2025 Developments
Paraguay’s beauty and personal care demonstrated a compelling growth trajectory in 2025, outperforming regional inflation through a combination of macro-economic stability, demographic expansion and strategic market realignment. The marked decline in smuggling of contraband from Argentina due to the peso's devaluation in late 2023 has revitalised local sales, particularly benefiting mass essentials and elevating warehouse clubs as pivotal retail formats which cater to price-conscious consumers. Meanwhile, the industry capitalises on Paraguay’s position as a regional premium hub, driven by cross-border tourism from Argentine shoppers and a growing preference for premium fragrances and skin care. Product innovation, especially in men’s grooming and multifunctional skin care, alongside the increasing adoption of Korean beauty brands and Arabic fragrances, reflect evolving consumer demands shaped by cultural influences and environmental factors. To succeed, brands must leverage targeted marketing, digital engagement and partnerships with emerging retail channels, such as warehouse clubs and pharmacies, while emphasising efficacy, premiumisation and personalised consumer experiences. This multifaceted growth environment positions Paraguay as an attractive and dynamic market for both mass and premium beauty and personal care.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Paraguay 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 Paraguay, 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 Paraguay 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 Paraguay?
- Which are the leading brands in Paraguay?
- How are products distributed in Paraguay?
- 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 Paraguay
2025 Developments
Key Data Insights
Cross-Border Shopping Drives Premium Growth Amid Local Sales Recovery
Fragrances and Men's Grooming Expand through Asian Influence and Climate Adaptation
Reduction in Smuggling Elevates Local Sales and Warehouse Club Prominence
Paraguayan Consumers Shift to Formal Retail, Boosting Local Sales Growth
Fragrances to Lead Value Sales, While Men's Grooming Set to Expand Rapidly
Technology Expected to Reshape Consumer Engagement
Top Players Maintain Their Leadership through Focused Strategies
Innovation and Emerging Arabic Fragrances Drive Growth and Open New Market Opportunities
Small Local Grocers and Pharmacies Maintain Dominance Amid Shifting Consumer Behaviour
Warehouse Clubs Surge as a Decline in Smuggling Reshapes Retail Landscape
Retail E-Commerce Remains Niche yet Poised for Growth
Baby and Child-Specific Products in Paraguay
Key Data Insights
Baby and Child-Specific Products Summary
Paraguayan Consumers Drive Robust Growth Amid Rising Expenditure
Hair Care Leads Value Sales as Sun Care Exhibits Rapid Expansion
Steady Consumer Expenditure Growth Supports Expanding Market
Baby Wipes Set to Perform Well, While Sun Care to Also Accelerate
Rising Health Consciousness Reshapes Product Demand and Market Opportunities
Johnson & Johnson Maintains Its Dominant Position
Stable Leadership Creates Growth Opportunities for Manufacturers
Grocery Retailers Dominate as Convenience Stores Gain Traction
Retailers Adapt to Health-Conscious Consumers
Retail E-Commerce Expands Rapidly with Growing Consumer Adoption
Bath and Shower in Paraguay
Key Data Insights
Bath and Shower Summary
Paraguayan Consumers Increase Spending Amid Steady Economic Growth
Bar Soap Leads Sales, Driven by Established Consumer Preferences
Body Wash/Shower Gel Shows Rapid Growth, Signalling Evolving Consumer Tastes
Paraguayan Consumers' Growing Purchasing Power Drives Steady Expansion
Emerging Preferences Accelerate Growth of Diversified Products
Cavallaro Saci Strengthens Lead Amid Stable Competition From Top Rivals
Top Brands Leverage Entrenched Consumer Loyalty to Maintain Leadership Positions
Grocery Retailers Maintain Their Dominance
Online Retail Steadily Expands as Consumers Embrace Digital Shopping
Colour Cosmetics in Paraguay
Key Data Insights
Colour Cosmetics Summary
Paraguay’S Steady Growth Reflects Rising Consumer Spending Power
Premiumisation Boosts Facial Make-Up, While Eye Make-Up Anchors Sales
Steady Value Growth Driven by Economic and Demographic Factors
Eye Make-Up Leads Growth as Influencer Trends Boost Facial Make-Up
Top Players Solidify Leading Positions with Steady Market Shares
Market Leaders Strengthen Their Positions Amid Crackdown on Informal Trade
Non-Grocery Retailers Emerge as Largest Channel
Retail E-Commerce Rapidly Expands with Strong Growth Potential
Deodorants in Paraguay
Key Data Insights
Deodorants Summary
Reduction in Smuggling Boosts Growth in Deodorants
Dove Leads Innovation with Skincare-Focused Deodorants
Deodorant Sprays Lead Sales, While Creams Expand
Brands Innovate with Natural Formulations to Capture Health-Conscious Consumers
Unilever Strengthens Dominance through Strategic Brand Positioning
Innovation in Skincare Benefits Drives Product Differentiation and Market Growth
Small Local Grocers Lead, While Warehouse Clubs Grow Rapidly on Price Appeal
E-Commerce Remains Niche, but Poised for Growth among Urban Consumers
Depilatories in Paraguay
Key Data Insights
Depilatories Summary
Paraguay’S Depilatories Market Grows as Contraband Declines
Women’S Razors and Blades Dominate Sales
Women’S Razors and Blades Maintain Leadership through Value and Volume Growth
Hair Removers and Pre-Shave Products Experience Faster Growth
Ancla Srl’S Declining Share Contrasts with a Martinez E Hijos Sac’S Growth
