In a context marked by inflation, economic and geopolitical pressure and generalized consumer caution, the beauty sector consolidates itself as one of the most resilient engines of the market, with a sales growth of 7.3% in 2025, compared to the previous year, and forecasts of 5.7% for this year, according to the study “Present and Future of Beauty in Spain” by NielsenIQ.
If the personal care section, which encompasses the categories of perfumery and hygiene, was the most dynamic in growth in the shopping basket last year —with sales of 10,628 million euros and an increase of 5.8%—, the beauty sector, driven by the emotional search for well-being, sustains more than 81% of the total increase in this personal care section, with a leading role played by the younger generations, as Gen Z and Millennials contribute 71% of the rise.
Spain, leader in Western Europe
It must be highlighted that while the beauty market in Western Europe advances at a moderate pace of 4%, Spain stands out with the already mentioned growth of 7.3%, surpassing neighboring countries with a more consolidated tradition like France. The categories that contribute most to this impulse are fragrances, hair care, and skin care, which together represent 8 out of every 10 incremental euros.
One of the trends that explain this boom is that, in a polarized market, consumers, especially Gen Z, seek affordable luxuries that allow them to treat themselves without large investments. For example, the hair care luxury (professional hairdressing brands) grows by 19%, even surpassing luxury fragrances (+11%), reflecting a new form of well-being based on premium rituals transferred to the home.
In contrast, luxury facial beauty loses relevance given the preference for more accessible brands and small formats, such as Korean cosmetics —or K-Brands—, which are experiencing a real boom, thanks to offering more benefits with less investment. However, with regard to the mass market, facial beauty is growing strongly, especially in Spain.
More time at home, more personal rituals
A determining factor in the use of these products lies in that 40% of consumers spend more time at home, which pushes them to adopt more complete routines, as well as a greater demand for specific ingredients in products. In this way, facial cream stands out as the category that registers the highest increase in volume, above two tens, specifically 20.5% more than the previous year. They are followed by facial cleansing (+14.8%), conditioners (+9.3%), hair coloring (+7.2%), body beauty (+6.1%) or hair treatment (+4.6%). It should be mentioned that, although fragrances continue to be the category that contributes the most in value, their demand falls by -1.8%, due to the growing interest in smaller formats, which causes the volume sold to decrease.
Omnichannel redefines the shopping experience
Regarding sales channels, the study shows that the purchase of beauty products is becoming increasingly “liquid,” combining the inspiration of the physical point of sale with the convenience of the digital environment. Thus, organized perfumeries continue to be a key element for discovering and trying products. The Druni-Arenal merger and the new openings precisely by Druni, but also by Primor and Normal, are energizing the channel and attracting younger buyers.
For its part, the online channel grows above its weight for the second consecutive year, maintaining double-digit growth figures, 17%, and although pure players lead in sales, it is specialized perfumeries that capitalize on growth thanks to factors such as speed, reliability, assortment, promotions and a more complete digital experience.
Technology and social media: new engines of discovery and purchase
There is no doubt that the technological revolution is already part of the consumer's daily life, and thus the study reveals that one out of every two shoppers has received beauty recommendations generated by AI, and also the same proportion of users states that they will continue to use them to manage their purchases.
Likewise, the report reveals that one in three Spaniards has already purchased their products directly from social networks such as WhatsApp, Facebook Shop, TikTok Shop, Instagram or YouTube. Precisely, TikTok Shop stands out especially and it is that in just a year and a half it has become the seventh most relevant e-retailer in beauty in Spain.
Milagros Gálvez, Customer Success Consultant at NIQ has highlighted that "Spain is consolidating as an exceptionally resilient market, with a growth of 7.3% that surpasses the European average. This impulse arises from a consumer, especially young, who seeks 'small luxury' as an emotional refuge, by not being able to face certain vital milestones such as getting married or having children, transferring professional rituals to the home while having adopted frictionless technology".
For her part, Olivia Iglesias, Customer Success Manager at NIQ, has pointed out that “beauty sector manufacturers must focus their priority on evolving at the pace of today's consumer, offering solutions that justify their value through wellness trends to capture at-home rituals and the demand for increasingly specific ingredients. The omnichannel strategy must take into account consumers' search for experience in perfumeries and the growth of the online channel, which is gaining increasing relevance".