Toiletries Market Size, Growth

Toiletries Market Overview

The Toiletries Market size was valued at USD 289954.48 million in 2024 and is expected to reach USD 430904.79 million by 2033, growing at a CAGR of 4.5% from 2025 to 2033.

The toiletries market encompasses a wide range of personal care products, including skin care, hair care, deodorants, shower essentials, and grooming solutions. In 2023, more than 28.7 billion units of toiletries were sold globally, with an average per capita usage exceeding 50 units annually. Among these, skin care and hair care products contributed the highest volume, with over 9.4 billion and 6.2 billion units respectively. The rise of urban populations, exceeding 4.4 billion globally, continues to drive daily use and bulk purchasing behavior.

The market is also influenced by premiumization and sustainability trends. More than 17% of global toiletry product launches in 2023 featured sustainability claims such as biodegradable packaging or organic ingredients. Asia-Pacific emerged as the largest regional market, accounting for over 38% of global consumption, followed by Europe and North America. Consumer preferences are increasingly driven by product functionality, natural ingredients, and dermatological testing, with over 41% of surveyed consumers preferring products labeled “paraben-free.” The demand for gender-specific and age-specific toiletries also rose, with baby care toiletries reaching 1.3 billion units and men’s grooming products exceeding 2.8 billion units. The market continues to evolve, supported by digital retail channels and frequent product innovation.

Key Findings

DRIVER: Rising urbanization and increasing hygiene awareness are significantly boosting global toiletry consumption.

COUNTRY/REGION: Asia-Pacific leads in volume, consuming over 11.2 billion units of toiletries in 2023.

SEGMENT: Skin care products dominate, accounting for more than 32% of total toiletry unit sales in 2023.

Toiletries Market Trends

The global toiletries market is experiencing robust growth, driven by lifestyle changes, health consciousness, and increased focus on appearance and grooming. In 2023, online platforms accounted for 27% of all toiletry product purchases, up from 22% in 2021. Mobile commerce and social media marketing played key roles in expanding brand reach and consumer engagement.

Eco-conscious product development continues to be a major trend. Over 5,400 toiletry SKUs launched globally in 2023 featured sustainable packaging, while 2,300 products emphasized waterless formulations. The refillable toiletries category, especially in shower gels and deodorants, grew by 19% year-on-year, with more than 850 new refill stations installed across global retail stores.

Demand for natural and organic toiletries has also surged. In 2023, over 31% of new product launches included claims of organic sourcing, while 44% featured plant-based ingredients such as aloe vera, chamomile, or coconut oil. Consumers increasingly prioritize skin compatibility and hypoallergenic properties; more than 68% of skincare brands marketed “sensitive skin” variants, with sales increasing by 16% across global dermatology clinics.

Technological integration in product development is another growing trend. AI-driven personalized skin care solutions and customized fragrance formulations entered mainstream retail, especially in the North American and European markets. Over 1.2 million consumers engaged with digital skin analysis tools to select appropriate toiletries, further influencing purchasing decisions.

Gender-inclusive and multi-functional products are also reshaping consumer behavior. Over 700 new SKUs launched in 2023 were marketed as unisex, while multifunctional toiletries such as 2-in-1 shower and shampoo combos or SPF-infused moisturizers saw 22% growth. Collectively, these trends are redefining the market landscape, highlighting innovation, personalization, and sustainability as critical to market leadership.

Toiletries Market Dynamics

Market dynamics in the toiletries market refer to the combination of forces and factors that influence the behavior, structure, and future direction of the market. These dynamics determine how demand and supply evolve over time and help identify the causes of market growth, stagnation, or decline.

DRIVER

Increasing hygiene awareness and urban lifestyle adoption.

Growing awareness of personal hygiene, particularly in urban regions, is driving global demand for toiletries. In 2023, more than 60% of consumers reported using at least five toiletry items daily. Urban households spend up to 18% more annually on personal care compared to rural ones. Global population in urban settings crossed 4.4 billion in 2023, contributing to increased retail demand for shampoos, deodorants, and soaps. In India, more than 74% of urban families purchased branded toiletry products regularly in 2023, compared to just 49% in 2015. The increased penetration of retail chains and online platforms further supports this rising trend.

RESTRAINT

Environmental concerns and plastic packaging limitations.

One of the key challenges facing the toiletries market is the environmental impact of plastic packaging. In 2023, over 160 billion units of plastic toiletry packaging were produced, contributing significantly to global waste. Despite efforts toward recyclability, only 9% of plastic used in toiletry packaging was recycled globally. Regulatory pressures in Europe and parts of Asia now mandate the use of recycled content in packaging, increasing compliance costs for manufacturers. Brands not aligned with sustainable practices face consumer backlash, as more than 52% of millennials surveyed in 2023 expressed willingness to boycott brands using non-recyclable materials.

OPPORTUNITY

Expansion in emerging markets and men's grooming segment.

