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In 2023, 66% of Spanish online shoppers purchased health, cosmetics and beauty products. As a result, these items are among the top five best-selling products in Spain and underline the company's commitment to promoting personal care and wellness.

Explore the popularity of these products in Spain and discover why a customized fulfillment approach is crucial for online businesses looking to increase sales.

Spain's high demand for beauty, health and cosmetics products

In 2023, Spain ranked in the top 5 European countries in the consumption of health and beauty products, highlighting the cultural emphasis on self-care and physical appearance. In 2021, the Mediterranean country alone spent nearly seven billion euros.


Despite a strong preference for physical stores (92%), online sales remain robust, emphasizing the need for tailored fulfillment strategies. And although many normally associate these products with female consumers, in Spain, men also contribute a lot to this sector.

The motivations do not originate purely from social factors; living in a Mediterranean region, the abundance of sunshine and the climate naturally pushes consumers to prioritize sun protection, skincare, and various areas of wellness.

Fulfillment services your products need

Understanding the statistics and consumer motivations, and ensuring efficient product delivery becomes paramount. Explore key aspects of fulfillment, including the significance of branded and eco-friendly packaging, specialized storage, and handling for beauty products.

Packaging should reflect the brand identity and protect your product

Well-designed and secure packaging for health and personal care products is indispensable for several reasons. First, it serves as the first point of contact between the consumer and the product, making a lasting impression on brand perception. The unboxing experience has become even more important for customers. An issue you don't have to worry about because with byrd you can choose between standard and customized packaging solutions.

Second, our warehouses are prepared to handle ecological products, complying with rigorous standards of environmentally friendly practices. byrd's commitment to quality extends to certifications and safety sheets that help us to have a better understanding of how to handle and manage your products.  


Third, beauty, health, and cosmetic products often have specific storage and handling requirements to maintain their quality. The packaging plays a crucial role in protecting the integrity of the items during transit and storage. Fragile or liquid products, common in the industry, require packaging that minimizes the risk of breakage, leakage, or contamination. This not only ensures customer satisfaction upon receiving an undamaged product but also prevents potential health and safety concerns.

The beauty of a timely delivery

In the cosmetics and personal care industry, consumers often have specific deadlines for using or gifting items, and delivery delays can lead to frustration and disappointment. In addition, many products have expiration dates or are temperature-sensitive. 

Consumers often expect fast and reliable shipping options, and brands that can meet these expectations gain a competitive edge. It's not just about delivering a product; it's about delivering an experience, and the speed and reliability of that experience significantly impact customer satisfaction.

84% of Spaniard consumers believe that the waiting time for their orders should be less than five days. At byrd, we've partnered with reliable carriers to secure competitive prices, guaranteeing your customers a seamless and rapid delivery experience. With same-day fulfillment for orders placed before noon, 1-2 day domestic delivery, and efficient customs handling, our services are tailored to optimize your logistics and elevate the overall customer experience.

Flexible return process in the beauty, cosmetics, and health industry

These products are inherently personal, and individual preferences, skin tones, or reactions can differ. A well-managed return process is not just a customer service necessity in the industry; it's a strategy that fosters customer trust, builds brand loyalty, supports online sales, and provides valuable insights for continuous improvement.

We understand if this may sound insane, however, take into consideration that the cosmetics and personal care sector relies heavily on online sales, where customers cannot physically test products before purchase. For this reason, a hassle-free and transparent return process can demonstrate your brand's commitment to customer satisfaction. This positive experience, even in the case of a return, can lead to repeat business and positive word-of-mouth, enhancing the overall image of the beauty brand. 

This point doesn't necessarily result in a loss on your sales. Analyzing the reasons behind returns can provide valuable insights for product development, marketing strategies, and more. It's noteworthy that only 5% of Spanish consumers return cosmetics, beauty, and health products.

What are the most popular beauty, health, and cosmetics products in Spain?

Despite the wide range of beauty and personal care products on the market, there are certain items that Spanish consumers incorporate into their daily routines. Specifically, hygiene products, body and bath, perfumery products, hair care products, and skin care products stand out. Keep reading to find out more.

