Toiletries Market Report 2026

The toiletries market size has grown strongly in recent years. It will grow from $372.8 billion in 2025 to $408.52 billion in 2026 at a compound annual growth rate (CAGR) of 9.6%. The growth in the historic period can be attributed to growth of urban population, rising hygiene awareness, expansion of retail distribution, long standing use of soaps and shampoos, increasing disposable income.

The toiletries market size is expected to see rapid growth in the next few years. It will grow to $615.3 billion in 2030 at a compound annual growth rate (CAGR) of 10.8%. The growth in the forecast period can be attributed to growth of premium personal care, rising online sales, increasing focus on sustainable products, expansion of male grooming, innovation in formulations. Major trends in the forecast period include rising demand for daily hygiene products, growing preference for premium toiletries, expansion of e commerce sales channels, increasing demand for natural ingredients, rising focus on personal grooming.

The rise in tourism and hospitality is expected to contribute significantly to the growth of the toiletries market going forward. Tourism and hospitality include industries that offer travel, accommodation, and related services to individuals visiting destinations for leisure, business, or cultural activities. This sector is expanding due to increasing global disposable incomes, enhanced transportation options, and a growing desire for unique travel experiences. Toiletries are essential in these industries, ensuring that guests have access to necessary personal hygiene items, which enhances their comfort and overall experience. For example, in May 2023, the United Nations World Tourism Organization, a Spain-based specialized agency, reported that international tourist arrivals in the first quarter of 2023 recovered to 80% of pre-pandemic levels, reaching around 235 million travelers - more than double the number recorded during the same period in 2022. Therefore, the expansion of tourism and hospitality is fueling the growth of the toiletries market.

Major companies in the toiletries market are launching innovative natural and organic beauty products to strengthen their competitive position. Organic and natural products are formulated from ingredients derived from nature, free from synthetic chemicals or artificial additives. For example, in October 2024, Naturals, an Indian beauty brand known for offering affordable natural skincare and haircare products, introduced a new organic beauty, skin, and haircare brand called ‘Pearl.’ Under this brand, the company launched 18 chemical-free products made entirely from natural sources, addressing the growing consumer demand for clean and sustainable personal care solutions.

In June 2025, Unilever Plc, a UK-based consumer goods company, acquired Dr. Squatch for approximately $1.5 billion. This acquisition supports Unilever’s strategy to strengthen its presence in the premium men’s grooming and personal care segment while accelerating the global growth of high-potential, digitally native brands. Dr. Squatch LLC is a U.S.-based personal care company that offers a wide range of men’s toiletries.

Major companies operating in the toiletries market are Johnson & Johnson, The Procter & Gamble Company, Unilever plc, L'Oréal S.A., Himalaya Wellness Limited, Natura & Co Holding S.A., Henkel AG & Co. KGaA, Colgate-Palmolive Company, Kao Corporation, Beiersdorf AG, LG Household & Health Care Ltd., Edgewell Personal Care Company, PZ Cussons plc, Baylis & Harding Ltd., Yardley London Ltd., The Somerset Toiletry Company Ltd., ITC Limited, Lion Corporation, Edgewell Personal Care Company, O Boticário.

Asia-Pacific was the largest region in the toiletries market in 2025. Western Europe was the second-largest region of the toiletries market. The regions covered in the toiletries market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the toiletries market report are China, India, Japan, Australia, Indonesia, South Korea, Bangladesh, Thailand, Vietnam, Malaysia, Singapore, Philippines, Hong Kong, Taiwan, New Zealand, UK, Germany, France, Italy, Spain, Austria, Belgium, Denmark, Finland, Ireland, Netherlands, Norway, Portugal, Sweden, Switzerland, Russia, Czech Republic, Poland, Romania, Ukraine, USA, Canada, Mexico, Brazil, Chile, Argentina, Colombia, Peru, Saudi Arabia, Israel, Iran, Turkey, UAE, Egypt, Nigeria, South Africa.

The toiletry market consists of the sales of toothbrush, cap, tooth cleaner, floss, razor, blades, shaving liquids, deodorants, and towels. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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