Brand value of leading European cosmetic brands 2022

With a brand value amounting to approximatively 9.67 billion euros, the brand L’Oréal Paris was first of this ranking of European cosmetic brands in 2022. The Beiersdorf's brand Nivea was ranked second with a brand value of about 5.9 billion euros.

L’Oréal: the leading personal care company in Europe

In 2021, L’Oréal registered a revenue of 35.64 billion U.S. dollars, whereas the beauty and personal care segment of Unilever generated roughly 4.47 billion euros in operating profit. In 2020, the L’Oréal Group also registered a higher global revenue than Beiersdorf, its closest competitor – that was represented on the brand value ranking by Nivea –: approximately 27.99 billion US dollars for L’Oréal in comparison with Beiersdorf’s 7.02 billion dollars. L’Oréal managed to increase its volume of sales even after selling its socially and ecologically responsible subsidiary, The Body Shop, in 2017 to the Brazilian cosmetics company Natura.

A decreasing market share in emergent cosmetics markets – a continuous trend?

The company’s market share in emergent markets such as Brazil or China is less expressive than in Europe. Between 2015 and 2016, L’Oréal’s market share in the Brazilian color cosmetics retail market went from 9.8 percent to 9.2 percent. Through Maybelline and L’Oréal Paris, the L’Oréal group held a total of 27.7 percent of the market for color cosmetics in China in 2011. In 2014, the market share held by the two L’Oréal brands in China had decreased to 15.6 percent.