Cosmetics consumption value in Europe 2019, by country

Within the European cosmetics market, Germany consumed the largest amount of cosmetics in 2019, valued at approximately 14 billion euros. This was followed by France and the United Kingdom, at 11.44 billion euros and 10.66 billion euros, respectively.

Cosmetics industry in Europe

The cosmetics and personal industry has been thriving in Europe as more consumers become increasingly aware of the importance of health, wellness and personal care products. Skin care continues to be the dominant force in the cosmetics industry in Europe, capturing more than 27 percent of the European cosmetics market in 2019. That year, Italy had the highest number of small and medium-sized enterprises (SMEs) specialized in the manufacturing of cosmetic products in Europe. Compared to Italy’s 814 cosmetics SMEs, France had around 607.

Cosmetics brands

L’Oréal, Nivea and Guerlain were the top three leading cosmetic brands in Europe in 2021 in terms of brand value. Beyond Europe, the cosmetics brands were also garnering worldwide consumer appeal. The skin and body care brand Nivea, manufactured by Hamburg-based German company Beiersdorf had a worldwide brand value exceeding six billion U.S. dollars, coming in third place on a global scale, after L’Oréal Paris and Gilette, worth 10.22 billion and 7.55 billion U.S. dollars, respectively. However, with the rise of social media and its significant influence on consumer groups, particularly in the areas of body image and personal care, cosmetics brands that enjoy powerful social media presence and appeal will be those that succeed in the long-term. As of June 2021, the beauty brand with the highest number of Instagram followers is Kylie Cosmetics, garnering approximately 25 million followers.