In fact, the retail sales revenue of cosmetics and toilet articles reached approximately 1.5 billion Danish kroner in the first quarter of 2020. That same quarter, the sales revenue from the manufacture of soap and detergents, cleaning and polishing preparations amounted to 615 million Danish kroner, while perfumes generated 500 million Danish kroner in sales.
As of April 2020, among companies in the cosmetics, perfume and hairdressing industry in the country, two Danish health and beauty retailers led the ranking based on revenues. Matas Operations A/S, the largest Danish health and beauty retailer, achieved around 3.4 billion Danish kroner. The chain of drug stores also sells personal hygiene products and other home goods. In the financial years from 2012/13 to 2018/19, the Matas increased its revenue slightly, but remained stable overall. By comparison, the discount retail chain of personal care and household products Normal A/S followed in the revenue ranking with almost 1.9 billion Danish kroner.
When looking at the product brands being sold, consumers bought mainly international brands instead of domestic ones. In 2020, the American manufacturer Clinique seemed to be the most popular make-up brand in the Scandinavian country, as it generated more than 47 million Danish kroner, which was ahead of the French company Lancôme, as well as the brand Clarins. However, Elizabeth Arden led the ranking of fragrance brands for women in Denmark, while for men it was Hugo Boss.