Competitive Landscape
Leading Companies Maintain Their Position Amid Moderate Market Concentration
The mass beauty and personal care landscape in Georgia demonstrates a moderate concentration, with the top two companies, L'Oréal Groupe and Procter & Gamble Co, holding significant shares of 14% and 13% respectively in 2025. Over the period from 2020 to 2025, L'Oréal's share increased from 11% to 14%, reflecting a strengthening position, while Procter & Gamble's share slightly decreased, indicating stable, but less aggressive growth.
L'oréal Leverages Brand Strength and Local Engagement to Sustain Its Leadership
L'Oréal has maintained its leading position in mass beauty and personal care through a robust presence across various categories, wide retail availability and strong brand recognition. Key brands like Garnier and L'Oréal Paris are well known in hair care and colour cosmetics, with Maybelline and Garnier products accessible even in small neighbourhoods, ensuring deep market penetration.
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Overview:
Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Georgia 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 Georgia, 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 Georgia 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 Georgia?
- Which are the leading brands in Georgia?
- How are products distributed in Georgia?
- 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 Georgia - Category analysis
Key Data Insights
Mass Beauty and Personal Care Summary
Strong Competition and Price Sensitivity Shape Consumer Behaviour
Mass Hair Care Leads Retail Sales, with Mass Fragrances Showing Rapid Growth
Psp Pharmacy Drives Growth with Exclusive Dalin Baby Brand
Price Sensitivity Drives Volume Growth, but Erodes Brand Loyalty
Mass Hair Care Set to Lead in Value, While Mass Fragrances to Grow the Fastest
Clean Beauty and Retail Expansion Shape Innovation and Competition
Leading Companies Maintain Their Position Amid Moderate Market Concentration
L'oréal Leverages Brand Strength and Local Engagement to Sustain Its Leadership
Beauty and Personal Care in Georgia - Industry Overview
2025 Developments
Key Data Insights
Georgian Consumers’ Rising Awareness and Retail Evolution Fuel Sales Growth
Hair Care and Fragrances Lead Sales, While Colour Cosmetics Expands Rapidly
Retailers’ Exclusive Discount Brands and Natural, Health-Focused Products Shape Consumption
Omnichannel Retail Expansion and Consumer Awareness Accelerate Growth
Fragrances to Lead Sales, While Growing the Fastest
Retail Innovation and Ingredient Transparency Reshape Competition and Consumer Loyalty
Leading Manufacturers Strengthen Their Positions through Multipolar Strategies
Mass Brands Leverage Price Competition and Influencer Marketing to Drive Growth
Health and Beauty Specialists Expand Physical Presence, While Convenience Retail Gains Momentum
Psp Pharmacy Pioneers Digital Delivery Innovation, Enhancing Customer Trust
E-Commerce Accelerates, Driven by Convenience and Digital Innovation
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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