Most mass beauty and personal care categories saw growth in 2021. The steep fall in colour cosmetics came to a halt and saw a slight improvement due to a return to outdoor activities and hybrid work modes.
With high-profile exits by Etude House and the consolidation of multiple brands under a single store front, K-beauty, or Korean beauty targeting the masses, is losing its allure in the city-state. It is no longer a mainstay of Singapore’s colour cosmetics and skin care categories, having been priced out of the increasingly competitive market by more affordable alternatives and cross-border e-commerce retailers.
As the cost of living rises due to the impending hike in Goods and Service Taxes (GST), it is no longer possible to ignore parallel importers, as they may significantly impact value sales and the leading players. Beauty Language, British Essentials and Venus Beauty are prominent parallel importers in the city-state.
In the forecast period, problems might arise from marketing terms. Akin to its predecessors, clean beauty is a marketing term with varying definitions between brands.
SPF, or sun protection factor, is becoming commonplace in multiple product offerings. Body care products with sun protection properties targeting the mass market were uncommon in Singapore, with Kao's Bioré being the only contender in this space.
Glycolic acid, niacinamide, and vitamin C are commonplace in mass beauty and personal care. For instance, Sephora is selling The Ordinary range of skin care in Singapore.
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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.
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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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