Index: /llms.txt

# Greece Perfume Market Statistics 2026: Trade and Top Scents

https://www.scento.com/blog/greek-perfume-market-statistics-2026

November 3, 2026

Greece's perfume market is worth about €161 million at retail, a figure we calculate from 2024 Cosmetics Europe and Euromonitor data: fragrances are 9.4% of a €1.714 billion cosmetics market.[1][2] Greece imports far more perfume than it exports: €138.8 million arrived at the border in 2025 and €31.7 million left.[3]

## In short

- Imports of perfumes and toilet waters reached €138.8 million in 2025, up 67.9% on 2019, while exports were €31.7 million.[3]
- Spain supplied 40.9% of 2025 imports, France 27.8% and the Netherlands 10.9% (Scento analysis of Eurostat).[3]
- Fragrances are 9.4% of Greek cosmetics spending, against 16.5% across Europe.[1][2]
- GR Sarantis SA led fragrances with a 27% share in 2025, down from 32% in 2020, as mass fragrances weakened.[4]
- In Scento orders shipped to Greece, Imagination by Louis Vuitton ranks first, followed by Aventus and Guidance.

Key figures, Greece perfume market, 2026

**€138.8m**

Greek imports of perfumes and toilet waters, 2025

Eurostat Comext [3]

**40.9%**

Share of those imports shipped from Spain, 2025 (Scento analysis of Eurostat)

Eurostat Comext [3]

**9.4%**

Fragrances' share of Greek cosmetics spending, against 16.5% across Europe (2024)

newmoney.gr, Forbes Greece [1][2]

**27%**

Sarantis's share of Greece's fragrance market in 2025, down from 32% in 2020

Euromonitor [4]

**#1 Imagination**

Most-bought perfume in Scento orders to Greece, October 2025 – September 2026

Scento Fragrance Index

## Greek perfume market size

The most recent full-year figure comes from the annual Cosmetics Europe and Euromonitor report, as reported by the Greek press. The Greek cosmetics market was worth €1.714 billion at retail prices in 2024, about 1.6% of the European market.[1] Fragrances took 9.4% of it.[1]

No published figure isolates fragrance value, so we multiplied the two: 9.4% of €1.714 billion is about €161 million, the implied retail value of fragrances in Greece in 2024. This is a Scento calculation, not a published number.

Greek shoppers spend less on beauty than the European average: €165 per person in 2024 against €183, after a jump from €116, the report says.[1] The mix also differs. In Europe fragrances hold 16.5% of cosmetics sales, against 9.4% in Greece, while skin care is 42.5% in Greece against a European average of 28.9%.[2] Across Europe, fragrances and perfumes were worth €17.1 billion in 2024 and posted the fastest retail sales growth of any category, +8.9% on 2023.[5]

The Greek industry association PSVAK published an older series, fragrances at retail selling price in € million: 110.0 (2018), 115.1 (2019), 92.9 (2020), 101.8 (2021) and 118.6 (2022).[6] That is a fall of 19.3% in 2020, then +9.6% in 2021 and +16.5% in 2022, back above 2019. We use it only for the pandemic dip and recovery. It is not on the same basis as the 2024 figures, so we do not compute growth between the two.

## Greece's perfume trade: imports, exports and partners

Customs data gives the clearest long run. Eurostat records Greek trade in HS 3303, perfumes and toilet waters, in euros at the border.[3] Imports fell to €53.0 million in 2020 and €52.5 million in 2021, then climbed every year to €138.8 million in 2025.

| Year | Imports (€ million) | Exports (€ million) | Exports as % of imports (Scento analysis) |
| --- | --- | --- | --- |
| 2019 | 82.7 | 24.3 | 29.3% |
| 2020 | 53.0 | 21.1 | 39.8% |
| 2021 | 52.5 | 20.1 | 38.3% |
| 2022 | 81.6 | 22.3 | 27.3% |
| 2023 | 110.8 | 21.5 | 19.4% |
| 2024 | 138.3 | 28.3 | 20.4% |
| 2025 | 138.8 | 31.7 | 22.9% |

By our calculation from the same data, imports rose 24.8% from 2023 to 2024, then stayed flat in 2025 at +0.3%. The 2025 total is 67.9% above 2019 and about 2.6 times the 2021 low.[3] Exports grew 12.2% in 2025 and are 30.8% above 2019, but they covered only 22.9% of imports, a trade gap of about €107.1 million.

