Personal Care & Beauty Trends in 2026

Product Research: How To Discover Great Product Ideas

AI Trend Forecasting: How to Predict Market Demands Before Your Competitors

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{"frame":"chunk","node":{"type":"Callout","props":{"type":"info","message":"Croatia is a small (about EUR 621M retail), steadily growing, import-dependent beauty market. Skin care leads value and sun care is the fastest-rising category, helped by record tourism. Retail is concentrated in three drugstore chains, with dm the clear leader."}}}
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{"frame":"row","metric":"Beauty & personal care retail value, 2025","value":"EUR 621.1M (+6% y/y)","source":"Euromonitor International, Beauty and Personal Care in Croatia (2025 data)"}
{"frame":"row","metric":"Skin care market, 2025 to 2030","value":"~EUR 161M to EUR 230M (forecast)","source":"Market research cited by Global Korea Post (publisher not named in the snippet)"}
{"frame":"row","metric":"Sun care growth, 2025","value":"+8%","source":"Market research cited by Global Korea Post"}
{"frame":"row","metric":"Per-capita personal care spend, 2023 to 2028","value":"EUR 1.7B to EUR 1.9B (~1.8% p.a.)","source":"Reportlinker country outlook (broader personal care expenditure, not the same scope as Euromonitor)"}
{"frame":"row","metric":"Online personal care revenue, 2025","value":"US$43M (growth 5-10%)","source":"ECDB Croatia personal care e-commerce"}
{"frame":"row","metric":"Tourist arrivals / overnights, 2025","value":"21.8M / 110.1M (+2% / +1%)","source":"Croatian National Tourist Board (eVisitor)"}
{"frame":"row","metric":"Tourist arrivals / overnights, Jan-Sep 2026","value":"20.1M / 104.9M (+2% / +1%)","source":"Bytes Europe citing national tourism data"}
{"frame":"row","metric":"Imports of HS 33 (cosmetics, perfumery), 2025","value":"US$960.1M (+38.0% y/y)","source":"Corplox customs-based trade report"}
{"frame":"row","metric":"Exports of HS 33, 2025","value":"US$645.4M (+12.5% y/y)","source":"Corplox customs-based trade report"}
{"frame":"row","metric":"Key drivers","value":"Rising consumer spend and GDP, tourism, wellness / longevity skin care, private-label gains","source":"Euromonitor; Statista Market Outlook"}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"warn","message":"Size estimates are not directly comparable. Euromonitor (EUR 621.1M) is a retail-value figure; Reportlinker's EUR 1.7B (2023) covers a wider personal care spend definition. Statista's headline revenue and CAGR figures are paywalled and were not retrievable, so none are quoted."}}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"h2"},"children":["Competitive landscape"]}}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"info","message":"Three German-owned or Austrian-owned drugstore chains (dm, Müller, Bipa) dominate everyday beauty retail, while Douglas leads prestige perfumery. Euromonitor names L'Oréal and Beiersdorf as the leading suppliers; L'Oréal Adria held 16% of mass beauty in 2025, down from prior years, led by Garnier."}}}
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{"frame":"row","retailer":"dm-drogerie markt","revenue":"EUR 484.7M total revenue, 2025 (+10%)","stores":"180 stores in 68 cities (company statement, FY24/25); FY24/25 turnover EUR 571.06M (+10.04%) per company","source":"Grade Moj / Teleskop (Fina data); dm.hr annual report"}
{"frame":"row","retailer":"Müller","revenue":"EUR 387.3M total revenue, 2025 (+6.03%)","stores":"92 stores (earlier report)","source":"Fina Info.BIZ; CompanyWall"}
{"frame":"row","retailer":"Bipa","revenue":"EUR 159.3M total revenue, 2025 (+9.47%)","stores":"140+ stores (earlier report); part of REWE group","source":"Fina Info.BIZ"}
{"frame":"row","retailer":"Douglas parfumerije","revenue":"~EUR 29M, 2023","stores":"~20 locations; largest dedicated perfumery chain","source":"Lider Media (Feb 2025)"}
