Greece's cosmetics sector keeps a steady, increasingly dynamic presence in the European market, with growing importance for both the domestic economy and the country's export profile. According to figures from Cosmetics Europe, the market is valued at €1.714 billion at retail prices, accounting for roughly 1.6% of the total European cosmetics market.
Per capita spending on cosmetics in Greece stands at €165 annually. While this remains below the European average of €183, it exceeds levels recorded in neighbouring markets such as Bulgaria and Romania, indicating further potential for expansion in the domestic sector.
Skincare products dominate the Greek cosmetics market, representing 42.5% of total sales. Haircare follows with 22%, while decorative cosmetics account for 13.2%. Everyday hygiene products account for 12.9% of the market, and fragrances account for 9.4%. The strong position of skincare reflects a broader shift among consumers towards wellness and personal care products.
Exports have also shown notable momentum, as in 2024, Greek cosmetics exports increased by 6.4% compared with 2023, with the country outperforming several Western European markets. Small and medium-sized enterprises play a crucial role in the sector, with around 163 SMEs operating in the cosmetics industry in Greece, forming the backbone of domestic production and employment.
Speaking during the annual general assembly of the Greek Association of Cosmetics & Perfumes at the Athens Chamber of Commerce and Industry, president Christos Stanitsas outlined the sector's progress. "The cosmetics sector in Greece continues to evolve dynamically, strengthening innovation, safety and sustainability," he said, while acknowledging ongoing challenges such as regulatory pressures, rising costs and intensifying global competition.
At the same time, competition in the domestic retail market is increasing, particularly between supermarkets and online pharmacies. According to Circana data from January 2026, cosmetics sales in supermarkets - both physical and online - reached €596 million, marking a 1.7% increase compared with 2024.
Within the wider European context, the cosmetics industry exceeded €100 billion in market value in 2024, recording growth of more than 6%, with exports surpassing €76 billion. "It is a sector with strong international presence, significant contribution to the trade balance and a substantial impact on employment," noted Sofia Kounenaki Efraimoglou, first vice-president of the Athens Chamber of Commerce and Industry.
