
Study Period | 2019 - 2030 |
Base Year For Estimation | 2024 |
Forecast Data Period | 2025 - 2030 |
Historical Data Period | 2019 - 2023 |
CAGR | 4.19 % |
Market Concentration | Low |
Major Players![]() *Disclaimer: Major Players sorted in no particular order |
Australia Beauty & Personal Care Products Market Analysis
The Australia Beauty and Personal Care Products Market is expected to register a CAGR of 4.19% during the forecast period.
The Australian beauty and personal care industry is experiencing significant transformation driven by changing consumer preferences and retail dynamics. Traditional retail channels continue to dominate the market, with a 2022 Australian Bureau of Statistics survey revealing that approximately 71% of Australians exclusively shop at supermarket chains due to convenience and familiarity with store layouts. This retail preference has prompted beauty brands to strengthen their presence in major supermarket chains while simultaneously developing omnichannel strategies to reach consumers across multiple touchpoints. The shift in retail dynamics has also led to the emergence of specialized beauty retailers and department store beauty sections offering premium and luxury products.
The industry is witnessing substantial investments and strategic acquisitions, highlighting its growth potential and attractiveness to global players. A notable example is L'Oréal's acquisition of Melbourne-founded Aesop for USD 2.5 billion in April 2023, demonstrating the international appeal of Australian beauty brands. The market has also attracted new entrants, with Singapore-based TUFT International launching its professional-grade hair styling products in Australia in 2023, further intensifying market competition and product innovation.
Sustainability has become a cornerstone of the industry's development, with manufacturers increasingly adopting environmentally responsible practices. According to industry reports, by the end of 2022, approximately 85% of beauty and personal care production volume was from sites certified to ISO 14001, the internationally recognized standard for environmental management systems. This commitment to sustainability extends beyond manufacturing to packaging innovations, with brands introducing recyclable materials and refill options to reduce environmental impact.
The industry is experiencing a significant shift toward professional and premium product offerings, particularly in the hair care and skincare segments. This trend is exemplified by recent market entries such as Epres Brand's launch of two different hair care products in October 2022, including both at-home and professional in-salon SKUs utilizing advanced bio diffusion technology. Similarly, in March 2023, Dr. LeWinns introduced an innovative serum series featuring encapsulated retinol and stabilized vitamin C, demonstrating the market's evolution toward sophisticated, science-backed beauty solutions. The professional beauty segment has particularly benefited from this premiumization trend, with manufacturers reporting that approximately 14% of their global sales now come through specialized professional channels and e-commerce platforms.
Australia Beauty & Personal Care Products Market Trends
Rising Inclination Towards Natural and Organic Formulations
Australian consumers are increasingly becoming aware of synthetic chemicals used in beauty and personal care products formulations and their potential side effects, leading to various health issues like skin irritation, allergies, skin dullness, and toxicity. According to a survey conducted by the Consumer Policy Research Centre in 2022, over 25% of Australian consumers considered having sustainable products available in the beauty and personal care products sector as very important. This growing consciousness has compelled manufacturers to improve their product offerings and make them chemical-free to match dynamically changing consumer requirements. Leading Australian brands are prioritizing transparency and minimizing environmental impact, with companies like Sukin offering 100% carbon neutral, greywater-safe, and biodegradable formulations.
The enhanced awareness among consumers about the impact of chemical ingredients on human health and the natural environment is fueling the demand for natural and organic formulations in beauty and personal care products. For instance, in March 2022, Gen Z skincare brand 'Skin Proud' launched in Australia with products formulated with natural extracts such as pomegranate, raspberry, coconut oil, and rose water, claiming to be vegan and PETA-approved cruelty-free. Australian brands like Crop Natural have also gained prominence by offering natural skincare with COSMOS certification, ensuring sustainable manufacturing processes with no water wastage and by-products. The existence of modern-age technology, resulting in the introduction of innovative solutions, especially in the skincare segment, is encouraging consumers to adopt 'free-from' skincare products.
