Beauty and Personal Care in Ecuador

Beauty and personal care saw growth in both value and volume terms in Ecuador in 2024, although, throughout the year, several negative factors impacted overall consumer spending. One of the most significant was a series of power outages, which peaked in September, lasting up to 12 hours in some areas. These disruptions affected business operations, reduced consumer activity, and significantly impacted social interactions and foot traffic in retail spaces.

Euromonitor International's Beauty and Personal Care in Ecuador 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 Ecuador
Euromonitor International
May 2025
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN ECUADOR
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 ECUADOR
KEY DATA FINDINGS
2024 DEVELOPMENTS
Mass beauty and personal care sees continued growth thanks to direct selling
Yanbal leads mass beauty and personal care thanks to a wide number of independent distributors and a well-established portfolio
Ecuadorians are smart shoppers that hunt for the best deals
PROSPECTS AND OPPORTUNITIES
Sustained growth driven by innovation and expanding channels
Natura’s entrance to Ecuador presents new challenges for established companies
Players focus on innovation to stay relevant
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 ECUADOR
KEY DATA FINDINGS
2024 DEVELOPMENTS
Stable growth, though mixed performances across categories
L'Oréal’s brands play key role in premium beauty and personal care
Consumers look for cheaper ways to access to premium beauty and personal care products
PROSPECTS AND OPPORTUNITIES
Hair care, skin care and sun care are set to be the drivers of premium beauty and personal care
Dupes will limit the growth of premium beauty and personal care
Marketing and innovation to go hand in hand in the forecast period
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 ECUADOR
KEY DATA FINDINGS
2024 DEVELOPMENTS
Baby and child-specific products continue to grow in the midst of a declining target demographic
Johnson & Johnson del Ecuador leads the category, while La Fabril increases its market share
E-commerce faces important challenges as it looks to become mainstream
PROSPECTS AND OPPORTUNITIES
Sun care set to see strong growth as parents become more aware of skin care issues
Paediatricians as key Influencers in baby and child-specific product consumption
Consumers looking for dermocosmetics for their children
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 Sun Care: % Value 2021-2024
Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
BATH AND SHOWER IN ECUADOR
KEY DATA FINDINGS
2024 DEVELOPMENTS
Bath and shower struggles
Colgate-Palmolive de Ecuador SA leads the category
Discounters is the strongest performer in bath and shower
PROSPECTS AND OPPORTUNITIES
Bath and shower to see moderate growth in the forecast period
Private labels seeking to look like branded products
Innovation and quality as key differentiators against private labels and discount competition
CATEGORY DATA
Table 33 Sales of Bath and Shower by Category: Value 2019-2024
Table 34 Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
Table 36 NBO Company Shares of Bath and Shower: % Value 2020-2024
Table 37 LBN Brand Shares of Bath and Shower: % Value 2021-2024
Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
Table 39 Forecast Sales of Bath and Shower by Category: Value 2024-2029
Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
COLOUR COSMETICS IN ECUADOR
KEY DATA FINDINGS
2024 DEVELOPMENTS
Lip products drive colour cosmetics growth
A thriving category with multiple players growing
Distribution channel development helps to boost category growth
PROSPECTS AND OPPORTUNITIES
Strong comeback of lip gloss in the forecast period
Leveraging untapped channels to grow in the forecast period
Incorporating skin care properties will be crucial in the forecast period
CATEGORY DATA
Table 42 Sales of Colour Cosmetics by Category: Value 2019-2024
Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
Table 44 Sales of Colour Cosmetics by Premium vs Mass: % Value 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 Premium Colour Cosmetics: % Value 2021-2024
Table 48 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
Table 49 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
Table 50 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2024-2029
DEODORANTS IN ECUADOR
KEY DATA FINDINGS
2024 DEVELOPMENTS
Deodorants continue to see steady growth in Ecuador
Unilever leads the category with strong distribution and marketing investments
Hard discounters manages to become a strong channel in deodorants
PROSPECTS AND OPPORTUNITIES
Sustained growth in the forecast period to be driven by affordability and consumer needs
Connecting with consumers through marketing campaigns
Axe looking to renew its image with Fine Fragrances
CATEGORY DATA
Table 51 Sales of Deodorants by Category: Value 2019-2024
Table 52 Sales of Deodorants by Category: % Value Growth 2019-2024
Table 53 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
Table 54 NBO Company Shares of Deodorants: % Value 2020-2024
Table 55 LBN Brand Shares of Deodorants: % Value 2021-2024
Table 56 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
Table 57 Forecast Sales of Deodorants by Category: Value 2024-2029
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
DEPILATORIES IN ECUADOR
KEY DATA FINDINGS
2024 DEVELOPMENTS
Women’s razors and blades leads depilatories sales
Bic appeals to cost conscious consumers in the midst of economic uncertainty in Ecuador
Pharmacies channel leads the distribution of depilatories
PROSPECTS AND OPPORTUNITIES
Growing interest in hair removers
Growth of specialised depilatory centres could impede growth of at-home depilatories
Innovation set to be key to generating growth in the forecast period
CATEGORY DATA
Table 60 Sales of Depilatories by Category: Value 2019-2024
Table 61 Sales of Depilatories by Category: % Value Growth 2019-2024
Table 62 NBO Company Shares of Depilatories: % Value 2020-2024
