Colour Cosmetics in Estonia

PROSPECTS

Positive development as consumers spend more on colour cosmetics

Colour cosmetics saw volume and value growth across all categories in 2018. The improving purchasing power and increased consumer confidence sparked interest in innovative novelties, more expensive products and a wider product range per capita.

BB/CC creams sees the fastest growth in 2018

BB/CC creams continued its strong development and saw the highest value growth in colour cosmetics. The category witnessed further expansion of the product assortment, driven by an increasing number of producers entering colour cosmetics, as well as those expanding their offering in this category.

Internet retailing suits consumer needs in colour cosmetic

Estonians turn to internet retailing more commonly in colour cosmetics compared to most other beauty and personal care segments. Interest in online retailers of colour cosmetics is driven by the convenience trend and better pricing options, but is also due to interest in unique or new products that are not always available in Estonia.

COMPETITIVE LANDSCAPE

L'Oréal continues to dominate colour cosmetics in 2018

L'Oréal continued to maintain its unbeatable leading position in 2018. The company covers all price bands through a wide range of brand umbrellas and is present within all colour cosmetics categories.

NYX Cosmetics sees fastest growth in colour cosmetics in 2018

NYX Cosmetics, which is also part of L'Oréal Groupe, saw the fastest double-digit value growth in 2018. NYX has gained quick acceptance and great interest since opening its first stand-alone store in 2017 and continued its development phase in 2018.

Most producers will use potential of the internet to a greater extent

The internet is expected to become more and more commonly used to promote and sell colour cosmetics. For instance, producers and distributors are expected to use social media and influencers increasingly as a way to promote their colour cosmetics.

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