Sweden’s beauty and personal care market is projected to expand from USD 3.5 billion in 2025 to USD 4.9 billion by 2030, reflecting a compound annual growth rate of 6.6%. The trajectory underscores sustained value-led expansion in a structurally mature market. While volume growth remains comparatively measured amid cautious consumer sentiment, pricing discipline and a continued shift toward higher-value propositions are supporting revenue gains. Premiumisation, ingredient-driven innovation and heightened focus on skin health are anchoring the sector’s medium-term momentum.
Consumers are increasingly prioritising efficacy, formulation transparency and multifunctional design. The boundary between mass and premium is becoming less distinct, as accessible premium brands positioned around pharmacy credibility or clinically supported claims gain traction. This recalibration of value perception is reshaping competitive dynamics, with price no longer the sole determinant of choice. Younger cohorts, influenced by social media ecosystems and digital opinion leaders, are more inclined to experiment with emerging and niche brands, contributing to greater market fragmentation and diversification. Content-led engagement and community-building strategies are playing an expanding role in brand differentiation.
Skin care remains the largest and most strategically significant segment, supported by demand for gentle, high-performance formulations suited to sensitive skin and by growing acceptance of “skinification” across adjacent categories. Multifunctional solutions that streamline routines while delivering targeted benefits are resonating strongly. Fragrances stand out as the most dynamic category, benefiting from gifting culture, personal expression trends and rising interest in niche scent profiles. Premium and specialist brands are capturing disproportionate value growth in this segment. Large international players retain structural advantages through diversified portfolios and scale, yet much of the incremental dynamism is emerging from affordable premium and digitally native brands leveraging agile marketing and strong emotional resonance.
Channel evolution reflects these structural shifts. Specialist beauty retailers maintain leadership in higher-end assortments, while pharmacies continue to expand influence in efficacy-led segments such as skin care, sun care and oral care. Broad-based retail retains scale in everyday categories but faces competitive pressure from value-oriented operators. E-commerce remains a vibrant growth engine, with seamless integration between online and offline touchpoints now standard practice. Social platforms are increasingly central to product discovery and repeat purchasing behaviour. Looking ahead, sustained value expansion is anticipated, driven by transparency, functional innovation and hybrid product development. Demographic diversification and population ageing are expected to stimulate more inclusive and customised solutions. Brands positioned at the intersection of affordability, clinical credibility and omnichannel capability are likely to command competitive advantage as Sweden’s beauty and personal care market continues to evolve.
This structured market report presents a detailed view of the beauty and personal care industry in Sweden. Updated in 2025, it compiles historical market data from 2020 onward and offers projections through 2030. The report is designed for data users seeking precise market sizing, segmentation, and forecast analysis.
What’s Inside the Report
Annual market size figures expressed in (Units/SEK/USD), spanning 2020 to 2030. The dataset includes both historical actuals and forecasts, along with CAGR calculations for historical and projected periods.
Market Segmentation
The segmentation of the Sweden beauty and personal care market is outlined below:
Product type – e.g., bath and shower products, color cosmetics, deodorants, depilatory products, hair care products, men’s grooming products, oral care, perfumes and fragrances, skin care products, sun care products
Price range – e.g., mass beauty and personal care products, premium beauty and personal care products
Consumer group – e.g., adult, baby/child
Packaging type – e.g., glass bottles, metal cans and bottles, paper containers, rigid plastic containers, stand-up pouches
Distribution channel – e.g., apparel stores, beauty stores, convenience stores, department stores, discounters, e-commerce, hair salons, hypermarkets, personal care stores, pharmacies, supermarkets, others
Macroeconomic & Demographic Indicators
In addition to core market data, the report incorporates key socio-economic indicators that provide essential context for interpreting market dynamics. These include population trends, the Consumer Price Index (CPI), Gross Domestic Product (GDP), per capita consumption (expressed in USD), and consumer spending as a percentage of GDP. Together, these metrics offer a macroeconomic backdrop that enhances the strategic relevance of the market size figures, helping stakeholders better assess demand potential and long-term growth opportunities.
Competitive Landscape: Market Share Analysis
This section delivers market share statistics for the beauty and personal care market in Sweden, helping readers assess brand performance and competitive dynamics. Leading players featured include: AbbVie Inc., Beauty Icons AB, Beiersdorf AG, Bjorn Axen AB, C.B. Fleet Company, Inc., Chanel S.A., Clarins SA, Colgate-Palmolive Company, Coty Inc., Depend Cosmetic AB, Dolce & Gabbana S.R.L., Edgewell Personal Care Brands LLC, Essity AB, Estrid Studios AB, Euroitalia S.R.L., H&M Hennes & Mauritz AB, Haleon plc, Henkel AG & Co. KGaA, Invima AB, Kao Corporation, Kenvue Inc., L’Oreal S.A., Lumene Oy, LVMH Moet Hennessy Louis Vuitton SA (LVMH), Maria Nila AB, Orkla ASA, Orveon Global US LLC, Perrigo Company PLC, PUIG SL, Reckitt Benckiser Group plc (RB), Revlon, Inc., Rituals Cosmetics Enterprise B.V., Shiseido Company, Limited, TePe Munhygienprodukter AB, The Body Shop International Ltd., The Estee Lauder Companies Inc., The Procter & Gamble Company (P&G), Unilever PLC, Viatris Inc., Wella AG, etc.
