Australia Beauty and Personal Care Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2025-2034)

Australia Beauty and Personal Care Market Overview

The growth of the Australia beauty and personal care market is increasingly influenced by consumer demand for multifunctional and wellness-focused solutions, particularly in the expanding men’s grooming segment. In July 2024, the Australian brand Stuff That Matters launched a 72-hour antiperspirant, incorporating quick-dry, no-stain technology and bioactive ingredients such as lion’s mane mushroom, green coffee, and manuka oil. This product responds to a growing preference for performance-driven, skin-friendly personal care, reflecting broader market shifts toward clean, functional, and sustainable formulations. The brand’s innovation aligns with heightened male engagement in personal grooming, signalling future opportunities for premiumisation and segmentation within the category. This development reinforces the overall growth of the market through enhanced product innovation and lifestyle integration.

Australia Beauty and Personal Care Market Growth

The Australia beauty and personal care market dynamics and trends have been significantly influenced by the increasing popularity of at-home beauty devices, particularly facial tools, which are shaping consumer behaviour. The demand for premium beauty products has been steadily rising, driven by consumers who are prioritising high-end, effective solutions. Health-conscious buyers are actively seeking clean, non-toxic beauty products, reflecting broader wellness trends. In August 2024, Dyson launched its first hair care line, Dyson Chitosan, marking a key entry into the beauty sector. Developed over a decade, the line incorporates chitosan from oyster mushrooms to provide long-lasting, flexible hold without compromising hair texture. This launch demonstrates Dyson’s commitment to innovation, sustainability, and the premium beauty market.

Haircare products are witnessing rising demand, creating opportunities in the Australia beauty and personal care market as consumers seek tailored solutions for different hair issues. There is a growing interest in non-invasive cosmetic treatments, with more people opting for non-surgical beauty enhancements. The popularity of natural beauty products, including plant-based alternatives, continues to expand.

Key Trends and Developments

The Australia beauty and personal care market growth is boosted by a surge in clean and sustainable beauty, growing demand for at-home beauty technology, expansion of men’s grooming and inclusive beauty, and personalisation as a premium growth driver.

May 2025

Amazon Australia launched the "Amazon Beauty Finds" storefront, offering a curated selection of trending beauty products, including skincare, haircare, and beauty tools. Featuring global beauty trends, including popular items from Korea and Japan, the platform allows easy access with Prime delivery options across major cities.

October 2024

Bubble, the popular skincare brand, expanded to Australia, launching in Priceline stores. With 2.7 million TikTok followers, Bubble’s products went viral, particularly with Gen-Z and Gen-Alpha consumers. The brand, which surpassed nine figures in sales, aimed to meet high Australian demand by offering accessible, affordable skincare in-store.

October 2024

Glossier launched two new perfumes, You Rêve and You Doux, expanding its fragrance range. These scents, featuring notes like amber, jasmine, and sandalwood, were introduced after the reformulation of the original "You" fragrance in 2022. The perfumes were made available for purchase on the Glossier website.

July 2020

Sukin, Australia's top natural skincare brand, introduced its products at Sprouts Farmers Markets. Renowned for its environmentally friendly principles, every Sukin product is vegan, cruelty-free, biodegradable, and carbon-neutral. The brand's signature collection offers effective, natural skincare crafted with Australian ingredients and eco-friendly packaging, all at reasonable prices.

Surge in Clean and Sustainable Beauty is Impacting the Australia Beauty and Personal Care Industry Revenue

Sustainability is reshaping the Australian beauty and personal care market, with consumers increasingly prioritising products that are ethically sourced, cruelty-free, and packaged sustainably. Regulatory emphasis on environmental compliance and growing awareness of ingredient safety continue to drive demand. Brands adopting green chemistry and transparent labelling are better positioned to gain consumer trust and long-term loyalty, especially among younger, eco-conscious demographics seeking authenticity and environmental responsibility.

Growing Demand for At-Home Beauty Technology is Boosting the Australia Beauty and Personal Care Market Growth

The uptake of at-home beauty devices, such as LED masks, facial massagers, and dermaplaning tools—is accelerating as consumers seek convenience, affordability, and professional-level skincare results at home. This trend is underpinned by rising health consciousness, digital engagement, and innovation in skin-tech. The fusion of wellness and beauty is creating growth opportunities for tech-driven brands catering to a digitally literate, self-care-oriented consumer base across Australia.

