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Hygiene & Beauty: how the French market is reinventing itself

The French hygiene and beauty market is undergoing profound changes. In response to new consumer expectations, brands are innovating to meet increasing demands for naturalness, sustainability, and effectiveness. In 2024, the beauty and personal care sector in France reached new heights, with an estimated value of $11.45 billion and an expected annual growth of 1.39% until 2029, driven by a growing demand for natural and eco-friendly products.


I. The evolving hygiene-beauty ecosystem


  1. A market in transformation


Since the pandemic, a major trend has disrupted the market: the "less is more" approach. In 2022, compared to 2019, weekly makeup consumption dropped by 28%, with a 40% decrease for lipstick (Kantar).

This simplification of beauty routines is illustrated by the rise of the "no make-up" trend, adopted by 56% of women, particularly among 18-34-year-olds (64%). The health crisis, combined with the normalization of remote work, encouraged consumers to embrace their natural appearance.

Around 30% of women report feeling more comfortable without makeup than before the pandemic. Men are also adopting simplified routines, as evidenced by the decline in regular shaving. Hygiene-beauty habits have decreased from 51.4 occasions per week per person in 2013 to 43.5 in 2022.


@Pixabay
@Pixabay

Even though beauty product consumption increased again as life returned to normal, the market approach has fundamentally changed, and consumption habits have evolved permanently. Consumers are increasingly turning to at-home care, integrating their beauty routines into a broader well-being approach that includes diet and exercise. This trend reflects a desire for holistic self-care, with 72% of French women considering their beauty routine a key element of their overall well-being, according to a study by Beautéprivée and NellyRodi.


Consumers are also seeking more knowledge, transparency, and natural products (36% of respondents consider product composition important), as well as inclusive offerings (products adapted to all skin types). All-in-one products are particularly popular as they save time and reduce the need for multiple products.

"By 2025, beauty will increasingly focus on comfort and emotional well-being. Ingredients, textures, and products will evoke simpler times, emphasizing sensory experiences that soothe and nourish," explains Mintel.

Paradoxically, despite this search for naturalness and simplicity, the beauty tech market (the fusion of beauty and cutting-edge technologies) is also expanding rapidly, with an annual growth rate of 9.47%, expected to reach $7.45 billion by 2029. Beauty tech stood out at the latest CES in Las Vegas, where L’Oréal introduced the Cell BioPrint, an electronic device for in-depth skin analysis. Co-developed with South Korean startup NanoEnTek, this device evaluates skin age and its responsiveness to key ingredients in just five minutes, offering personalized advice to slow signs of aging.


@La Revue du Digital
@La Revue du Digital

With the democratisation of technologies that were once expensive, major corporations are also showing a strong appetite for beauty tech innovations in personal care (from dental hygiene to shaving) and have already announced revolutionary 'wow-effect' products for 2025. While specialised retail remains the preferred choice for consumers, mass retail is also starting to invest in these segments.




  1. The impact of inflation on the market


Inflation remains a major challenge, directly influencing purchasing behaviors. On average, the French now spend €35 per month on their beauty routine, compared to €43 before the pandemic—a decline of nearly 19%. Young adults (18-34) allocate a slightly higher budget than the average (€37 vs. €46 pre-pandemic).


This shift has led to a rise in private-label brands, known to be 54% cheaper than national brands. At the same time, discount retailers have gained significant traction: in 2022, they accounted for 5.9% of hygiene-beauty sales, up from 3.3% in 2020.


Despite this trend of reduced spending, premium distribution channels such as perfumeries and brand-owned stores are regaining market share. For instance, perfumeries gained 0.4 points and brand boutiques 0.5 points in 2022. Additionally, the share of cosmetics in department store revenue increased from 9% to 10% between 2022 and 2023, according to IADS and NellyRodi. This momentum is driven by innovations, enhanced customer experiences (for example, in department stores, traditional gender-based segmentations are gradually being replaced by unisex and holistic spaces), and the promotion of high-end products.

In this context, further intensified by the implementation of the Descrozaille law in March 2023, which puts an end to the major promotions that many hygiene and beauty brands relied on, mass retail must reinvent itself to win back consumers. To regain market share, it could draw inspiration from luxury strategies, which focus on personalization and customer experience. Strengthening product value—particularly in the premium category—while offering attractive innovations could indeed be a promising path forward.


  1. The growing role of digital

Digitalization also plays a key role in this transformation. In 2021, 53% of French consumers purchased beauty and health products online, making it the second most popular e-commerce category after fashion (76%).


Strategic initiatives are accelerating this digital shift. For example, Yves Rocher launched its first marketplace in September 2024, incorporating ten partner brands and 300 products. This platform aims to double the digital share of the brand’s revenue within three years (currently 10%).3. Le rôle croissant du digital



II. Focus on the different market categories


  1. Skin care products


A pillar of the Hygiene & Beauty market...