The report includes detailed market share analysis for major competitors across the total beauty and personal care market, alongside segment-level insights covering beauty and personal care products, mass beauty and personal care products, premium beauty and personal care products, baby personal care products, bath and shower products, color cosmetics, deodorants, depilatory products, perfumes and fragrances, hair care products, men’s grooming products, oral care, skin care products and sun care products.
Market share analysis covered in the report:
Sweden beauty and personal care products market share
Sweden mass beauty and personal care products market share
Sweden premium beauty and personal care products market share
Sweden baby personal care products market share
Sweden bath and shower products market share
Sweden color cosmetics market share
Sweden deodorants market share
Sweden depilatory products market share
Sweden perfumes and fragrances market share
Sweden hair care products market share
Sweden men’s grooming products market share
Sweden oral care market share
Sweden skin care products market share
Sweden sun care products market share
Why Choose This Report?
Designed as a concise, data-rich market snapshot, this report is ideal for stakeholders seeking timely, reliable, and strategic insights. Whether you’re an investor, operator, consultant, or supplier, the data-driven structure supports confident, evidence-based decision-making.
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Deliverables Include
Professionally structured PDF report
Full EXCEL databook with year-by-year figures and multi-dimensional segmentation from 2020 to 2030
Table of Contents
TABLE OF CONTENTS
Market Segmentation
Market Overview
Sweden Beauty and Personal Care Market – Product Type Analysis
Sweden Beauty and Personal Care Market – Price Range Analysis
Sweden Beauty and Personal Care Market – Consumer Group Analysis
Sweden Beauty and Personal Care Market – Packaging Type Analysis
Sweden Beauty and Personal Care Market – Distribution Channel Analysis
Company/Brand Shares Analysis
AbbVie Inc.
Beauty Icons AB
Beiersdorf AG
Bjorn Axen AB
C.B. Fleet Company, Inc.
…
Macroeconomic Data and Forecast
Research Methodology
Disclaimer
FIGURES AND TABLES
Table Sweden Beauty and Personal Care Market Size 2020-2030
Chart Sweden Beauty and Personal Care Market, Net Growth, 2020-2030
Chart Sweden Beauty and Personal Care Market, Growth Rates, 2020-2030
Table Sweden Beauty and Personal Care Market by Product Type, 2020-2030
Chart Sweden Beauty and Personal Care Market by Product Type, CAGR Historic and Forecast, 2020-2030
Chart Sweden Beauty and Personal Care Market by Product Type, 2020-2030
Table Sweden Beauty and Personal Care Market by Price Range, 2020-2030
Chart Sweden Beauty and Personal Care Market by Price Range, CAGR Historic and Forecast, 2020-2030
Chart Sweden Beauty and Personal Care Market by Price Range, 2020-2030
Table Sweden Beauty and Personal Care Market by Consumer Group, 2020-2030
Chart Sweden Beauty and Personal Care Market by Consumer Group, CAGR Historic and Forecast, 2020-2030
Chart Sweden Beauty and Personal Care Market by Consumer Group, 2020-2030
Table Sweden Beauty and Personal Care Market by Packaging Type, 2020-2030
Chart Sweden Beauty and Personal Care Market by Packaging Type, CAGR Historic and Forecast, 2020-2030
Chart Sweden Beauty and Personal Care Market by Packaging Type, 2020-2030
Table Sweden Beauty and Personal Care Market by Distribution Channel, 2020-2030
Chart Sweden Beauty and Personal Care Market by Distribution Channel, CAGR Historic and Forecast, 2020-2030
Chart Sweden Beauty and Personal Care Market by Distribution Channel, 2020-2030
Table Sweden Beauty and Personal Care Market Share (%), by Companies, 2020-2024
Chart Sweden Beauty and Personal Care Market, by Companies, 2024
Table Sweden Beauty and Personal Care Market Share (%), by Brands, 2020-2024
Chart Sweden Beauty and Personal Care Market, by Brands, 2024
Table Sweden – Population (Millions) and Forecast
Table Sweden – Consumer Price Index (CPI) and Forecast
Table Sweden – Gross Domestic Product and Forecast
Table Sweden Beauty and Personal Care Market: Spend as a Proportion of GDP (%)
Table Sweden Beauty and Personal Care Market: Consumption per Capita (Population)
Companies Mentioned
An extensive list of companies featured in this report includes, but is not limited to:
AbbVie Inc.
Beauty Icons AB
Beiersdorf AG
Bjorn Axen AB
C.B. Fleet Company, Inc.
Chanel S.A.
Clarins SA
Colgate-Palmolive Company
Coty Inc.
Depend Cosmetic AB
Dolce & Gabbana S.R.L.
Edgewell Personal Care Brands LLC
Essity AB
Estrid Studios AB
Euroitalia S.R.L.
H&M Hennes & Mauritz AB
Haleon plc
Henkel AG & Co. KGaA
Invima AB
Kao Corporation
Kenvue Inc.
L’Oreal S.A.
Lumene Oy
LVMH Moet Hennessy Louis Vuitton SA (LVMH)
Maria Nila AB
Orkla ASA
Orveon Global US LLC
Perrigo Company PLC
PUIG SL
Reckitt Benckiser Group plc (RB)
Revlon, Inc.
Rituals Cosmetics Enterprise B.V.
Shiseido Company, Limited
TePe Munhygienprodukter AB
The Body Shop International Ltd.
The Estee Lauder Companies Inc.
The Procter & Gamble Company (P&G)
Unilever PLC
Viatris Inc.
Wella AG