This document provides summaries of the cosmetics and toiletries market for various countries. Each country summary includes information on the estimated market size, import statistics from the US, best selling product categories, and opportunities for US exports. The markets range in size from $1.9 billion in Argentina to $21.1 billion in Brazil. Across countries, common opportunities for US suppliers include skin care products, hair care, fragrances, anti-aging products, and natural/organic cosmetics.

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Argentina
It is estimated that the Argentine market was $1.9 billion for cosmetic and toiletries market in
2011, with expected growth of 10% in 2012. Consumption has increased by 20%, but with
higher prices of high-quality goods, imports of raw materials are common with final production
taking place in Argentina.
There are opportunities for products that decrease signs of aging, and fragrances, as these
products have increased, and been lucrative in the market, although demand for all cosmetic
and toiletry products fluctuates depending on the health of the economy.
For more information: http://www.buyusainfo.net/docs/x_2257179.pdf
Australia
The total market size is estimated to be $1,722 thousand dollars for 2013, with imports of $258
thousand from the US. The cosmetics and toiletries market is valued at $1.6 billion, with imports
accounting for 50% of the market. The US has 30% of the Australian import market, with color
cosmetics accounting for 45% and a chance for increased growth. The FTA between the two
countries has made the general import duty for cosmetics and toiletries zero.
There are opportunities for color cosmetics, hair care, and beauty salon products, as they all
have shown growth in the market. There also has been growth in color cosmetics focusing on
advanced formulas and anti-aging products, such as concealer and foundation, and in lip-gloss,
accounting for 14% of imports, and color palettes. The beauty salon industry has also shown
growth with spa products being popular, with an increased interest in natural and organic spa
and salon products. Innovative products and products with unique benefits will have success in
the Australian market.
For more information: http://www.buyusainfo.net/docs/x_5735474.pdf
Benin
Products from the US are popular in Benin. The products are purchased for local resale or re-
exportation to other countries such as Nigeria, Cameroon, and Niger.
Best prospects for US suppliers are for skin and hair products, toiletries, and nail care products for
wholesale sales or distribution of inexpensive cosmetics for local consumption and re-export to
Nigeria.
For more information: http://www.buyusainfo.net/docs/x_7126086.pdf
Best Market Reports: Cosmetics and Toiletries
July 2013

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Brazil
The US is Brazil’s largest cosmetic supplier, and the US primarily sells mass-market cosmetics
to Brazil. The market size for Brazil is estimated to be $21,107 million for 2012, and $23,850
million for 2103. Total imports from the US is estimated to be $115 million for 2012, and is
estimated to be $130 million fo4 2013. According to the Brazilian Association of the Cosmetic
Toiletry and Fragrance Industry, Brazil ranked number three as the most important market in the
world for cosmetics, and the number one market for perfume and fragrances.
There is a strong domestic market, with hair care products accounting for the largest portion of
the cosmetics and toiletries market. Best prospects for US exports are in ethnic products, bio-
cosmetics, and cosmetics for men.
For more information: http://www.buyusainfo.net/docs/x_5067387.pdf
Canada
The US ranks as the number one exporter of cosmetics into Canada. Canada has the world’s
22nd
largest cosmetics market, with cosmetics and personal care products accounting for the
fourth largest consumption market in Canada. There was a decline of sales in 2011, but the
market is showing signs of recovery. The largest markets are in Toronto, Montreal, and
Vancouver. The trend for cosmetics is towards high quality products at affordable prices. The
most growth was seen in skin care products at 5% growth, particularly those related to are anti-
aging. Other anti-aging products, such as concealers and bath and shower products, also saw
upward trends. In retail, drugstores have become more popular as means for cosmetic
distribution, and there has been an emergence of Asian supermarkets that sell cosmetic
products geared towards the Asian demographic.
Cosmetics and personal care is expected to have a constant compound annual growth rate of
2% until 2016. Along with anti-aging products, products that are natural and environmentally
conscious especially natural make-up and skin care products are expected to grow. Another
prospect for US exports is in Blemish Beauty (BB) creams for those targeting Asian consumers.
Products for men, particularly in shaving products and deodorants, are expected to have a
compound annual growth rate of 2% by 2016.
For more information: request the Cosmetics and Personal Care Industry Canada document.
China
Beauty and personal car grew by 10% in 2012, child specific products and men’s grooming
products seeing double-digit growth, due to rising income and more of an awareness of
personal hygiene. Chinese consumers are willing to purchase higher-end products for higher
quality and efficacy. There has been a large growth of internet sales of beauty and personal
care products as many retailers are selling their products online, and there is a large Chinese
customer base.