{"frame":"row","retailer":"Notino (online)","revenue":"Ranked largest online personal care retailer","stores":"Followed by AliExpress and Temu","source":"ECDB Croatia personal care e-commerce"}
{"frame":"chunk","node":{"type":"Chart","props":{"height":300,"option":{"tooltip":{"trigger":"axis"},"legend":{},"xAxis":{"type":"category","data":["2020","2024"]},"yAxis":{"type":"value","name":"EUR M"},"series":[{"name":"dm","type":"bar","data":[242.4,424.5]},{"name":"Müller","type":"bar","data":[202.7,318.9]},{"name":"Bipa","type":"bar","data":[76.6,143.3]}]}}}}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"warn","message":"Chart shows total company sales revenue 2020 vs 2024 from a University of Zagreb thesis (dm +75.1%, Müller +57.3%, Bipa +87%). These are whole-company revenues that include non-beauty categories, so they are not beauty market shares. A consumer survey found 68.9% of drugstore shoppers most often buy at dm, 22.4% at Müller and 8.7% at Bipa (Index.hr)."}}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"h2"},"children":["Consumer demand"]}}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"info","message":"Croatian-language search interest is dominated by fragrance and is strongly seasonal around December gifting. Face cream interest is steady at a low level and serum, lipstick and sun cream queries are very small in absolute terms."}}}
{"frame":"chunk","node":{"type":"Chart","props":{"height":340,"option":{"tooltip":{"trigger":"axis"},"legend":{},"xAxis":{"type":"category","boundaryGap":false,"data":["Nov 2 – 8, 2025","Nov 23 – 29, 2025","Dec 14 – 20, 2025","Dec 21 – 27, 2025","Jan 18 – 24, 2026","Feb 8 – 14, 2026","Mar 22 – 28, 2026","May 3 – 9, 2026","Jun 28 – Jul 4, 2026","Aug 9 – 15, 2026","Sep 20 – 26, 2026","Oct 4 – 10, 2026","Oct 25 – 31, 2026"]},"yAxis":{"type":"value","name":"index 0-100"},"series":[{"name":"parfem","type":"line","data":[60,70,85,100,44,59,40,49,40,39,52,58,49]},{"name":"krema za lice","type":"line","data":[9,8,8,7,9,9,9,7,5,2,6,6,7]},{"name":"šminka","type":"line","data":[3,2,0,2,0,4,3,2,0,3,0,3,3]},{"name":"serum za lice","type":"line","data":[0,2,0,0,2,2,2,0,0,0,0,3,2]}]}}}}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"warn","message":"Google Trends, Croatia (HR), weekly, 12 months to Nov 7, 2026; Croatian terms only, indices relative within this comparison. Chart shows 13 selected weeks copied from the series; the 12-month averages were parfem 51, krema za lice 7, šminka 2, serum za lice 1. A sun cream query ('krema za sunčanje') returned only 0-4 in the 5-year pull, which was truncated and is not charted. Search interest is a proxy for demand, not sales."}}}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"info","message":"Euromonitor reading: consumers balance cautious spending with demand for innovation and wellness; the market is dual (affordable and premium); private labels are gaining traction; health and beauty specialists lead distribution while e-commerce growth is moderating. Colour cosmetics: lip products set to be the fastest-growing category, with plumping lip oils popular (Euromonitor, June 2026)."}}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"h2"},"children":["Trade & regulation"]}}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"info","message":"Croatia runs a structural trade deficit in cosmetics and perfumery. Imports (US$960.1M) exceed exports (US$645.4M) by about US$314.7M in 2025, and make-up and skin-care preparations are the largest import line."}}}
{"frame":"chunk","node":{"type":"Chart","props":{"height":320,"option":{"tooltip":{"trigger":"axis"},"xAxis":{"type":"value","name":"US$ M"},"yAxis":{"type":"category","data":["Ireland","Hungary","France","Germany"]},"series":[{"type":"bar","data":[160.89,113.25,133.33,186.6]}]}}}}
