Colour cosmetics were hugely impacted by the pandemic lockdowns in 2020. As with women restricted in their movements, they wore less make-up.
L’Oréal continued to hold a strong lead in 2021, accounting for over a quarter of value sales and was the only company with double-digit value share, thanks to the popularity of its brands Maybelline New York and L’Oréal. Other international brands held on to the other top spots, including Avon, Max Factor and Oriflame.
Social media and specifically Instagram is being used as a platform to display and sell products and is also using technologies such as augmented reality to enable for instance virtual make-up try on. This is stealing value share from brick-and-mortar outlets, as the convenience of online shopping, coupled with consumers also being able to get an impression online of how a product will look, is proving very appealing for many consumers.
Colour cosmetics will register moderate constant value growth over the forecast period. As society opens up fully, demand for colour cosmetics will recover.
The pandemic brought about a back-to-basics approach, as consumers had a chance to let their skins breathe and apply less make-up and this has accelerated the trend for using more natural ingredients. Over the forecast period, there be increased demand for cleaner cosmetic products, which use less chemicals.
Wild&Mild is a new, local premium nail brand, which has been very successful since its launch. The brand is seen as innovative and Estonian consumers are happy to support local, if it delivers on quality.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Estonia 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 Estonia, 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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