Competitive Landscape
Estée Lauder and L’Oréal Sustain Leadership Amid Shifting Shares
The competitive structure of New Zealand’s premium beauty and personal care remained moderately concentrated in 2025, with Estée Lauder (NZ) Ltd and L'Oréal New Zealand Ltd retaining leading positions across premium skin care, fragrances, and colour cosmetics. L'Oréal held a 16% share, up from 13% in 2020, maintaining strong visibility through its L'Oréal Luxe portfolio, including Yves Saint Laurent Beauty, Lancôme, and Armani Beauty, which benefited from fragrance momentum and sustained demand for prestige cosmetics through beauty specialist retailers.
Selective Trading Patterns Reshape Demand across Premium Segments
Consumer behaviour in 2025 revealed a nuanced trading dynamic within premium beauty and personal care, characterised by selective trading up in categories offering tangible performance and experiential benefits, alongside trading down in segments where efficacy is increasingly accessible through masstige alternatives. Premium hair care, body care, and hand care showed clear trading-up trends, with consumers gravitating towards salon-quality, treatment-led formulations emphasising scalp health, bond repair, and enhanced sensory experiences.
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Overview:
Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care industry in New Zealand 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 Premium Beauty and Personal Care industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Premium Beauty and Personal Care in New Zealand 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 Premium Beauty and Personal Care in New Zealand?
- Which are the leading brands in New Zealand?
- How are products distributed in New Zealand?
- 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?
Premium Beauty and Personal Care in New Zealand - Category analysis
Key Data Insights
Premium Beauty and Personal Care Summary
Wellness-Driven Demand and Selective Investment in Science-Backed Efficacy Drive Value Growth
Preventative and Barrier-Repair Demand Reinforce Premium Skin Care Growth
Preventative Health Priorities and Science-Backed Efficacy Set to Sustain Premium Growth
Preventative Skin Health Demand Forecast to Sustain Clinical and Ingredient-Led Innovation
Experiential Retail, Sustainability, and Digital Personalisation Expected to Define Competitive Advantage
Estée Lauder and L’Oréal Sustain Leadership Amid Shifting Shares
Selective Trading Patterns Reshape Demand across Premium Segments
Beauty and Personal Care in New Zealand - Industry Overview
2025 Developments
Key Data Insights
Wellness-Driven Demand and Preventative Skin Health Investment Drive Value Growth
Clean, Natural-Origin Formulations Combining Botanicals with Proven Actives Redefine Expectations
Digital Platforms and Influencer Content Reshape Discovery and Engagement
Preventative Health Priorities and Science-Backed Efficacy Forecast to Sustain Growth
Value-Conscious Spending Expected to Reinforce Demand for Multifunctional Formats
Digital Influence and Omnichannel Investment Set to Define Competitive Advantage
L'oréal and Unilever Sustain Leadership through Portfolio Breadth and Distribution Strength
Supermarkets Lead Distribution as Health and Beauty Specialists and E-Commerce Expand Their Roles
Country Reports Disclaimer
The following categories and subcategories are included:
Premium Beauty and Personal Care
- Premium Baby and Child-specific Products
- Premium Bath and Shower
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- Premium Eye Liner/Pencil
- Premium Eye Shadow
- Premium Mascara
- Premium Other Lash and Brow Make-Up
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- Premium BB/CC Creams
- Premium Blusher/Bronzer/Highlighter
- Premium Foundation/Concealer
- Premium Powder
- Premium Other Facial Make-Up
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- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
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- Premium Nail Polish
- Premium Nail Treatments/Strengthener
- Premium Polish Remover
- Premium Other Nail Products
- Premium Colour Cosmetics Sets/Kits
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- Premium Deodorants
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
- Premium Hair Care
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- Premium Firming Body Care
- Premium General Purpose Body Care
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- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
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- Premium Basic Moisturisers
- Premium Anti-Agers
- Premium Lip Care
- Premium Liquid/Cream/Gel/Bar Cleansers
- Premium Toners
- Premium Hand Care
- Premium Skin Care Sets/Kits
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- Premium Aftersun
- Premium Self-Tanning
- Premium Sun Protection
Premium Beauty and Personal Care
This is the aggregation of premium 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 Premium Beauty and Personal Care research and analysis database.
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