Growing Influence of Social Media and Impact of Digital Technology on the Market
The emergence of evolving technologies, smartphones, personal computers, and social media platforms has fundamentally transformed the beauty and personal care products landscape in Australia. According to the Australian Communications and Media Authority, approximately 99% of Australians have internet access as of 2021, while the IAB Australia and Pureprofile Australian E-commerce Report revealed that 76% of customers bought products online at least once a month, with 70% purchasing beauty and personal care products. This digital transformation has enabled brands to showcase their products to a wider audience, with social media becoming an increasingly important platform for product launches and consumer engagement.
The impact of social media has been particularly significant for smaller companies and start-up brands lacking large marketing budgets or offline presence. Australian brands like Go-To Skincare, Sand and Sky, Frank Body, and Mecca Cosmetica have successfully leveraged online platforms to build their presence and profitability. In November 2022, Hey Bud partnered with Pattern Australia, a leading e-commerce accelerator, to improve its e-commerce operations and increase sales through online marketplaces. Social media platforms have become crucial for product discovery, with consumers increasingly relying on product reviews, expert bloggers' opinions, and celebrity endorsements before making purchase decisions. Leading brands such as L'Oréal, Unilever, and Estée Lauder have been utilizing Facebook, Instagram, and YouTube to promote product launches and engage consumers through tutorials and promotional campaigns.
Skincare Trends Revolutionizing the Beauty Industry
The Australian cosmetics market is experiencing a significant transformation with the emergence of innovative skincare trends, particularly the rise of "skinimalism"—a slow beauty movement focusing on using fewer but better products. This trend has prompted skincare brands to respond through various initiatives, such as increased transparency, certifications, and improved ingredients and packaging. For example, Alpha-H, an Australian skincare brand, has positioned itself at the forefront of this movement by offering products made from clean ingredients that are free from sulfates, parabens, mineral oils, formaldehyde, triclosan, coal tar, and other harmful substances.
The market is witnessing a surge in demand for multi-functional skincare products that combine various benefits in single formulations. This trend is exemplified by innovative product launches such as Supergoop's SPF 40 sunscreen-serum hybrid, which combines UV protection with vitamin C and hyaluronic acid, along with additional benefits from niacinamide, antioxidant-rich Kakadu plum, and Pseudoalteromonas ferment extract for collagen production and blue light protection. The growing awareness regarding the benefits of using active skincare ingredients among consumers, coupled with rising demand for products that help prevent and repair skin damage, is supporting market growth. Consumers are increasingly reaching for skin-replenishing ingredients for hydration, such as hyaluronic acid and ceramides, and skin-repairing ingredients like niacinamide, peptides, and retinol.
Segment Analysis: Product Type
Personal Care Segment in Australia Beauty and Personal Care Products Market
The personal care sector dominates the Australian beauty and personal care products market, commanding approximately 76% of the total market share in 2024. This substantial market presence is driven by the growing focus of Australians on skin health and personal hygiene. The segment's strong performance is particularly influenced by millennials and Gen Z consumers who actively follow social media trends related to hair care, skincare, and personal hygiene. The segment encompasses a wide range of products, including hair care, skin care, bath and shower products, oral care, men's grooming products, and deodorants and antiperspirants. The increasing consumer awareness about natural and organic formulations, coupled with the rising demand for sustainable and eco-friendly personal care products manufacturing, has further strengthened this segment's market position.

Cosmetics/Make-up Segment in Australia Beauty and Personal Care Products Market
The cosmetics/make-up segment is experiencing the fastest growth in the Australian beauty and personal care products market, with a projected growth rate of approximately 6% during 2024-2029. This accelerated growth is primarily driven by increasing consumer interest in premium and luxury cosmetic products, alongside the rising influence of social media and beauty influencers. The segment's growth is further supported by innovations in product formulations, including the integration of skincare benefits into makeup products and the development of clean beauty alternatives. The rising trend of personalized beauty solutions and the growing demand for cruelty-free and vegan cosmetics are also contributing to the segment's expansion. Additionally, the emergence of digital beauty tools and virtual try-on technologies has revolutionized the way consumers interact with and purchase cosmetic products.
