Competitive Landscape
Procter & Gamble and Johnson & Johnson Defend Lead as Pricing Pressure Intensifies
Mass beauty and personal care in Singapore remained highly fragmented in 2025, with the leading company, Johnson & Johnson Pte Ltd, holding a 7% value share, followed by Procter & Gamble (S) Pte Ltd at 6%. Over the period from 2020 to 2025, the environment became even more fragmented, as Johnson and Johnson’s share declined from 8% in 2020 to 7% in 2025, and Procter & Gamble’s share dropped from 7% to 6%.
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Overview:
Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Singapore 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 Singapore, 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 Singapore 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 Singapore?
- Which are the leading brands in Singapore?
- How are products distributed in Singapore?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- 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 Singapore - Category analysis
Key Data Insights
Mass Beauty and Personal Care Summary
Jocyee’S Flagship Launch Heightens Price Competition and Product Access
Mass Skin Care and Hair Care Lead as Consumers Seek Value and Variety
Mass Products Will Challenge Premium Products by Offering Quality and Value
Hybrid Products Set to Drive Rapid Gains in Adult Sun Care
Ingredient Transparency to Reshape Consumer Loyalty
Procter & Gamble and Johnson & Johnson Defend Lead as Pricing Pressure Intensifies
The Rise of Multifunctional and Ingredient-Led Formulations
Pioneering Launches Elevate the Mass Segment
Shifting Competitive Dynamics and Strategic Adaptation
Beauty and Personal Care in Singapore - Industry Overview
2025 Developments
Key Data Insights
Steady Growth, Although Consumer Caution Is Evident, Particularly among Younger Consumers
Skin Care Remains the Largest Category, and Sees Growth as Premiumisation and Transparency Accelerate
Dior’S Natural-Origin Launch Raises Expectations for Clean Premium Beauty
Hybrid Product Launches to Drive Demand for Value and Function
Ingredient-Led Skin Care to Remain Important as Multifunctional Formats Surge
Clean Beauty and Ingredient Transparency Set to Boost Consumer Trust and Spending
L’Oréal and Procter & Gamble Sustain Lead as Product Innovation Drives Stability
Offline Retail Sustains Dominance through Convenience and Outlet Expansion
Tiktok Shop Fuels Rapid E-Commerce Expansion as Social Media Reshapes Discovery
Watsons Leverages New Brand Launches and Omnichannel Presence to Outpace Rivals
Clean Formulations and Scientific Validation Shape Development
Premium and Sustainable Launches Redefine Brand Offerings
Asian Entrants and Retail Strategies Intensify the Competition
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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