{"frame":"chunk","node":{"type":"Chart","props":{"height":320,"option":{"tooltip":{"trigger":"item","formatter":"{b}: {c} ({d}%)"},"legend":{},"series":[{"type":"pie","radius":["45%","70%"],"label":{"formatter":"{b}: {d}%"},"data":[{"name":"Make-up & skin care","value":388.01},{"name":"Perfumes & toilet waters","value":175.39},{"name":"Odoriferous mixtures","value":150.33},{"name":"Hair preparations","value":106.83},{"name":"Shaving & other toilet","value":95.93},{"name":"Oral & dental","value":37.89},{"name":"Essential oils","value":5.72}]}]}}}}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"warn","message":"Origin bars: 2025 recorded imports by partner (Corplox); the chart lists the four largest partners only; Italy US$67.3M and Slovenia US$45.6M follow. Import-composition donut: 2025 recorded HS 33 imports by HS4 category, US$ M. The Qoovee estimate for 2024 (UN Comtrade-based) puts category imports at US$496M and exports at US$235M, which does not match Corplox's HS 33 totals, so the two sources use different category definitions and should not be mixed. Ireland's high 2025 share may reflect trade-routing (e.g. regional distribution) rather than local production; this was not verified."}}}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"info","message":"Regulation: Croatia applies EU Regulation (EC) No 1223/2009 (cosmetic products): a Responsible Person in the EU, a Cosmetic Product Safety Report and notification before sale. Croatian implementation adds a requirement that the country-of-origin declaration for imported products also appear in Croatian (BD-API regulatory guide; Ministry of Economy page lists the regulation). Check current rules with a qualified regulatory adviser before shipping."}}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"h2"},"children":["Entry outlook"]}}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"info","message":"Entry judgement: attractive for niche, differentiated brands in skin care and sun care, and poor for mass-market volume entry. Mass shelf space is held by dm, Müller and Bipa plus L'Oréal and Beiersdorf portfolios. Highest-leverage routes are affordable-efficacy skin care, sun protection aimed at tourists and locals, lip and colour products, and online via Notino or direct."}}}
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{"frame":"row","question":"How large and how fast?","finding":"EUR 621.1M retail in 2025, +6%. Direction looks structural (consumer spend, tourism), not a fad.","confidence":"Medium: one paid-report abstract"}
{"frame":"row","question":"Concentrated or fragmented?","finding":"Retail concentrated in three drugstore chains; supplier side led by L'Oréal and Beiersdorf with 16% for L'Oréal Adria in mass.","confidence":"Medium"}
{"frame":"row","question":"Open segments","finding":"Skin care (EUR 161M to EUR 230M by 2030 per cited research), sun care (+8% in 2025), lip products.","confidence":"Low to medium: secondary citation"}
{"frame":"row","question":"Barriers","finding":"Chain gatekeeping, private-label pressure, EU compliance, Croatian-language labelling, small scale.","confidence":"Medium"}
{"frame":"row","question":"Price bands","finding":"Not assessed: no retailer listings could be retrieved.","confidence":"None"}
{"frame":"chunk","node":{"type":"Callout","props":{"type":"error","message":"Gaps in this report: (1) no product cards or price ladder, because Google Shopping timed out on every attempt and dm.hr served a bot-wall page with no product content; (2) Amazon and TikTok Shop evidence was not collected, and neither is a meaningful channel read for Croatia; (3) Euromonitor and Statista data pages are paywalled, so category shares, brand shares and channel splits are not shown; (4) Google Trends 5-year series was truncated and is not used."}}}
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Explore the 2025 Croatia beauty market: a growing, import-dependent landscape dominated by drugstores. Discover key drivers, competitive insights, and entry opportunities.