Henkel AG & Co KGaA in Beauty and Personal Care

October 2022

After bucking a long-standing trend in 2020, when Henkel benefited from booming bath and shower sales due to the heightened hygiene consciousness globally as a result of the pandemic, which saw the company outperform the overall beauty and personal care market, the German multinational was back to underperforming the global growth rate in 2021, hurt in part by its bias towards the mature Western European market as well as the mass segment with its product portfolio.

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This report comes in PPT.


Euromonitor International's report on Henkel AG & Co KGaA delivers a detailed strategic analysis of the company's business, examining its performance in the Beauty and Personal Care market and the global economy. Company and market share data provide a detailed look at the financial position of Henkel AG & Co KGaA, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Henkel AG & Co KGaA.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Henkel AG & Co KGaA provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Beauty and Personal Care research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Executive summary
Henkel remains in 13th place in beauty and personal care
Europe accounts for more than half of Henkel’s global sales in 2021
Hair care dominates Henkel’s beauty and personal care sales
Targeted acquisitions might serve to make Henkel a more competitive entity
Henkel brings forward its climate-positive production goals to 2030
Henkel Consumer Brands expected to be up and running by the start of 2023
Henkel dx Hub innovation centres to drive digital transformation and create digital solutions
Greatest growth for Henkel expected in hair care in China and Germany
Limited expectations for Henkel to improve its 13th position in global BPC
Euromonitor’s latest 2022 projections forecast downgrades across key beauty markets
Rising inflation rates a growing concern that call for pivots in positioning and marketing
Henkel’s share back in decline in 2021 after the year-earlier pandemic-related sales boost
Henkel sees declining overlaps with Shiseido and Coty
Henkel a top three company globally in both colourants and styling agents
House of Schwarzkopf spearheads the hair care brand’s digitalisation drive
Henkel taps into the clean beauty trend with natural products and ingredients
Consumer perceptions of top Henkel brands
Ukraine war sees Henkel quit Russia, its fifth biggest BPC market
Hair care dominates Henkel’s BPC sales
China offers potential in salon professional hair care
China and Germany will drive actual sales growth in Henkel’s hair care business
Strut like a peacock or rise like a phoenix from the ashes with the COLOUR ALCHEMY range
Authentic Beauty Concept new-generation Refill Bars help close the circular economy
US is Henkel’s biggest bath and shower market
Body wash/shower gel dominates sales in most of Henkel’s top 10 markets
US dominates new sales for Henkel in bath and shower
Executive summary
Overview of Beauty Survey: Product and brand coverage
Overview of Beauty Survey
Projected company sales: FAQs (1/2)
Projected company sales: FAQs (2/2)

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.

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