Mass beauty and personal care recorded a subdued performance in 2022, ensuring that value sales remained lower than pre-pandemic levels. This was due to the delayed return of tourist flows, which this segment historically relies on.
The recovery of mass beauty and personal care in Hong Kong is expected to depend on the return of tourist flows, especially from Mainland China, which accounted for a significant proportion of volume transactions for mass brands prior to the pandemic. However, enhanced e-commerce capabilities in the domestic environment and price harmonisation between markets have reduced incentives for tourists to purchase mass beauty and personal care products when visiting Hong Kong.
Demand for fragrances in Hong Kong is driven by the lipstick effect, with consumers occasionally seeking affordable luxury items, including premium fragrances, to lift their mood and express their individualism in an uncertain environment. Despite an increase in daily fragrance wear, the mass fragrance segment struggles to compete with premium fragrances, making it difficult for these brands to capture share.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Hong Kong, China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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