The cosmetics and perfumery industry continues to grow once again in Spain, marking record figures. According to the annual report of the National Association of Perfumery and Cosmetics (Stanpa), the sector has shown a growth of 7.7%, surpassing 11.2 billion euros in domestic market consumption. This growth is partly due to the increasing importance that Spaniards place on personal care and well-being.
Exports of perfume, cosmetic products, and personal care grow by 23%
Exports of perfume, cosmetic products, personal care, and essential oils grew by 23%, reaching a record figure of 9.589 billion euros in 2024. Spain remains the second largest exporter of perfumes worldwide and consolidates its position as the fourth largest market in the European Union. Imports, on the other hand, grew by 11% and stand at 5.8 billion euros.
Exports have achieved an increase of 22.70% in perfumes and cosmetics and 22.78% in essential oils. Exports have more than doubled in the last five years.
The cosmetics and perfume sector accounts for 2.5% of total Spanish exports. All categories have shown positive growth compared to 2023, with perfume increasing by 43%, color cosmetics by 7.18%, skin care by 5.6%, personal care by 3%, and finally, hair care by 2.54%.
The contribution of the cosmetics industry to GDP and the Spanish economy
The Spanish cosmetics industry continues to gain weight in Spain's GDP. The growth has been driven by domestic demand and the good performance of the external sector. As indicated in Stanpa's report, cosmetics and perfumery have become one of the key pillars of economic dynamism and have experienced notable growth in recent years. In the last four years, this sector has increased its contribution to Gross Domestic Product from 0.9% to 1.03%.
The cosmetics and perfumery sector in Spain is competitive, sustainable, and innovative, and it stands as a benchmark in job creation. As Stanpa points out, in just four years, the sector has increased its share of total employment in our country from 1.2% to 1.6%. This sector already employs more than 50,200 workers, according to Social Security data, and more than 300,000 indirectly. Thus, it becomes one of the industries with the greatest impact on employment in Spain.
In the last five years, the number of workers linked to the perfume and cosmetics industry has increased by 24.1% and reached 50,218 in 2024. In the manufacturing of perfumes and cosmetics, the number has reached 16,579 this year, while the manufacturing of essential oils and aromas has also recorded a 35.5% increase, achieving 2,790 workers.
Women also lead the cosmetics industry
Women take on responsibility. According to Stanpa, women hold 56.6% of management and executive positions in the sector, and the number of female executives in the sector has surpassed 1,000. The role of women in this sector is also fundamental, as they represent 60% of direct employment and are present at all levels of the business structure.
Another relevant fact about women's employability is that 79% of workers in hairdressing and beauty salons, sectors related to perfumery and cosmetics, are women, which equates to more than 93,000 professionals.
Cosmetics and perfumery in the lives of Spaniards
7 out of 10 Spanish consumers claim that the use of cosmetics helps improve our image and reinforces self-esteem, confidence, and personal expression. This data certifies that beauty and personal care products have become a key element of well-being.
While men use an average of 5 cosmetic products in their daily beauty and personal care routines, women increase this to 8.5. The most used products are toothpaste (94%), soap or shower gel (93%), deodorant (83%), shampoo (82%), perfume (59%), and facial care products (49%).
In 2024, the barrier of 220 euros of investment per person has been surpassed
Consumption has maintained a very positive evolution in the last year and has been a year with an average monthly consumption of 820 million euros. In 2024, it has been achieved to surpass the barrier of 220 euros of investment per person in cosmetic products, perfumery, and personal care, as each Spaniard now consumes an average of 221.6 euros per year on perfumery and cosmetics.
Skin care: the favorite of women
Skin care is prioritized in daily routines, especially among women: 73% say they feel better when their skin is cared for. Therefore, the skin care category grows by almost an additional 6%. The anti-aging category is one of the most chosen when buying a product intended for facial skin care: 35% of Spaniards use such products for self-care, and moreover, 77% of Spaniards believe it is better to use skin care products than to resort to cosmetic surgery. Additionally, Spanish consumers are increasingly aware of sun protection and its relationship with disease prevention and health care, with consumption increasing by almost 5% in 2024.
Spaniards increase perfume consumption by more than 10%
Perfume has recorded an 11.3% increase in consumption, surpassing 2.2 billion euros, especially in men's fragrances, which continue to trend upward. In 2024, nearly 2,300 perfume launches took place, highlighting the activity in the perfume market. Furthermore, 4% of Spaniards claim that perfume makes them feel good and ranks in the top 3 products that achieve this positive impact.
This has become the category of cosmetics and perfumery that has grown the most in 2024.
Color cosmetics, personal care, and hair care on the rise
Products dedicated to personal care have grown by 5.8% in 2024, demonstrating that cosmetics go beyond products traditionally associated with beauty. Products dedicated to oral health are gaining greater importance for taking care of our health, preventing diseases, and feeling clean and well-groomed.
Consumption of color cosmetics has increased by 9.8% (1.1 billion euros) in products such as face makeup (+18.76%) or lip products (11.6%), which allow consumers to emphasize their own image and contribute to improving self-esteem,
Hair care products are considered a necessity and a tool for enhancing people's appearance. 83% of women under 35 years old, according to the report, believe that hair care is key to strengthening their confidence. The categories of hair treatment and styling have evolved by 12.1% and 10.31%, respectively, while hair coloring has increased by 7.8%.
An increasingly omnichannel sector
Consumers opt for omnichannel when acquiring their products. The pharmacy, for example, has integrated as a major player in acquiring cosmetic products, reaching nearly 2.1 billion euros and growing by more than 7%. The selective channel also experiences an increase, especially in perfumes, which account for 63% of sales occurring in this channel. The mass consumption sector has increased by 7.27%, particularly highlighting the consumption of categories such as hair care, facial makeup, and lifestyle perfumes. The professional hairdressing sector maintains growth in line with market rhythms and consolidates its recovery and growth at 8.54%. The professional aesthetics sector remains at more neutral levels, while direct sales also grow moderately. On the other hand, online sales close with an evolution of 8.04%, with trends that contrast significantly between online pure players and online with physical stores.