Mexico Country Focus – Part 3: Facial Care Market

in-cosmetics Brasil has been granted access to research undertaken by Mintel (a world leading research company) into the cosmetics market in several Latin American countries. The study maps out each sector of the industry and shows growth over recent years and future projections and perspectives. 

We analyzed the research and over the coming weeks will share this information via several articles on our website.


The latest economic indicators and the market specialists point to Mexico as the newest Latin American ‘golden boy,’ with inflation and taxes continuing at a minimum, important reforms implemented and thus attracting external investment. The forecast for 2014 is economic growth of 3%, much greater than the 1.1% seen in 2013. 

The Mexican facial care products retail market grew from 2006’s 7,0541 billion Mexican pesos to 2012’s 10,8634 billion, with 2017’s total expected to rise to 15,0873 billion Mexican pesos. 

Growth in this market segment was 6.8% in 2007 and 5.6% in 2012, with peaks of 9.1% seen in 2008 and 2009. The forecast for 2017 is growth of 7.7%. 

The facial care cosmetics retail segment turned over 517,73 million euros in 2006 and 643,390 million in 2012, with the segment’s forecast for 2017 a rise to 944,451 million euros. 

Mexico saw a growth in the facial care products market segment in euros of 7.9% in 2012. The highest growth in the sector over the last five years was in 2010: 19.1%. Predictions for 2017 are an 8.0% growth. 

Mexican spending per capita on facial care products rose from 4.8183 euros in 2006 to 5.5957 euros in 2012, with this set to rise to 7.7797 euros in 2017. 

The facial care cosmetics retail segment as proportion of gross domestic product (GDP) was around 0.066977% in 2006 and 0.0696908% in 2012, with this this to hover around 0.0677727% in 2017. 

In Mexican pesos, the facial care products retail market turned over 10,287.4 million Mexican pesos in 2011, with this rising to 10,863.4 million in 2012, divided as follows: 

Moisturizers: In 2011 the turnover was 3,991.5 million Mexican pesos, in 2012 4,250.9 million. 

Anti-Aging Products: In 2011 the turnover was 2,931.9 million Mexican pesos, in 2012,102.0 million. 

Skin Whitening Products: In 2011 the turnover was 1,625.4 million Mexican pesos, in 2012 1,698.5 million. 

Masks: In 2011 the turnover was 905.3 million Mexican pesos, in 2012 941.5 million. 

Skin Cleansing and Toning Products: In 2011 the turnover was 586.4 million Mexican pesos, in 2012 618.7 million. 

Specialized Products: In 2011 the turnover was 246.9 million Mexican pesos, in 2012 251.8 million. 

Market share of companies in Mexico’s facial care products sector 

Unilever PLC
In 2011 had 14.8% of the market; in 2012 15.1%. 

The L’Óréal Group
In 2011 had 12.6% of the market; in 2012, 13.1%. 

Avon Products Inc. 
In 2011 had 7.8% of the market; in 2012, 7.9%. 

Mary Kay, Inc
In 2011 had 7.3% of the market; in 2012, 7.4%. 

Jafra Cosmetics International, S.A de C.V. 
In 2011 had 5.8% of the market; in 2012, 6.0%. 

Belersdorf AG. 
In 2011 had 5.0% of the market; in 2012, 5.2%. 

Estée Lauder Companies, Inc. 
In 2011 had 4.1% of the market; in 2012, 4.2%. 

Fuller Cosmetics, S.A de C.V
In 2011 had 3.8% of the market; in 2012, 3.5%. 

GlaxoSmithKline PLC
In 2011 had 3.3% of the market; in 2012 3.1%. 

Genomma Lab
In 2011 had 2.5% of the market; in 2012, 2.6%. 

Arabela, S.A de C.V
In 2011 had 2.4% of the market; in 2012, 2.4%. 

In 2011 had 30.6% of the market; in 2012, 29.5%. 

Mexico’s annual average growth rate in the facial products segment over the last five years was 7.2%, with predicted average annual growth over the next five years 7.1%. 

Facial care products
Market and retail research data:

The research was carried out in a market which includes anti-aging products, skin whitening products, moisturizers, cleansing and toning products, masks and specialized feminine facial skin care products. It excludes medicated products, such as acne treatment products. Market value is based on sales across all retail channels, including direct sales to the customer. It includes the popular market and prestige lines, and excludes the professional sector, such as beauty salons. 

Definitions of the Anti-aging retail segment
Serums, lotions and creams with anti-aging properties. 

Skin cleansing and toning products
This segment includes wet wipes, liquid cleansers, sprays, makeup remover and exfoliates. 

This segment largely includes creams and lotions whose primary function is moisturizing and hydrating the skin. 

Skin lighteners
This segment includes creams, lotions and foaming products specially made to lighten the skin. 

This segment includes products for lips, eyes, nose and neck, and specific treatment products. 

Included in the research: Sales through popular channels, such as hypermarkets and drug store chains, and select sales via prestige points of sale, such as in department stores and fragrance stores. 

Excluded from the research: Products specifically aimed at men; depilatory and lightening products for facial hair; medicated products (such as blackhead treatments, or products for skin problems); sprays; baby care products; sun screens, even if they include moisturizers. 

To access further research into cosmetics and personal care markets worldwide please visit the Mintel website.

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