Asia-Pacific Beauty and Personal Care Products Market - Growth, Trends, and Forecasts (2023 - 2028)

The Asia-Pacific Beauty and Personal Care Products Market is Segmented by Product Type (Personal Care Products and Cosmetics/Make-up Products), Category (Mass Products and Premium Products), Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Specialty Stores, Online Retail Stores, and Other Distribution Channels), and Geography (India, China, Japan, Australia, and Rest of Asia-Pacific). The report offers the market sizes and forecasts in value (USD million) for the above segments.

APAC Beauty & Personal Care Products Market Size

Asia-Pacific Beauty and Personal Care Products Market Summary
Study Period: 2018 - 2028
CAGR: 6.42 %

Major Players

Asia-Pacific Beauty and Personal Care Products Market Major Players

*Disclaimer: Major Players sorted in no particular order


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APAC Beauty & Personal Care Products Market Analysis

The Asia-Pacific beauty and personal care products market is projected to register a CAGR of 6.42% in the forecast period.

In Asia-Pacific, consumers have increased spending on personal hygiene, which has led to the escalated sales of shower gel, sanitizers, hand washes, etc. On the other hand, the e-commerce trend is boosting the sales of beauty and personal care products through online channels. Hence, players are turning their heads toward online channels. For instance, in 2021, Hindustan Unilever Ltd (HUL) announced its plans to scale up the online reach of the company’s premium brands through standalone branded sites, as well as its multi-brand shopping platform UShop, wherein UShop (launched in the second half of 2020) is set to expand beyond the National Capital Region and Mumbai to eight more cities across the country.

Consumers across the region are inclined toward organic beauty and personal care products, especially those formulated using Ayurvedic, botanical, and herbal ingredients, which are expected to drive market growth during the study period. The rising awareness about the harmful effects of chemicals and synthetic products is another factor augmenting the growth of the market. Moreover, the rising premiumization and the consumers’ need for more targeted solutions are accelerating the growth of personalized/customized beauty and personal care products. Furthermore, major players are intensely embarking on product innovation and mergers and acquisitions as their prime strategy to consolidate the market studied. For instance, in 2021, Kao Corporation, through its subsidiary Kao Salon Japan, launched its prestige hair salon brand, Oribe, in Japan. The brand consists of 23 product line-ups that were made widely available in Japan.

APAC Beauty & Personal Care Products Industry Segmentation

Beauty and personal care products are consumer products used for personal hygiene and skin and hair beautification. The Asia-Pacific beauty and personal care products market is segmented by product type, category, distribution channel, and geography. By product type, the market studied is segmented into personal care products and cosmetic/make-up products. The personal care products segment is further segmented into hair care products, skincare products, bath and shower products, oral care products, men's grooming products, and deodorants and antiperspirants. By cosmetics/make-up products, the market is segmented into facial care products, eye cosmetic products, and lip and nail make-up products. By category, the market studied is segmented into premium and mass products. By distribution channel, the market studied is segmented into supermarkets/hypermarkets, convenience stores, specialty stores, online retail stores, and other distribution channels. By geography, the market is segmented into Japan, China, India, Australia, and the Rest of Asia-Pacific. For each segment, the market sizing and forecasts have been done on the basis of value in USD million.

By Product Type
Personal Care Products
Hair Care Products
Hair Oil
Hair Styling and Coloring Products
Other Hair Care Products
Skin Care Products
Facial Care Products
Body Care Products
Lip Care Products
Bath and Shower
Shower Gels
Bath Salts
Other Bath and Shower Products
Oral Care
Toothbrushes and Replacements
Mouthwashes and Rinses
Other Oral Care Products
Men's Grooming Products
Deodorants and Antiperspirants
Cosmetics/Make-up Products
Facial Care Products
Eye Cosmetic Products
Lip and Nail Make-up Products
By Category
Mass Products
Premium Products
By Distribution Channel
Convenience Stores
Specialty Stores
Online Retail Stores
Other Distribution Channels
By Geography
Rest of Asia-Pacific

