As of April 2020, Vita AS led the revenue ranking of companies in the cosmetics, perfume and hairdressing industry in the Scandinavian country by generating nearly 1.3 billion Norwegian kroner. The Norwegian beauty and wellness chain offers make-up, products for the face, hair and body, fragrances, as well as healthy and natural organic products. Additionally, the company sells accessories and gift sets. In 2018, Vita AS was also among the leading personal care retailers ranked by revenue as well as by number of outlets.
In general, the consumption value of cosmetics and personal care products in Norway decreased slightly in recent years. In 2013, expenditure was highest at 1.28 billion Norwegian kroner and fell to 1.22 billion Norwegian kroner in 2018. When looking at selected products, the consumer price index (CPI) increased overall from 2009 to 2019 for hand soap and other appliances, articles and products for personal care. This index measures changes in average costs of most consumer goods and services. It reports inflation and deflation (rising and falling prices). As of 2019, it was measured at 118.8 for hand soap, where the year 2015 equals 100 and 104.8 for other personal care products.
There appears to be a tendency among employees in the domestic cosmetics market for men to receive higher monthly salaries than women. In 2019, this was the case for beauticians and related workers, as well as for hairdressers.