Cosmetics and perfumes


In 2022, Spain's cosmetics and perfume industry marked a significant achievement by reaching a value of 9.25 billion euros, accompanied by an impressive growth rate of +11.3% in the country. This success highlights Spain's crucial standing as a major European market for perfume and cosmetics, evident through its substantial role in international trade, boasting exports totaling six billion euros.

Despite holding the smallest market share, decorative cosmetics exhibit the highest year-on-year growth, closely followed by perfumes and fragrances. The high popularity of cosmetics, which include foundations, lipsticks, eye shadows, and mascaras, further contributes to the sector's strong performance.

Skincare products


The skin care sector in Spain has proven to be dynamic and able to adapt to changing consumer preferences. As an example, Spanish consumers show a growing interest in natural and organic skincare products. Brands that emphasize clean ingredients, sustainability, and eco-friendly packaging are gaining popularity.

It is estimated that 30% of Spanish consumers allocate a budget of between 10 and 20 euros to the purchase of skin care products in the next 3 months and the skincare market is already approaching 3 billion euros in sales. Their priorities are cleansers, moisturizers, serums, and sunscreens.

Haircare products

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In 2021, the haircare market in Spain achieved a total of €1,404.1 million. Global Data anticipates that it will exhibit a compound annual growth rate surpassing 1% from 2021 to 2026.

The best-selling haircare products in Spain include a diverse range, starting with shampoos as the most popular products, conditioners, hair colorants, hair loss treatments, perms & salon hair care, and more.

Personal care and hygiene


The hygiene category has grown revenues by almost 5% and the products most used in personal care by category in December 2023 were:

  • In 2023, bath and shower products, deodorants, shaving creams, and gels comprise 82%.
  • Additionally, oral and dental care products, encompassing toothpaste and mouthwash, account for 80%.

Sustainability goes beyond packaging – Ingredients matter too!

Spanish consumers consider sustainability as another crucial factor when purchasing products in the beauty and health sector. Customers prioritize sustainability in both the creation and production processes and innovation remains a fundamental characteristic of the products. In Spain, brands that highlight clean ingredients, sustainable practices, and eco-friendly packaging are gaining popularity among consumers.

Sustainable e-commerce supply chain e-book

The use of organic ingredients in the creation of beauty, cosmetics, and health products is taken into account, which not only benefits the environment but also has a positive impact on the Spanish consumer. At byrd, we actively support ecological initiatives, exemplified by our initiatives with ClimatePartner and the offer of climate-neutral shipping options.

Are you a Spanish online retailer in this industry?

Spanish beauty and health products are recognized worldwide for their quality, and the country is among the leading exporters in this category. It is the world's second-largest exporter of perfumes and ranks tenth in the export of cosmetics. This industry generates revenues of 9.25 billion euros, exceeding exports of products such as wine, footwear, and olive oil.

Spanish beauty and health products have a global reach, with 61% primarily going to the European Union, where it stands as the fifth-largest market, boasting sales of 7 billion euros in 2021.

The most encouraging revelation was the revelation that this sector is dominated by a mix of multinational corporations and local companies. So, if you're a Spanish beauty and health products company looking to expand into the European markets, our services might be the solution you need. With fulfillment services reaching various European regions, our dedicated team is prepared to assist you every step of the way.

At the same time, if you’re considering expanding to Spain from another country, we also got you covered. Our fulfillment warehouses in Spain have plenty of experience in handling these kinds of products and you can connect to many of the leading marketplaces in Spain and work with popular parcel delivery companies like Correos, SEUR or GLS.


With consumers prioritizing self-care and wellness, it is no surprise that the beauty products sector is among the most popular. Although many Spaniards prefer to buy these products in physical stores, the sector ranks second in online sales in Spain. Both the convenience of online shopping and the timeliness of delivery and quality assurance of the products are key factors in its continued success. 

With byrd's services, companies can enhance their online presence, streamline fulfillment processes, and ensure a seamless customer experience, contributing to their overall success in a dynamic marketplace.