Asia-Pacific Beauty and Personal Care Products Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Asia-Pacific Beauty and Personal Care Products Market is segmented by Product Type (Personal Care Products and Cosmetics/Make-up Products), Distribution Channel (Specialist Retail Stores, Supermarkets/Hypermarkets, Convenience Stores, Online Retail Channels, and Other Distribution Channel), Category (Mass Products and Premium Products), and Geography (India, China, Japan, Australia, and Rest of Asia-Pacific).

Market Snapshot

Asia Pacific Beauty and Personal Care Products Market sum
Study Period: 2016 - 2026
Base Year: 2021
CAGR: 6.38 %

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Market Overview

The Asia-Pacific beauty and personal care products market was valued at USD 163.92 billion in 2020, and it is projected to witness a CAGR of 6.38 % during the forecast period (2021 - 2026).

The COVID-19 pandemic has influenced Asian consumers’ spending habits and purchase decisions leading to a slight decline in the market growth, owing to various governments imposing multiple measures intended to slow down the spread of COVID-19. Some basic initiatives include social isolation directives, limitations on business opening hours, and travel restrictions. Following are some major impacts on the market. For instance:

The consumers in the market are concerned regarding hygiene. Thus, the category grew with the onset of the pandemic in the market, and the sales of shower gel escalated during the period. Furthermore, the web search incidents for “skincare at home” increased by more than 100% since February 2020.​

The key driver in the market is the desire for a presentable personal image among Asian consumers, which also led to their awareness of personal hygiene habits. The consumer’s growing concern about their health and hygiene enhanced the demand for natural or organic products in the region. Such factors compelled manufacturers to improve their product offerings to match the dynamically changing consumer requirements.

Amid the growing prevalence of hair thinning, loss of volume, dryness, and several other hair-related concerns among the consumers in Asian countries like India, hair care products are emerging as the most affluent and cost-effective way. Hindustan Unilever retained its market leadership, aided by the strong performance of its flagship brands, such as Dove and Sunsilk, while Patanjali Ayurved recorded the fastest growth rate in terms of sales in 2019 in the Indian market.

With the increasing penetration of the internet, the online channels for the purchase of consumer goods witnessed a rapid growth in the last there or four years in India. This category attracted a few specialists, like Nykaa, Purplle, Nnnow, etc., who are utilizing the increasing e-tailing growth and vying for a significant pie in the online cosmetics space. Nykaa offers more than 600 brands in both offline and online stores in India.

Scope of the Report

Personal care products are consumer products used in personal hygiene and beautification. The market studied is segmented by type, category, and distribution channel. By type, the market studied is segmented into personal care products and cosmetic and 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 specialist retailers, hypermarkets/supermarkets, online retail channels, convenience stores, and other distribution channels. Also, the study provides an analysis of the cosmetics products market in the emerging and established markets across the region, including Japan, China, India, Australia, and Rest of Asia-Pacific. For each segment, the market sizing and forecasts have been done on the basis of value (USD billion).

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
Deodrants and Antiperspirants
Cosmetics/Make-up Products
Facial Cosmetics
Eye Cosmetic Products
Lip and Nail Make-up Products
By Category
Mass Products
Premium Products
By Distribution Channel
Convenience Stores
Specialty Stores
Online Channel
Other Distribution Channels
By Geography
Rest of Asia-Pacific

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Key Market Trends

Increased Penetration of Skin Care Products

The market has witnessed a significant demand for skin care products due to increasing interest in natural formulations in facial care regimes, such as cleansers. Moreover, increased concerns regarding skin problems like skin blackening and burn are also driving the market growth during the study period. Growing at an increasing rate, the beauty face mask penetration in the Asia-Pacific region experienced the highest growth in China. In contrast, beauty face mask penetration in both Indonesia and Malaysia grew by just over eight percent in 2019. Furthermore, manufacturers of beauty and personal care products are launching products targeted at specific consumer groups. For instance, in 2019, Neutrogena developed a 3D-printed face mask, MaskiD™, to analyze skin and deliver active ingredients exactly where it is needed.

Asia Pacific Beauty and  Personal Care Products Market1

China Holds the Largest Share in the Asia-Pacific Cosmetics Products Market

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. 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, accounted for a considerable number of product launches. Haircare products having specific functions (such as anti-aging) and natural hair colorants are witnessing significant growth, owing to the high adoption rate of natural hair color to enhance hair styling and fashionable statements and the growing popularity of hair texturizing products.

Asia Pacific Beauty and Personal Care Products Market 2

Competitive Landscape

Some of the major key players in the beauty and personal care products market in Asia- Pacific are Avon Products Inc., 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. These active companies have adopted product innovation as their key strategy to increase their geographical presence and customer base.

Recent Developments

In 2018, Johnson & Johnson completed the acquisition of Ci:z Holdings Co. Ltd, a Japanese company, focused on the marketing, development, and distribution of a broad range of dermo-cosmetic and skincare products; this is the company’s strategic move to capture the market.

In 2019, Estee Lauder acquired the remaining stake in Have & Be Co. Ltd, a South Korea-based manufacturer of perfumes, cosmetics, and other toilet preparations. This added Dr. Jart+ to the portfolio of brands that it oversees.

In 2020, Shiseido Company Limited began selling products of its global prestige brand SHISEIDO in the Democratic Socialist Republic of Sri Lanka from March 2020 via its distributor LUXASIA PARTNERS PTE. LTD. With this launch, SHISEIDO products will be sold in 88 countries and regions, including Japan, around the world.

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. Deodrants and Antiperspirants

      2. 5.1.2 Cosmetics/Make-up Products

        1. Facial Cosmetics

        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 Channel

      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 Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 LOreal SA

      2. 6.4.2 The Procter & Gamble

      3. 6.4.3 Beiersdorf AG

      4. 6.4.4 Avon Products Inc.

      5. 6.4.5 Unilever PLC

      6. 6.4.6 The Estee Lauder Companies Inc.

      7. 6.4.7 Shiseido Co. Ltd

      8. 6.4.8 Kao Corporation

      9. 6.4.9 Revlon Inc.

      10. 6.4.10 Oriflame Holding AG

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Asia-Pacific Beauty and Personal Care Products Market market is studied from 2016 - 2026.

The Asia-Pacific Beauty and Personal Care Products Market is growing at a CAGR of 6.38% over the next 5 years.

Unilever plc, The Procter & Gamble Company, L'Oréal S.A., Revlon, Inc., Shiseido Co.,Ltd. are the major companies operating in Asia-Pacific Beauty and Personal Care Products Market.

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