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Chile
The Chilean market size in 2012 was $559 million dollars, with expected growth to be 10% in
2013. The US has a market share of 10.15% of all imports. It is estimated that Chileans spend
$147 million on cosmetics, and the US-Chile FTA creates zero import duty. Cosmetic products
must be registered at the Institute of Public Health, and only companies that are legally
established in Chile can file for registration.
The best prospects for US exports are fragrances, hair care products, special sun blocks, novel
skincare treatment for men, good quality manicure and pedicure products, and innovative
skincare treatment.
For more information: http://www.buyusainfo.net/docs/x_4100889.pdf
Ecuador
The cosmetics and toiletries market in Ecuador was estimated at $234 million in 2011, with the
US having 7% of the market in 2010. Imports account for 80% of the Ecuadorian market, and it
is estimated that imports from the US were $13 million in 2011. The greatest demand is for
shampoo, facial soap, deodorant, and toothpaste.
The best prospects for US exports are in anti-aging facial creams, hand and body lotions,
shampoo, and sun protection products. Raw materials also provide another niche market with
85% of raw materials for local production being imported from the US.
For more information: http://www.buyusainfo.net/docs/x_1061530.pdf
France
The total market size is estimated as $11,229 million in 2012, with imports from the US
estimated as $76 million for the same year. France is ranked as the fourth strongest market in
the world for cosmetics. The crisis has not greatly impacted the market with sales of cosmetics
and hair care products increasing 9% in 2010 from the previous year. The market for bio-
cosmetics is increasing 30 to 40% each year, as people are looking and caring about products
that are considered to be healthy.
France exports more cosmetics than they import, the market is competitive, and there are strict
government regulations, but there are market opportunities for US niche brands. There is a high
demand for cosmetics for men, which currently accounts for 10% of the market. Another
opportunity for US exports in the ethnic cosmetics market, as other well-known brands have yet
to provide many products for this market and other specialized business have yet make their
way into the market.
For more information: http://www.buyusainfo.net/docs/x_1696410.pdf
Hong Kong
The total market size for Hong Kong was estimated to be $1,558 million in 2012 and $2,038
million in 2013. The US is one of Hong Kong’s top five largest suppliers of cosmetics. It is

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estimated that Hong Kong will import $385 million of cosmetics, toiletries, and skin care
products in 2012 and $473 million in 2013. Hong Kong provides market access to mainland
China and other Asian markets. Many mainland Chinese favor purchasing products in Hong
Kong, and are drawn to products with greater reliability and authenticity than those in the
mainland. Tourists account for 30% of Hong Kong’s sales of cosmetics, toiletries, and skincare,
with mainland Chinese expected to grow to 48 million by 2015.
The best prospects for US exports are for hair coloring products, nail products, anti-aging
creams, sun protection products, and natural/organic ingredient products.
For more information: http://www.buyusainfo.net/docs/x_8660207.pdf
Japan
Japan is the second largest market in the world for cosmetics and personal care. The US is the
second largest exporter of cosmetics to Japan. The estimated market size in Japan is $18, 498
million, with imports from the US estimated to be $398 million in 2013. Japanese consumers are
sophisticated looking for good quality and safe products. Due to the recession, consumers have
become more selective and have become more price conscious. There was a decrease in sales
after the 2011 earthquake, tsunami, and Fukushima Power Plant radiation concerns, causing
the cosmetics market to decline by 3.6%, but the market has slowly returned to its previous
sales. The number one product import was skincare products in 2011, with $199.8 million from
the US, the second was hair care products with $45.1 million in 2011.
Imports are expected to grow if the yen maintains its strength against the dollar and Euro. The
best prospects for US exports are skincare products, which include anti-aging products and
natural products, and men’s skincare products, and fragrances. If success is shown in the
Japanese market, this has the potential to be a gateway into the Asian market.
For more information: http://www.buyusainfo.net/docs/x_9906798.pdf
Korea
The 2011 estimated demand for cosmetics was projected to be $6.3 billion, with an expected
annual growth of 10% in the next three years. Market demand in 2010 was $5.6 billion, with
imported cosmetics accounting for $851 million. The US was the second largest source of
imports with $226 million in 2010, accounting for 26.5% of the market. 15% of the market is
taken by imported products, primarily in premium cosmetics. The demand for imported cosmetic
products have increased over the last ten years, with a preference towards natural and green
cosmetics, as well as an increase in men’s cosmetic products (skincare, shaving products, hair
products).
The US-Korea Free Trade Agreement will phase out import tariff over a period of ten years.
The best prospects for US exports are for natural cosmetics, specialized hair care products,
body care products, and functional cosmetics for women and men.
For more information: http://www.buyusainfo.net/docs/x_6931362.pdf

