When you think about beauty products, your initial reaction may be of extravagant skin care or perfumes that are considered luxury items. However, the global beauty industry also encapsulates personal care products such as men’s grooming, deodorants and sun care products making it a large, diverse industry. Furthermore, consumer behaviour has changed dramatically over the last two decades with the rise of the internet and social media, particularly as social demographics have also shifted.

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In this article, we will take a closer look at the global beauty industry, examine some of the trends that are occurring in the industry and see which companies will potentially benefit from these trends.

 

Industry snapshot

The global beauty industry is a large and diverse one with an array of global players but also remains relatively fragmented with regional players and many successful niche brands. It is worth US$370 billion and almost 75% of the industry is made up from the four largest categories: (1) skin care 28%; (2) hair care 18%; (3) make up 15%; and (4) fragrances 12%.

As the chart above details, the global beauty industry also includes personal care products such as men’s grooming, deodorants and sun care products.

The industry is led by some significant global players, who focus on different parts of the industry. L’Oreal (OR FP) has a 12% market share, Unilever (ULVR LN) 10%; Coty (COTY US) 6%; Procter & Gamble (PG US) 5%; and Estee Lauder (EL US) 4% with all remaining players having market shares of 3% or less. Of course, both Unilever and Procter & Gamble are global consumer products businesses with only 38% and 17% of their sales in beauty, whereas the other three major players are focused exclusively on beauty products, as are companies such as Shiseido (4911 JP) and Revlon (REV US).

 

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