Unilever in Beauty and Personal Care

September 2023

Unilever gained modest share increase in the beauty and personal care market in 2022, thanks to the company having the largest mass BPC portfolio globally, which experienced strong growth as inflation impacted consumer spending. Value growth was also aided by Unilever’s expanding prestige portfolio, as well as strong price increases in Q3 2022. Sustainability remains a key pillar for the company, as does social purpose, with activity looking to improve product access to underrepresented groups.

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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.

Scope of the report
Executive summary
Unilever maintains its third rank globally in 2022
Asia Pacific and North America continue to be Unilever’s two largest regions
The US and India remain Unilever’s largest markets in 2022
Unilever implemented strong price increases in 2022 amid rising costs
Market momentum continues to benefit Unilever, offsetting the loss from market share
Unilever Prestige: Acquisition model driving global business growth
Strong portfolio in beauty and personal care backs Unilever’s e-commerce performance
Consumer perceptions of top Unilever brands
Unilever’s rank to remain unchanged but shift outside top five beauty players expected
Argentina expected to drive future Unilever growth amid inflationary pressure
Unilever introduces new business structure to drive innovation and profit
Business activity places greater focus on luxury, positivity and inclusivity
Unilever’s share picks up slightly in 2022 after witnessing a drop in 2021
Competitor overlap
Unilever maintains strong share in key categories such as hair care and bath and shower
Dove maintains strong competitive position
Unilever Group has stronger sustainable product offering over competitors
Deodorants continues to witness strong growth and be dominated by Unilever globally
Deodorant sprays continues to remain a popular format in most markets
Sustainable and natural deodorants present a large opportunity for deodorants
Unilever experiences strong hair care growth across several regions
Growth of salon professional brands in 2022 impacts Unilever’s hair care performance
Unilever places greater focus on scalp care and hair loss prevention in 2023
Skin care sales led by Asia Pacific due to market size and diverse range of products
Unilever sales led by facial care, with prospects in body care
Facial skin care is a growth area, focusing on availability and affordability in key markets
With strong digital marketing and brand trust, Dove leads Unilever’s brand portfolio
Key findings
Projected company sales: FAQs (1)
Projected company sales: FAQs (2)

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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