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Mexico
Hair care products are the biggest segment of the market followed by skincare and fragrances
in Mexico. The market in Mexico is separated between those seeking premium products and
those seeking lower priced, mass-marketed products. Personal care products increased by 2%
in 2011, with sales of $80 billion. The market for men’s personal care products has increased,
due partially to the stiff competition in the women’s products market. Mexican consumers look
for good value products, but it is expected that luxury good sales will increase in the future as
income increases.
One of the fasted growing markets is in the natural and organic ingredients sector. US suppliers
have an advantage in this area since many US companies have already produced these types
of products, where local manufacturers in Mexico have yet to produce goods with the same
quality as the US. There is also the opportunity for baby health and beauty products in niche
markets. There is demand for foundation, lipstick, facial cream, fragrances, medicated skin care
products, and eye makeup.
For more information: http://www.buyusainfo.net/docs/x_4307393.pdf
The Netherlands
The cosmetics market in 2012 saw a 1.1% growth. Consumers are willing to pay higher prices
for cosmetics. Oral care, soap, bath and shower products, and decorative cosmetics (make-up,
lip, nail products) all saw above average growth in 2012, with sun cosmetics (products to reduce
sun damage and anti-aging products) grew by 8%. There was some growth in products for men
in 2012, but not as much as in previous years.
Promotion of products, such as bath and shower products and fragrances, influenced and
increased the amount of products that were purchased. The cosmetics industry is expected to
experience growth in the next year. Innovative products, such as Blemish Beauty (BB) creams,
have driven the decorative cosmetics market.
For more information: request the Dutch Cosmetics Market 2012 PDF.
Poland
The Polish market is growing 10-15% annually. The estimated market size in 2011 was $51
billion. Cosmetic imports to Poland in 2011 were estimated at $1.59 billion, with the US
importing $25.6 million and a 5% market share for imports. The duty rate is 0% and there is no
excise tax.
The cosmetics market for adult females is growing, as well as products for men. Derma-
cosmetics have been growing over the last few years and are expected to reach $550 million in
2012. Organic and natural ingredient products are becoming more popular, and there is
expected growth of 10% annually.
For more information: http://www.buyusainfo.net/docs/x_6462486.pdf

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Senegal
There is a high demand for cosmetics in Senegal, and it is one of the fastest growing industries.
The US has 4.8% of the import market, and hair and cosmetics products made for the African-
American market from the US are sought after.
The best prospects for US exports include products for hair, skin, and face, raw ingredients, and
natural ingredient. Some US companies have considered manufacturing their products in
Senegal as an alternative to production in Ghana, and Senegal is looking to partner with US
beauty school franchises.
For more information: http://www.buyusainfo.net/docs/x_936695.pdf
Sweden
Consumption of cosmetics did not decline during the crisis as Swedes find cosmetics to be a
necessary good. The market is growing with growth since 2009 at around $300 million. Swedes
spend approximately €130-140 a year on cosmetics, about the same amount as Americans.
There is a demand for products that give Swedes a natural and young looking appearance. The
best prospects for US exports are products with sun block protection, self-tanning products,
anti-aging products for men and women, as well as natural and organic ingredients based
products.
For more information: http://www.buyusainfo.net/docs/x_6228371.pdf
Tajikistan
Tajikistan has had a 20-25% annual growth within the last five years in the cosmetics and
toiletries market. They are a net importer of cosmetics and toiletries with no local manufacturing.
The largest product markets include soap, hair products, cosmetics, perfume, and oral hygiene
products.
Tajik consumers trust US brands over others that they believe to be of lower quality, but the cost
of market entry is high compared to Tajikistan’s small domestic market due to black market
competition. Opportunities for US exports include natural cosmetics, manicure and pedicure
products.
For more information: http://www.buyusainfo.net/docs/x_6019585.pdf
United Arab Emirates
The UAE imported over $1.6 million in 2010 for many cosmetic and toiletry products. With large
disposable income, people in the UAE are large consumers of cosmetics and beauty products.
As disposable incomes have increased, demand for luxury and spa products have increased as
well.
There is a large demand for products that protect against dryness and sun damage as the
climate in the UAE can be harsh. There is a large international based population in the UAE,

