Market share of cosmetic and personal care products in Denmark 2010-2018, by type

In recent years, personal care products for women reached a higher market share than the same products for men in Denmark. In 2018, the market share of women’s skin care products was nearly 40 percent, while it amounted to three percent for men’s skin care products. Among the skin care products for women in the country, Biotherm generated the highest revenue, reaching nearly 82.6 million Danish kroner. The French luxury skin care company owned by L’Oréal was also the leading brand for men in this segment, amounting to a revenue of roughly 20.3 million Danish kroner.

 Cosmetic and personal care retailer 

The Danish health and beauty retailer, Matas, had the highest revenue of companies in the cosmetics, perfume and hairdressing industry in Denmark. As of May 2018, it reached approximately 2.4 million Danish kroner. During the financial years from 2012/13 to 2017/18, the revenue of the personal care retailer grew slightly. In the revenue ranking, L’Oreal Denmark and Gebr. Heinemann, a chain of duty-free shops, came in second and third place.       

International trade 

    In the past three years, Denmark’s import value of make-up and skin care products increased constantly. It peaked at approximately 1.6 billion Danish kroner in 2018. By comparison, the country’s export value of these products grew as well but was in all years lower, amounting to almost 1.2 billion Danish kroner by the end of this period.

Market share of cosmetic and personal care products in Denmark from 2010 to 2018, by type

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Release date

May 2019



Survey time period

2010 to 2018

Supplementary notes

Some figures have been taken from previous publications.

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Statistics on "Cosmetics and body care industry in Denmark"

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