Expansion of Men’s Grooming and Inclusive Beauty is Influencing the Australia Beauty and Personal Care Market Dynamics and Trends

The men’s grooming sector in Australia is witnessing strong momentum, fuelled by shifting cultural attitudes and the normalisation of male skincare and grooming routines. This growth is supported by brand diversification, gender-neutral marketing, and increased retail shelf space. Consumer interest in self-care and aesthetics among male demographics is opening new avenues across skincare, haircare, and fragrance segments, encouraging further investment in inclusive product development.

Personalisation as a Premium Growth Driver is Boosting the Demand of the Australia Beauty and Personal Care Market

Personalised beauty solutions are gaining traction in Australia, driven by consumer demand for products tailored to individual skin types, concerns, and lifestyles. Advances in AI, skin diagnostics, and consumer data analytics are enabling brands to offer bespoke formulations and experiences. This trend supports premiumisation in the market, enhancing brand differentiation and fostering loyalty, as consumers increasingly seek functional, science-backed solutions aligned with their personal identity and values.

Australia Beauty and Personal Care Market Trends

The men’s grooming segment has become a significant trend in the Australia beauty and personal care market, driven by evolving views on masculinity and a growing focus on self-care. Men are increasingly attentive to their skincare, haircare, and grooming needs, spurring demand for products like beard oils, moisturisers, and specialised skincare. Brands are responding with dedicated male skincare lines, addressing issues like razor burn, acne, and anti-aging. This trend reflects a broader cultural shift, with grooming no longer being viewed as a female-only concern. The market for men’s grooming continues to grow, as more men seek premium, tailored products. In October 2022, MANSCAPED® expanded its presence by launching its core products in over 800 Woolworths stores, providing Australian consumers with easy access to premium grooming items while promoting awareness of men’s health and hygiene.

Opportunities in the Australia Beauty and Personal Care Market

The Australia beauty and personal care market is increasingly shaped by digital trends, with e-commerce and social media playing pivotal roles. Platforms like Instagram, YouTube, and TikTok are now primary channels for product discovery, where influencers significantly sway consumer purchasing decisions. Virtual try-on technologies, such as augmented reality filters, are enhancing the online shopping experience by allowing consumers to trial products before committing to purchases. Furthermore, direct-to-consumer (DTC) business models are gaining traction, enabling brands to use social media for community building, customer engagement, and launching new products. According to the Australian Bureau of Statistics (ABS), e-commerce retail contributed 41.5% to the growth of digital activities in Australia during the 2020-21 period, highlighting the importance of digital and influencer-driven strategies in transforming the beauty market.

Market Restraints

The Australia beauty and personal care market faces multiple challenges. Strict regulations on ingredients, testing, and labelling, overseen by the Therapeutic Goods Administration (TGA) and Australian Consumer Law (ACL), make compliance costly and time-consuming, often delaying product launches. Price sensitivity, particularly among younger consumers, is another issue, with economic factors like inflation impacting purchasing power.

Brands must strike a balance between quality and affordability to remain competitive. The market is also highly competitive, dominated by multinational brands, making it difficult for smaller or emerging companies to stand out. New entrants must navigate complex marketing and distribution channels to gain consumer trust and market share.

Australia Beauty and Personal Care Market Share

Market Analysis by Type

According to the Australia beauty and personal care market report, the sector is predominantly driven by conventional products, offering a wide range of options suitable for diverse skin types and preferences, which ensures accessibility and consistent consumer demand. These products, often from well-established brands, provide reliability and affordability, attracting a broad audience. However, there is a noticeable shift towards more sustainable and natural alternatives. Centella, a natural skincare brand, launched an organic line in Australia, integrating advanced biotechnology with ingredients such as Centella Asiatica stem cells and hyaluronic acid, targeting anti-aging and hydration. Centella’s focus on vegan, cruelty-free, and fair-trade ingredients caters to the growing demand for eco-conscious products.

The growth of the Australia beauty and personal care market is further fuelled by the increasing demand for organic beauty products. These products, known for their natural, chemical-free ingredients, attract health-conscious customers. Typically eco-friendly, cruelty-free, and often sourced sustainably, they appeal to environmentally aware buyers. As consumers become more mindful of the health and environmental advantages of non-toxic, plant-based skincare and cosmetics, the demand for organic beauty continues to grow. In late 2023, Unreal Skin, an Australian brand, launched a self-tanning cream priced at USD 39.95. Developed by entrepreneur Sarah, the product promised no unpleasant odours, colour transfer, or orange tones. Made from 98% natural ingredients, it offered a cleaner tanning experience free from parabens, fragrances, or colour agents.