### Where imports came from

Three countries supplied 79.6% of 2025 imports: Spain, France and the Netherlands.[3] These are shipping origins, not brand nationalities. A perfume that arrived from Spain was not necessarily made there, and re-exports and travel retail sit inside the flows.

| Partner | Imports (€ million) | Share of total (Scento analysis) |
| --- | --- | --- |
| Spain | 56.8 | 40.9% |
| France | 38.5 | 27.8% |
| Netherlands | 15.2 | 10.9% |
| Italy | 6.8 | 4.9% |
| Germany | 2.6 | 1.8% |
| Poland | 0.9 | under 1% |
| Belgium (incl. Luxembourg) | 0.7 | under 1% |
| United States | 0.6 | under 1% |
| United Kingdom | 0.5 | under 1% |
| United Arab Emirates | 0.3 | under 1% |

### Where exports went

Greek exports are concentrated. The Netherlands (€6.0 million), Cyprus (€5.7 million) and Romania (€4.9 million) took 52.1% of 2025 exports, shares of 18.9%, 17.9% and 15.3%.[3] Romania is also one of the markets in our own index, covered in [Romanian perfume market statistics 2026](https://www.scento.com/blog/romanian-perfume-market-statistics-2026).

### Imports per inhabitant

Greece had 10,372,335 inhabitants on 1 January 2025.[7] Dividing 2025 imports by that population gives about €13.38 of perfume imports per inhabitant. These are border values, not retail prices, so the figure is not comparable with the retail estimate above and the two should never be added together.

## Prestige vs mass: who is winning in Greece

Euromonitor describes "Steady Growth of Fragrances Driven by Rising Spending Power" in Greece and says premium fragrances lead, helped by niche innovation.[4] GR Sarantis SA led with a 27% share in 2025, a decline from 32% in 2020, "primarily due to weaker performance in the mass fragrances category".[4]

The May 2025 edition of Euromonitor's Beauty and Personal Care in Greece report points the same way: premium fragrances drive growth as mass products face challenges during inflation, men's options and niche brands are expected to lift premium, and mass fragrances face stagnation as competition from affordable and premium goods rises.[8] Beauty specialists lead because consumers like to discover new fragrances in person.[8]

New names arrived in 2025, including Miu Miu, Le Monde Gourmand, Maison Crivelli and Creed.[4] Euromonitor also highlights Greek niche brands embracing the gourmand trend to reach Gen Z, with Amandus as its example, and notes that retail e-commerce is gaining popularity through convenience and digital influence.[4] Beauty and personal care as a whole grew 5% in 2025.[9]

## Promotions and the 2024 offer rules

In early 2024 Greece changed how suppliers deal with retailers. Under Law 5082/2024, article 38, suppliers of product categories set by ministerial decision had to cut their initial price, as of 1 March 2024, by at least 30% of the credits, rebates or other benefits granted to retailers in 2023.[10] The same article bars promotions for three months after an announced price increase, originally in force until 31 December 2024.[10]

The categories in the 30% list are everyday supermarket goods such as detergents, shampoo and conditioner, shower gels, soap, toothpaste and baby products, with fines of up to €2 million.[11] We did not find perfume on the part of the list we read, so we do not say the rule applied to it.

The wider effect is visible in the market. Euromonitor says regulatory measures curtailing promotional offers have intensified price competition.[9] Circana's supermarket data shows items on promotion at 25.2% in January to May 2025, against 30% a year earlier, with value up 1.6% and volume up 3.6%.[2]

## What Greece buys: Scento Fragrance Index ranks

Trade data shows what enters the country, not what people choose. Our own orders add that view. This is a Scento analysis of its own paid decant orders shipped to Greece, October 2025 – September 2026, ranked by paid decant units shipped to each country. It shows ranks only and is not a list of Greece's national bestsellers. Greece is one of five countries with a published top 10, with Germany, Italy, France and Romania.

| Greece rank | Perfume | House | Europe rank | 2 ml price |
| --- | --- | --- | --- | --- |
| 1 | Imagination | Louis Vuitton | 1 | €14.90 |
| 2 | Aventus | Creed | 2 | €9.95 |
| 3 | Guidance | Amouage | 3 | €12.90 |
| 4 | Baccarat Rouge 540 Extrait | Maison Francis Kurkdjian | 6 | €17.90 |
| 5 | XJ 1861 Naxos | Xerjoff | 5 | €10.90 |
| 6 | Valaya | Parfums de Marly | 11 | €13.40 |
| 7 | Blue Talisman | Ex Nihilo | 13 | €13.90 |
| 8 | Ombre Nomade | Louis Vuitton | 4 | €18.90 |
| 9 | Pacific Chill | Louis Vuitton | 7 | €14.90 |
| 10 | Bianco Latte | Giardini di Toscana | 14 | €7.50 |

### Greece against Europe

Greece's top 3 matches Europe's top 3 in the same order: Imagination, Aventus, Guidance. Germany and Italy share that top 3. Greece and Italy also have the same top 4, with Baccarat Rouge 540 Extrait fourth in both, against sixth in Europe. All ten Greek places sit inside Europe's top 14.

