2024 marked another year of solid value growth for beauty and personal care in Norway, supported by a high level of consumer interest and the continued expansion of pharmacy and specialist retail. Although growth slowed slightly compared to the post-pandemic rebound years, the industry remained resilient, driven by sustained premiumisation, product innovation, and an increasing emphasis on hybrid beauty solutions. A cultural shift towards skin health and conscious consumption also continued to s...
Euromonitor International's Beauty and Personal Care in Norway 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 Norway
- Euromonitor International
- May 2025
- List Of Contents And Tables
- BEAUTY AND PERSONAL CARE IN NORWAY
- 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 NORWAY
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Performance remained mixed, with pharmacy-led mass brands outperforming
- Pharmacy-positioned brands gain traction amid intensified competition
- Consumers prioritise value, functionality, and skin health in mass purchases
- PROSPECTS AND OPPORTUNITIES
- Mass pharmacy brands expected to lead growth through trust and efficacy
- Low-cost retailers will reshape price expectations in key mass categories
- Ingredient-led innovation will blur the lines between mass and premium
- 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 NORWAY
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Premium beauty and personal care maintains strong momentum through ingredient-led demand
- Fragmentation intensifies as niche and influencer-led brands gain ground
- Consumers seek efficacy, transparency, and self-expression in premium choices
- PROSPECTS AND OPPORTUNITIES
- Skinification trend to drive cross-category premium growth
- Omnichannel shopping and niche brands will fuel fragmentation
- Science-backed innovation and sustainability to define product development
- 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 NORWAY
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Minimalist parenting norms continue to limit category expansion
- Established brands retain dominance in a conservative product landscape
- Pharmacies gain ground as parents seek expert-backed trust and safety
- PROSPECTS AND OPPORTUNITIES
- Cultural norms and demographics will continue to constrain growth
- Segmentation and functional positioning to support differentiation
- Sun protection and barrier support to drive limited innovation
- 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 NORWAY
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Category stagnation persists as hand hygiene trends recede
- Mainstream brands face margin pressure as premium players gain ground
- Low-cost and pharmacy channels reshape distribution dynamics
- PROSPECTS AND OPPORTUNITIES
- Premiumisation and sensorial value to support future category growth
- Natural, sensitive-skin and certified claims to shape mass appeal
- Innovation to focus on skin care ingredients, refill formats, and scent profiles
- 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 NORWAY
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Category continues strong performance with hybrid products and clean aesthetics
- Fragmentation intensifies as niche, influencer and affordable premium brands rise
- Omnichannel retailing boosts experimentation and supports niche discovery
- PROSPECTS AND OPPORTUNITIES
- Skin care–driven innovation to define value growth across base products
- Social media, inclusivity and influencer discovery to shape future preferences
- Hybrid formats and sustainable innovation to drive future launches
- 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 NORWAY
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Mature habits and low usage frequency continue to constrain growth
- Pharmacy and premium brands gain share amid changing preferences
- Low-cost retailers increase market fragmentation and margin pressure
- PROSPECTS AND OPPORTUNITIES
- Premiumisation to remain modest but focused on sticks and pharmacy formats
- Discount retailers to shape mass market through price and accessibility
- Subtle innovation in format, ingredients, and portability to support value retention
- 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 NORWAY
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Category remains steady as newer brands begin to disrupt established routines
- Newcomers challenge established leaders with clean design and flexible models
- Low-cost and lifestyle retailers shift distribution dynamics
- PROSPECTS AND OPPORTUNITIES
- Skin-friendly claims and minimalistic branding to shape value growth
- Advanced hair removal solutions to remain niche despite minor potential revival
- Innovation remains limited outside of brand-led differentiation
- 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 NORWAY
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Fragrance wardrobes and niche scents fuel ongoing premiumisation
- Premium and artisanal brands outperform as storytelling gains value
- Omnichannel strategies enable trial, discovery, and brand expansion
- PROSPECTS AND OPPORTUNITIES
- Niche unisex fragrances to drive value through exclusivity and narrative
- Fragrance wardrobes and mood-based usage to support product variety
- Sustainability, storytelling and sensorial layering to shape innovation
- 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 NORWAY
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Ingredient-led routines and professionalisation drive category evolution
- Fragmented competition intensifies as salon and niche brands expand
- Normal continues to disrupt, while e-commerce and salons reposition
- PROSPECTS AND OPPORTUNITIES
- Premiumisation to deepen through results-driven treatments and elevated routines
- Low-cost retail to remain a defining influence on category structure
- Innovation to focus on ingredients, inclusivity, and salon-grade experiences
- 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 NORWAY
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Lack of clear segmentation continues to limit overall category growth
- Fragrances lead value growth while skin care and hair care remain fragmented
- Discount retailers reinforce functional purchasing patterns and pricing pressure
- PROSPECTS AND OPPORTUNITIES
- Modest forecast as men’s grooming struggles to break out of functional positioning
- Segmentation remains the biggest hurdle to long-term category expansion
- Innovation to focus on routine-building, multifunctionality, and entry-level premium formats
- 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 NORWAY
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Peripheral products and electric toothbrushes support modest value growth
- Brand loyalty holds, but low-cost channels reshape value dynamics
- Discount and pharmacy channels gain share as shoppers seek affordability and functionality
- PROSPECTS AND OPPORTUNITIES
- Low growth forecast as maturity and commoditisation limit value potential
- Electric toothbrushes remain the primary growth driver
- Peripheral care products gain relevance amid rising interest in holistic hygiene
- 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 NORWAY
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Stabilisation after years of rapid growth, but interest in skin health remains strong
- Fragmentation intensifies as brands succeed across price segments
- Omni-channel strategies and pharmacy trust define distribution landscape
- PROSPECTS AND OPPORTUNITIES
- Barrier repair and skin health to remain key drivers of value growth
- K-beauty, niche labels, and demographic shifts to expand category appeal
- Innovation to focus on actives, formats, and sustainable packaging
- 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 NORWAY
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Weather dampens sales but key trends persist
- Mass-positioned pharmacy brands hold their ground
- Pharmacies lead distribution as ecommerce channels grow more sophisticated
- PROSPECTS AND OPPORTUNITIES
- Self-tanning to remain the most consistent driver of value
- Sun protection to benefit from health messaging and evolving consumer needs
- Innovation to focus on hybrid formats and expanded shade ranges
- 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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