Leading Brands Leverage Established Presence and Product Appeal to Sustain Their Position
Grocery and Non-Grocery Retailers Perform Strongly
Warehouse Clubs Drive Channel Growth in 2025
Retail E-Commerce Emerges as a Dynamic Channel with Growth Potential
Fragrances in Paraguay
Key Data Insights
Fragrances Summary
Strong Value Growth Driven by Mass Fragrances and Economic Factors
Mass Fragrances Capture Consumer Interest and Market Share
Regional Shoppers Boost Sales as Arabic Fragrances Gain Prominence
Rising Disposable Incomes and Currency Shifts Drive Robust Growth
Arabic-Inspired Mass Fragrances Lead Value Growth, While Niche Perfumes Gain Ground
Emerging Trends in Product Diversity and Retail Expansion Reshape Consumer Engagement
Aj Boston and El Sena Sac Solidify Their Leadership
Growth in Arabic Fragrances Opens New Avenues for Market Players
Pharmacies and Department Stores Lead Sales
Non-Grocery Retailers and Influencer-Driven E-Commerce Reshape Distribution Dynamics
Hair Care in Paraguay
Key Data Insights
Hair Care Summary
Steady Growth in Retail Value Reflects Economic Resilience and Consumer Demand
Shampoos Dominates Value, While Salon Professional Drives Growth Momentum
Steady Expansion of Retail Value Supported by Population and Expenditure Growth
Salon Professional Hair Care Accelerates Growth, While Shampoos Remains Dominant
Leading Manufacturers Strengthen Dominance as Unilever Expands Its Share
Stable Brand Leadership Offers Opportunities for Premium and Niche Product Innovation
Supermarkets Lose Ground to Convenience Retailers and Warehouse Clubs
Retail E-Commerce Accelerates Rapidly, but Remains a Niche Channel
Men's Grooming in Paraguay
Key Data Insights
Men's Grooming Summary
Paraguayan Consumers Increase Spending Amid Decline in Contraband
Men's Fragrances Lead Value Sales Driven by Premiumisation
Consumers Increase Spending Amid Steady Economic Growth
Men’S Fragrances to Dominate Sales, While Men’S Toiletries to Show Steady Growth
Premiumisation Drives Innovation and Market Expansion
Leading Manufacturer Loses Share as New Entrants Gain Momentum
Top Brands Sustain Leadership through Established Presence and Portfolio Depth
Non-Grocery Retailers Lead Sales Amid Shifting Shopping Dynamics
Retail E-Commerce Surges Ahead as Warehouse Clubs Gain Popularity
Oral Care in Paraguay
Key Data Insights
Oral Care Summary
Consumers Drive Recovery and Growth in Oral Care Retail Sales
Toothpaste Leads Sales with Strong Volume and Value Growth in 2025
Paraguayan Consumers Fuel Steady Growth with Rising Purchasing Power
Toothpaste Expected to Continue to Lead Sales
Colgate-Palmolive Strengthens Dominance as Market Consolidates
Consolidation and Brand Strength Create Focused Growth Opportunities
Grocery Retailers Dominate, While Convenience Stores Steadily Gain in Share Size
Retail E-Commerce Grows Rapidly in Line with Rising Consumer Adoption
Skin Care in Paraguay
Key Data Insights
Skin Care Summary
Paraguayan Consumer Demand Fuels Skincare Growth
Body Care Leads with Broad Appeal, While Facial Care Grows Dynamically
K-Beauty Entry and Cross-Border Shopping Reshape Skin Care
Consumers Embrace Premium Products Amid Steady Economic Growth
Body Care Remains Largest, but Facial Care Accelerates with Innovation
Emerging Brands Intensify Competition in Skin Care
Top Players Dominate Amid Rising Smaller Players
Small Local Grocers and Pharmacies Shape Skincare Purchases
E-Commerce Emerges as Fastest Growing Channel
Sun Care in Paraguay
Key Data Insights
Sun Care Summary
Paraguayan Sun Care Growth Outpaces Regional Averages Amid Rising Consumer Spending
Adult Sun Care Dominates Sales
Baby Sun Care Gains Traction Amid Expanding Health Awareness
Paraguayan Consumers Drive Sustained Sun Care Growth
Adult Sun Care Maintains Dominance, While Baby Sun Care Grows Rapidly
Leading Manufacturers Adjust Shares Amid Evolving Competition
Market Dynamics Foster Opportunities for Innovation and Growth
Health and Beauty Specialists Drive Sun Care Sales
Retail E-Commerce Expands Rapidly to Capture Emerging Consumer Demand
Premium Beauty and Personal Care in Paraguay
Key Data Insights
Premium Beauty and Personal Care Summary
Cross-Border Shopping Tourism Fuels Rapid Premium Sales Growth
Premium Fragrances Lead in Value, While Deodorants Show Strongest Growth
Cross-Border Shopping and Purchasing Power Drive Sustained Growth
Premium Fragrances to Lead Sales Value, While Colour Cosmetics Set for Rapid Growth
Leading Companies Leverage Their Brand Portfolios to Maintain Strong Market Positions
Premiumisation and Consumer Engagement Present Growth Opportunities
Mass Beauty and Personal Care in Paraguay
Key Data Insights
Mass Beauty and Personal Care Summary
Paraguayan Consumers Shift to Formal Retail as Contraband Declines
Mass Fragrances Leads Retail Value, While Mass Deodorants Drives Dynamic Growth
Reduction in Smuggling Fuels Warehouse Club Expansion and Local Sales
Declining Cross-Border Purchases Boost Formal Retail Growth
Mass Fragrances to Lead Retail Value with Steady Growth
Mass Deodorants Set to Continue to Grow
Unilever and Bellcos Solidify Leadership Amid Shifting Shares
Warehouse Clubs and Innovation Drive Growth and Opportunity
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
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- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
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- 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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