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Base Year
Historical Year
Forecast Year
Value in AUD billion
2025-2034
Australia Beauty and Personal Care Market Outlook
*this image is indicative*
The growth of the Australia beauty and personal care market is driven by increasing consumer demand for innovative products. Natural and organic options have attracted a broader audience, and advanced skincare solutions, along with a more inclusive range for various skin tones, are highly sought after. The wellness trend is flourishing, with many consumers opting for beauty and grooming products that promote overall health. In July 2024, Stuff That Matters, an Australian men’s grooming brand, introduced a 72-hour protection antiperspirant featuring quick-dry, no-stain technology. Infused with lion’s mane mushroom, green coffee, and manuka oil, the deodorant provides freshness while nurturing the skin. Known for its face and body products, the brand aims to disrupt the men’s grooming market.
E-commerce is thriving in Australia’s beauty sector, making products more accessible and impacting the Australia beauty and personal care market revenue. Sustainability is becoming a major focus, with eco-friendly beauty products gaining traction. Social media influencers are playing a key role in raising brand awareness and driving sales, especially for anti-ageing and rejuvenation products. The demand for male grooming products is also rising, reflecting evolving beauty standards.
At-home beauty devices, including facial tools, are influencing the Australia beauty and personal care market dynamics and trends. The demand for premium beauty products is steadily rising, with consumers increasingly favouring high-end options. Health-conscious buyers are seeking clean, non-toxic beauty solutions. Strict regulatory standards enhance product safety, fostering consumer trust. Frequent new product launches keep the market vibrant and competitive. In August 2024, Dyson introduced its first-ever hair care line, Dyson Chitosan, offering pre-and post-styling products designed for long-lasting, flexible hold without making hair crunchy or greasy. Developed over 10 years, the products feature chitosan from oyster mushrooms for improved styling and shine.
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.
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.
Clean and Sustainable Beauty
The demand for the Australia beauty and personal care market has surged, driven by a growing preference for clean, ethical, and sustainable beauty products. Consumers are becoming more aware of the environmental impact of their choices, favouring brands that focus on natural, organic ingredients, cruelty-free testing, and recyclable or biodegradable packaging. This trend is spurred by rising concerns about personal health and environmental sustainability. Products free from harmful chemicals like parabens, sulfates, and synthetic fragrances are especially popular. Consumers now expect transparency, prompting brands to provide clearer ingredient sourcing, ethical manufacturing, and more sustainable packaging. In June 2021, Natures Organics launched My Soda's refillable hair care range, responding to the rising consumer demand for sustainable beauty. This move aligns with the industry's shift towards eco-friendly practices, offering refillable and recyclable packaging to reduce waste and meet environmentally conscious consumer preferences.
Men’s Grooming Expansion
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 dynamics and trends are influenced by digital trends, particularly e-commerce and social media. Online shopping continues to rise, with platforms like Instagram, YouTube, and TikTok becoming key channels for product discovery and consumer interaction. Influencers have a significant impact on purchasing decisions, as consumers often turn to beauty influencers and makeup artists for advice. Virtual try-on technology, such as augmented reality filters, is enhancing the online shopping experience, enabling consumers to try products before purchasing. Additionally, direct-to-consumer (DTC) models are flourishing, with brands leveraging social media to build communities, engage customers, and launch new products. According to the Australian Bureau of Statistics (ABS), the e-commerce retail sector contributed 41.5% to the growth of digital activities in Australia during the 2020-21 period. This shift to digital and influencer-led marketing is transforming how beauty products are marketed, purchased, and consumed in Australia.
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 Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
Market Breakup by Product Type
Market Breakup by Distribution Channel
Market Breakup by Region
Market Analysis by Type
According to the Australia beauty and personal care market analysis, the market is primarily driven by conventional products, which offer a wide variety of options suitable for different skin types and preferences, making them easily accessible. These products are typically from well-known brands with proven results, ensuring consistent performance. They are also more affordable, appealing to a wider audience while still meeting the needs of many consumers. Centella, a natural skincare brand, launched an organic alternative in Australia, blending advanced biotechnology with natural ingredients like Centella Asiatica stem cells and hyaluronic acid for anti-aging, hydrating, and regenerative effects. Centella emphasised sustainability with vegan, cruelty-free, and fair-trade ingredients to cater to environmentally conscious consumers.
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 in Australia has flourished as consumers become more aware of their skin health. Focused on sun protection, anti-aging, and hydration, Australian shoppers prioritise products that nourish and protect their skin. Local brands highlight natural ingredients and sustainability, fuelling the clean beauty trend.
