Beauty and Personal Care in Portugal

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $2,925	143 Pages	Euromonitor International	May, 2025	EP20064616

Best Price Guarantee
Price	from $2,925
Length	143 Pages
Publisher	Euromonitor International
Published Date	May, 2025
SKU	EP20064616

In 2024, value sales of beauty and personal care rose in Portugal, supported by strong growth in fragrances, colour cosmetics and oral care. Consumers were acquiring more beauty and personal care products, while allocating a higher share of their disposable income to these categories. There was a rising trend of consumers using multiple products to enhance their skin, hair or beauty routines, supported by a wider range of available options, as channels developed and competition intensified.

Euromonitor International's Beauty and Personal Care in Portugal 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 Portugal
Euromonitor International
May 2025
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN PORTUGAL
EXECUTIVE SUMMARY
Beauty and personal care in 2024: The big picture
Key trends in 2024
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 PORTUGAL
KEY DATA FINDINGS
2024 DEVELOPMENTS
Value pack sizes and the expansion of private label supports sales in 2024
L’Oréal Portugal Unipessoal Lda retains its lead, offering a wide range of brands
Innovation focuses on advanced formulas and sustainability to drive growth
PROSPECTS AND OPPORTUNITIES
Social media and a focus on advanced formulations are set to drive sales within mass beauty and personal care
Rising competition and global influences are expected to influence mass beauty and personal care
Innovation and sustainability are set to shape product innovation across the forecast period
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 PORTUGAL
KEY DATA FINDINGS
2024 DEVELOPMENTS
Strong value growth is supported by innovation, luxury, and sustainability
L’Oréal Portugal Unipessoal Lda retains its lead while LVMH Perfumes & Cosmética Lda records strong value growth
Rising demand for premium attributes as consumers become more informed
PROSPECTS AND OPPORTUNITIES
The demand for products that focus on long-term wellness is set to boost growth
Lower growth expected for premium bath and shower as many remain unwilling to invest in high-priced bath goods
Technological advancements and sustainable features are set to shape innovations
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 PORTUGAL
KEY DATA FINDINGS
2024 DEVELOPMENTS
Parents become increasingly educated about children’s health needs, boosting growth
Procter & Gamble Portugal SA improves its share while focusing on innovation
Supermarkets lose sales to health specialists as skin and allergy concerns rise
PROSPECTS AND OPPORTUNITIES
The rising number of children in Portugal is set to support ongoing growth
Bespoke and advanced formulations for children’s and babies’ skin is set to drive sales
Products targeting pre-teens could drive growth over the forecast period
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 PORTUGAL
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth is driven by natural ingredients, long-lasting formulas and enhanced hydration
Unilever Fima Lda retains its lead, however, competition from private label rises
Supermarkets lead sales while omnichannel strategies improve the performance of retail e-commerce
PROSPECTS AND OPPORTUNITIES
Positive growth is set to continue as intimate washes drive sales
Promotional strategies will be key to drive sales across the forecast period
Innovation will focus on advanced formulas and sustainability in a mature product landscape
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 PORTUGAL
KEY DATA FINDINGS
2024 DEVELOPMENTS
Eye-make up leads sales as colour cosmetics records double-digit growth
Kikocos Portugal - Unipessoal Lda retains its lead, offering affordable goods to consumers
The share of retail e-commerce is challenged as consumers appreciate in-store advice
PROSPECTS AND OPPORTUNITIES
Added-value products are set to drive ongoing growth across the forecast period
Sustainability, AI-driven services and new entrants are expected to shape the forecast period
Skin care and colour cosmetics will increasingly merge, offering consumers added-value
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 PORTUGAL
KEY DATA FINDINGS
2024 DEVELOPMENTS
Deodorant sticks drive growth as consumers appreciate fragranced formulations and efficacy
A strong year for Procter & Gamble as Old Spice appeals to younger consumers
Supermarkets lead distribution as consumers seek deodorants at competitive prices
PROSPECTS AND OPPORTUNITIES
Active lifestyles and the development of deodorant sticks is set to drive positive growth
