Cosmetics and perfume consumption remains robust in Spain. According to STANPA (Asociación Nacional de Perfumería y Cosmética), Spaniards spent an average of EUR 221.60 per person on beauty products in 2024. In March, market research firm Circana also underscored the sector’s vitality, reporting an 11% growth in the prestige segment. In 2024, the national market generated EUR 11.2 billion (USD 12.72 billion) in sales — a 7.7% increase from the previous year.
Over the past four years, the cosmetics industry’s contribution to Spain’s GDP has risen from 0.9% to 1.03%.
Perfumes and makeup drove demand
In Spain, men use an average of 5.7 cosmetic products daily, compared to 8.5 for women. The most commonly used products are toothpaste (94%), soap and shower gel (93%), deodorants (83%), shampoos (82%), perfumes (59%), and facial care products (49%).
With an increase of 11.3%, perfume sales exceeded 2.2 billion euros, making it the most dynamic category in the Spanish beauty market.
Makeup sales increased by 9.8% (1.1 billion euros), with double-digit rates for face makeup (+18.8%) and lip makeup (+11.6%).
For its part, consumption of hair care products increased by 8.9%, while skin care grew by nearly 6% and personal care products (grooming, hygiene and oral health products) by 5.8%.
23% increase in exports driven by fragrances
Perfume and cosmetics exports from Spain, including essential oils, jumped 23% in 2024 to a record EUR 9.59 billion—exceeding exports from hallmark industries like wine, footwear, and olive oil. Over the past five years, the value of exports has increased by 100%. Today, the cosmetics and perfume sector represents 2.5% of total Spanish exports.
Exports are up across all categories: +43% for fragrances, followed by makeup (+7.18%), skin care (+5.6%), personal care (+3%) and hair care (+2.54%).
In 2024, 52% of Spanish beauty product exports were directed to the European Economic Area (EEA), with an additional 10% going to the rest of Europe. Beyond the continent, Latin America accounted for 11% of exports, followed by North America (10%), Asia-Pacific (8%), the Middle East (4%), Africa (3%), and Oceania (2%).
With imports increasing by 11% to reach 5.8 billion euros, the sector’s trade balance remains positive, as has been the case since 2006.
