Growths and Declines in Beauty and Personal Care Categories in Western Europe


Out of all beauty categories in Western Europe, fragrances and colour cosmetics have been most impacted by the pandemic. Reduced social interactions and working at home means that consumers had less reason to purchase these products. A standout category, however, was skin care, as consumers looked to products that combated so called “maskne” – or skin issues as a result of wearing masks. As with almost all consumer goods in Western Europe, beauty and personal care saw a rise in e-commerce, with the sale of beauty products via online retailers growing 2 percent in 2020.