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Beauty and Personal Care in Nigeria

Published Jul 08, 2025
Length 131 Pages
SKU # EP20199910

Description

Beauty and personal care saw double-digit current value growth in Nigeria in 2024, while volume sales fell by double-digits. The Nigerian economy performed poorly during the year due to high inflation, which strongly limited consumer spending power. Inflation was driven by a sharp rise in fuel prices and a strong depreciation of the local currency. With many beauty and personal care products being imported, the currency depreciation led to higher import costs, which in turn led to higher prices,...

Euromonitor International's Beauty and Personal Care in Nigeria 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.

Table of Contents

131 Pages
Beauty and Personal Care in Nigeria
Euromonitor International
July 2025
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN NIGERIA
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 NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Price increases drive dynamic value growth
Beiersdorf rises to the top
Polarisation
PROSPECTS AND OPPORTUNITIES
Improving economic conditions to drive growth
Large low-income population to support demand for mass products
Taking on premium properties
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 NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Economic conditions impact demand
Estée Lauder stays out in front
Growing interest in local ingredients
PROSPECTS AND OPPORTUNITIES
Growth beyond core categories
Opportunities for beauty specialist retailers
Niche local players expected to inspire innovation
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 NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Competition from alternatives
Johnson & Johnson retains lead
Dominance of small local grocers being eroded by supermarkets
PROSPECTS AND OPPORTUNITIES
Improving economic conditions to support growth
Population growth to boost demand
Local players to develop more products using natural ingredients
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 NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Bar soap seen as essential, but faces competition from traditional alternatives
Leader facing growing competition
Small local grocers still dominant despite falling share
PROSPECTS AND OPPORTUNITIES
Switch to packaged products to fuel growth
Shifting demand in bar soap
Small local players to drive innovation, but multinationals set to improve their offer
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 NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Weak local currency and reduction in social occasions hit demand
Strong local presence proves to be a competitive advantage
Beauty specialists continues to benefit from provision of make-up clinics
PROSPECTS AND OPPORTUNITIES
More skin-friendly products and competitive activity
Premiumisation as consumers return to higher-quality brands
Blending skin care and make-up
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 NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Deodorants marketed as inexpensive alternative to fragrances
Unilever benefits from strong portfolio
Supermarkets growing in importance, but small local grocers remains the dominant channel
PROSPECTS AND OPPORTUNITIES
Improving economic conditions to boost growth
Young population to play key role in growth
New products to contribute to intensification of competition
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 NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Non-essential status hits volumes
Procter & Gamble leads, while Vine Morris Links benefits from trading down
Small local grocers seeing share eroded by retail modernisation
PROSPECTS AND OPPORTUNITIES
Improving economic conditions to boost demand
Significant room for growth
New products and players to intensify competition
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 NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Strong price increase due to prominence of imported products
Oriflame Nigeria’s lead founded on strong direct selling model
Beauty specialists appreciated for wide brand offer and expert advice
PROSPECTS AND OPPORTUNITIES
Improving economic conditions and expanding consumer base
Premium fragrances to see stronger growth, but mass segment set to perform well
Innovation to focus on novel scents
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 NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Perms and relaxants remains dominant despite trend towards natural hair
Franemm Industries extends lead
Small local grocers remains dominant, but supermarkets and e-commerce gain share
PROSPECTS AND OPPORTUNITIES
Younger consumers key to growth
Maturity and evolving trends to dampen growth of perms and relaxants
Value-adding innovation expected
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 NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Economic conditions undermine demand
Procter & Gamble retains lead, while Unilever rises up the rankings
Store network expansion supports share growth for supermarkets
PROSPECTS AND OPPORTUNITIES
Significant scope for expansion
Changing cultural attitudes
Opportunities for local players
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 NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Essential status supports demand for toothpaste and toothbrushes
Unilever takes lead
Small local grocers’ dominance relies heavily on toothpaste and toothbrushes
PROSPECTS AND OPPORTUNITIES
Oral hygiene-awareness, expanding population and marketing to drive growth
Potential for further growth in toothpaste
Increase in innovation expected
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 NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Skin care proves relatively resilient
Beiersdorf extends lead
Product range and expert advice help to drive share growth
PROSPECTS AND OPPORTUNITIES
Increasingly sophisticated demand supported by improving economic conditions
General purpose body care to drive overall growth
New product development and the entry of new brands
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 NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Niche category reliant on higher-income consumers
Category expansion attracting new entrants
Personal advice key to raising awareness
PROSPECTS AND OPPORTUNITIES
Desire to maintain the appearance of skin to support rising demand
Rising disposable incomes and increase in expats
Innovation and affordability
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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