Competitive Landscape
Avon and Suyen Lead Amid Shifting Consumer Preferences
Fragrances in the Philippines exhibited fair concentration in 2025, as Avon Cosmetics Inc led with a 9% retail value share, indicating aggressive expansion and successful brand performance. Suyen Corp followed in second place, holding an 8% share, and L’Oréal Philippines Inc also accounted for 8%.
Innovative Brand Activations and Lifestyle Products Unlock Growth Opportunities
L’Oréal and Parfums Christian Dior gained the most share in premium fragrances in 2025, propelled by flagship brands, which posted robust growth. By contrast, in mass fragrances, the brand Bench continued to grow sharply and widened its lead, supported by its affordable body sprays and strong celebrity-driven branding.
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Overview:
Understand the latest market trends and future growth opportunities for the Fragrances industry in Philippines 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 Fragrances industry in Philippines, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Fragrances in Philippines report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Fragrances in Philippines?
- Which are the leading brands in Philippines?
- How are products distributed in Philippines?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Fragrances in the Philippines - Category analysis
Key Data Insights
Premium and Mass Fragrances Growth Driven by Affordability and Marketing
Premium and Mass Fragrances Growth Driven by Affordability and Marketing
Bench Leads Lifestyle-Driven Beauty with Accessible, Emotionally Tied Scents
Multifunctional Products Broaden Fragrance Usage
Diverse Consumer Base to Drive Premium and Mass Fragrance Expansion
Omnichannel Model Set to Shape Fragrances Landscape
Avon and Suyen Lead Amid Shifting Consumer Preferences
Innovative Brand Activations and Lifestyle Products Unlock Growth Opportunities
Health and Beauty Specialists Capture Most Share Amid Shifting Channel Dynamics
Retail E-Commerce Advances as a Key Channel for Premium Fragrances and Convenience
Beauty and Personal Care in the Philippines - Industry Overview
Multifunctional Products Drive Premiumisation Amid Evolving Consumer Behaviour
Key Data Insights
Multifunctional Products Drive Premiumisation Amid Evolving Consumer Behaviour
Colour Cosmetics Leads Growth Driven by Gen Z and Digital Strategies
Lifestyle Trend Drives Demand for Beauty and Personal Care
Dove Serum Caters to Hot Weather and Sensitive Skin
Digital-First Platforms Set to Empower Filipino Consumers and Drive Category Growth
Skin Care Set to Maintain Lead in Sales While Colour Cosmetics Accelerates
Consumer Demand for Multifunctional, Climate-Friendly Products to Shape Innovation
Preventative Health and Everyday Wellbeing to Continue Driving Premiumisation
Unilever Maintains Leading Position with Well-Established Brands
Digital-First Strategies Drive Brand Growth and Differentiation
Retail Offline Dominates Distribution as Consumers Shift Towards Hybrid Shopping Models
Retail E-Commerce Accelerates Growth Driven by Digital Engagement and Live Selling
Country Reports Disclaimer
The following categories and subcategories are included:
Fragrances
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
Fragrances
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits and body mists. The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Also includes hair fragrances with a primary function of making hair smell good and not to be confused with hair oil and other styling/conditioning products with hair fragrances, whose primary function is to either condition or style over fragrance.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Fragrances research and analysis database.
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