Four perfumes rank higher in Greece than across Europe: Valaya (sixth against 11th, and third in Romania), Blue Talisman (seventh against 13th, and eighth in France), Bianco Latte (10th against 14th) and Baccarat Rouge 540 Extrait (fourth against sixth). Two rank lower: Ombre Nomade (eighth against fourth) and Pacific Chill (ninth against seventh). [Louis Vuitton](https://www.scento.com/brand/louis-vuitton) holds three of the ten places, first, eighth and ninth, and the leader is [Imagination as a 2 ml decant (€14.90)](https://www.scento.com/perfumes/imagination-louis-vuitton).

### By catalogue gender label

On the masculine list Greece runs Imagination, Aventus, XJ 1861 Naxos, Layton and Reflection Man. On the unisex list it runs Baccarat Rouge 540 Extrait, Blue Talisman, Ombre Nomade, Pacific Chill and Bianco Latte. No feminine top 5 is published for Greece. Layton and Reflection Man sit in Europe's top 10 but outside Greece's overall top 10, as does Guidance 46.

For the Europe-wide picture, including a niche share of decants that rose from 61% to 66% between October 2025 – March 2026 and April – September 2026, see [perfume decant statistics 2026](https://www.scento.com/blog/perfume-decant-statistics-2026). Italy's list is in [Italian perfume market statistics 2026](https://www.scento.com/blog/italian-perfume-market-statistics-2026).

## Why the published numbers disagree

Paid estimates for the Greek perfume market differ widely, and the gap is not an error in any one of them. Three different things get called "the market". Border values are what importers declare at customs, as in the Eurostat tables above. Retail values are what shoppers pay, as in the Cosmetics Europe and Euromonitor figures. Modelled values come from paid reports whose methods are not public. They cannot be added or compared directly.

One paid outlook does carry a line worth quoting: Greek consumers are "increasingly drawn to locally-produced fragrances".[12] We could not read its figures, so we leave them out. Euromonitor's Amandus example shows where local interest sits: gourmand niche.[4]

For wider context, see [fragrance market statistics 2026](https://www.scento.com/blog/fragrance-market-statistics-2026-size-growth-consumer-trends) and [best-selling perfumes in 2026](https://www.scento.com/blog/best-selling-perfumes-2026-statistics). For the history behind the country's scent culture, read [Greek perfume traditions](https://www.scento.com/blog/greek-perfume-traditions-lessons-today).

## How we compiled this

Trade values come from Eurostat Comext (dataset DS-045409, product HS 3303, reporter Greece, updated 16 October 2026) and population from Eurostat, all read on 26 October 2026. Market size comes from the Cosmetics Europe and Euromonitor figures as published by the Greek press, plus Euromonitor report pages. The partner and export-destination figures come from the same dataset with partner filters. Shares, growth rates, the per-inhabitant figure and the €161 million estimate are Scento calculations, rounded to one decimal. Ranks come from Scento's own paid decant orders shipped to Greece, October 2025 – September 2026, and are shown only for countries where all ten places clear a threshold. Scento is a European perfume decant retailer selling 1,000+ fragrances in 2 ml, 5 ml and 8 ml vials. Prices are retail prices.

