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“Clean” Beauty Trends are Driving Growth to Philippines’ Skincare

The COVID-19 pandemic has fueled consumer interest in natural and sustainable cosmetics and personal care products, thereby fueling a trend for ‘clean’ beauty products, according to GlobalData. According to the data and analytics firm, this trend will propel the Philippines’ skincare market from PHP 51.8 billion (USD 1.1 billion) in 2021 to PHP 74.8 billion (USD 1.5 billion) by 2026, at a compound annual growth rate (CAGR) of 7.7%.

Consumers are naturally paying more attention to their personal appearance as COVID-19 restrictions ease, and people begin venturing out for work and social activities, with ‘clean’ beauty products trending on social media and proving popular. These products are typically made with fewer ingredients, are quick and simple to use, and serve multiple functions.

“Consumers are seeking effective and convenient methods to rejuvenate their skin without using multistep skincare regimens, which is why multipurpose products with high quality and more natural ingredients are growing in popularity,” said Likitha Nalluri, Consumer Analyst at GlobalData.

Due to the developing economy’s lower consumer spending power, per capita expenditure (PCE) on skincare in the Philippines increased from USD 4 in 2016 to USD 4.6 in 2021, which was lower than the global average of USD 9.8 and the regional average of USD 9.2 in 2021. According to GlobalData, the PCE on skincare in the Philippines is expected to increase by one-third by 2026, reaching USD 6.1.

In 2021, convenience stores were the leading distribution channel in the Philippines’ skincare market, followed by hypermarkets and supermarkets, direct sellers, health and beauty stores, chemists and pharmacies, para pharmacies, and drugstores. Unilever, Procter & Gamble, and Natura & Co were the top three companies by value in the Philippines’ skincare market in 2021, with Ponds and Olay leading the way.

“The resurgence of household disposable incomes, consumer confidence, and the return to offices will boost demand for skin care products in the Philippines. The ‘clean’ beauty trend will continue gaining momentum, thereby spurring the launch of more natural and sustainable skincare products,” concluded Likitha Nalluri.


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