Segment Analysis: Distribution Channel
Supermarket/Hypermarket Segment in Australia Beauty and Personal Care Products Market
Supermarkets and hypermarkets continue to dominate the Australian beauty market, commanding approximately 43% market share in 2024. This channel's dominance is primarily attributed to the convenience of one-stop shopping experiences and the availability of various brands under a single roof. Major supermarket chains like Woolworths, with approximately 995 stores across Australia, offer extensive beauty and personal care product selections along with attractive loyalty programs and rewards. These retail formats provide substantial discounts, offers, and incentives for bulk purchasing, making them particularly appealing to value-conscious consumers. Additionally, supermarkets and hypermarkets effectively utilize promotional displays across aisles to capture consumer attention, often highlighting health benefits and product features that resonate with their target audience.
Online Retail Stores Segment in Australia Beauty and Personal Care Products Market
The online retail segment is experiencing remarkable growth in the Australian beauty and personal care products market, projected to grow at approximately 7% during 2024-2029. This channel's rapid expansion is driven by the increasing convenience of 24/7 shopping accessibility and the ability to easily compare products and prices. E-commerce platforms are enhancing their service offerings through subscription models, where customers can sign up for regular deliveries of their favorite products at discounted rates. The growth is further accelerated by the integration of artificial intelligence-powered digital sales assistants and virtual try-on technologies, providing customers with personalized shopping experiences. Online retailers are also focusing on offering exclusive products and deals, while implementing user-friendly interfaces and efficient delivery systems to maintain their competitive edge in the market.
Remaining Segments in Distribution Channel
The specialist stores segment maintains a significant presence in the Australian beauty and personal care market, offering expert advice and premium product selections. These stores differentiate themselves through personalized services, product expertise, and exclusive brand offerings. Convenience stores, while holding a smaller market share, serve an important role in providing easy access to essential beauty and personal care items in various locations. The other distribution channels, including direct selling, home shopping, and mixed retailers, contribute to the market's diversity by offering unique shopping experiences and reaching specific consumer segments through various retail formats and marketing approaches. Each of these channels plays a distinct role in serving different consumer preferences and shopping behaviors in the Australian market.
Australia Beauty & Personal Care Products Industry Overview
Top Companies in Australia Beauty and Personal Care Market
The Australian beauty and personal care market is characterized by intense innovation and strategic developments among major players like L'Oréal, Unilever, Procter & Gamble, and Colgate-Palmolive. Companies are heavily investing in research and development to launch new products with natural, organic, and sustainable formulations to meet evolving consumer preferences. The industry witnesses continuous product launches across skincare, haircare, and personal care segments, with companies focusing on clean beauty and environmentally conscious offerings. Strategic partnerships with social media influencers, digital marketing initiatives, and omnichannel distribution strategies have become crucial for market penetration. Companies are also strengthening their positions through strategic acquisitions of local Australian cosmetic companies, particularly those with natural and organic product portfolios, while simultaneously expanding their e-commerce capabilities to enhance direct-to-consumer relationships.
Global Giants Dominate with Local Innovation
The Australian beauty and personal care market demonstrates a high level of consolidation, dominated by multinational corporations with established global presence and extensive distribution networks. These major players leverage their international research capabilities and brand portfolios while adapting to local preferences through targeted product development and marketing strategies. The market structure shows a clear distinction between global conglomerates offering diverse product ranges and specialized local players focusing on niche segments, particularly in natural and organic categories. The competitive dynamics are further shaped by the strong presence of pharmacy chains and specialty beauty retailers who maintain significant influence over product distribution and consumer reach.
The market has witnessed significant merger and acquisition activities, particularly involving international companies acquiring beauty brands in Australia to strengthen their local market presence. These acquisitions primarily target companies with strong natural and organic product portfolios, innovative formulations, or established consumer bases in specific market segments. The trend reflects the strategic importance of the Australian market in the Asia-Pacific region and the value placed on local market knowledge and consumer relationships. Companies are increasingly focusing on vertical integration and supply chain optimization to maintain competitive advantages and market share.
Innovation and Sustainability Drive Future Growth
Success in the Australian beauty and personal care market increasingly depends on companies' ability to align with key consumer trends while maintaining operational efficiency. Incumbent players must focus on continuous product innovation, particularly in natural and sustainable formulations, while investing in digital transformation and direct-to-consumer channels. The ability to maintain strong relationships with key retailers while developing alternative distribution channels, especially e-commerce platforms, has become crucial for market success. Companies must also demonstrate clear sustainability commitments and transparent supply chain practices to maintain consumer trust and market position.
