Beauty and Personal Care in Argentina

In 2024, beauty and personal care in Argentina continued to experience numerous challenges. The economy was reformed when Javier Milei emerged victorious in the presidential election at the end of 2023. The new government devalued the currency exchange rate, eliminated import barriers, discontinued Precios Justos (a programme offering essential products sold at prices significantly below the market average), reduced public expenditure by finalising public employees’ contracts and reducing the re...

Euromonitor International's Beauty and Personal Care in Argentina report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.


Beauty and Personal Care in Argentina
Euromonitor International
May 2025
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN ARGENTINA
EXECUTIVE SUMMARY
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN ARGENTINA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Wide consumer audience spurs mass hair care
Direct selling companies face growing competition
Changing competitive landscape as players exit
PROSPECTS AND OPPORTUNITIES
Upturn anticipated amidst economic and social developments
Residual price-sensitivity to boost affordable brands and private label
End of import barriers paves the way for new entrants
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
PREMIUM BEAUTY AND PERSONAL CARE IN ARGENTINA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Hyperinflation hampers the demand for premium beauty and personal care
L'Oréal Argentina leverages a strong portfolio and marketing power to lead
Discounts to clear inventories
PROSPECTS AND OPPORTUNITIES
Growth expected but duty free shops present a threat
Wider and better portfolios
Strong development in the online presence of premium beauty and personal care
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
BABY AND CHILD-SPECIFIC PRODUCTS IN ARGENTINA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Economic pressures hit baby and child-specific products
Kimberly-Clark overtakes Johnson & Johnson de Argentina
Health and beauty specialists leverage wide product coverage to lead distribution
PROSPECTS AND OPPORTUNITIES
Improving economic situation to spur a willingness to spend on non-essentials
Relaunch of Dove Baby to boost Unilever de Argentina
Demographic and social trends to impact performance
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
BATH AND SHOWER IN ARGENTINA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Bar soap rides price advantages and versatility to dominate bath and shower
La Mariposa benefits from a focus on economy bar soap
Essential positioning of bath and shower products favours supermarkets
PROSPECTS AND OPPORTUNITIES
Consumers to look for the best deals when purchasing bath and shower products
Hand sanitisers to continue to lose retail coverage and sales
Direct selling companies to look to social media to regain momentum
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2019-2024
Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024
Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
COLOUR COSMETICS IN ARGENTINA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Hyperinflation pushes exponential retail current value growth as demand falls
L'Oréal Argentina and direct selling players head a competitive field
Beauty specialists gain from price promotions and affordable lines
PROSPECTS AND OPPORTUNITIES
Improving economic conditions to spur colour cosmetics sets/kits
Removal of import barriers to foster supply and demand
Ethical colour cosmetics to gain ground
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024
Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024
Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024
Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
DEODORANTS IN ARGENTINA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Deodorants shows some resilience
Unilever continues to invest in deodorants in Argentina
End of Precios Justos programme favours small local grocers
PROSPECTS AND OPPORTUNITIES
Return to growth amid improving economic indicators
Newsan has the potential to disrupt the competitive landscape
Multinationals to continue to benefit from high entry barriers
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2019-2024
Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
Table 57 NBO Company Shares of Deodorants: % Value 2020-2024
Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
DEPILATORIES IN ARGENTINA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Women’s razors and blades dominates but faces challenges
Newsan leverages the licence for the Gillette brand to head the field
Wide network, familiarity and omnichannel approach underpin the strength of pharmacies in depilatories
PROSPECTS AND OPPORTUNITIES
Preference for products designed for women to push women’s razors and blades
Possible disruption of the competitive landscape
Inclusive offers and marketing to grow the category
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2019-2024
Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024
Table 66 NBO Company Shares of Depilatories: % Value 2020-2024
Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024
Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
FRAGRANCES IN ARGENTINA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Lower prices keep mass fragrances to the fore
Natura Argentina gains from widening portfolio in 2024
Price promotions boost e-commerce sales