Supermarkets is expected to lead distribution as new players enter the market
Sustainability and efficacy are set to be the focus of product innovation
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 PORTUGAL
KEY DATA FINDINGS
2024 DEVELOPMENTS
Razors and blades supports growth as sales of hair removers/bleaches continues to fall
Reckitt Benckiser loses share while Procter & Gamble improves its position with Gillette
Supermarkets lead distribution as consumers appreciate convenience and competitive pricing
PROSPECTS AND OPPORTUNITIES
Lazer hair removal is set to increasingly challenge sales over the forecast period
Sales through supermarkets are set to suffer from the rising performance of variety stores and beauty specialists
Skin care benefits, sustainability and gender-specific products are set to be the focus of innovation
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 PORTUGAL
KEY DATA FINDINGS
2024 DEVELOPMENTS
Mass and premium fragrances both drive growth as polarisation shapes sales
Leading players lose share while Procter & Gamble and Laboratorios Neum Spain have a strong year
Beauty specialists led sales, although share is lost to supermarkets
PROSPECTS AND OPPORTUNITIES
Mass fragrances is set to drive retail value growth, driven by both affordability and versatility
Aligning fragrance launches with viral moments presents an opportunity for growth and innovation
Personalisation, technology and sustainability are set to shape product 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 PORTUGAL
KEY DATA FINDINGS
2024 DEVELOPMENTS
Innovations that offer functional benefits drive growth in hair care during 2024
L’Oréal Portugal retains its lead, while the brand Rituals records a strong performance
Supermarkets lead sales while variety stores record growth through offering affordable goods
PROSPECTS AND OPPORTUNITIES
Targeted treatments and access to premium products is set to drive strong growth
Sustainability will be key to innovation, shaping new product developments
The rising trend of skin care ingredients in hair care products
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 PORTUGAL
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth is driven by expanding grooming routines and wellness-focused items
Procter & Gamble Portugal SA maintains its lead while perfume players improve their share
Affordable prices and a wide range of goods leads beauty specialists to record strong sales
PROSPECTS AND OPPORTUNITIES
An ongoing interest in grooming routines is set to boost growth over the forecast period
Multifunctional, sustainable, and wellness-oriented goods are set to drive innovation
Colour cosmetics targeting male consumers is an opportunity for growth
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 PORTUGAL
KEY DATA FINDINGS
2024 DEVELOPMENTS
Innovation focuses on health and sustainability to drive value growth in 2024
Colgate-Palmolive retains its lead while Coswell records a strong uplift with Blanx
Supermarkets dominates sales in oral care while improving its share in 2024
PROSPECTS AND OPPORTUNITIES
Electric toothbrushes are set to drive growth as consumers seek enhanced features and a tailored experience
Health and personal care stores are expected to gain share, offering premium goods
Sustainability and multifunctional solutions are set to be the focus of innovation
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 PORTUGAL
KEY DATA FINDINGS
2024 DEVELOPMENTS
Facial care drives growth as consumers seek anti-ageing, anti-acne, and brightening solutions
L’Oréal Portugal improves its lead, offering a strong portfolio across both mass and premium skin care
Beauty specialists lose share as competition from supermarkets and retail e-commerce rises
PROSPECTS AND OPPORTUNITIES
Rising consumer knowledge and focused, targeted solutions are set to support growth
Opportunities exist for niche players and products targeted at younger consumers
Innovation is set to focus on active ingredients and tech-enhanced tools that align with sophisticated routines
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 PORTUGAL
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growing awareness of skin health and ongoing innovation fuels growth in sun care
L’Oréal Portugal Unipessoal Lda leads, however, Avène becomes the top brand
Health and beauty specialists maintain its dominance in sun care
PROSPECTS AND OPPORTUNITIES
Rising knowledge of skin care is set to drive growth in sun care, as after sun boosts growth
Competition is set to remain intense as consumers increasingly prioritise quality sun care
Innovation will remain crucial as sun care focuses on efficacy and sustainability
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