Market Analysis by Product Type

According to the Australia beauty and personal care market report, the skincare sector has experienced substantial growth as consumer awareness of skin health has increased. Products focused on sun protection, anti-ageing, and hydration dominate the market, with consumers favouring offerings that provide both nourishment and protection. Local brands emphasise natural ingredients and sustainability, aligning with the rising demand for clean beauty. In this context, Swiss luxury skincare brand Karin Herzog entered the Australian market in May 2025, introducing its innovative oxygen-powered formulas, which target anti-ageing concerns by combining oxygen technology with scientific advancements to enhance skin radiance and reduce fine lines.

In the Australian haircare market, products addressing specific concerns such as dry, curly, or colour-treated hair continue to see increased demand. Treatments focused on anti-frizz, nourishment, and scalp care are gaining traction, alongside a growing preference for eco-friendly, sulfate-free, and cruelty-free products. This shift is aligned with the broader movement towards sustainable beauty. In April 2024, Rita Ora's TYPEBEA haircare brand launched in Australia, offering products aimed at promoting hair health and growth. The launch event, hosted in Sydney and attended by influencers and media, generated significant attention, with the brand now available at major retail outlets like Sephora Australia and David Jones.

Australia Beauty and Personal Care Market Regional Insights

New South Wales Beauty and Personal Care Market Overview

New South Wales is a key centre for the beauty and personal care sector in Australia, with its large, diverse population driving demand for premium, eco-friendly products. As per NSW Government, the female population, around 3.8 million, represents over half the state’s population, with growing interest in skincare and sustainable beauty.

Queensland Beauty and Personal Care Market Trends

In Queensland, there is increasing demand for natural and organic beauty products, driven by a younger, health-conscious demographic. Consumers are increasingly prioritising cruelty-free and eco-friendly brands. In August 2024, L’Oreal opened an AUD 40 million distribution centre in Queensland to support growth across the region.

Western Australia Beauty and Personal Care Market Dynamics

Western Australia’s beauty and personal care market is shaped by outdoor lifestyles, creating strong demand for sun protection, skincare, and haircare products. Consumers increasingly favour natural, plant-based solutions. According to the Australian Bureau of Statistics, Greater Perth has a higher proportion of people aged 20-39 (29%) than the rest of the state, boosting demand in the beauty sector.

Victoria Beauty and Personal Care Market Drivers

Victoria benefits from the beauty and personal care market through strong consumer demand for sustainable and at home beauty solutions. Melbourne’s tech-savvy demographic and high disposable incomes drive sales of eco friendly products and high-end devices. This affluent and environmentally conscious consumer base supports innovation in personalised and premium beauty offerings.

Australian Capital Territory Beauty and Personal Care Market Opportunities

The ACT benefits from the beauty and personal care market via robust government and professional demand for inclusive grooming and ethical beauty products. The region’s educated populace and regulatory frameworks encourage adoption of clean beauty standards. This mature urban market fosters growth in premium, transparent brands and personalised skincare solutions.

Competitive Landscape

The Australia beauty and personal care market key players are renowned for their extensive range of skincare, cosmetics, fragrance, and personal care products. These companies revolutionised direct selling by allowing representatives to sell directly to consumers. Over time, they became synonymous with accessible beauty, empowering individuals with entrepreneurial opportunities. Recently, these brands have shifted towards e-commerce and digital transformation to keep pace with modern market trends.

Key Industry Players

Unilever: Unilever, headquartered in London, United Kingdom, was established in 1930. A leading global consumer goods company, Unilever is renowned for its diverse product portfolio, which includes beauty and personal care brands like Dove, Axe, and TRESemmé. The company focuses on sustainability and innovation in its products and practices.

Estée Lauder: Founded in 1946, Estée Lauder is a global leader in prestige beauty, with its headquarters in New York, United States. The company owns popular brands such as Estée Lauder, Clinique, and MAC Cosmetics. Known for its high-quality skincare, makeup, and fragrance products, Estée Lauder prioritises innovation and luxury.

Shiseido: Shiseido, established in 1872 and headquartered in Tokyo, Japan, is one of the oldest and most prestigious beauty brands globally. Known for its premium skincare, makeup, and fragrance products, Shiseido combines traditional Japanese skincare expertise with cutting-edge science, focusing on enhancing beauty and well-being.

Revlon: Revlon was founded in 1932 and is based in New York, United States. Known for its iconic nail polishes, makeup, and skincare products, Revlon has built a strong global presence in the beauty industry. The company is recognised for its innovation and accessibility in personal care solutions.

Other key players in the Australia beauty and personal care market report are Procter & Gamble, L'Oréal S.A., Coty Inc., Kao Corporation, AVON PRODUCTS, INC, and ORIFLAME COSMETICS S.A., among others.