## Sources

1. [Ξεπέρασε τα 1,7 δισ ευρώ η βιομηχανία των καλλυντικών στην Ελλάδα](https://www.newmoney.gr/roh/palmos-oikonomias/epixeiriseis/xeperase-ta-17-dis-evro-i-viomichania-ton-kallintikon-stin-ellada/), newmoney.gr, 10 July 2025.
2. [Αντέχουν τα καλλυντικά – Πάνω από 1,7 δισ. ευρώ η αξία της αγοράς](https://www.forbesgreece.gr/story/3933933/antexoun-ta-kalluntika-pano-apo-1-7-dis-euro-i-axia-tis-agoras), Forbes Greece, 20 July 2025.
3. [EU trade since 1988 by HS2-4-6 and CN8 (DS-045409), reporter Greece, product 3303](https://ec.europa.eu/eurostat/api/comext/dissemination/statistics/1.0/data/ds-045409?reporter=GR&partner=WORLD&product=3303&flow=1&flow=2&indicators=VALUE_IN_EUROS&freq=A&time=2019&time=2020&time=2021&time=2022&time=2023&time=2024&time=2025), Eurostat, updated 16 October 2026.
4. [Fragrances in Greece](https://www.euromonitor.com/fragrances-in-greece/report), Euromonitor International, July 2026.
5. [Cosmetics Europe: European beauty market hits €104bn](https://www.premiumbeautynews.com/en/cosmetics-europe-european-beauty,25947), Premium Beauty News, 24 June 2025.
6. [Statistics Greece 2022 to CE](https://psvak.gr/wp-content/uploads/2023/05/Statistics-Greece-2022-to-CE.pdf), PSVAK, May 2023.
7. [Population on 1 January (tps00001), Greece](https://ec.europa.eu/eurostat/api/dissemination/statistics/1.0/data/tps00001?geo=EL&time=2024&time=2025), Eurostat, updated 30 September 2026.
8. [Beauty and Personal Care in Greece](https://www.researchandmarkets.com/reports/2306167/beauty_and_personal_care_in_greece), Euromonitor, May 2025 edition, Research and Markets listing.
9. [Beauty and Personal Care in Greece](https://www.euromonitor.com/beauty-and-personal-care-in-greece/report), Euromonitor International, July 2026.
10. [New legislation to combat high prices of consumer goods in Greece (Law 5082/2024)](https://kglawfirm.gr/wp-content/uploads/2024/01/New-measures-to-combat-high-prices-of-consumer-goods_consolidated_25.01.2024_final-B-2.pdf), KG Law Firm, January 2024.
11. [Υπουργική απόφαση για «φρένο» στα τρικ με τις προσφορές](https://www.kathimerini.gr/economy/local/562856785/ypoyrgiki-apofasi-gia-freno-sta-trik-me-tis-prosfores-ti-provlepei/), Kathimerini, 30 January 2024; [ekathimerini](https://www.ekathimerini.com/economy/1230435/government-announces-additional-regulations-against-high-prices/), 31 January 2024.
12. [Fragrances – Greece, Market Outlook](https://www.statista.com/outlook/cmo/beauty-personal-care/fragrances/greece), Statista.

## Your questions

### How big is the perfume market in Greece?

About €161 million at retail in 2024. That is a Scento calculation: Cosmetics Europe and Euromonitor figures put fragrances at 9.4% of a €1.714 billion Greek cosmetics market. It is not a published figure. Imports alone were €138.8 million at the border in 2025, according to Eurostat, and border values are not retail prices.

### Does Greece import or make most of its perfume?

Greece imports far more than it exports. Eurostat records €138.8 million of perfumes and toilet waters coming in during 2025 and €31.7 million going out, so exports covered 22.9% of imports, a trade gap of about €107.1 million. Re-exports and travel retail sit inside these flows.

### Where does Greece's perfume come from?

In 2025, 40.9% of Greece's perfume imports arrived from Spain, 27.8% from France and 10.9% from the Netherlands, according to a Scento analysis of Eurostat Comext data. Together they supplied 79.6%. These are shipping origins, not brand nationalities, so a product arriving from Spain was not necessarily made there.

### Is the Greek perfume market growing?

Imports rose 24.8% from 2023 to 2024 and stayed flat in 2025 at +0.3%, according to Scento's analysis of Eurostat data. Euromonitor describes steady growth of fragrances driven by rising spending power, and says beauty and personal care in Greece grew 5% in 2025.

### Is premium or mass perfume growing faster in Greece?

Premium, according to Euromonitor. It says premium fragrances drive growth as mass products face challenges, and expects stagnation for mass fragrances. GR Sarantis SA led with a 27% share in 2025, down from 32% in 2020, primarily due to weaker performance in the mass fragrances category.

### How much do Greeks spend on cosmetics?

About €165 per person in 2024, against a European average of €183, according to Cosmetics Europe and Euromonitor figures reported by newmoney.gr. The Greek market was worth €1.714 billion at retail in 2024, about 1.6% of Europe's, according to newmoney.gr. Fragrances take 9.4% of Greek cosmetics spending, against 16.5% across Europe, according to Forbes Greece.

### Which perfumes do Greek shoppers buy most?

In Scento's paid decant orders shipped to Greece between October 2025 and September 2026, Imagination by Louis Vuitton ranks first, followed by Aventus by Creed, Guidance by Amouage, Baccarat Rouge 540 Extrait and XJ 1861 Naxos. These are Scento ranks, not national bestsellers.

### What did Greece's 2024 law on supplier offers do?

Under Law 5082/2024, from 1 March 2024 suppliers of set product categories had to cut initial prices by at least 30% of the credits and rebates they gave retailers in 2023, according to KG Law Firm. Kathimerini lists everyday items such as shampoo, soap and toothpaste. Euromonitor says promotion limits sharpened price competition.