Spain’s Beauty Sector Surges Past Pre-Pandemic Levels
The cosmetics and personal care market in Spain is riding a sustained upswing that some analysts believe will endure beyond the pandemic era. Consumer spending on cosmetics, personal hygiene, and skincare now sits at an annual average of about 185 euros per person, a figure reported by Stanpa, the National Perfumery and Cosmetics Association. This represents an 11% increase in volume over the prior year and roughly a 9% rise compared with the period before the pandemic, signaling a robust rebound in the sector for the current year.
Within this landscape, skincare continues to dominate sales, capturing nearly one third of total revenue. Cleansing and hygiene products account for about 21%, followed by perfumes and fragrances at around 19%. Collectively, these three categories show markedly stronger performance than pre-pandemic levels, with fragrance sales alone up about 18% versus 2019. The resurgence in demand across these categories highlights a return to normal consumer behavior after the masking years, while still reflecting a gradual recovery in some symbolic beauty segments.
Makeup is the standout driver of growth in the most recent period, accelerating by roughly 30%. Industry leaders emphasize that this surge marks a recovery of items once viewed as emblematic of everyday life. Lip color, in particular, has not fully recovered to 2019 levels, yet it mirrors a broader reawakening to a world where wearing masks is no longer mandatory—a shift well understood by those compiling the market data for Stanpa.
Shopping patterns are also shifting back toward physical stores. In 2022, brick-and-mortar retailers posted about 12% higher sales than the previous year, while online sales slipped by around 0.5%. Only about one in ten euros in beauty purchases are made online, according to the analysis. And the data shows another clear trend: the online channel expands most when a brand relies exclusively on digital sales. Put differently, consumers still prefer visiting a physical store when given a choice between in-store and online shopping.
From Stanpa’s perspective, these dynamics illustrate a strengthening of a retail model that endured the pressure of the pandemic era yet managed to maintain momentum despite constraints. The sector’s resilience underscores a broader shift in consumer behavior and retail strategy as shoppers re-embrace in-person experiences while online avenues continue to coexist as a complementary channel.
Record Inflows and Global Trade Momentum
Despite the mixed channel dynamics, the Spanish cosmetics and personal care industry has enjoyed one of its most favorable periods in history. Total earnings reported by Spanish operating companies in the beauty sector reached a record high of 9.2 billion euros, signaling a return to pre-pandemic performance and then some. Export activity mirrors this positivity, with a 25% year-over-year increase compared with 2019 figures, marking a new peak in external sales and demonstrating the sector’s international competitiveness.
During the presentation of Stanpa’s latest report, executives highlighted the unusual strength of Spain in perfume, cosmetics, and personal care exports. Val Díez, the association’s chief executive, emphasized that the country continues to outpace several traditional luxury and everyday categories in export performance. The findings showcase a market that not only recovered but expanded its footprint in global trade, reinforcing the notion that Spain’s perfumery and cosmetics industry remains a leading export force with strong growth trajectories for the years ahead.
Analysts and industry observers note that the current period reflects a blend of renewed in-store engagement and a stable, expanding online presence. This dual-channel dynamism provides a blueprint for brands seeking to balance experiential retail with digital accessibility. As the market evolves, stakeholders expect continued innovation in product formulations, packaging, and marketing that respond to evolving consumer preferences, such as a renewed emphasis on sustainable and skin-friendly offerings. The overall takeaway is clear: Spain’s cosmetics and personal care sector is not merely recovering; it is advancing with momentum that positions it as a key player on the global stage, with significant implications for markets in Canada, the United States, and beyond. [citation attribution]