Cosmetics and skin care market in Portugal

Earlier Report Observations

The Portuguese cosmetics market was valued at US$ 263.8 million in 2018, energized by new product launches and brand extensions from companies like GBSO and Dermosanté, which targeted growing niches in organic cosmetics and male grooming. Influence from millennials and social media further boosted consumption. The market volume saw minimal change in 2019 at US$ 262.1 million as these digital trends continued. A contraction to US$ 195.2 million occurred in 2020, a period marked by a significant pivot to e-commerce that allowed brands to sustain consumer access through online platforms.

Import values, indicative of market demand, began a steady climb from 2021. That year, Gillette's launch of its sustainable Planet KIND line reflected a broader shift toward eco-conscious products. Innovation accelerated in 2022 with targeted collections from Avon and Kao, while L'Oréal's acquisition of SkinBetter Science signaled deeper investment in advanced skincare. The male cosmetics segment expanded noticeably, and European safety regulations ensured market stability. By 2023, consumer preference for multifunctional and natural products was clear, with offerings like Maybelline's skincare-makeup hybrids meeting demand for daily efficiency and clean ingredients.

Market growth was reported at 7.03% for 2024, supported by imports reaching US$ 399.5 million. Strategic moves, such as Beiersdorf's partnership for anti-aging research, and the continued rise of online sales characterized the year. The regulatory landscape evolved with the publication of Decreto-Lei n.º 23/2025, setting new rules for cosmetic products. In 2025, this decree took effect, introducing mandatory activity registration and adverse-event reporting. Sustainability became a central market driver, with nearly half of Portuguese consumers avoiding brands perceived as less sustainable, cementing the demand for transparent and natural formulations.

Production cosmetics and skin care in Portugal

In value, 2018-2021, K $ US

In Portugal, the output value of cosmetics and skin care products reached 24 361 thousand US dollars in 2020, representing an 11.1% increase compared to the previous year. However, production declined by 9.7% over the period from 2018 to 2020, which translates to an average annual decrease of 3.4%. The lowest value was recorded in 2019 at 21 918 thousand US dollars, with the largest decline of 18.8% occurring in that same year.

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

Exports cosmetics and skin care from Portugal

Exports in kind, t

Portugal's cosmetics and skin care export volume grew for the third consecutive year. In 2021, exports amounted to 3 666 tonnes, marking a 7.6% year-on-year increase. Over the period from 2018 to 2021, exports rose by 14.1%, with a compound annual growth rate of 4.5%.

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

From 2018 to 2021, Spain, Angola, and the Netherlands consistently served as the main destinations for Portugal's cosmetics and skin care exports in volume terms. Spain accounted for 40.7% of exports, Angola for 9.3%, and the Netherlands for 6.6%, together making up 56.6% of total export flows.

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

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

Exports in value, M $ US

Portugal's cosmetics and skin care export value increased for the second consecutive year. In 2021, exports totaled 74.9 million US dollars, showing a significant 34.4% rise compared to 2020. Over the period from 2018 to 2021, export value grew by 57.7%, with a compound annual growth rate of 16.4%. The lowest value was recorded in 2019 at 44.3 million US dollars, with the largest decline of 6.7% occurring in that year.

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

From 2018 to 2021, the partner landscape for Portugal's cosmetics and skin care exports in value terms was diverse. Spain, Angola, and Hong Kong were key partners, with Spain accounting for 26.3% of export value, Angola for 8.4%, and Hong Kong for 5.5%. Together, they represented 40.2% of total flows, while the remaining 59.8% was distributed among many other countries.

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

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

Imports cosmetics and skin care to Portugal

Imports in kind, t

After a two-year decline, Portugal's cosmetics and skin care import volume increased in 2021. Imports reached approximately 16 896 tonnes, indicating a 5.1% rise compared to 2020. However, over the period from 2018 to 2021, imports decreased by 8.4%, equivalent to an average annual decline of 2.9%. The lowest volume was recorded in 2020 at 16 079 tonnes, with the largest drop of 7.3% occurring in 2019.

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

Throughout 2018 to 2021, Spain, France, and Germany remained the primary sources for Portugal's cosmetics and skin care imports in volume terms. Spain accounted for 55.6% of imports, France for 15.2%, and Germany for 10.0%, together comprising 80.8% of total import flows.

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

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

Imports in value, M $ US

In 2021, Portugal's cross-border shipments of cosmetics and skin care products in value terms stood at 262.0 million US dollars, reflecting a strong 15.6% increase compared to the previous year. However, over the period from 2018 to 2021, import value decreased by 7.9%, which equates to an average annual decline of 2.7%. The lowest value was recorded in 2020 at 226.5 million US dollars, while the highest was in 2019 at 284.5 million US dollars. The largest decline of 20.4% occurred in 2020.

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

From 2018 to 2021, the three largest markets—Spain, France, and Germany—remained central to Portugal's cosmetics and skin care imports in value terms, collectively accounting for 76.1% of total import flows.

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

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