Skin Care in Western Europe

August 2022

After the dip in sales seen in Western Europe in 2020, when Coronavirus (COVID-19) hit the region, skin care was back to recording positive growth in real value terms in 2021. However, the rebound will be gradual, rather than sudden, with industry players and consumers struggling with inflationary pressures in the post-pandemic period. Nevertheless, premium and dermocosmetic skin care products are also expected to continue growing over 2021-2026.

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This report comes in PPT.

Key Findings

Skin care sales start rising again in 2021

With some consumers’ financial situation negatively impacted by the COVID-19 restrictions, mass products outperformed their premium counterparts in skin care in 2020 for the first time since 2015. Some product areas were worse hit than others, eg there was less demand for facial cleansers due to the reduced wearing of make-up and sets/kits suffered from the loss of gift-giving occasions. However, most areas of skin care were recovering in 2021, as vaccination programmes were rolled out and restrictions were being eased.

Natural ingredients a growing trend

The trend towards natural ingredients continues to grow, as consumers become better informed about products. Many players have launched ranges with fewer ingredients and have substituted chemical ingredients for natural ones. This includes the major multinationals as well as smaller local or regional companies.

E-commerce changing the distribution landscape

Although e-commerce growth slowed in 2021, after the major gains seen in 2020, companies continue to invest in their online platforms. The changing distribution landscape could present challenges for mainstay players moving forward, with the online marketplace being more competitive than in-store, with the digital share of shelf often being much smaller than in-store for the major players, due to the large number of niche players online. These mainstays will increasingly have to adapt their branding to be e-commerce-friendly, while connecting and communicating with consumers effectively through social marketing and their own organic social platforms.

Positive growth expected over 2021-2026

Skin care in Western Europe will see positive, if relatively modest, annual growth rates in real value terms over the forecast period. Although inflation will create a challenging environment in the early years of 2021-2026, premium and dermocosmetic products are expected to be increasingly popular.

Key findings
Western European skin care recording weak performances
Sales immediately return to seeing positive growth in 2021 after 2020’s decline
Dominant facial care category just manages to record a positive 2016-2021 CAGR
French skin care experiences a tough time during the historic period
Facial care ensures a positive CAGR for Western European skin care in 2016-2021
Skin care sees improved year-on-year performances in most countries in 2021
Health and beauty specialist retailers account for more than half of skin care sales
E-commerce holds onto its year-earlier gains in 2021
Top five players generally account for close to or more than half of overall sales
Natural ingredients an increasing trend in new skin care products
Germany, the UK and France the main revenue generators for the top 10 players
La Roche-Posay continues its move up the rankings
Positive growth expected throughout the 2021-2026 period…
…with facial care driving the overall performance
Rising habit persistence for Greece as increasing GDP will boost per capita consumption
Austria: Market Context
Austria: Competitive and Retail Landscape
Belgium: Market Context
Belgium: Competitive and Retail Landscape
Denmark: Market Context
Denmark: Competitive and Retail Landscape
Finland: Market Context
Finland: Competitive and Retail Landscape
France: Market Context
France: Competitive and Retail Landscape
Germany: Market Context
Germany: Competitive and Retail Landscape
Greece: Market Context
Greece: Competitive and Retail Landscape
Ireland: Market Context
Ireland: Competitive and Retail Landscape
Italy: Market Context
Italy: Competitive and Retail Landscape
Netherlands: Market Context
Netherlands: Competitive and Retail Landscape
Norway: Market Context
Norway: Competitive and Retail Landscape
Portugal: Market Context
Portugal: Competitive and Retail Landscape
Spain: Market Context
Spain: Competitive and Retail Landscape
Sweden: Market Context
Sweden: Competitive and Retail Landscape
Switzerland: Market Context
Switzerland: Competitive and Retail Landscape
Turkey: Market Context
Turkey: Competitive and Retail Landscape
UK: Market Context
UK: Competitive and Retail Landscape

Beauty and Personal Care

This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.

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