Beauty and personal care market in Mexico – statistics & facts
Mexico’s beauty and personal care market relies heavily on international players and not so much on local companies, as is the case in Brazil. When it comes to the largest cosmetics and personal care companies in the North American country, some of the highest-grossing businesses include the U.S. multinational corporations Procter & Gamble, Kimberly-Clark, and Unilever. But also, Henkel (Germany), Essity (Sweden), and L’Oréal (France) made the list, leaving room for only two Mexican companies that year.
Overall, the value of the Mexican cosmetics market has remained relatively stable over the past years, at around seven billion U.S. dollars. with personal hygiene making up the most used personal care segment in Mexico in 2023.
When it comes to the male cosmetics market in Mexico, some of the most popular brands include Nivea Men, Dove Men+Care, L’Oréal Men Expert, Neutrogena Men, or Vichy Homme. As the names let on, these brands on the list are specifically targeted at men. However, exceptions include the dermacosmetics brands CeraVe and Lubriderm that appear to rely more on gender-neutral marketing. Still, even Mexico’s male cosmetics market is dominated by international players.
Overall, the value of the Mexican cosmetics market has remained relatively stable over the past years, at around seven billion U.S. dollars. with personal hygiene making up the most used personal care segment in Mexico in 2023.
Mexico’s hair care market
In 2022, Mexico was the seventh largest exporter of hair care products worldwide and the only Latin American country in the top ten, with exports worth close to 700 million U.S. dollars. The nation was also among the main importers of hair preparations in Latin America that year, surpassed only by the other major Latin American destination for this type of trade: Chile. The Mexican hair care market is home to many international companies, with the three most popular hair care brands in 2023 -Head & Shoulders, Pantene, and Dove- belonging to the U.S. personal care giants Procter & Gamble and Unilever.Consumer preferences
Overall, the majority of Mexican consumers named product quality as their number one purchase criterion for personal care items in 2024. Other reasons influencing the shopping behavior of Mexicans regarding personal care items included skin compatibility, scent, price, and the effectiveness of the product.When it comes to the male cosmetics market in Mexico, some of the most popular brands include Nivea Men, Dove Men+Care, L’Oréal Men Expert, Neutrogena Men, or Vichy Homme. As the names let on, these brands on the list are specifically targeted at men. However, exceptions include the dermacosmetics brands CeraVe and Lubriderm that appear to rely more on gender-neutral marketing. Still, even Mexico’s male cosmetics market is dominated by international players.