Table 63 LBN Brand Shares of Depilatories: % Value 2021-2024
Table 64 Forecast Sales of Depilatories by Category: Value 2024-2029
Table 65 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
FRAGRANCES IN ECUADOR
KEY DATA FINDINGS
2024 DEVELOPMENTS
Fragrances grows despite limited purchasing power
Direct selling key to promoting fragrances
Direct selling appeals in a country with a low level of formal jobs
PROSPECTS AND OPPORTUNITIES
Fragrances to keep growing in the forecast period
Challenges ahead for premium fragrances in Ecuador
AI in fragrances
CATEGORY DATA
Table 66 Sales of Fragrances by Category: Value 2019-2024
Table 67 Sales of Fragrances by Category: % Value Growth 2019-2024
Table 68 NBO Company Shares of Fragrances: % Value 2020-2024
Table 69 LBN Brand Shares of Fragrances: % Value 2021-2024
Table 70 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
Table 71 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
Table 72 Forecast Sales of Fragrances by Category: Value 2024-2029
Table 73 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
HAIR CARE IN ECUADOR
KEY DATA FINDINGS
2024 DEVELOPMENTS
Standard shampoos the largest category, while salon professional hair care leads growth
Unilever continues to lead hair care in Ecuador due to its strong distribution network and marketing investments
Blackouts affect traditional channel, while supermarkets stand strong
PROSPECTS AND OPPORTUNITIES
Hair care expected to continue growing due to innovation and increasing demand
Marketing investments will shape Hair care growth in the forecast period
Ingredient-led innovation as consumers become more knowledgeable
CATEGORY DATA
Table 74 Sales of Hair Care by Category: Value 2019-2024
Table 75 Sales of Hair Care by Category: % Value Growth 2019-2024
Table 76 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
Table 77 NBO Company Shares of Hair Care: % Value 2020-2024
Table 78 LBN Brand Shares of Hair Care: % Value 2021-2024
Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
Table 80 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
Table 81 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
Table 82 Forecast Sales of Hair Care by Category: Value 2024-2029
Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
MEN'S GROOMING IN ECUADOR
KEY DATA FINDINGS
2024 DEVELOPMENTS
Men’s fragrances grow hand in hand with direct selling
Yanbal leads the category with its core focus on men’s fragrances
Discounters continues to grow by offering low cost deodorants and shaving products
PROSPECTS AND OPPORTUNITIES
Continued growth as men develop more sophisticated self-care routines
Expanding beard products offer
Products tailored for specific needs
CATEGORY DATA
Table 85 Sales of Men’s Grooming by Category: Value 2019-2024
Table 86 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
Table 89 NBO Company Shares of Men’s Grooming: % Value 2020-2024
Table 90 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
Table 92 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
ORAL CARE IN ECUADOR
KEY DATA FINDINGS
2024 DEVELOPMENTS
Consumer awareness of dental hygiene supports growth
Colgate-Palmolive leads the category with a strong brand positioning and an extensive distribution network that limit the growth of rivals
Consumers switch retailers as they seek to save money
PROSPECTS AND OPPORTUNITIES
Denture care products gain relevance as population ages
Specialised products enjoy higher recommendations from dentists
Colgate drives innovation and marketing campaigns in Ecuador
CATEGORY DATA
Table 94 Sales of Oral Care by Category: Value 2019-2024
Table 95 Sales of Oral Care by Category: % Value Growth 2019-2024
Table 96 Sales of Toothbrushes by Category: Value 2019-2024
Table 97 Sales of Toothbrushes by Category: % Value Growth 2019-2024
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
Table 99 NBO Company Shares of Oral Care: % Value 2020-2024
Table 100 LBN Brand Shares of Oral Care: % Value 2021-2024
Table 101 Forecast Sales of Oral Care by Category: Value 2024-2029
Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
Table 103 Forecast Sales of Toothbrushes by Category: Value 2024-2029
Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
SKIN CARE IN ECUADOR
KEY DATA FINDINGS
2024 DEVELOPMENTS
Skin care growth moderates after strong growth in previous years
Skin care is a highly fragmented market
Direct selling leads skin care in Ecuador
PROSPECTS AND OPPORTUNITIES
Dermocosmetics and affordable premium options to drive growth
A thriving competitive landscape for the forecast period
Innovation in serums
CATEGORY DATA
Table 105 Sales of Skin Care by Category: Value 2019-2024
Table 106 Sales of Skin Care by Category: % Value Growth 2019-2024
Table 107 NBO Company Shares of Skin Care: % Value 2020-2024
Table 108 LBN Brand Shares of Skin Care: % Value 2021-2024
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
Table 110 Forecast Sales of Skin Care by Category: Value 2024-2029
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
SUN CARE IN ECUADOR
KEY DATA FINDINGS
2024 DEVELOPMENTS
High UV in Ecuador transforms sun care into a staple for Ecuadorian population
Yanbal leads the category with a wide portfolio of sun care products
Direct selling leads the category, while new channels emerge
PROSPECTS AND OPPORTUNITIES
Sun care to grow, though with some constraints
Commercial efforts are crucial to stay relevant
Sun protection is looking beyond SPF
CATEGORY DATA
Table 112 Sales of Sun Care by Category: Value 2019-2024
Table 113 Sales of Sun Care by Category: % Value Growth 2019-2024
Table 114 Sales of Sun Care by Premium vs Mass: % Value 2019-2024
Table 115 NBO Company Shares of Sun Care: % Value 2020-2024
Table 116 LBN Brand Shares of Sun Care: % Value 2021-2024
Table 117 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
Table 118 Forecast Sales of Sun Care by Category: Value 2024-2029
Table 119 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029

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