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which has increased the demand for a range of different products and price points for cosmetic
and toiletry products. The best prospects for US exports are perfumes, anti-aging products, eye
and facial make-up products, facial moisturizers, and skin whitening. Other opportunities for US
suppliers include products for men, as the UAE population is three quarters men, as well as
products that are ethnically sensitive. A demand for natural and green products and anti-ageing
products is expected to increase as they both have grown in the last few years.
For more information: http://www.buyusainfo.net/docs/x_6584899.pdf
United Kingdom
Beauty and personal care grew in 2012 driven by deodorants, men’s grooming products, oral
care, and child specific products. The economy is still having an impact on consumer choices,
but consumers are willing to spend money on products that they feel are essential.
Although highly fragmented and characterized by a wide range of product types, the cosmetics
and toiletries market is dominated by a small number of large multinational corporations, the
result of considerable merger and acquisition activity in recent years. Some sectors are
reaching saturation point and discounting continues to restrict value growth, however, the
outlook for the industry is positive.
Products are widely available in drugstores, department stores, supermarkets, discount stores,
and other independent shops. In this mature market, key competitive factors are innovative
products, quality, price and attractive packaging.
Contact
Carmela Mammas
Director
New York U.S Export Assistance Center
290 Broadway, Suite 1312, New York, NY 10007
Tel: 212-809-2676
Email: Carmela.Mammas@trade.gov
The U.S. Commercial Service — Your Global Business Partner
With its network of offices across the United States and in more than 80 countries, the U.S. Commercial
Service of the U.S. Department of Commerce utilizes its global presence and international marketing
expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial
Service trade specialist in the U.S. nearest you by visiting
http://www.export.gov/eac.
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Disclaimer: The information provided in this report is intended to be of assistance to U.S. exporters. While we make every
effort to ensure its accuracy, neither the United States government nor any of its employees make any representation as
to the accuracy or completeness of information in this or any other United States government document. Readers are
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Lipstick: Top 25 US Export Countries 2012 Eye Make-Up: Top 25 US
Export Countries
2012
Country Trade Value
1 Canada $125,883,889
2 China, Hong
Kong SAR
$37,943,860
3 United
Kingdom
$28,591,520
4 Mexico $26,225,778
5 Belgium $18,248,016
6 France $17,622,496
7 Australia $14,336,503
8 Japan $13,863,575
9 Singapore $9,198,519
10 Switzerland $9,192,911
11 Netherlands $7,615,080
12 Brazil $6,612,275
13 China $6,448,730
14 Poland $6,274,237
15 Russian
Federation
$6,088,234
16 Rep. of
Korea
$5,847,247
17 Germany $4,950,413
18 Sweden $4,821,615
19 United Arab
Emirates
$4,127,709
20 South Africa $3,854,520
21 Other Asia,
nes
$3,685,534
22 Chile $2,911,481
23 Argentina $1,780,031
24 Italy $1,593,514
25 Thailand $1,432,004

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Shampoo: Top 25 US Export Countries Manicure or Pedicure
Preparations: Top 25
2012 Export Countries 2012
Country Trade Value
1 Canada $85,888,041
2 United
Kingdom
$47,074,860
3 Mexico $20,160,707
4 Australia $18,837,626
5 Rep. of
Korea
$17,098,037
6 Japan $10,507,363
7 Belgium $10,266,322
8 China,
Hong Kong
SAR
$7,162,311
9 Netherlands $5,636,472
10 Sweden $4,941,687
11 Singapore $4,845,527
12 Russian
Federation
$4,395,928
13 Thailand $4,179,689
14 Switzerland $4,071,162
15 China $4,012,560
16 Brazil $3,849,340
17 Germany $3,180,484
18 Other Asia,
nes
$3,096,393
19 Colombia $2,950,599
20 Chile $2,815,961
21 South Africa $2,741,261
22 Norway $2,595,907
23 France $2,555,427
24 United Arab
Emirates
$2,344,489
25 Panama $2,235,433

