On March 14, 2025, at the Beauty Business event organized by CEW France, Mathilde Lion, Executive Director, Global Client Development at Circana, shared her analysis of 2024 trends in the prestige beauty sector, based on data from selective distribution.
While signals remain positive on a global scale, France stands out for a slowdown, particularly marked in the second half of the year.
“Since the end of the health crisis, perfumery, particularly selective perfumery, has exploded,” recalls Mathilde Lion. “We are now in our fourth year of growth. This overall dynamic remains solid, with growth of around +7% to +8% in several regions, with the exception of China, held back by a downturn in the skincare market, but stimulated by live streaming.”
However, France is currently the European country with the lowest growth in value.
“While Spain, Italy and the UK continue to enjoy double-digit growth, the French market is experiencing a decline in consumption. After three years of growth, the second half of 2024 marks a break with a decline in units sold.”
The expert explains this phenomenon by the fact that the 2024 holiday season was more disappointing than in previous years.
More than a third of consumers surveyed by Circana said they had not bought any beauty products in the last quarter of 2024.
Focus on France
Make-up remains the driving force behind prestige in France, particularly through exclusive brands (+3% in …
