Colour cosmetics continued to suffer under the impact of COVID-19 in 2021 as consumers spent more time at home and less time going to work and socialising, which meant less need and desire to wear make-up in general. The decline in current value sales was less severe than in 2020 since there were periods of more normal life in the third quarter of 2021.
E-commerce growth in 2021 was much smaller than in 2020 but it was still the fastest growing distribution channel, notably during the new wave of COVID-19 early in the year when shopping centres and department stores were forced to close. As consumers were forced to spend more time at home, cosmetic purchases also moved online.
Colour cosmetics in Denmark remains consolidated among the leading players L’Oréal, Estée Lauder and Sæther, which together accounted for almost two-thirds of total current value sales in 2021. These leading players leverage their extensive distribution networks and large marketing budgets to dominate colour cosmetics.
As Danes resume a more normal daily routine in 2022, including going to work and socialising more, colour cosmetics is expected to make a strong recovery, enjoying solid growth in value sales during the early part of the forecast period, before retail value sales return to pre-pandemic levels. However, the impact of COVID-19 will continue impacting consumption behaviour in 2022.
The trend towards product certifications such as the Nordic Swan eco-friendly label and the Blue Wreath of the Asthma and Allergy Association, which have become the norm in some other beauty and personal care categories, has yet to be adapted by colour cosmetics manufacturers. Danish brand Miild is one of the only colour cosmetics brands with several Swan certified products.
The e-commerce channel is expected to gain further retail value share over the forecast period, however, growth will slow as more Danes seek out the in-store shopping experience they missed as pandemic restrictions took hold. Nevertheless, many consumers are expected to stick with their online shopping habits, due to convenience, taking advantage of the growing number of online retailers offering colour cosmetics.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Denmark 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.
If you're in the Colour Cosmetics industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.See All of Our Definitions
This report originates from Passport, our Colour Cosmetics research and analysis database.
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