Colour Cosmetics in Portugal

PROSPECTS

Weak penetration compared to other European markets offers colour cosmetics significant room for growth

According to some trade sources, in Portugal only 71% of women use colour cosmetics, with this being significantly lower than the European average of 83%. This weaker penetration has recently attracted new players, which view Portugal as a growth opportunity.

Millennials show more interest in the category than their mothers

Females between the ages of 15 and 34 in Portugal are showing a rising interest in colour cosmetics. While women over 35 mainly use eye and nail products, younger consumers are also purchasing facial and lip products.

Interest in natural, organic and cruelty-free colour cosmetics is rising

Some manufacturers are investing in natural, organic and cruelty-free colour cosmetics. For example, the Danish brand Gosh Copenhagen entered the Portuguese market at the end of 2015 with a range suitable for vegans.

COMPETITIVE LANDSCAPE

Kikocos takes category leadership from L’Oréal

Prior to 2017, L'Oréal had led colour cosmetics in Portugal for many years thanks to a portfolio of both mass and premium brands, including Maybelline, L'Oréal Paris, Lancôme and Yves Saint Laurent, and a strong distribution network. The company has also traditionally been very innovative.

Mass brand manufacturers open flagship stores and expand their outlet networks

Colour cosmetics is a category which offers significant potential for growth in Portugal and so is increasingly attracting foreign companies. In 2011, Kikocos and its Kiko Milano brand revolutionised the colour cosmetics landscape.

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