In 2024, sales in the hygiene and beauty sector in France decreased by 3.1%. Despite the industry’s current robustness, with total sales of €8.3 billion, new trends are emerging. Experts from AURIS Finance, a mergers and acquisitions consultancy, share their analysis.
After a downturn in 2024, beauty specialists need to reinvent themselves. In 2025, customers in consumer goods and specialist shops are voicing new demands for hygiene and skincare products.
Non-water-based hygiene products are all the rage
The primary expectation is sustainability. There is growing public concern about the presence of excessive plastic in hygiene products. Consumers are moving away from water-based formulations in favour of solid products, which are more sustainable and environmentally friendly. Sales of solid products are increasing, with turnover reaching €131 million in 2023, compared with €85 million two years earlier.
In this niche market, certain companies are proving successful, and their achievements are attracting investment. In March of this year, SPRiNG, a brand specialising in eco-friendly laundry products, raised €10 million from its long-standing partners and the Circular Innovation Fund, an investment fund focused on circular innovation, logistics and responsible packaging, one of whose main subscribers is the L’Oréal group. The presence of the global beauty giant is indicative of the attention paid by large corporations to innovations from start-ups in the sector.
K-Beauty
Another significant trend is the growing popularity of Korean beauty products, also referred to as K-Beauty. South Korea is now the world’s fourth largest exporter of cosmetics, with France and the United States in first and second place, and close to Germany’s level. In 2024, South Korean cosmetics exports reached almost $10 billion, representing a 20% year-on-year increase. Gen Z has a particular affinity for Korean products, which are renowned for their effectiveness. In 2024, the ready-to-wear brand Don’t Call Me Jennyfer, which is in receivership, expanded its range to include Korean cosmetics. In the midst of restructuring, Jennyfer is confident that K-beauty can reconnect with its core target market: Generation Z is eager for innovation, efficiency and fresh inspiration.
Beauty tech
Despite the ongoing search for sustainable hygiene products, consumers remain attentive to technical innovations. A significant trend is emerging in the field of cosmetics: the development of light-emitting masks designed to stimulate cell regeneration by activating the production of collagen, elastin and hyaluronic acid. Current market analysis suggests that the global market for face masks reached $9 billion in 2024, with growth expected to achieve $13.27 billion by 2029. In France, several brands have positioned themselves in this sector: lucibel.le Paris has developed the OVE mask, while Nooance Paris offers a mask equipped with 198 red and infrared LEDs. Leading French cosmetics companies are aligning themselves with this trend by forming strategic partnerships with innovative start-ups.
Our experts at your service
In order to meet the expectations of consumers in the hygiene and beauty sector, major companies in this field must pay close attention to the latest trends. The convergence of high technology, sustainability and cosmetic care should open up new opportunities for growth and acquisition. At AURIS Finance, our sector-specialised experts provide comprehensive solutions. Our consumer goods and DPH (drugstore, perfumery, hygiene) specialists will provide comprehensive support throughout your sale or acquisition project.
