Cosmetics and personal care industry in Sweden - statistics & facts
The beauty and personal care industry in Sweden is experiencing substantial growth. Furthermore, it is home to ACO, which has developed as the leading Swedish brand and generated about 200 million Swedish kronor in the first half of 2023. It is followed by the brands La Roche-Posay and L’Oréal. The average revenue in the beauty and personal care market in Sweden reached nearly 230 U.S. dollars per resident in 2024. Within this market, the personal care segment accounted for around 90 U.S. dollars per capita, the skin care’s segment nearly 70 U.S. dollars, and cosmetics over 50 U.S. dollars.
In addition, the organic beauty market is an evolving segment in the industry. Companies specializing in organic skin and beauty care generated an expected revenue of 610 million Swedish kronor in 2024.
Moreover, e-commerce retailers are experiencing significant revenue growth. For example, the beauty company Lyko Group AB generated approximately 3.6 billion Swedish kronor in 2024. However, it ranked seventh among beauty companies since its subsidiary, Lyko Operations AB, earned a lower amount. In contrast, Norwegian-founded retailer Cocopanda reported annual net sales of around 230 million Swedish kronor in 2023.
Sweden’s cosmetics and personal care industry is experiencing positive developments, with a notable increase in revenue of its retailers that reflects rising consumer demand and evolving beauty trends. A key factor of this expansion is the e-commerce and organic beauty sectors, both of which have become substantial components of the market.
In addition, the organic beauty market is an evolving segment in the industry. Companies specializing in organic skin and beauty care generated an expected revenue of 610 million Swedish kronor in 2024.
Market leaders
The leading beauty retailer in Sweden is H&M (Hennes & Mauritz), as the company includes a cosmetics retail section, with over eight billion Swedish kronor in revenue as of May 2025. Ranked second is Kicks Group AB, a beauty retailer that accumulated four billion Swedish kronor. Although the Danish firm Matas now owns the Swedish-founded company, it reported a near 70-million-Swedish-kronor loss in operating profit over a 15-month period ending in March 2024.Moreover, e-commerce retailers are experiencing significant revenue growth. For example, the beauty company Lyko Group AB generated approximately 3.6 billion Swedish kronor in 2024. However, it ranked seventh among beauty companies since its subsidiary, Lyko Operations AB, earned a lower amount. In contrast, Norwegian-founded retailer Cocopanda reported annual net sales of around 230 million Swedish kronor in 2023.
Beauty e-commerce
The popularity of beauty and health products in the Swedish e-commerce landscape is evident, as the products ranked third among all online purchases, with 18 percent of shoppers choosing to buy beauty goods digitally. In addition, a shift in consumer behavior is shown with half of beauty product purchases made through online channels in 2023. The dominance of online shopping in this sector is highlighted by the success of major beauty retailers like Kicks and Lyko, whose websites attracted over 1.6 million and 1.4 million unique visitors, respectively, in April 2025.Sweden’s cosmetics and personal care industry is experiencing positive developments, with a notable increase in revenue of its retailers that reflects rising consumer demand and evolving beauty trends. A key factor of this expansion is the e-commerce and organic beauty sectors, both of which have become substantial components of the market.