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APAC Beauty & Personal Care Products Market Trends

This section covers the major market trends shaping the APAC Beauty & Personal Care Products Market according to our research experts:

Demand For Hair Care Products That Target Specific Issues

The hair care segment dominates the Asia-Pacific personal care products market. The demand for hair care and skin care is increasing in both rural and urban markets, leading to rising opportunities throughout the region. Consumers in urban areas spend three times as much on hair care and skin care products as compared to those in rural areas, providing significant scope for multiple brands to grow in the hinterlands.​ However, with the growing influence of media and television, rural consumers have been showcasing significant demand for hair coloring products, among others, which are often purchased in the sachet format in these areas. Amid the growing prevalence of hair thinning, loss of volume, dryness, and several other hair-related concerns among consumers, the hair care products that target these specific concerns are emerging as the most affluent and cost-effective ways to maintain hair health at home.

Furthermore, hair care product manufacturers have been heavily investing in research and development to experiment with new and improvised product formulations in shampoos, conditioners, hair tonics, serums, oils, and creams, which are gentle on the scalp and have regenerated properties to ensure faster hair growth and thicker volume. For instance, in January 2021, Emmbros Overseas, one of the fastest-growing Indian companies in the Beauty and HPC (Health and Personal Care) segment, introduced its premium hair care range titled the “GO range” via St. Botanica. The range encompasses cruelty-free vegan shampoos, oils, serums, masks, and conditioners for specific hair requirements and concerns, including hair breakage, brittleness, fizziness, dandruff, hair fall, and sweat control, and is suitable for all hair types.

Asia-Pacific Beauty and Personal Care Products Market: Hair Tonic Sales Volume, in Million Kilograms, Japan, 2016-2021

China Holds the Largest Share

The increasing awareness about a healthier lifestyle among individuals for healthy and hygienic living has contributed to the increase in per capita expenditure on household products (including personal care products) across China. As per the National Bureau of Statistics of China, the per capita expenditure on household products (including personal care products) across China increased to USD 3,781.2 in 2021, a nominal increase of 13.6% over the previous year. China is one of the world's hotspots and fastest-changing beauty markets, introducing industry-leading innovations and setting trends globally. Products with claims such as UV protection, long-lasting, moisturizing/hydrating, botanical/herbal, whitening, and anti-aging, account for a considerable number of product launches. Haircare products with specific functions such as anti-greying and anti-hair fall are witnessing significant growth, owing to the high adoption rate among the millennials and Gen-Z population. Brands are also coming up with customized approaches to cater to the growing demand. For instance, in May 2021, L'Oréal Paris launched an omnichannel concept store in collaboration with AKQA in Shanghai, offering visitors a personalized experience and cultivating a better relationship with customers.

Moreover, with the growing demand for premium cosmetic products such as K-Beauty and C-Beauty in the country, players operating in the market are focusing on expanding their product portfolio to achieve significant market shares. For instance, in October 2021, Sephora China released more than 240 new beauty products from 51 brands, revealing the newness of 7 C-beauty brands and the domestic debut of five overseas niche brands. For the first time, Sephora launched its C-Beauty showroom to show the emerging power of premium local beauty brands, including exclusive makeup brands MAOGEPING·LIGHT and COLOR STUDIO BY MARIE DALGAR, together with the debut of luxury art beauty brand YUMEE, which brought more possibilities of beauty within Eastern narratives.

Beauty and Personal Care Products Market: Import Value of Personal Care And Cosmetics Products (in USD billion), China, 2016-2021

APAC Beauty & Personal Care Products Industry Overview

Some of the key players in the beauty and personal care products market in Asia-Pacific include Unilever PLC, Revlon Inc., Shiseido Co. Ltd, Beiersdorf AG, L'Oreal Group, Procter & Gamble, and The Estée Lauder Companies Inc. L'Oréal SA is one of the most active companies, with numerous brand offerings and a broad range of beauty and skincare products across the region. The company has spent considerably on improving quality and product innovation in terms of ingredients, functionality, and packaging as its key strategy to increase its geographical presence and customer base. Additionally, companies are innovating their products and advertising advanced and niche categories, which can eliminate recurring problems faced by consumers due to pollution, aging, and lack of time for care.

