Colour Cosmetics in Sweden

PROSPECTS

More socially acceptable to show interest in colour cosmetics

Although the majority of Swedish women tend to wear colour cosmetics in a rather modest way, it is becoming more common to show individuality with expressionist styles such as gaudy coloured lipstick. The Swedish unemployment rate is projected to decline by 1% by 2022, while disposable incomes are set to increase by 24%, thus helping to fuel growth within colour cosmetics.

Strong variation between colour cosmetics areas

Social media is having an increasing influence on colour cosmetics, with YouTube and Instagram clips featuring users applying various nail polish styles and giving application tips for highlighter and contouring proving to be highly popular. However, nail products sales declined in 2017 due to high saturation, following good growth in past years fuelled by social media.

Colour cosmetics to further boost sales

In Sweden, it is relatively acceptable for men to wear make-up, in line with the growing metrosexual trend in cities. Indeed, Swedish YouTube celebrity Thomas Sekelius, who has more than 300,000 subscribers, regularly uploads videos about make-up.

COMPETITIVE LANDSCAPE

Mass brands dominate sales

L’Oréal continued to lead sales in colour cosmetics in 2017, with the company offering the largest portfolio of well-trusted mass and premium brands, including L’Oréal, Maybelline, Lancôme, and NYX, with the latter gaining a strong position due to improved distribution and a wide product range following its acquisition by L’Oréal in 2016. L’Oréal is followed by Swedish company Invima, which offers Isadora, the largest mid-priced colour cosmetics brand.

Gentle make-up brands perform well

Swedish consumers are increasingly concerned about products that they apply directly on their skin, including both skin care products and make-up. Facial make-up is a major concern, thus explaining the strong position of brands such as Bare Minerals and Idun Minerals.

Targeted marketing and authenticity attracting young consumers

Consumers in Sweden are becoming more aware of colour cosmetics brands, quality, and ingredients. The use of social media is playing a vital role, with consumers often using these channels to look for make-up tutorials and recommendations.

Files are delivered directly into your account within a few minutes of purchase.