Hygiene & Beauty: how the French market is reinventing itself via GetMatch.tech
5 May 2025
The French beauty and hygiene (or personal care) market is undergoing profound changes. In response to new consumer expectations, brands are innovating to meet increasing demands for naturalness, sustainability, and effectiveness. In 2024, the beauty and personal care sector in France reached new heights, with an estimated value of $11.45 billion and an expected annual growth of 1.39% until 2029, driven by a growing demand for natural and eco-friendly products.
I. The evolving personal care and beauty ecosystem
-
A market in transformation
Since the pandemic, a major trend has disrupted the market: the “less is more” approach. In 2022, compared to 2019, weekly makeup consumption dropped by 28%, with a 40% decrease for lipstick (Kantar).
This simplification of beauty routines is illustrated by the rise of the “no make-up” trend, adopted by 56% of women, particularly among 18-34-year-olds (64%). The health crisis, combined with the normalisation of remote work, encouraged consumers to embrace their natural appearance.
Around 30% of women report feeling more comfortable without makeup than before the pandemic. Men are also adopting simplified routines, as evidenced by the decline in regular shaving. Personal care and beauty habits have decreased from 51.4 occasions per week per person in 2013 to 43.5 in 2022.
Read more: click here
Follow us on Linkedin!