Mass beauty and personal care in Finland witnessed a solid recovery in 2021 after the COVID-19 pandemic dampened overall sales in 2020. A return to normal living patterns and socialising led to a quick rebound in current value sales in 2021.
Mass beauty and personal care took more of a backseat in 2021 as consumers purchased more premium products through domestic retailers. Duty free purchases of premium goods are commonly made when Finns travel abroad, but with international travel still limited in 2021 consumers switched to domestic retail channels.
Mass beauty and personal care has benefitted from advanced products in colour cosmetics and skin care, which compete against premium but remain affordable. Finnish consumers remain price sensitive, and many seek to save money on beauty and personal care products by researching products to find affordable and effective solutions.
After steady growth in current value for most of the review period, mass beauty and personal care will witness solid value growth for much of the forecast period as Finns revert to pre-pandemic behaviours. The mass colour cosmetics and mass fragrances categories will see the strongest value growth rates as consumers resume specialising and return to a much more normal life in 2022 and beyond.
In mass beauty and personal care, skin care will continue to perform well due to an increased consumer interest in skin health. Areas such as serums, masks and special skin treatments with a range of benefits including chemical peeling properties, anti-aging qualities and solutions for sensitive skin, will continue to add value.
Although major players will drive the category through product developments, more niche domestic brands created with local ingredients and tailor-made for the Finnish consumer are expected to launch, fragmenting the competitive landscape even further. While the competition is intense, smaller local brands have the opportunity to garner niches and collectively challenge international brands.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Finland 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 Finland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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