PROSPECTS AND OPPORTUNITIES
Consumers turn to smaller packs to increase short-term affordability
Modern marketing initiatives to push direct selling
Space to open up for Arabian fragrances
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2019-2024
Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024
Table 72 NBO Company Shares of Fragrances: % Value 2020-2024
Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
HAIR CARE IN ARGENTINA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Standard shampoos confirms key position in hair care
Unilever leads with a wide brand portfolio
Small local grocers increase competitiveness as the Precios Justos programme ends
PROSPECTS AND OPPORTUNITIES
Conditioners and treatments to benefit as consumers look to maintain hair vitality
Salon professional hair care to gain from wider product choice and availability
Innovation to add value to the hair care offer
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2019-2024
Table 79 Sales of Hair Care by Category: % Value Growth 2019-2024
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
Table 81 NBO Company Shares of Hair Care: % Value 2020-2024
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
Table 83 LBN Brand Shares of Hair Care: % Value 2021-2024
Table 84 LBN Brand Shares of Colourants: % Value 2021-2024
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
Table 86 LBN Brand Shares of Styling Agents: % Value 2021-2024
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
Table 88 Forecast Sales of Hair Care by Category: Value 2024-2029
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
MEN'S GROOMING IN ARGENTINA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Strong discounting limits retail volume sales drop in men’s fragrances
Natura uses strength in mass men’s fragrances to lead men’s grooming
Online price advantages push e-commerce in men’s grooming
PROSPECTS AND OPPORTUNITIES
Return to recommended use to spur men’s shaving
Multinational’s exit offers opportunities for remaining players
Growing supply of premium products
CATEGORY DATA
Table 91 Sales of Men’s Grooming by Category: Value 2019-2024
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
Table 95 NBO Company Shares of Men’s Grooming: % Value 2020-2024
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
ORAL CARE IN ARGENTINA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Essential positioning favours toothpaste
Colgate-Palmolive dominates with a strong and developing offer
Wide coverage and offer underpins pharmacies’ strength in oral care
PROSPECTS AND OPPORTUNITIES
Rebound in demand in perceived essential and non-essential categories
More competitive landscape with the end of import restrictions
Private label to continue to gain shelf space and momentum
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2019-2024
Table 101 Sales of Oral Care by Category: % Value Growth 2019-2024
Table 102 Sales of Toothbrushes by Category: Value 2019-2024
Table 103 Sales of Toothbrushes by Category: % Value Growth 2019-2024
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
Table 105 NBO Company Shares of Oral Care: % Value 2020-2024
Table 106 LBN Brand Shares of Oral Care: % Value 2021-2024
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024
Table 108 LBN Brand Shares of Toothpaste: % Value 2021-2024
Table 109 Forecast Sales of Oral Care by Category: Value 2024-2029
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
Table 111 Forecast Sales of Toothbrushes by Category: Value 2024-2029
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
SKIN CARE IN ARGENTINA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Robust routines favour facial care
Natura retain leads but the competition intensifies
Direct selling remains a strong channel despite significant challenges
PROSPECTS AND OPPORTUNITIES
Lower-priced products to inform return to positive growth
Easier business environment to stimulate new entries
Social media to gain importance in skin care
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2019-2024
Table 114 Sales of Skin Care by Category: % Value Growth 2019-2024
Table 115 NBO Company Shares of Skin Care: % Value 2020-2024
Table 116 LBN Brand Shares of Skin Care: % Value 2021-2024
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024
Table 118 LBN Brand Shares of Anti-agers: % Value 2021-2024
Table 119 LBN Brand Shares of Firming Body Care: % Value 2021-2024
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
Table 122 Forecast Sales of Skin Care by Category: Value 2024-2029
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
SUN CARE IN ARGENTINA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Sun protection shapes sun care in Argentina
Lifting of import barriers intensifies the competitive landscape
Special sales events boost e-commerce
PROSPECTS AND OPPORTUNITIES
Rising awareness of the health risks of sun exposure to spur aftersun sales
Growing investment in e-commerce
Imports to disrupt the competitive landscape
CATEGORY DATA
Table 124 Sales of Sun Care by Category: Value 2019-2024
Table 125 Sales of Sun Care by Category: % Value Growth 2019-2024
Table 126 NBO Company Shares of Sun Care: % Value 2020-2024
Table 127 LBN Brand Shares of Sun Care: % Value 2021-2024
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
Table 129 Forecast Sales of Sun Care by Category: Value 2024-2029
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029

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