for Premium and Convenient Solutions
Procter & Gamble and Société Bic Strengthen Dominance through Steady Share Growth
Steady Market Leadership and Innovation Focus Open Growth Avenues for Key Manufacturers
Grocery Retailers Lead Offline Sales as E-Commerce Slowly Gains Ground
Fragrances in Panama
Key Data Insights
Fragrances Summary
Fragrance Sales Rise Amid Growing Consumer Expenditure
Michael Malul London Captures Niche Fragrance Interest Driving Premium Sales
Bath & Body Works Launches Multifunctional Fine Fragrance Mists Enhancing Market Appeal
Young Consumers and Premium Buyers Drive Steady Fragrance Growth
Mass Fragrances Lead Sales While Niche Fragrances Gain Traction
Digital Influence and Sustainability Shape Consumer Preferences and Business Strategies
Leading Companies Consolidate Shares Amid Moderate Market Concentration
Brand Heritage and Marketing Strategies Secure Top Positions and Growth Prospects
Health and Beauty Specialists Lead as E-Commerce Gains Momentum
Social Media and Omnichannel Strategies Reshape Consumer Access and Engagement
Hair Care in Panama
Key Data Insights
Hair Care Summary
Panamanian Consumers Drive Steady Growth Amid Stable Economic Conditions
Shampoos Lead Growth While Salon Professional Hair Care Gains Momentum in Panama
Rising Demand for Professional Products Fuels Premium Growth Trajectory
Population Growth and Rising Expenditure Support Value Expansion
Shampoos Lead Market as Salon Professional Hair Care Accelerates Growth in Panama
Rising Premiumisation Drives Specialised Product Demand and Business Growth
Leading Manufacturers Consolidate Positions Amid Fluctuating Shares
Strategic Brand Dominance Offers Growth Opportunities for Challengers
Supermarkets Lead Distribution While E-Commerce Gains Ground in Panama
Men's Grooming in Panama
Key Data Insights
Men's Grooming Summary
Panamanian Men Drive Steady Growth in Grooming Spending Amid Rising Incomes
Men's Toiletries Best Performing While Fragrances Surge on Premiumisation
Premiumisation in Men's Fragrances Fuels Category Value Growth in Panama
Steady Growth Projected for Panama's Men's Grooming Market
Premiumisation and Rising Spending Reshape Men's Grooming Dynamics
Leading Manufacturers Consolidate Position with Moderate Market Concentration Shifts
Top Brands Sustain Lead through Strategic Resilience Amid Evolving Competition
Grocery Retailers Lead Distribution with Supermarkets and Local Grocers Expanding
Retail E-Commerce Grows Slowly and Is Still a Niche Channel in Panama
Oral Care in Panama
Key Data Insights
Oral Care Summary
Panama’S Steady Economic Growth Supports Oral Care Retail Value Expansion
Panama’S Oral Care Market Sees Premiumisation Drive Growth in 2025
Panama's Economic Expansion Supports Steady Oral Care Growth to 2030
Toothpaste Leads While Mouthwashes/Dental Rinses Emerges as Fastest-Growing Product
Colgate-Palmolive and Procter & Gamble Maintain Lead Amid Slight Market Concentration Decline
Premiumisation and Niche Competition Reshape Panama’S Oral Care Landscape
Supermarkets Lead While E-Commerce Slowly Gains Ground in Panama’S Oral Care Market
Skin Care in Panama
Key Data Insights
Skin Care Summary
Korean Beauty and Minimalism Drive Robust Skin Care Growth Amid Price Sensitivity
Body Care Leads Sales, Facial Care Posts Dynamic Growth through Advanced Formulations
International K-Beauty Brands and Local Launches Elevate Consumer Choice and Category Innovation
Premium and Dermacosmetic Brands Drive Value Growth Amid Rising Consumer Spending
Facial Care Anticipated to Be the Fastest Growing
Digital Influence and Multifunctional Science-Backed Products Reshape Consumer Behaviour
Beiersdorf and Dec Cosmétiques Solidify Leadership through Trusted Brands and Growth
Stable Leadership and Growth Create Openings for Innovation and Targeted Expansion
Direct Selling Leads While E-Commerce Accelerates Amid Shifting Retail Preferences
Social Media and Local Retailers Drive Evolving Skin Care Retail Dynamics
Sun Care in Panama
Key Data Insights
Sun Care Summary
Panamanian Consumers Drive Steady Sun Care Growth Amid Rising Purchasing Power
Adult Sun Care Leads Sales as Demand for Child-Specific Products Accelerates
Increasing Consumer Awareness Boosts Specialised Sun Care Adoption with Premiumisation
Panamanian Consumers Propel Steady Growth with Rising Purchasing Power
Consumer Awareness Fuels Growth in Panama’S Sun Care Sector
Leading Manufacturers Maintain Strong Presence Amid Slight Share Fluctuations
Market Dynamics Offer Scope for Innovation and Strategic Growth Initiatives
Grocery Retailers Lead Sun Care Distribution with Supermarkets at the Front
Retail E-Commerce Emerges as Growing Channel Amid Evolving Consumer Habits
Premium Beauty and Personal Care in Panama
Key Data Insights
Premium Beauty and Personal Care Summary
Steady Growth Driven by Rising Incomes and Evolving Consumer Preferences
Premium Fragrances and Premium Adult Sun Care Lead Sales in Panama
Isdin’S Innovation Embodies Longevity Trend, Reshaping Consumer Expectations
Consumers Embrace Longevity and Efficacy Driving Steady Growth
Premium Fragrances Biggest and Fastest Growing Category
Dermocosmetics and Global Trends Reshape Product Development and Strategies
L’Oréal Panama Sa Strengthens Leadership through Dermocosmetic Focus
Dermocosmetics and Innovation Offers Growth Opportunities for Manufacturers
Mass Beauty and Personal Care in Panama
Key Data Insights
Mass Beauty and Personal Care Summary
Steady Growth in Retail Sales Driven by Cautious but Innovation-Seeking Consumers
Mass Fragrances Lead Growth in Panama's Beauty and Personal Care Market
Dove Leverages Science-Backed Longevity Trend to Transform Consumer Routines
Consumers Embrace Multifunctional Products to Maximise Value and Convenience
Mass Fragrances Maintains Largest Share While Mass Adult Sun Care Leads Growth Momentum
Masstige Innovation and Multifunctionality Reshape Product Development and Consumer Engagement
Emerging Players Gain Ground in Panama's Mass Beauty and Personal Care
Value-Focused Bundles and Innovation Drive Mass Brand Competitiveness
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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-
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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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-
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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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-
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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
-
-
- Premium Eye Liner/Pencil
- Premium Eye Shadow
- Premium Mascara
- Premium Other Lash and Brow Make-Up
-
- 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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