APAC Beauty & Personal Care Products Market Leaders

  1. The Procter & Gamble Company

  2. Unilever PLC

  3. L'Oréal S.A.

  4. Shiseido Company, Limited

  5. Beiersdorf AG

*Disclaimer: Major Players sorted in no particular order

Asia-Pacific Beauty and Personal Care Products Market Concentration

APAC Beauty & Personal Care Products Market News

  • June 2022: The Shiseido Group launched a new skincare brand, SIDEKICK, designed to address skin concerns specific to Gen Z men in Asia. The brand offers five types of face washes, a moisturizer, and a sheet mask.
  • February 2022: Shiseido Company Limited released Perfect Cover Foundation MC*1 and Perfect Cover Foundation VC*2, which cover various skin discolorations, and are exclusive products from the PERFECT COVER brand of Shiseido Life Quality Makeup. The Perfect Cover series (four products, ten items) has been released in Japan.
  • August 2021: Colgate launched its recyclable toothpaste tube in India. The recyclable tubes will first be used to manufacture Colgate's Active Salt and Vedshakti toothpaste and will subsequently be rolled out for other brands.

APAC Beauty & Personal Care Products Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Personal Care Products

        1. Hair Care Products

          1. Shampoo

          2. Conditioners

          3. Hair Oil

          4. Hair Styling and Coloring Products

          5. Other Hair Care Products

        2. Skin Care Products

          1. Facial Care Products

          2. Body Care Products

          3. Lip Care Products

        3. Bath and Shower

          1. Shower Gels

          2. Soaps

          3. Bath Salts

          4. Other Bath and Shower Products

        4. Oral Care

          1. Toothbrushes and Replacements

          2. Toothpaste

          3. Mouthwashes and Rinses

          4. Other Oral Care Products

        5. Men's Grooming Products

        6. Deodorants and Antiperspirants

      2. 5.1.2 Cosmetics/Make-up Products

        1. Facial Care Products

        2. Eye Cosmetic Products

        3. Lip and Nail Make-up Products

    2. 5.2 By Category

      1. 5.2.1 Mass Products

      2. 5.2.2 Premium Products

    3. 5.3 By Distribution Channel

      1. 5.3.1 Supermarkets/Hypermarkets

      2. 5.3.2 Convenience Stores

      3. 5.3.3 Specialty Stores

      4. 5.3.4 Online Retail Stores

      5. 5.3.5 Other Distribution Channels

    4. 5.4 By Geography

      1. 5.4.1 India

      2. 5.4.2 China

      3. 5.4.3 Japan

      4. 5.4.4 Australia

      5. 5.4.5 Rest of Asia-Pacific


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 L'Oréal SA

      2. 6.3.2 Procter & Gamble Company

      3. 6.3.3 Beiersdorf AG

      4. 6.3.4 Natura & Co

      5. 6.3.5 Unilever PLC

      6. 6.3.6 The Estée Lauder Companies Inc.

      7. 6.3.7 Shiseido Company Limited

      8. 6.3.8 Kao Corporation

      9. 6.3.9 Revlon Inc.

      10. 6.3.10 Oriflame Holding AG

    4. *List Not Exhaustive

**Subject to Availability
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APAC Beauty & Personal Care Products Market Research FAQs

The Asia-Pacific Beauty and Personal Care Products Market market is studied from 2016 - 2027.

The Asia-Pacific Beauty and Personal Care Products Market is growing at a CAGR of 6.42% over the next 5 years.

The Procter & Gamble Company, Unilever PLC, L'Oréal S.A., Shiseido Company, Limited, Beiersdorf AG are the major companies operating in Asia-Pacific Beauty and Personal Care Products Market.

Asia-Pacific Beauty and Personal Care Products Industry Report

Statistics for the 2023 Asia-Pacific Beauty and Personal Care Products market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Asia-Pacific Beauty and Personal Care Products analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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