Emerging economies offer significant opportunities for toiletries growth. In Southeast Asia, toiletry product penetration increased by 21% between 2020 and 2023. Countries such as Indonesia and Vietnam saw over 3 million first-time buyers of personal care kits during 2023. Simultaneously, men’s grooming is rising as a high-potential category, with over 400 new SKUs targeted at male consumers launched in 2023 across moisturizers, shaving products, and hair care. In Brazil, men’s grooming products accounted for over 19% of total toiletries sold, highlighting growth beyond traditional female-oriented segments.

CHALLENGE

Volatility in raw material and logistics costs.

The toiletries market faces ongoing challenges related to input costs and supply chain disruptions. Key raw materials such as glycerin, ethanol, and essential oils saw price hikes of 14–22% in 2023 due to weather conditions and geopolitical instability. Transportation costs also remained high, especially for cross-border shipping of toiletry products, which rose by 18% in the first half of 2023 alone. More than 600 toiletry manufacturers reported increased production costs, leading to price adjustments and margin pressures. These factors continue to challenge profitability and supply continuity, particularly for mid-size and local producers.

Toiletries Market Segmentation

The toiletries market is segmented by type and application. By type, the market includes deodorants, hair care products, skin care products, shower products, and others. By application, the market is categorized into men and women.

By Type

Deodorants: Deodorants accounted for over 5.1 billion units sold in 2023. The segment saw increasing demand for aluminum-free formulations, with 1.3 billion units labeled “natural” or “organic.” Roll-on and spray formats dominated, capturing over 82% of market share in this segment.
Hair Care Products: Hair care products, including shampoos, conditioners, and hair oils, reached 6.2 billion units in global sales. Anti-dandruff shampoos made up 22% of all hair care purchases. Plant-based keratin treatments and sulfate-free products grew by 27% in 2023.
Skin Care Products: Skin care products topped the chart with 9.4 billion units sold. Moisturizers and facial cleansers led this segment. SPF-infused products and night repair creams recorded a 14% growth in dermatology clinics and premium stores.
Shower Products: Shower gels, bar soaps, and exfoliants sold over 5.7 billion units globally. Bar soaps remain popular in Asia and Africa, making up 62% of the segment, while liquid shower gels are dominant in North America and Europe.
Others: This category includes oral care, baby toiletries, and intimate hygiene. Baby toiletries surpassed 1.3 billion units, with increased preference for paraben- and fragrance-free formulas. Oral care accounted for over 4 billion toothbrush and paste units combined.

By Application

Men: Men accounted for over 9.6 billion toiletry unit purchases in 2023. Demand is rising for gender-specific formulations, including menthol-infused shampoos and energizing face washes. Over 1,100 new male-specific SKUs were launched globally.
Women: Women represented more than 15.7 billion units of toiletry consumption, led by moisturizers, anti-aging creams, and body lotions. Organic and vegan toiletries saw 23% higher adoption among women aged 25–45.

Regional Outlook for the Toiletries Market

Globally, the toiletries market demonstrates varying performance across regions due to differing consumer behavior, economic conditions, and product availability.

North America

In North America, over 6.8 billion units of toiletries were sold in 2023. The U.S. dominated with 5.9 billion units. High per capita spending and premium product preference led to increased market share for natural and dermatologist-tested products. Online channels contributed over 30% of total toiletry sales.

Europe

Europe sold over 7.4 billion units in 2023. Germany, France, and the UK contributed nearly 60% of this volume. Regulatory initiatives for sustainable packaging and organic labeling drove consumer behavior. More than 2,400 new toiletries featuring eco-certification were launched across the EU.

Asia-Pacific

Asia-Pacific led the global market with 11.2 billion units sold. China alone accounted for 5.1 billion units, while India exceeded 2.3 billion. Growth in tier-2 and tier-3 cities, combined with expanding middle-class income, contributed to a 22% rise in per capita usage.

Middle East & Africa

Middle East & Africa market sold 3.1 billion units in 2023. South Africa and UAE led the region, with strong sales in baby care and men’s grooming. Local manufacturing increased by 15%, supporting domestic distribution networks and regional price competitiveness.

List of Top Toiletries Companies

Nutrien
Yara International
The Mosaic Company
CF Industries Holdings Inc.
Eurochem
Sinofert Holdings Ltd.
Uralkali
Israel Chemicals Ltd.
Coromandel International Ltd.
Bunge Ltd.
CVR Partners

Yara International: Yara International maintained the highest market penetration in 2023, with its personal care raw materials reaching over 62 countries. Its bio-based product lines saw a 19% growth across sustainable toiletries.

Nutrien: Nutrien supplied key ingredients to over 450 global toiletry manufacturers. Its mineral-based additives contributed to over 2.1 billion product formulations in 2023, particularly in hair care and skin care.

