The beauty sector continues to be one of the pillars contributing the most energy to consumption in Spain and retail in general. In 2025, the shopping basket of Spaniards has not only increased due to food, but categories such as perfumery, personal care, and hygiene have registered very solid growth, driven by both demand and consumers' willingness to spend more on products that care for their image and well-being.
According to various reports, spending on beauty and personal care products has increased in both physical stores and digital platforms. In fact, the online channel has scaled strongly: online purchases in these categories grew almost three times more than in traditional points of sale, with a higher purchase frequency and an average ticket also on the rise.
Beyond price, consumer behavior is evolving and continues with the same trend that emerged during the pandemic: cosmetics are no longer seen as a mere whim and are increasingly perceived as an investment in health, well-being, and lifestyle. Recent studies show that almost half of consumers spend between €20 and €50 per month on beauty products alone, reflecting the integration of these products into daily routines.
The rise of online sales is also reshaping the new paradigm, as digital giants like Amazon dominate mass consumption in general, while specialized perfumery chains are struggling to gain visibility in e-commerce. In this arena, brands with a strong digital presence are climbing the ranks thanks to promotional events like Black Friday or Prime Days, which concentrate a significant portion of sales.
Globally, the beauty industry is showing no signs of slowing down: the worldwide market is expected to continue expanding at annual growth rates of around 6%, with segments such as e-commerce and premium products driving growth more strongly. Personalization, the science behind active ingredients, and a responsible approach to ingredients and sustainability are trends that are setting the pace in this boom.