For emerging players and market contenders, success lies in identifying and exploiting niche market segments while building strong brand identities around specific consumer values or needs. The market shows particular opportunities in clean beauty, personalized products, and digitally-native brands that can effectively leverage social media and e-commerce platforms. Regulatory compliance, particularly regarding ingredient transparency and environmental standards, continues to shape market dynamics and entry barriers. Companies must also consider the increasing influence of beauty and lifestyle influencers in shaping consumer preferences and purchase decisions, making strategic partnerships and digital marketing capabilities crucial for market success.
Australia Beauty & Personal Care Products Market Leaders
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Colgate-Palmolive Company
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Unilever PLC
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L'Oréal S.A.
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Procter & Gamble Company
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The Estée Lauder Companies Inc.
- *Disclaimer: Major Players sorted in no particular order

Australia Beauty & Personal Care Products Market News
- September 2022: Estee Lauder and BALMAIN entered into a partnership to launch BALMAIN BEAUTY, a line of luxury beauty products. Under the agreement, the companies aim to develop, produce and distribute a product line that appeals to affluent consumers worldwide, including Australia.
- June 2022: Shiseido, a Japanese cosmetics company, introduced Sidekick, a new range of skincare products for men. The range, which consists of four products and eight inventory items, is intended primarily for the Asian market.
- February 2021: G&M Cosmetics from Australia planned to expand its vegan beauty and baby care product range. The company moved into the vegan beauty space after acquiring P'URE Papayacare skincare in 2019. Since then, it has extended the brand to 15 vegan-approved and certified products.
Australia Beauty & Personal Care Products Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Deliverables and Study Assumptions
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
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4.1 Market Drivers
- 4.1.1 Inclination Towards Natural and Organic Formulations
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4.2 Market Restraints
- 4.2.1 Presence of Counterfeit Beauty and Personal Care Products
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4.3 Porter's Five Forces Analysis
- 4.3.1 Threat of New Entrants
- 4.3.2 Bargaining Power of Buyers/Consumers
- 4.3.3 Bargaining Power of Suppliers
- 4.3.4 Threat of Substitute Products
- 4.3.5 Intensity of Competitive Rivalry
5. MARKET SEGMENTATION
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5.1 Product Type
- 5.1.1 Personal Care Products
- 5.1.1.1 Hair Care Products
- 5.1.1.1.1 Shampoo
- 5.1.1.1.2 Conditioner
- 5.1.1.1.3 Other Hair Care Products
- 5.1.1.2 Skin Care Products
- 5.1.1.2.1 Facial Care Products
- 5.1.1.2.2 Body Care Products
- 5.1.1.2.3 Lip Care Products
- 5.1.1.3 Bath and Shower
- 5.1.1.3.1 Shower Gels
- 5.1.1.3.2 Soaps
- 5.1.1.3.3 Other Bath and Shower Products
- 5.1.1.4 Oral Care
- 5.1.1.4.1 Toothbrushes
- 5.1.1.4.2 Toothpaste
- 5.1.1.4.3 Mouthwashes and Rinses
- 5.1.1.4.4 Other Oral Care Products
- 5.1.1.5 Men's Grooming Products
- 5.1.1.6 Deodorants and Antiperspirants
- 5.1.2 Cosmetics/Make-up Products
- 5.1.2.1 Facial Cosmetics
- 5.1.2.2 Eye Cosmetic Products
- 5.1.2.3 Lip and Nail Make-up Products
- 5.1.2.4 Hair Styling and Coloring Products
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5.2 Distribution Channel
- 5.2.1 Specialist Stores
- 5.2.2 Supermarkets/Hypermarkets
- 5.2.3 Convenience Stores
- 5.2.4 Online Retail Channels
- 5.2.5 Other Distribution Channels
6. COMPETITIVE LANDSCAPE
- 6.1 Most Adopted Strategies
- 6.2 Market Share Analysis
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6.3 Company Profiles
- 6.3.1 Loreal S.A.