Haircare products in Australia cater to various hair concerns, such as dry, curly, or colour-treated hair. The demand for treatments like anti-frizz, nourishment, and scalp care continues to rise. Consumers are also leaning towards eco-friendly, sulfate-free, and cruelty-free products, driving the shift towards sustainable beauty. Rita Ora's TYPEBEA haircare brand launched in Australia in April 2024, with products available at Sephora Australia and David Jones. The brand focuses on hair growth and health, created by Ora and Anna Lahey. A Sydney event with influencers and media celebrated the launch, gaining significant attention.
The Australia beauty and personal care market expansion has led to increased demand in the colour cosmetics sector, which now places a greater emphasis on inclusivity and offering a broader variety of shades. Consumers increasingly seek high-performance, long-lasting makeup with a preference for clean, cruelty-free, and sustainable options. The influence of beauty influencers and social media continues to drive trends and boost cosmetics sales.
Fragrance products in Australia are evolving, with consumers preferring unique, long-lasting scents that match their personal style. Natural, clean, and sustainable perfumes are on the rise, mirroring a wider shift towards eco-conscious beauty. The demand for unisex and gender-neutral fragrances is increasing, in line with changing attitudes to self-expression and personal grooming. In August 2024, Kmart Australia launched the OXX Fragrance Summer Solstice Body Mist, a dupe for Ariana Grande’s USD 70 Thank U Next perfume, priced at just USD 8. With notes of candy floss, vanilla, and coconut, the fragrance quickly sold out after a popular endorsement from makeup artist Lauren.
Market Analysis by Distribution Channel
The growth of the Australia beauty and personal care market is supported by hypermarkets and supermarkets, which offer a wide range of beauty products at competitive prices. With a selection of well-known brands and frequent promotions, they serve a broad consumer base, making them a key distribution channel. In February 2022, Tula Skincare expanded into Australia and New Zealand through a partnership with Mecca, launching in 45 stores and online, offering clean skincare products featuring probiotic extracts and superfoods.
Speciality stores like beauty retailers and pharmacies in Australia provide exclusive beauty brands and expert advice, appealing to consumers seeking high-quality, tailored solutions for specific skin or hair care needs. In October 2024, Priceline Pharmacy introduced popular beauty brands, including Bubble, INNISFREE, and Beauty of Joseon, at the 12th Beauty Prescription Live event, alongside female-founded brands like Yours Only and Daily Skincare.
E-commerce has transformed the Australia beauty and personal care market by offering convenience, variety, and accessibility. Online shopping facilitates product discovery through reviews, tutorials, and influencer recommendations, driving the growth of digital-first beauty brands. In January, BIOJUVE, a new skincare brand, launched in Australia, offering innovative treatments using Xycrobe technology to care for the skin’s ecosystem.
New South Wales Beauty and Personal Care Market Overview
According to the Australia beauty and personal care industry analysis, 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.
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.
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.
December 2024
The Australian cosmetic injectables industry, valued at USD 4.1 billion in 2023, is expected to grow annually by 19.3% until 2030. Increasing demand, including from men, has led to major corporate involvement. However, concerns over safety have risen, prompting the Australian Health Practitioner Regulation Agency to introduce new rules.
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.
*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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In 2024, the Australia beauty and personal care market reached an approximate value of AUD 16.20 billion.
The Australia beauty and personal care market is assessed to grow at a CAGR of 6.50% between 2025 and 2034.
The market is estimated to witness healthy growth in the forecast period of 2025-2034 to reach a value of around AUD 30.41 billion by 2034.
The regional markets include New South Wales, Victoria, Queensland, Australian Capital Territory, and Western Australia, among others.
The various types in the market includes conventional and organic.
The key players in the market are Unilever, Estée Lauder, Shiseido, Revlon, Procter & Gamble, L'Oréal S.A., Coty Inc., Kao Corporation, AVON PRODUCTS, INC, and ORIFLAME COSMETICS S.A., among others.
The various product types in the market includes skin care, hair care, color cosmetics and fragrance.
The various distribution channels in the market includes hypermarkets & supermarkets, speciality stores, e-commerce and others.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
Report Features | Details |
Base Year | 2024 |
Historical Period | 2018-2024 |
Forecast Period | 2025-2034 |
Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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Breakup by Type |
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Breakup by Product Type |
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Breakup by Distribution Channel |
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Breakup by Region |
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Market Dynamics |
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Competitive Landscape |
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Companies Covered |
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