On March 13, 2026, at the Beauty Business event organized by CEW France, Emily Mayer, Director of Business Insights at Circana, presented a review of the 2025 beauty and personal care market in mass retail. According to her, the market is stabilizing in terms of volume but is clearly experiencing a slowdown in value growth.
In 2025, the beauty and personal care category in supermarkets saw a 2.2% decline in value, while the overall consumer goods market grew by 1.9%.
“Three factors explain this decline: a 2.2% drop in prices, a lack of consumer upgrading, and a slight decline in volumes (-0.2%). We are clearly experiencing a stagnation in value growth,” summarizes Emily Mayer. “Prices are falling, volumes are flat, and there is no move upmarket.”
Behind this overall picture, there is still an encouraging sign. After several years of sharp decline, volumes are stabilizing in 2025 at -0.2%. “Reaching stability is still a positive development,” notes Emily Mayer.
Categories driving growth and those holding it back
Among the growing categories, it is the basic daily care products that are performing well:
• Facial cleansers (+6.5% in units, +3.2 million units)
• Deodorants (+1.9%, +3 million units)
• Shower gels (+1%, +2 million units)
• Toothpaste (+0.7%, +1.4 million units)
• Conditioners (+2.3%, +1.3 million units)
Conversely, five categories weighed on the market:
• Cotton pads and cotton swabs (-4%, -5 million units)
• Menstrual pads and panty liners (-1.7%, -2.7 million units)
• Toothbrushes (-3.3%, -2.1 million units)
• …