Skincare remains an essential and dominant category in the hygiene and beauty industry. Despite economic challenges, its significance is driven by a diverse and innovative product offering that continues to attract consumers. According to Statista, this category is expected to achieve a compound annual growth rate (CAGR) of 4.5% between 2024 and 2029.


...But facing challenges and shifts in mass retail

The skincare segment in mass retail is experiencing a decline, exacerbated by inflation and the reduction of promotional offers. In 2024, sales dropped significantly, with organic skincare seeing a sharp decrease (-14.5% in value and -19.9% in volume). Meanwhile, discount retailers like Action and Normal are gaining traction, competing with traditional retail chains.

Targeted skincare products, particularly serums, are showing strong growth in grocery stores, with an increase of +16.3% in value and +15.3% in volume. This trend reflects a rising consumer interest in expert-grade products, even within mass retail. To revitalize this channel, innovation and premiumization in skincare appear to be key drivers.


  1. Body Care: Personal Hygiene Products


A key part of holistic well-being...

As previously mentioned, the body care market in France is part of a broader well-being trend, where taking care of one’s body is seen as an essential component of a balanced and harmonious life. With an expected compound annual growth rate (CAGR) of 2.7% from 2024 to 2029, this segment continues to expand, driven by evolving consumer expectations for effective, natural, and environmentally friendly products.


...With a shift towards natural and sustainable products

Demand for skin- and eco-friendly products is growing. Solid soaps, for example, are experiencing renewed interest due to their reduced environmental impact and more natural formulations. Likewise, sulfate- and paraben-free shower gels are gaining popularity, as are natural deodorants without aluminum salts. Convenient and cost-effective solutions, such as "2-in-1" soaps and shower gels, are also appreciated, particularly in the men's and family segments.


  1. Hair care products


A market with moderate growth...

Hair care remains a crucial pillar of the hygiene and beauty sector, with an estimated CAGR of 1.82% from 2023 to 2033, but it must continuously adapt to evolving consumer expectations.

In 2024, the hair care market in mass retail experienced a mixed year, with an overall decline in volume and a slight revenue decrease of -0.6% (source: NielsenIQ, manufacturer data). This situation can be attributed to heavy promotional activity in early 2024, followed by stockpiling effects that impacted later sales. Additionally, hair-washing frequency has declined over recent years, with the French now washing their hair an average of 2.8 times per week—a nearly 10% drop in five years.

However, alternative retail channels such as pharmacies and discount stores are performing better, thanks to merchandising strategies from brands like L’Oréal and Garnier, which enhance the in-store experience.


...Driven by key beauty trends

Like other beauty categories, hair care is evolving in response to major industry trends. Natural and eco-friendly products are leading the way, with organic and solid formats emphasizing ingredients such as aloe vera and castor oil. The best-performing products are affordable alternatives, such as Le Petit Olivier (+15.4% in value sales in 2024) and Lovea (+28.4%), which combine a natural brand image with competitive pricing.


Additionally, personalization is gaining momentum, allowing consumers to tailor hair care solutions through diagnostic tools. At the same time, simpler routines are trending, with multi-use products like co-wash formulas gaining popularity. Textured hair, long overlooked, now benefits from specialized product lines catering to its unique needs. Finally, technological innovation is enriching the category, with treatments incorporating probiotics or anti-pollution ingredients, while offering sophisticated textures and fragrances for a unique sensory experience.


  1. Oral care: dental hygiene


A category experiencing strong growth...

The oral care market is showing significant growth in France, particularly in mass retail, where—despite the impact of the Descrozaille law—sales have increased by +6.2%, reaching €1.05 billion in cumulative revenue from January to April 2024 (Circana, CAM as of April 28, 2024, all mass retail channels). Meanwhile, specialist retailers are seeing a decline, according to a 2024 study by Kantar Worldpanel.

The market is being driven by high-value toothpaste segments (therapeutic formulas, whitening references, general-use, and children's products), while the toothbrush category is struggling. Although revenue is growing, unit sales have dropped by -1.7% for manual toothbrushes and -10.5% for electric models.


...Shaped by innovation

As consumers become more selective, prioritizing products that meet specific needs, innovation is playing a key role. To address this demand, manufacturers are introducing novel formats such as chewable toothpaste, advanced whitening formulations, and targeted therapeutic solutions, especially for sensitive teeth. The latest Circana ranking highlights the presence of four oral care brands in the Top 10 hygiene and beauty innovations for the first half of 2024, with Procter & Gamble leading the pack with its Oral-B Pro-Science Advanced, followed by Colgate-Palmolive in third place with its Elmex Complete Protection toothpaste.



@LSA
@LSA


Conclusion

The hygiene and beauty market in France in 2024 is characterized by strong momentum, driven by innovations that align with consumer expectations. Whether in oral care, body care, hair care, or skincare, brands are adapting to key trends such as natural ingredients, sustainability, and digitalization, all while navigating a complex economic environment.

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