Our Sale is now live until Friday 14th October 2022! Enjoy our SPECIAL OFFER Buy 1 Get 1* 30% OFF in Store using promotional code: EOCTSALE22 at check out.

*Discount is applied to the most expensive item in the cart

Competitor Strategies in Beauty and Personal Care

January 2022

2021 sees beauty companies streamline their portfolios for a simpler structure, while climate action, digitalisation and a back to basics approach lead innovation. Transparency, certification and inclusion lead in climate action, while digitalisation sees shifts in how companies communicate and sell to their consumers as well as cater to unmet needs through data access and personalisation. Back to basics sees brands expand their pricing tiers, offer efficacy and converge wellness with beauty.

USD 1,325
Request More Information


This report comes in PPT.

Key Findings

State of Play

Asia Pacific drives the forecast period with historically low per capita spend in China driving increased penetration. Diversified portfolios both within and beyond beauty and personal care provided resilience in 2020, yet 2021 saw companies streamline their portfolios through divestments, focusing on high-growth segments to simplify their structure. Despite this, private equity investment in beauty is in growth, with a particular focus on beauty expertise.

Climate Action

Climate Action has seen much innovation in packaging and transparency, seeing key players come together to make the industry more sustainable. Players such as L'Oréal and Estée Lauder have focused on cruelty free claims, while purpose has largely centred around B-Corp certification and inclusive design in 2021. With sustainability well defined in skin care and hair care, colour cosmetics remains the next category to follow suit, with this likely to be achieved largely through cartridge-style refills.


Digitalisation changes how brands must interact with consumers, seeing an investment in social marketing, social commerce and community. Personalisation acts as an opportunity to provide consultation and advice to consumers through an online medium, while omnichannel retail has seen the entrance of e-commerce giant, Amazon. Investment in “phygital” reality will be key as online and digital worlds converge.

Value creation through back to basics

Value Creation Through Back to Basics sees companies invest across pricing tiers to offer value to consumers, while efficacy demand spikes, seeing an increased focus on dermocosmetics and science backing. Wellness becomes front of mind for consumers, with brands which adopt this in a holistic manner, combining supplements and topical, and emotional and mental wellbeing set to perform well.


COVID-19 impact summary

State of Play

Companies at a glance
Premium portfolios contribute to growth
Emerging and developing markets lead growth
L'Oréal leads in active category share
Beiersdorf and Natura heavily reliant on top three brands
L'Oréal shows diversity across beauty and personal care
COVID-19 sees mass-led companies thrive
Leading companies acquire brands cautiously
Larger companies divest while private equity investment rises

Climate Action

Packaging innovation leads Climate Action
L'Oréal leads in ethical claims
Transparency key to future of sustainability
Sustainability set to disrupt colour cosmetics
Certification and inclusion innovation drive purpose


Brands must rethink consumer engagement
L'Oréal drives innovation in personalisation
Digitalisation to enhance online product discovery
Beauty embraces a “phygital” reality

Value Creation Through Back to Basics

Minimalism, efficacy and value drive back to basics
Companies expanding across different price tiers
Efficacy demand drives dermocosmetics
Beauty and wellness continue to converge

Key Takeaways

Key findings

Appendix: Via Pricing

About Via Pricing from Euromonitor International

Beauty and Personal Care

This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.

See All of Our Definitions


If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!