Market study of perfume and beauty stores

Market study of perfumeries and beauty stores

The state of the beauty market in 2026

Background

The French fragrance and beauty market continues to show strong performance in 2026. Driven by demand that has remained resilient despite budget constraints and by an ever-expanding network of retail outlets, the fragrance and beauty retail sector has posted an average annual growth rate of more than 5% over the past ten years.

However, this specialized retail market represents only a part of the French cosmetics ecosystem. In its entirety, the cosmetics market in France is valued at 68 billion euros pair Asterès (2023). The cosmetics manufacturing sector, for its part, generates revenue of 35.6 billion euros according to the 2025 activity report of the FEBEA, up to 22.4 billion euros in exports, representing more than two-thirds of the sector's revenue.

Between specialized boutiques, large retailers, and e-commerce, the battle for consumer acquisition and loyalty is intensifying.

Do you need market research for perfume and beauty stores? EPSIMAS will take care of it for you!

A summary of this article is also available as a video

1. Key figures for the perfumery market

In 2026, France will have 13,604 active establishments classified under NAF code 47.75Z, a number that has been rising steadily for the past ten years (+3.41% in average annual growth between 2016 and 2025). Over the past twelve months, 1,417 new establishments were born. In 2025, this segment is worth approximately 9.15 billion euros in France, according to the initial estimates by EPSIMAS, which is a growth of 4,83% compared to 2024. Between 2016 and 2025, the sector experienced an average annual growth rate of 5,68%.

The market also finds support in beauty salons (NAF code 96.02B), a sector that generates nearly 2.89 billion euros in 2025. Household spending at hair salons and beauty and wellness centers, meanwhile, exceeds 16 billion euros, or an average of about 530 euros per household, with an annual growth rate of 3.4% between 2016 and 2025.

Sources: Epsimas, INSEE

Sales Index — Retail Sales of Perfumes and Cosmetics

NAF Code 47.75Z — Base Index 100 in 2021

Sources: EPSIMAS 2026; INSEE 2026

Do you need a market study on perfume stores?

2. The profile of beauty product consumers

The sector's customer base can be divided into three main segments:

Women aged 25 to 49 remain overrepresented in the customer base for cosmetics and beauty products in France. With higher purchasing power, particularly among higher socioeconomic groups, they dedicate an average annual budget of 432 euros, focused on highly dosed serums, anti-aging active ingredients, and clinically proven dermocosmetic products.

Generation Z, very connected and influenced by social media, dedicates on average 190 euros per year beauty products. This segment focuses primarily on expressive and colorful makeup, and is divided between consumers who prioritize brand ethics (vegan formulations, opposition to animal testing) and consumers looking for affordable products on a tight budget.

The male clientele recorded a marked acceleration, with a diversification of daily rituals beyond basic hygiene. Men are increasingly turning to targeted skincare and specialized hair products, a major growth driver for the sector.

In terms of purchasing habits, skincare products top the list of preferences among women aged 25 to 49 (38% ranks them first, with an 11-point lead over perfume). Among 11- to 16-year-olds, the use of facial serums has surged by 125% between 2023 and 2024, and the hashtag ##SephoraKids surpassed 530 million views. By the end of 2025, beauty remained the most dynamic sector in holiday sales, with dietary supplements and wellness products posting 15% growth, while makeup sales declined in favor of skincare and «clean» products.

Sources: INSEE, Epsimas,

3. Evolution of the Cosmetics and Beauty Market

According to the Scalapay consumer behavior barometer, buy now, pay later (BNPL) is establishing itself as a major lever for increasing the average basket size in France, which reaches 170 euros for users of this payment method. 18-24 year olds alone represent 46% users of this payment method, contributing to a 3.5-fold increase in order volume since 2023. Their average basket size is 117 euros, compared to 123 euros for 25-34 year olds.

Another major industry trend: Consumers are demanding more transparency about products. This is particularly noticeable in the health and wellness sector. Brands must redouble their efforts on clearly displaying the composition, guarantees, and verified reviews. The rise of generative artificial intelligence is also dividing consumers: if 52% from Generation Z She uses it to compare products and also fuels their doubts about the authenticity of the content offered by brands.

Sales of cosmetic products by category

Share of Revenue (Q1–Q3)

Beauty and care

27%

Perfume

22%

Toilet hygiene

19%

Capillary

14%

Makeup

Dental hygiene

Baby hygiene

Sources: EPSIMAS 2026; FEBEA 2026

Do you need a market study to open your beauty store?

4. The organization of the perfume market

The distribution of beauty and cosmetic products is mainly segmented by point-of-sale typology:

Specialty shops (Sephora, Nocibé, Wycon, Kiko…) retain a dominant value position, with more than 28% total sales of makeup and perfumes.
Pharmacies and parapharmacies follow, with 21% market share by value, using cosmetics and beauty products as an additional sales driver.
Large and medium-sized supermarkets concentrate the most significant part, with 51% in terms of market share by value.
E-commerce and marketplaces complete the offering, with pure players who have carved out a place for themselves alongside physical retailers for several years.

The market remains structured around a few major brands, alongside a significant number of independent businesses. Among the main networks identified under the NAF code 47.75Z, Nocibé (over 550 stores in total according to the brand), has a consolidated network turnover of 898M EUR in 2025. Yves Rocher France chain with 686 stores in total and EUR 411M in revenue in 2025. Adopt 410 stores, for 173 million EUR in 2024. Sephora, finally, with 330 stores in total, shows by far the highest network revenue, at EUR 2.68 billion in 2025, but of which EUR 1 billion is generated from exports.

Sources: EPSIMAS, FEBEA

Are you planning to open your beauty brand?

5. Seasonality of the perfume market

The month of December accounts for 16,57% of the sector’s annual revenue, far ahead of the other months of the year. Over the past ten years, this share has even risen to 16.12%, driven by end-of-year gift purchases. The months of September through November also show sustained activity, with seasonal coefficients ranging from 8% to 8.6%.

On the Google searches side, user interest in cosmetics shows recurring peaks in October-November (around Black Friday), beginning February (around Valentine's Day), and sometimes in December and May. Île-de-France, Provence-Alpes-Côte d’Azur, Limousin, Rhône-Alpes, and Midi-Pyrénées are the regions where this interest is most pronounced. For makeup specifically, a regular peak is observed at the end of October, with the strongest interest in Nord-Pas-de-Calais, Lorraine, Franche-Comté, Picardy, and Haute-Normandie.

Do you want to know more?

Don't hesitate to contact us to discuss your projects!

You can leave us your contact information via the Contact form, or book an appointment directly below.