Household penetration rate of leading health and beauty brands in Europe in 2024

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Release date

February 2026

Region

Europe

Survey time period

2024

Supplementary notes

*Household penetration rate refers to the share of households buying a brand.

Brands are defined as "leading" based on consumer reach points.

Date of release is date of access

Citation formats

Leading health & beauty brands' household penetration rate in Europe 2024

Published by Statista Research Department, Feb 27, 2026

In 2024, Nivea was the health and beauty brand with the highest penetration rate in Europe, with nearly ** percent of households buying the brand. Colgate and Garnier ranked in second and third places, respectively. That year, Nivea was also the leading health and beauty brand based on consumer reach points.

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General overview

8

France

8

Germany

7

Italy

8

United Kingdom

6

Leading brands

8

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Cosmetics market in EuropeCosmetics industry in the U.S.Cosmetics consumer behavior in the U.S.Cosmetics market in ItalyBeauty and personal care market in Spain
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