Cosmetics and skin care market in Estonia

Earlier Report Observations

From 2018 to 2019, the cosmetics and skin care market in Estonia expanded from USD 37.8 million to USD 43.5 million, fueled by growing consumer preference for natural ingredients and the rising popularity of Korean beauty products, which emphasized multi-step routines and scientific formulations. The market then contracted sharply to USD 25.3 million in 2020, primarily due to the COVID-19 pandemic, which disrupted consumption patterns, though it also prompted the introduction of new product categories like hand sanitizers.

Regulatory developments shaped the market in the following years. The implementation of EU rules and, from March 1, 2022, new bans on carcinogenic substances like ZINC PYRITHIONE, alongside stricter labeling requirements, contributed to a continued market decline to USD 20.9 million in 2022. During this period, demand shifted toward dermatologically tested, pharmacy-grade cosmetics, and the men's skin care segment gained traction, offering more specialized products.

The market rebounded significantly to USD 34.1 million in 2023, reflecting adaptation to new regulations and sustained consumer interest in science-based and natural products. By 2024, the market size decreased to USD 25.5 million, influenced by a surge in exports to USD 101.6 million. Throughout the period, local manufacturers like Nurme continued to develop new products focused on naturalness and long-term stability.

Production cosmetics and skin care in Estonia

In value, 2018-2021, K $ US

Estonia's cosmetics and skin care production rebounded in 2021 after a two-year decline. Output reached 14,144 thousand US dollars, marking a 25.9% year-over-year increase. Over the 2018-2021 period, production decreased by 8.8%, with a compound annual growth rate of 3.0%. The lowest value was recorded in 2020 at 11,234 thousand US dollars, which also saw the largest decline of 21.5%.

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

Exports cosmetics and skin care from Estonia

Exports in kind, t

Estonia's cosmetics and skin care exports grew for the third consecutive year in 2021, reaching 3,044 tonnes—a 13.1% increase from the previous year. From 2018 to 2021, exports surged by 80%, with a compound annual growth rate of 21.7%.

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

Between 2018 and 2021, Poland, Spain, and Finland were the top buyers of Estonian cosmetics and skin care by volume, accounting for 12.8%, 12.4%, and 11.0% of exports, respectively. However, their combined share was just 36.3% of total exports, indicating a diversified market structure.

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

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

Exports in value, K $ US

Estonia's cosmetics and skin care exports in value terms rose for the third straight year in 2021, totaling 62,049 thousand US dollars—an 8.3% increase from 2020. From 2018 to 2021, exports grew by 42.6%, equivalent to an annualized rate of 12.5%.

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

From 2018 to 2021, Finland, Sweden, and Russia were the leading markets for Estonian cosmetics and skin care exports by value, collectively representing 51.8% of total export flows.

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

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

Imports cosmetics and skin care to Estonia

Imports in kind, t

After two years of growth, Estonia's cosmetics and skin care imports by volume fell in 2021 to 2,441 tonnes, a significant 18.8% drop year-over-year. Over the 2018-2021 period, imports increased by 15.3%, with an annualized growth rate of 4.9%. The peak was in 2020 at 3,007 tonnes, which also saw the largest increase of 26.2%.

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

Between 2018 and 2021, no single market dominated Estonia's cosmetics and skin care imports by volume. Poland, Germany, and South Korea were the top sources, with shares of 16.7%, 12.6%, and 11.3%, respectively, but together they accounted for only 40.7% of total imports, as many smaller partners held modest individual shares.

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

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

Imports in value, K $ US

Estonia's cosmetics and skin care imports by value declined for the second consecutive year in 2021, reaching 70,737 thousand US dollars—a slight 0.8% decrease from the previous year. Over the 2018-2021 period, imports grew by 7.5%, with a compound annual growth rate of 2.4%. The highest value was recorded in 2019 at 76,545 thousand US dollars, which saw the largest increase of 16.3%, while 2020 experienced the largest decline of 6.8%.

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

From 2018 to 2021, Estonia's cosmetics and skin care imports by value were spread across numerous markets. France, South Korea, and Poland were the top contributors, with shares of 15.0%, 11.0%, and 9.7%, respectively, but their combined total was just 35.6% of overall import flows.

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

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