Cosmetics and skin care market in Denmark

Earlier Report Observations

The Danish cosmetics and skin care market saw its value contract from USD 165.5 million in 2018 to USD 62.0 million in 2023. This extended decline was initiated by the COVID-19 pandemic in 2020, which shifted consumer spending toward essential health and hygiene items, reducing demand for regular cosmetics. In the following years, high inflation and economic pressures prompted a widespread trade-down to more affordable mass beauty products, further depressing the total market value even as sales volumes held steady.

Consumer preferences evolved significantly during this period, with a strong push toward natural, organic, and vegan products. Brands responded with innovations like 100% recyclable PET bottles and a focus on ingredient transparency. The Danish Environmental Protection Agency consistently enforced EU and national labeling and safety regulations, ensuring market compliance. While the premium segment, led by brands such as Biotherm, remained resilient, the overall market value was weighed down by the shift to lower-priced alternatives.

A decisive recovery occurred in 2024, with the market value rebounding to USD 84.9 million. This growth was driven by the enduring consumer demand for sustainable and premium cosmetics, supported by the strong market positions of major retailers like Normal and Matas. The continued emphasis on eco-friendly products and packaging, alongside stabilizing economic conditions, provided the foundation for this upturn.

Production cosmetics and skin care in Denmark

In value, 2018-2021, K $ US

In Denmark, the production value of cosmetics and skin care products reached 88 344 thousand US dollars in 2021, marking a 2.8% decrease from 2020. Over the 2018-2021 period, production grew by 2.8%, with an average annual growth rate of 0.9%. The lowest production value was recorded in 2019 at 68 487 thousand US dollars, while the highest was in 2020 at 90 893 thousand US dollars. The most significant decline occurred in 2019, dropping by 20.3%, whereas the largest increase was in 2020, rising by 32.7%.

Annual dynamics of production in Denmark in value, 2018-2021, K $ US

Exports cosmetics and skin care from Denmark

Exports in kind, t

Denmark's cosmetics and skin care export volume increased for the second consecutive year, reaching 10 492 tonnes in 2021, which represents a substantial 23.7% rise compared to 2020. From 2018 to 2021, exports grew by 22.8%, with an average annual growth rate of 7.1%. The lowest export volume was in 2019 at 8 300 tonnes, and the largest decline occurred that same year, falling by 2.9%.

Annual dynamics of product's exports from Denmark in kind, 2018-2021, t

Between 2018 and 2021, Sweden, Norway, and Finland were the primary buyers of cosmetics and skin care from Denmark in volume terms, accounting for 32.3%, 24.1%, and 12.6% of exports, respectively. Together, these three countries comprised 69.0% of Denmark's total exports in kind.

Structure of product's exports in kind by countries, 2018-2021

World map of product's exports from Denmark in kind, 2018-2021

Exports in value, M $ US

Denmark's cosmetics and skin care exports increased for the third consecutive year, reaching 382.6 million US dollars in 2021, up by 36.5% year-on-year. From 2018 to 2021, exports rose by 57.1%, equating to an annualized growth rate of 16.2%.

Annual dynamics of product's exports from Denmark in value, 2018-2021, M $ US

From 2018 to 2021, Denmark's cosmetics and skin care exports in value terms were distributed across numerous countries. Sweden, Norway, and the United Kingdom were key markets, contributing 21.5%, 16.8%, and 10.3% of exports, respectively. However, their combined share accounted for only 48.6% of total export flows, indicating a diverse export base.

Structure of product's exports in value by countries, 2018-2021

World map of product's exports from Denmark in value, 2018-2021

Imports cosmetics and skin care to Denmark

Imports in kind, t

After a two-year decline, Denmark's cosmetics and skin care imports increased in 2021, reaching 11 392 tonnes, up by 9.7% from the previous year. Between 2018 and 2021, imports decreased by 14.9%, with an average annual decline of 5.3%. The lowest import volume was recorded in 2020 at 10 389 tonnes, and the largest drop occurred that year, falling by 17.7%.

Annual dynamics of product's imports to Denmark in kind, 2018-2021, t

In the 2018-2021 period, Germany, France, and Sweden were the main sources of cosmetics and skin care imports to Denmark in volume terms, accounting for 23.9%, 15.4%, and 11.4% of imports, respectively. Together, these three countries represented 50.6% of total import flows.

Structure of product's imports in kind by countries, 2018-2021

World map of product's imports to Denmark in kind, 2018-2021

Imports in value, M $ US

In 2021, Denmark's imports of foreign cosmetics and skin care products stood at 397.5 million US dollars, increasing by 25.8% compared to the previous year. From 2018 to 2021, imports grew by 23%, with an average annual growth rate of 7.1%. The lowest import value was in 2020 at 315.9 million US dollars, and the largest decline occurred that year, dropping by 7.2%.

Annual dynamics of product's imports to Denmark in value, 2018-2021, M $ US

During 2018-2021, Germany, France, and Sweden were significant suppliers of cosmetics and skin care to Denmark in value terms, contributing 19.8%, 17.1%, and 10.1% of imports, respectively. However, their combined share reached only 47.0% of total imports, with the remaining 53.0% spread across many other trading partners.

Structure of product's imports in value by countries, 2018-2021

World map of product's imports to Denmark in value, 2018-2021