Beauty and Personal Care in Finland

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $2,925	128 Pages	Euromonitor International	May, 2025	EP20022040

Best Price Guarantee
Price	from $2,925
Length	128 Pages
Publisher	Euromonitor International
Published Date	May, 2025
SKU	EP20022040

Beauty and personal care product sales remained positive in Finland in 2024 although rose at a slower rate than was seen in the previous year, when inflation had stronger impact on pricing. A lot of the extra value in 2024 stemmed from Finns looking for higher quality products; at the same time, some immature categories boosted overall growth through rising volume sales. The industry's resilience amid economic uncertainties underscores its importance in local consumers' lives and reflects shifti...

Euromonitor International's Beauty and Personal Care in Finland 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 Finland
Euromonitor International
May 2025
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN FINLAND
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 FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Mass products prove resilient against uncertain economic background
L’Oreal maintains overall leadership in 2024
Higher-priced mass brands remain popular
PROSPECTS AND OPPORTUNITIES
Mass fragrances set to benefit from rising interest in variety
Sun protection and skin care face bright future in Finland
Rising demand for top-quality ingredients
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 FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Slowed growth seen in 2024
L’Oreal leads while NBI Nordic Beauty races on
Persistent demand for premium skin care and sun care
PROSPECTS AND OPPORTUNITIES
Further growth projected for premium beauty and personal care
Premium fragrances will enjoy robust rises, as domestic players expand
Increased investment in innovation necessary in light of intensified competition from mass players
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 FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Falling birth rates mean stagnant sales in 2024
Kesko leads overall, while parents seek products for sensitive skin
Grocery retail holds highest distribution share, as demand rises for natural and organic options
PROSPECTS AND OPPORTUNITIES
Private label set to expand during forecast period
Shift to natural and organic offerings will support value sales
New ingredients and increased interest in sun protection
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 FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Continued growth despite maturity for much of bath and shower
Unilever holds on to number one spot in 2024
Grocery retailers lose share but maintain channel leadership in bath and shower
PROSPECTS AND OPPORTUNITIES
Value sales set to see further rises throughout forecast period
Private label will continue to benefit
Focus on natural, organic and sustainable offerings
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 FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Positive though slowed growth seen for colour cosmetics in 2024
L'Oreal leads while Topbrands Europe rises fastest
Beauty specialists benefits from broad selection
PROSPECTS AND OPPORTUNITIES
Steady growth forecast for colour cosmetics in Finland
Mass brands target younger consumers
Rising demand for lower-cost, multi-purpose products
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 FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Value sales rise despite maturity in 2024
Unilever as overall leader, while natural and aluminium-free options gain ground
E-commerce leads growth, with niche players holding potential
PROSPECTS AND OPPORTUNITIES
Healthy growth anticipated for deodorants during forecast period
Key Flag Symbol to become more prevalent
Improved formulas and expanded fragrance line extensions
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 FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Value sales on the rise for depilatories in Finland in 2024
Procter & Gamble leads, as demand rising for long-lasting results and sustainable offerings
Grocery retailers remain ahead, while private label expands further
PROSPECTS AND OPPORTUNITIES
Hair removers/bleach to lead growth in forecast period
Opportunities for growth in women’s pre-shave
Innovation to focus on nourishing ingredients, with private label expect to continue to expand
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 FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Solid growth seen in fragrances in Finland in 2024
L’Oreal leads overall fragrances thanks to broad portfolio of well-known brands
Variety stores and hypermarkets record fastest rises among distribution channels
PROSPECTS AND OPPORTUNITIES
Body mists likely to record highest growth rates for forecast period
Limited-edition lines and new launches to boost value sales
Premium unisex fragrances to see continued growth, while innovation will focus on smaller sizes and natural trend
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 FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Hair care enjoys heightened activity in 2024
L'Oreal maintains leadership while local player Taerosol sees fastest growth
Grocery retailers remain strong in hair care, as natural trend gains ground in conditioners and treatments
PROSPECTS AND OPPORTUNITIES
Growth set to continue for hair care in Finland
Sustainability and natural ingredients will remain key drivers
Increased investment in innovation driven by fiercely competitive landscape
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 FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Sales rise for men’s grooming in 2024
Procter & Gamble leads, as interest in natural skin care rises
E-commerce records fastest growth
PROSPECTS AND OPPORTUNITIES
Brighter future forecast for premium men’s grooming
Optimistic outlook for mass men’s skin care
More specific targeting expected, and increased focus on sustainability
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 FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Consumer interest in oral hygiene supports sales growth for oral care in 2024
Oral-B brand enjoys strong trust and loyalty
Grocery retailers lead distribution channels despite losing some share
PROSPECTS AND OPPORTUNITIES
Continued focus on oral hygiene guarantees future growth in oral care
Electric toothbrushes as key growth driver
Professional products to remain highly popular
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 FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Skin care does well in Finland in 2024
L’Oreal leads, as consumers shift towards hydrating products
E-commerce as key channel for distribution of skin care products
PROSPECTS AND OPPORTUNITIES
Finns to remain keen to spend on skin care
Ingredients set to come under greater scrutiny
Multipurpose products and skinimalism trend
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 FINLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Soaring sales for sun care in 2024
L'Oreal in the lead, with Bondi Sands gaining share
Grocery retailers benefit from consumer focus on convenience, while natural and dermocosmetics brands attract rising interest
PROSPECTS AND OPPORTUNITIES
Sun safety to support future growth
Premium products to fare well, with eco-friendly options on the rise
Safety and nourishment as key concerns, while social media will play growing role in product promotion
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