Beauty and personal care market in Colombia – statistics & facts
The Colombian beauty and personal market is on the rise. It is a universal market involving all demographics, comprised of different segments, including personal hygiene, make-up, body, hair, and facial care, among others. This market is projected to reach a global revenue of over 730 billion U.S. dollars by 2028, with the beauty tech segment being expected to grow the most. In Colombia alone, the beauty and personal care revenue is forecast to reach nearly five billion U.S. dollars in 2028.
When it comes to the leading personal care companies in the Colombian market, some of the highest-grossing companies are the multinational corporations Colgate Palmolive and Johnson & Johnson. In fact, Johnson & Johnson de Colombia S.A. owns three menstrual hygiene brands – Carefree®, o.b.®, and Stayfree®|SiempreLibre®. In addition to these MNCs, Colombia’s beauty and personal care market welcomes the Peruvian companies Belcorp, registered as Bel Star in Colombia, and Yanbal.
One of the local brands on the list is Nosotras, a menstrual hygiene brand owned by Grupo Familia, a Colombian company belonging to the Essity group. In 2023, Grupo Familia was considered the most popular beauty and personal care company in Colombia.
The Colombian beauty and personal care market is expected to grow significantly over the next five years, with beauty tech being the fastest growing segment in the market. Dominated mostly by multinational corporations, the beauty and personal care market also makes room for some Latin American competitors.
Leading segment: personal hygiene
Not every sector is equally profitable. In 2023, the personal care sector generated by far the largest revenue in Colombia’s beauty and personal care market. Beauty tech, on the other hand, made up the smallest part of the market revenue that year.When it comes to the leading personal care companies in the Colombian market, some of the highest-grossing companies are the multinational corporations Colgate Palmolive and Johnson & Johnson. In fact, Johnson & Johnson de Colombia S.A. owns three menstrual hygiene brands – Carefree®, o.b.®, and Stayfree®|SiempreLibre®. In addition to these MNCs, Colombia’s beauty and personal care market welcomes the Peruvian companies Belcorp, registered as Bel Star in Colombia, and Yanbal.
Local vs international: Colombia's beauty & personal care brand landscape
Regarding the leading health and beauty brands in Colombia, multinational corporations take the lead yet again. In the case of Colgate Palmolive, both their toothpaste brand Colgate and their soap brand Protex are well-known brands in the Colombian beauty and personal care market. So too are Unilever’s hair care brand Savital, personal care brand Dove, and deodorant brand Rexona - known as Degree in the United States and Canada.One of the local brands on the list is Nosotras, a menstrual hygiene brand owned by Grupo Familia, a Colombian company belonging to the Essity group. In 2023, Grupo Familia was considered the most popular beauty and personal care company in Colombia.
The Colombian beauty and personal care market is expected to grow significantly over the next five years, with beauty tech being the fastest growing segment in the market. Dominated mostly by multinational corporations, the beauty and personal care market also makes room for some Latin American competitors.
