Colour Cosmetics in the Netherlands

PROSPECTS

The shift towards online channels drives growth

Internet retailing is rapidly gaining value share in the distribution of colour cosmetics. While online sales are experiencing positive growth, the majority of the leading players in the most traditional offline channels in 2018 were primarily focused on preventing sales declines.

Premium products continue to increase via segmentation

Colour cosmetics saw another year of positive growth in 2018. In particular, the premium market experienced dynamic value growth as its main consumer base comprises women aged 50+ that value high-quality cosmetics.

Facial make-up most responsible for growth

The categories most responsible for driving growth in colour cosmetics in 2018 were all in facial make-up, with BB and CC creams remaining particularly popular, while foundation/concealer also experiencing positive growth. The ongoing attention being paid to these products by popular make-up vloggers such as Nicky Tutorials continues to stimulate growth, although the growing variety of colours available for different skin tones is also having a positive effect on sales in the category.

COMPETITIVE LANDSCAPE

Fast-fashion approach also successful in colour cosmetics

One major threat to sales of traditional colour cosmetics brands us the emergence of vertically integrated mono-brand stores such as Kiko Milano. Although this retail brand is well-established in many parts of Europe, it is still relatively new in the Netherlands.

L’Oréal maintains its leading position in 2018

L’Oréal Nederland remained the leading player in colour cosmetics in 2018 despite losing value share. The company markets some of the top-selling brands in the mass segment, including L’Oréal and Maybelline New York.

Beauty boxes on the rise

Beauty boxes are becoming increasingly popular in the Netherlands. The beauty box is a subscription based concept in which the subscriber receives a selection of newly introduced products on a monthly basis for a fixed price.

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