By Danai Alexaki

The digital channel in the cosmetics sector is on the rise, recording positive performance, especially among young Greek consumers. The transition to online shopping is clear, showing the strong preference of Greek women for digital experience in the consumption sector.

According to a study by FocusBari, beauty, fashion and wellness stand out as the most popular online destinations for Greek women.

As the data shows, their digital basket is filled with fashion and beauty gadgets and products, reflecting modern market priorities. At the same time, they are informed about new trends and beauty products mainly through social media and influencers, with the influence of digital platforms being stronger among younger generations. It should be noted that the FocusBari survey aimed to explore and understand modern perceptions of beauty in Greece, within the framework of the 48th COSMOESTETICA.

In detail, fashion and beauty occupy the second place in the top five online destinations of Greek women, at 41%, followed by the food and drink category, which shows a percentage of 42%. Regarding how regularly they visit beauty websites, the answer is at least once a week. In online shopping, clothes and apparel dominate at 71% and beauty and cosmetic products follow at 54%.

Quality and safety remain non-negotiable and are the most timeless and important criteria for Greek women when choosing beauty products. They remain loyal to what they know and trust.

Increased production and consumption

The cosmetics industry expects a growth rate of approximately 4% in 2025, as stated by the sector representatives at the Annual General Assembly of the Hellenic Cosmetic, Toiletry & Perfumery Association (PSVAK).

According to Ioanna Valaskopoulou, General Director of PSVAK, the industry is generally growing, despite the inflationary crisis of recent years.

However, the sector is facing several challenges. They concern the increased cost of living that affects consumption, since “price” has become the most influential purchasing factor, with consumers buying less than three years ago, as well as the regulatory framework that affects the operating costs of businesses and consumers.

The value of domestic cosmetics production amounted to 438 million euros in 2023, recording an increase of 10.1%, of which the largest share of 40.4% concerned skin care products. In 2024, the value of production is estimated at 467 million euros, up 6.6%. Regarding consumption, the market value amounted to 918 million euros in 2023, showing an increase of 11.7%, with skin care products holding a leading share of 52.1%.

The mass distribution channel achieved a 32% share and the pharmacy 20%. In 2024, cosmetics consumption reached 972 million euros, up 5.9%