Competitive Landscape
Market Remains Concentrated as Unilever Leads and Local Players Gain Share through Value Positioning
The mass beauty and personal care landscape in Bangladesh exhibited a highly concentrated structure in 2025, with Unilever Bangladesh Ltd holding a 42% share of retail sales value. This position remained significantly ahead of Marico Ltd, which held a 10% share, while Square Toiletries Ltd and Kohinoor Chemical Co (BD) Ltd accounted for smaller shares of 4% and 3% respectively, indicating some fragmentation beyond the leading players.
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Overview:
Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Bangladesh 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 Mass Beauty and Personal Care industry in Bangladesh, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Mass Beauty and Personal Care in Bangladesh 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 Mass Beauty and Personal Care in Bangladesh?
- Which are the leading brands in Bangladesh?
- How are products distributed in Bangladesh?
- 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?
Mass Beauty and Personal Care in Bangladesh - Category analysis
Key Data Insights
Mass Beauty and Personal Care Summary
Value Growth Sustained as Daily Beauty Habits Deepen Despite Rising Input Costs
Mass Bath and Shower Lead Value While Baby and Child-Specific Products Drive Growth Momentum
Demand for Gentle, Multifunctional Formulations Shapes Product Innovation and Brand Strategy
Local Manufacturing Resilience and Affordable Formats Set to Define Growth and Competitive Advantage
Mass Hair Care Expected to Remain Largest While Adult Sun Care Leads Growth by Expanding beyond Niche Urban Usage
Social Media Is Expected to Expand Demand by Shaping Purchasing Behaviour and Product Expectations
Market Remains Concentrated as Unilever Leads and Local Players Gain Share through Value Positioning
Beauty and Personal Care in Bangladesh - Industry Overview
2025 Development
Key Data Insights
Growth Remains Steady as Affordability Pressures Shift Demand Towards Local Brands and Reshape Purchasing Behaviour
Daily Beauty Habits Expand Consumption as Lifestyle Shifts Increase Demand across Consumer Segments
Asian Formulations Reshape Expectations as Demand for Natural, Mild and High-Efficacy Products Rises
Rural Expansion and Local Brand Investment Set to Drive Steady Category Growth
Evolving Routines Expected to Drive Demand for Specialised and Asia-Influenced Products
Counterfeit Risks Projected to Reinforce Demand for Trusted Channels and Affordable Formats
Multinationals Maintain Leadership as Local Brands Gain Share through Value Positioning
Local Manufacturing and Value-Led Innovation Intensify Competition in a Stable Market Structure
Offline Retail Remains Dominant While Digital Channels Expand Gradually
Social Commerce Expands Influence by Reshaping Engagement and Product Discovery
Country Reports Disclaimer
The following categories and subcategories are included:
Mass Beauty and Personal Care
- Mass Baby and Child-specific Products
- Mass Bath and Shower
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- Mass Eye Liner/Pencil
- Mass Eye Shadow
- Mass Mascara
- Mass Other Lash and Brow Make-Up
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- Mass BB/CC Creams
- Mass Blusher/Bronzer/Highlighter
- Mass Foundation/Concealer
- Mass Powder
- Mass Other Facial Make-Up
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- Mass Lip Gloss
- Mass Lip Liner/Pencil
- Mass Lipstick
- Mass Other Lip Products
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- Mass Nail Polish
- Mass Nail Treatments/Strengthener
- Mass Polish Remover
- Mass Other Nail Products
- Mass Colour Cosmetics Sets/Kits
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- Mass Deodorants
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
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- Mass Firming Body Care
- Mass General Purpose Body Care
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- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
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- Mass Basic Moisturisers
- Mass Anti-Agers
- Mass Lip Care
- Mass Liquid/Cream/Gel/Bar Cleansers
- Mass Toners
- Mass Hand Care
- Mass Skin Care Sets/Kits
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- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
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 Mass Beauty and Personal Care research and analysis database.
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