- 6.3.2 Unilever PLC
- 6.3.3 Procter & Gamble Company
- 6.3.4 Colgate-Palmolive Company
- 6.3.5 Mcpherson's Limited
- 6.3.6 Johnson & Johnson
- 6.3.7 Natura & Co.
- 6.3.8 The Estee Lauder Companies Inc.
- 6.3.9 Henkel AG & Co. Kgaa
- 6.3.10 Beiersdorf AG
- *List Not Exhaustive
7. MARKET OPPORTUNITIES AND FUTURE TRENDS
Australia Beauty & Personal Care Products Industry Segmentation
Beauty and personal care products generally belong to hygiene practices and rinse off immediately after use. These products encompass cosmetics, haircare, skincare, and cleaning products.
The Australian beauty and personal care products market report is segmented based on product type and distribution channel. The segmentation based on product type includes personal care products and cosmetics/make-up products. The personal care market is further segmented into hair care products (shampoo, conditioner, and other hair care products), skincare products (facial care products, body care products, and lip care products), bath and shower (shower gels, soaps, and other bath and shower products), oral care (toothbrushes, toothpaste, mouthwashes and rinses, and other oral care products), men's grooming products, and deodorants and antiperspirants. The cosmetics/make-up products market is segmented into facial cosmetics, eye cosmetics, lip and nail make-up products, and hairstyling and coloring products. By distribution channel, the market is segmented into specialist stores, supermarkets/hypermarkets, convenience stores, online retail channels, and other distribution channels.
The market sizing has been done in value terms in USD for all the above-mentioned segments.
Product Type | Personal Care Products | Hair Care Products | Shampoo | |
Conditioner | ||||
Other Hair Care Products | ||||
Skin Care Products | Facial Care Products | |||
Body Care Products | ||||
Lip Care Products | ||||
Bath and Shower | Shower Gels | |||
Soaps | ||||
Other Bath and Shower Products | ||||
Oral Care | Toothbrushes | |||
Toothpaste | ||||
Mouthwashes and Rinses | ||||
Other Oral Care Products | ||||
Men's Grooming Products | ||||
Deodorants and Antiperspirants | ||||
Cosmetics/Make-up Products | Facial Cosmetics | |||
Eye Cosmetic Products | ||||
Lip and Nail Make-up Products | ||||
Hair Styling and Coloring Products | ||||
Distribution Channel | Specialist Stores | |||
Supermarkets/Hypermarkets | ||||
Convenience Stores | ||||
Online Retail Channels | ||||
Other Distribution Channels |
Australia Beauty & Personal Care Products Market Research FAQs
What is the current Australia Beauty and Personal Care Products Market size?
The Australia Beauty and Personal Care Products Market is projected to register a CAGR of 4.19% during the forecast period (2025-2030)
Who are the key players in Australia Beauty and Personal Care Products Market?
Colgate-Palmolive Company, Unilever PLC, L'Oréal S.A., Procter & Gamble Company and The Estée Lauder Companies Inc. are the major companies operating in the Australia Beauty and Personal Care Products Market.
What years does this Australia Beauty and Personal Care Products Market cover?
The report covers the Australia Beauty and Personal Care Products Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Australia Beauty and Personal Care Products Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
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Australia Beauty and Personal Care Products Market Research
Mordor Intelligence provides a comprehensive analysis of the beauty and personal care industry. We leverage extensive expertise in beauty market research and consulting services. Our detailed report examines the dynamic landscape of Australian beauty brands and personal care products. It covers everything from beauty technology companies to Australian luxury skincare brands. The analysis includes crucial beauty industry data, such as personal care sector metrics, health and beauty sales figures, and emerging trends in beauty and cosmetic services Australia.
Stakeholders gain valuable insights into beauty industry growth patterns and forecasts for the beauty industry growth rate. These are available in an easy-to-read report PDF format for immediate download. The report provides a detailed examination of personal care products manufacturing processes and online beauty sales statistics. It also offers comprehensive coverage of top Australian cosmetic brands. With a particular focus on beauty products and services Australia, the analysis delivers crucial intelligence on the personal care products market size. It highlights emerging opportunities within the cosmetics brands in Australia segment, enabling informed decision-making for industry participants and investors.