Skincare market in Australia - statistics & facts
Natural and organic products have become the driving force behind Australia’s skincare market growth, with the country’s consumers gravitating towards ‘clean’, chemical-free formulas using sustainably and ethically sourced ingredients. Existing and emerging niche Australian brands focusing on skin-friendly, cruelty-free, sustainable ingredients, as well as personalized products, are thriving domestically and slowly edging their way into the international skincare arena.
To increase product visibility, drive sales, and popularize regular, multi-step skincare routines, many Australian beauty and skincare brands leverage social media marketing strategies, such as Instagram influencer product endorsements. From cleansers to moisturizers, facial skincare has become a vital aspect of Australian’s everyday routines, with around 82 percent of female consumers indicating in a 2024 survey that they used face care products on a daily basis. Alongside personal care product essentials such as toothpaste, mouthwash, bath and shower products, and deodorant, skincare products are the most used personal care products among Australian consumers, according to a 2023 survey.
Emerging natural Australian skincare versus enduring international giants
Skincare accounts for the second-largest segment of the Australian beauty and personal care market as of 2023, with facial skincare and sun protection products the leading skincare product categories. The Australian skincare landscape offers a variety of products from internationally renowned cosmetics brands including L'Oréal, Estée Lauder, Nivea, and Dove to Australian-born natural skincare labels such as Aesop, Alpha-H, Tribe, KORA Organics, Grown Alchemist, Go-To, and Sukin.To increase product visibility, drive sales, and popularize regular, multi-step skincare routines, many Australian beauty and skincare brands leverage social media marketing strategies, such as Instagram influencer product endorsements. From cleansers to moisturizers, facial skincare has become a vital aspect of Australian’s everyday routines, with around 82 percent of female consumers indicating in a 2024 survey that they used face care products on a daily basis. Alongside personal care product essentials such as toothpaste, mouthwash, bath and shower products, and deodorant, skincare products are the most used personal care products among Australian consumers, according to a 2023 survey.
