Unilever in Beauty and Personal Care

October 2022

Unilever lost overall share in the beauty and personal care market in 2021, despite growth in sales. This was owing to economic uncertainty in key markets and increasing competition in core product areas. Unilever offers wide product ranges in the mass and premium segments, and recently restructured to focus on high-growth categories. Sustainability is still a key pillar for the company across its brands, as is social purpose, through sustainable and ethical product innovation. 

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This report comes in PPT.


Euromonitor International's report on Unilever Group delivers a detailed strategic analysis of the company's business, examining its performance in the Beauty and Personal Care market and the global economy. Company and market share data provide a detailed look at the financial position of Unilever Group, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Unilever Group.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Unilever Group provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Beauty and Personal Care research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Executive summary
Unilever maintains its third rank globally in 2021
Asia Pacific and North America are Unilever Group’s two largest regions
The US and India remain Unilever’s largest markets in 2021
Unilever benefits from market momentum, which offsets losses from market share
Consumer perception of Unilever brands
India is expected to be the key source of growth for Unilever in forecast period
Unilever’s rank likely to remain stable, but shifts expected among top 10 beauty players
Business activity ranges from skin care acquisitions, to incubators and “beauty from within”
Unilever’s share drops slightly in 2021 but harnessed the industry’s post-COVID recovery
Unilever Group overlaps most with Procter & Gamble Co, driven by deodorants and hair care
Strong category penetration for Unilever, particularly in hair care, and bath and shower
Dove maintains strong competitive position
“Natural”, “hydrating” and “no parabens” lead Unilever’s claims globally
Unilever’s portfolio remains strong in emerging markets, which generate over half of sales
Asia Pacific leads Unilever’s skin care sales in 2021, driven by anti-ageing concerns
Unilever transitions to halal certification in its third largest skin care market, Indonesia
Unilever made gains in India in 2021 but should look for A yurveda opportunities to expand
Lifebuoy a key brand for Unilever’s bath and shower portfolio globally
Emerging markets driven by bar soap, but body wash/shower gel in developed markets
India and the US have best prospects for Unilever in bath and shower
Unilever dominates deodorants globally, benefited from post-COVID-19 rebound
Deodorant sprays seen as more price accessible, but demand for sustainable features grows
Deodorant opportunities largest in natural ingredients and environmentally packaging
Asia Pacific is Unilever’s largest hair care region
Unilever sales led by shampoos and conditioners/treatments, with prospects in scalp care
Unilever’s prospects in US are in salon professional, while scalp care grows in Brazil
Key findings
Projected company sales: FAQs
Projected company sales: FAQs
Overview of Beauty Survey: Product and brand coverage
Overview of Beauty Survey

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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