Cosmetics and body care industry in Denmark - statistics & facts
The Danish cosmetics, beauty, and personal care market has seen consistent growth, with increasing revenues reaching 1.61 billion euros in 2024, which are expected to continue to expand to 1.92 billion euros by 2029. Personal care products accounted for the largest segment at around 660 million euros, followed by skin care at 420 million euros. Women's products dominate the market, with skin care for women holding a 38-percent market share in early 2023, compared to just one percent for men. Men’s fragrances make up for 18 percent of the market, while fragrances for women account for 24 percent.
Cosmetics and body care are the third most popular category of e-commerce purchases, just behind necessities such as clothes and shoes as of March 2023. Among Danes, the most commonly used personal care products are oral and dental care items, with 82 percent of respondents using them routinely in the same period . In contrast, decorative cosmetics are used the least frequently, while personal hygiene products, perfumes, skin care, and hair care items are used more regularly.
In comparison, Matas, another prominent Danish retailer in the sector, ranked third after beauty and cosmetics manufacturer L'Oréal Denmark. Matas Operations generated approximately 4.3 billion Danish kroner in revenue as of May 2025. This is slightly lower than the accumulated 5.2 billion Danish kroner revenue of the Matas group in the 2024/2025 fiscal year. During this period, Matas achieved a profit of roughly 280 million Danish kroner.
Denmark’s cosmetics and personal care industry is experiencing notable development, with increasing revenues and a rise in well-known retailer across Europe. The market share indicates a growing beauty and personal care market for both men and women in different segments.
Popular brands and consumer behavior
The leading makeup brand in Denmark is Clinique, a North American company, which generated nearly 21 million Danish kroner in revenue during the first half of 2023. Lancôme is the second-leading makeup brand, followed by Clarins. In the skin care segment, however, Biotherm has emerged as the market leader for both women's and men's products in Denmark. The L'Oréal-owned brand reported approximately 32.1 million Danish kroner in revenue from women's products and 8.5 million Danish kroner from men's products during the same period. Clinique followed closely in second place for both categories, with nearly 32 million Danish kroner for women’s skin care products and about 2.3 million Danish kroner from skin care for men.Cosmetics and body care are the third most popular category of e-commerce purchases, just behind necessities such as clothes and shoes as of March 2023. Among Danes, the most commonly used personal care products are oral and dental care items, with 82 percent of respondents using them routinely in the same period . In contrast, decorative cosmetics are used the least frequently, while personal hygiene products, perfumes, skin care, and hair care items are used more regularly.
Market leaders
Retailers, along with manufacturers, are prominent fixtures in the industry, with Normal A/S standing out as the leader in recent years. The Danish drugstore chain ranked first in the country’s cosmetics and personal care sector, generating 9.2 billion Danish kroner in revenue as of May 2025. However, the group’s total revenue reached 12.1 billion Danish kroner in the 2023/2024 fiscal year. Additionally, Normal A/S reported a profit of nearly 680 million Danish kroner in the same fiscal year. The company offers a range of products, such as cosmetics, personal care, food, household goods, and other supplies.In comparison, Matas, another prominent Danish retailer in the sector, ranked third after beauty and cosmetics manufacturer L'Oréal Denmark. Matas Operations generated approximately 4.3 billion Danish kroner in revenue as of May 2025. This is slightly lower than the accumulated 5.2 billion Danish kroner revenue of the Matas group in the 2024/2025 fiscal year. During this period, Matas achieved a profit of roughly 280 million Danish kroner.
Denmark’s cosmetics and personal care industry is experiencing notable development, with increasing revenues and a rise in well-known retailer across Europe. The market share indicates a growing beauty and personal care market for both men and women in different segments.
