Cosmetics and personal care industry in Finland - statistics & facts
The Finnish cosmetics and personal care industry is known for its emphasis on sustainability, prioritizing natural and organic ingredients, as well as ethical practices. Since 2022, the revenue of the beauty and personal care market in Finland has been growing, and it is projected to reach 1.74 billion U.S. by 2030, showing a growing demand for products with transparent sourcing and an environmentally conscious production.
The export value of skin care products and makeup reached 54.87 million euros in 2024, significantly lower than imports. Similarly, haircare and styling product exports grew to nearly 29 million euros. The overall export value of perfume, cosmetics, and toilet preparations hit 105.64 million euros, suggesting a developing domestic cosmetics industry alongside growing imports.
In the broader Finnish beauty market, other companies have shown mixed results. Miraculous Oy, the company behind Four Reasons haircare, saw overall revenue growth between 2020 and 2024, peaking at 19.46 million euros in 2023 before a slight decline in 2024. Dermoshop Oy, known for the Dermosil brand, reported revenue of nearly 22.2 million euros in 2024, following a slight decline over the past five years.
The personal care and cosmetics industry in Finland is expected to continue a positive development, reflecting a rising consumer demand for organic products and sustainability within the industry. One key factor of this positive trend is the positive image of Finnish beauty and cosmetic products, which has become a substantial component of the market.
International trade
Finland's import value of skin care products and makeup has seen a significant upward trend over the past decade. From 2014 to 2024, the import value more than doubled, reaching 219.29 million euros in 2024. Perfumes and toilet waters saw their import value climb to 40.87 million euros by 2024, while the imports of haircare and styling products reached nearly 91 million euros in the same year.The export value of skin care products and makeup reached 54.87 million euros in 2024, significantly lower than imports. Similarly, haircare and styling product exports grew to nearly 29 million euros. The overall export value of perfume, cosmetics, and toilet preparations hit 105.64 million euros, suggesting a developing domestic cosmetics industry alongside growing imports.
Lumene Group and other brands
The Lumene Group, a prominent player in the beauty and personal care industry, has demonstrated consistent growth in net sales over recent years. From 2020 to 2024, the company's net sales increased annually, reaching 102.1 million euros in 2024. Within the Lumene Group, the Lumene brand itself plays a dominant role, accounting for 80 percent of all brand sales as of 2025. Ida Warg Beauty, another brand in the group's portfolio, contributed 12 percent to overall sales of the Lumene Group in the same year. The group's sales strategy uses both physical and digital channels, with e-commerce accounting for a third of all sales in 2024, while brick-and-mortar sales made up 75 percent.In the broader Finnish beauty market, other companies have shown mixed results. Miraculous Oy, the company behind Four Reasons haircare, saw overall revenue growth between 2020 and 2024, peaking at 19.46 million euros in 2023 before a slight decline in 2024. Dermoshop Oy, known for the Dermosil brand, reported revenue of nearly 22.2 million euros in 2024, following a slight decline over the past five years.
The personal care and cosmetics industry in Finland is expected to continue a positive development, reflecting a rising consumer demand for organic products and sustainability within the industry. One key factor of this positive trend is the positive image of Finnish beauty and cosmetic products, which has become a substantial component of the market.