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Perfume: Top 25 US Export Countries Hair Coloring Products:
Top 25 US
Country Trade Value
1 Canada $89,438,823
2 United Kingdom $50,014,311
3 Germany $29,685,652
4 Mexico $25,361,498
5 Netherlands $22,024,739
6 Australia $20,686,887
7 Japan $14,774,750
8 Finland $13,050,809
9 France $11,727,192
10 China, Hong Kong
SAR
$10,296,553
11 United Arab
Emirates
$8,618,792
12 Italy $6,804,501
13 Other Asia, nes $6,292,629
14 Spain $5,932,638
15 South Africa $5,696,400
16 Rep. of Korea $5,060,202
17 Ireland $4,749,478
18 Singapore $4,588,525
19 Russian Federation $4,369,212
20 Belgium $4,237,104
21 Chile $4,197,405
22 New Zealand $3,781,302
23 Poland $3,735,271
24 Sweden $3,656,634
25 Brazil $3,638,282
Country Trade Value
1 Canada $154,802,941
2 Rep. of Korea $32,366,342
3 United Kingdom $26,874,123
4 Japan $20,558,955
5 Australia $15,143,700
6 Other Asia, nes $13,213,984
7 Netherlands $11,534,743
8 Spain $11,197,538
9 South Africa $7,446,700
10 Mexico $7,330,083
11 China, Hong Kong
SAR
$6,595,532
12 Singapore $5,307,015
13 Sweden $4,669,295
14 Germany $4,287,826
15 Brazil $4,181,405
16 Chile $4,042,266
17 Italy $3,941,876
18 France $3,901,255
19 Viet Nam $3,495,722
20 United Arab
Emirates
$3,114,132
21 Denmark $3,085,296
22 Belgium $2,640,517
23 Philippines $2,563,585
24 Russian Federation $2,418,801
25 Dominican Rep. $2,294,208

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2012 Exports 2012
Sunscreen: Top 25 US Export Countries 2012
Country Trade Value Trade
Quantity
1 Canada $292,519,145 47,981,427
2 United
Kingdom
$59,121,374 7,923,584
3 Mexico $30,618,149 4,035,162
4 Germany $30,466,104 3,312,557
5 Australia $28,917,904 4,050,205
6 Netherlands $28,225,251 3,964,958
7 Spain $25,659,053 4,442,463
8 Japan $24,676,484 2,158,205
9 Belgium $14,972,208 1,268,840
10 China, Hong
Kong SAR
$12,009,039 959,276
11 Rep. of Korea $10,392,309 938,672
12 United Arab
Emirates
$10,297,424 1,191,547
13 Other Asia,
nes
$10,079,298 1,092,969
14 Brazil $9,097,720 946,631
15 Sweden $6,260,276 453,332
16 South Africa $5,121,188 659,855
17 Uruguay $4,846,299 595,114
18 Colombia $4,775,092 854,511
19 Venezuela $4,759,733 799,502
20 Trinidad and
Tobago
$4,550,364 783,631
21 Singapore $4,337,940 581,347
22 France $4,317,559 584,031
23 Jamaica $4,129,795 594,105
24 Panama $3,521,418 451,189
25 New Zealand $3,371,629 465,926
Country Trade Value Trade
Quantity
1 Canada $182,375,336 9,132,348
2 Australia $161,582,377 4,228,004
3 United Arab
Emirates
$118,539,792 3,937,614
4 Mexico $107,962,665 3,226,834
5 Netherlands $97,668,253 2,432,933
6 Panama $97,175,380 2,636,172
7 United
Kingdom
$86,457,944 2,546,856
8 China,
Hong Kong
SAR
$72,304,866 2,115,462
9 Uruguay $70,150,942 1,427,113
10 Paraguay $66,957,654 1,350,168
11 Singapore $62,640,486 2,127,564
12 Chile $58,603,815 1,493,520
13 Belgium $54,814,333 2,155,475
14 Brazil $50,298,045 1,583,555
15 Switzerland $40,973,102 689,182
16 Germany $33,927,496 1,993,818
17 Bahamas $32,852,793 425,163
18 Japan $26,215,879 901,780
19 France $25,448,573 1,119,552
20 Czech Rep. $19,020,301 279,645
21 Rep. of
Korea
$17,112,115 490,914
22 Venezuela $15,719,991 386,132
23 Russian
Federation
$13,470,508 647,314
24 New
Zealand
$12,868,551 347,847
25 Other Asia,
nes
$10,675,551 400,209
Country Trade Value
1 Canada $503,397,491
2 Rep. of
Korea
$180,419,691
3 Japan $145,403,917
4 China, Hong
Kong SAR
$142,400,978
5 United
Kingdom
$135,308,084
6 Australia $118,484,236
7 Mexico $95,087,376
8 Belgium $77,474,701
9 Netherlands $76,773,744
10 Other Asia,
nes
$69,455,687
11 Singapore $69,330,426
12 China $68,695,184
13 France $63,699,612
14 Germany $47,466,249
15 Russian
Federation
$39,361,591
16 Switzerland $38,836,670
17 Brazil $36,123,794
18 United Arab
Emirates
$27,498,684
19 Malaysia $20,792,988
20 South Africa $20,511,636
21 Thailand $19,553,511
22 Panama $15,602,592
23 Italy $15,252,562
24 Uruguay $15,023,081
25 Venezuela $14,639,289

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