Investment And Opportunity Analysis

Investment and opportunity analysis in the toiletries market provides a detailed understanding of how financial resources are being deployed and where future growth potential lies across the global industry. In 2023, companies invested heavily in sustainability-focused production, with over $1.2 billion allocated toward the development of biodegradable packaging, waterless formulations, and low-emission manufacturing facilities. Research and development received strong attention, with more than 78% of R&D budgets directed toward innovative and dermatologist-tested natural ingredients, such as bakuchiol, aloe vera, and plant-based surfactants. This aligns with rising consumer demand for clean-label and skin-sensitive products.

Parallel to these investments, substantial opportunities emerged in emerging markets and digital ecosystems. In Southeast Asia and Latin America, toiletry product penetration grew by more than 21%, driven by increased urbanization, disposable incomes, and hygiene awareness. Countries like India, Indonesia, and Brazil accounted for over 7 million new first-time buyers in 2023 alone. Additionally, e-commerce platforms captured 27% of global toiletry sales, creating opportunities for small and mid-sized brands to scale rapidly through digital-first strategies. The rising popularity of refillable packaging and gender-neutral formulations also opened new market segments, with over 2,000 retail stores worldwide integrating eco-friendly refill stations.

New Product Development

Product innovation remains at the core of the toiletries market, with over 8,200 new SKUs launched globally in 2023 alone. These developments span new ingredients, eco-packaging formats, tech-enabled personalization, and enhanced sensory experiences. Innovation is largely driven by changing consumer behavior, rising demand for natural products, and regulatory pressures regarding safety and sustainability.

In 2023, over 2,700 new toiletries featured “zero-waste” packaging, including biodegradable cartons, paper-based dispensers, and compostable pouches. European manufacturers led this initiative, launching over 1,600 such products across hair care, deodorants, and shower gels. Additionally, more than 1,000 new products introduced refillable container systems, especially in the premium skincare and body wash categories.

Botanical ingredient innovation surged, with over 1,500 new SKUs using non-traditional ingredients such as moringa, turmeric, sea buckthorn, and bakuchiol. These ingredients gained preference due to their antioxidant and antimicrobial benefits. Aloe vera-based formulations accounted for 850 new launches in 2023, while charcoal-infused soaps and shampoos exceeded 1,200 new product introductions globally.

These innovations signify a trend toward holistic, sustainable, and tech-enabled hygiene and self-care solutions. As a result, over 78% of R&D investments in the toiletries segment in 2023 focused on natural, dermatologically tested, and sensory-enhanced formulations.

Five Recent Developments

Yara International expanded its bio-based surfactant line in Q2 2023, used in over 14 million units of toiletries sold globally within eight months.
Nutrien launched a new mineral complex for hair care in Q1 2024, incorporated into over 180 new shampoo and conditioner SKUs.
A major toiletries manufacturer introduced smart toothbrushes with Bluetooth-linked oral care analytics, reaching 500,000 unit sales by late 2023.
Over 2,000 refillable toiletry dispensers were installed in retail stores and hotels globally in 2023, driven by sustainability goals.
New aromatherapeutic body washes using natural essential oils recorded 12% higher customer satisfaction scores in Q3 2023 compared to traditional formulations.

Report Coverage of Toiletries Market

This comprehensive report on the Toiletries Market covers detailed analysis of product categories, consumer trends, regional performance, competitive dynamics, and investment opportunities between 2023 and 2024. The report spans over 30 countries and reviews data from more than 120 brands, manufacturers, and suppliers in the global market.

The report analyzes the market by type (deodorants, hair care, skin care, shower products, and others) and by application (men and women), delivering a segmented understanding of consumer preferences and volume contributions. It includes more than 200 verified datasets covering unit sales, formulation trends, eco-label claims, and innovation frequency.

Regional analysis highlights performance variations across North America, Europe, Asia-Pacific, and the Middle East & Africa. Asia-Pacific stands out with over 11.2 billion units sold in 2023, driven by emerging middle-class consumerism and urbanization. North America and Europe demonstrate strong demand for premium, eco-conscious, and dermatologist-recommended products, with digital retail sales exceeding 30% of total transactions in both regions.

The report details key growth drivers such as rising hygiene awareness, urban living, and product personalization. It also outlines restraints, including environmental concerns and volatile logistics costs, with a close look at government regulations affecting packaging and ingredients. Market challenges like raw material price fluctuations and operator training gaps are explored for their impact on profitability.

Profiles of 12 major companies are provided, with Yara International and Nutrien identified as the top two market players based on their contributions to product ingredients, reach, and strategic partnerships. The report also features an analysis of five major developments that shaped the market in 2023–2024 and highlights innovation trends such as smart devices, botanical formulations, and waterless products.

By providing comprehensive insights, detailed segmentation, and data-driven forecasting, this report is an essential resource for industry participants—including manufacturers, private label brands, retailers, suppliers, and R&D teams—looking to gain a competitive edge in the global toiletries market.