Introduction
When it comes to importing, one critical decision determines success or failure: which products to import?
In the health and beauty sector, the opportunities are vast. However, not all products are equally profitable. Some categories dominate international markets, command premium pricing, and generate consistent revenue for importers. Others saturate quickly, face heavy competition, or have limited demand.
This guide analyzes the best-selling health, beauty, and household products currently available from American suppliers like ContarMarket—products with proven demand, healthy profit margins, and sustainable business potential for 2025 and beyond.
Why Health & Beauty Products Lead the Import Market
The numbers are clear:
- Global personal care market: $600+ billion (2024)
- Annual growth rate: 8-12% in emerging markets
- E-commerce growth in beauty: 18-25% yearly
- Consumer repeat purchase rate: >90% (highest of any category)
For importers: This means recurring revenue, loyal customers, and stable business models.
THE BEST-SELLING PRODUCTS: Real Data from ContarMarket
CATEGORY 1: Deodorants & Antiperspirants (Most Profitable)
Market Position: #1 best-selling category globally
Top Brands Available:
- Dove Men+Care (72h protection, popular in hot climates)
- Degree (multiple variants, strong brand recognition)
- Secret (female demographic, trusted brand)
- Lady Speed Stick (budget-friendly, high volume)
- Axe Essence (young demographic, lifestyle brand)
- Old Spice (niche, premium positioning)
Wholesale Pricing (per unit):
- $1.50-4.00 per unit depending on variant
- 12-pack bundles standard
- Examples: Dove $4.00/unit, Secret $1.82/unit, Lady Speed Stick $1.53/unit
Profit Margins: 80-150%
Why It's #1:
- Daily necessity in every climate
- Affordable (justifies volume purchases)
- Multiple variants (appealing to different demographics)
- No regulatory complications
- Light weight (low shipping cost)
- Long shelf life (18-24 months)
Best Markets:
- Latin America (hot/humid climates drive higher consumption)
- Asia (growing personal care spending)
- Puerto Rico (tropical climate, high e-commerce penetration)
- Middle East (hot climate, premium variants sell well)
Retail Price Points:
- Budget versions: $3-5 retail (100-200% markup)
- Premium brands: $5-8 retail (150-300% markup)
Import Example:
- Order: 1,000 units mixed Dove/Secret/Degree
- Landed cost: $2,500
- Wholesale to retailers: $5-6 per unit
- Revenue: $5,000-6,000
- Profit: $2,500-3,500 per shipment
Monthly Potential:
- 2-3 shipments monthly = $5,000-10,500 monthly profit (with scale)
CATEGORY 2: Toothpaste (Consistent, Stable)
Market Position: #2 stable seller, highest frequency (family uses daily)
Top Brands Available:
- Colgate (multiple formulations: Cavity Protection, Max Fresh, Baking Soda)
- A&H Complete Care (natural positioning)
- Colgate Cavity Protection (budget-friendly)
Wholesale Pricing:
- $0.91-3.07 per unit (wide range by variant)
- Bulk packs (24-pack standard)
- Example: Colgate Cavity Protection $0.91/unit, Colgate Max Fresh $3.07/unit
Profit Margins: 100-200%
Why It's Essential:
- Universal product (every market, every demographic)
- Daily use (recurring purchases)
- Affordable entry point for importers
- Multiple price tiers (budget to premium)
- Long shelf life (24+ months)
- No regulatory issues (FDA-compliant brands)
Best Markets:
- Universal (sells everywhere)
- Particularly strong in: LatAm, Asia, Middle East
- E-commerce growth: 25%+ yearly
Retail Price Points:
- Budget Colgate: $2-3 retail
- Premium (Max Fresh): $4-6 retail
Import Example:
- Order: 5,000 units Colgate Cavity Protection
- Unit cost: $0.91
- Landed cost (5,000 units): $5,500
- Wholesale to retailers: $2-2.50/unit
- Revenue: $10,000-12,500
- Profit: $4,500-7,000
Why Toothpaste Leads:
- Can order large quantities (5,000+ units)
- Minimal storage space needed (compact)
- Zero waste/spoilage
- B2B buyers: supermarkets, pharmacies, bulk retailers
CATEGORY 3: Skincare & Moisturizers (Premium & Growing)
Market Position: #3 fastest-growing segment, highest margins
Top Brands Available:
- CeraVe (dermatologist-recommended, medical positioning)
- Nivea (European brand, trusted globally)
- Aquaphor (healing balms, niche but loyal)
- L'Oreal Paris (premium, luxury positioning)
- Maybelline (makeup/cosmetics, younger demographic)
Wholesale Pricing:
- $2.08-15.75 per unit (significant range)
- Examples: Nivea $2.08/unit, CeraVe $11.93/unit, L'Oreal $15.75/unit
- Typically 12-24 packs
Profit Margins: 120-250% (highest category)
Why Skincare Dominates Premium Market:
- Health-conscious consumers willing to pay more
- International consumers trust USA brands for skincare
- Growing demand in Asia (especially Japan, South Korea)
- Social media driving beauty trends (Instagram, TikTok)
- Premium positioning allows high margins
- Dermatologist-recommended brands (CeraVe) have built-in credibility
Best Markets:
- Japan (skincare obsession, premium pricing accepted)
- South Korea (beauty culture, viral trends)
- Latin America (upper-middle-class segments)
- Middle East (luxury market)
- Puerto Rico (high e-commerce + income)
Retail Price Points:
- CeraVe: $18-25 retail (vs. $11.93 wholesale = 50-110% markup)
- L'Oreal: $28-40 retail (vs. $15.75 wholesale = 77-154% markup)
- Nivea: $5-8 retail (vs. $2.08 wholesale = 140-284% markup)
Import Example:
- Order: 500 units CeraVe moisturizer
- Unit cost: $11.93
- Landed cost: $7,000
- E-commerce retail: $20/unit
- Revenue: $10,000
- Profit: $3,000
Why Skincare Is Growing:
- Rising disposable income in emerging markets
- Beauty bloggers/influencers driving demand
- Global interest in Western skincare routines
- Aging population (anti-aging products growing)
- Health-conscious consumers
CATEGORY 4: Hair Care Products (Convenience Play)
Market Position: #4 emerging category, convenience-driven
Products Available:
- Dove Dry Shampoo (convenience, volume sales)
- Hair conditioning products
- Scalp treatments
Wholesale Pricing:
- $3.00-8.00 per unit typically
- Example: Dove Dry Shampoo $6.29/unit
Profit Margins: 100-180%
Why Hair Care Works:
- Convenience factor (dry shampoo = quick fix)
- Professional hair care at home trend
- Growing e-commerce category
- Multiple repeat purchases yearly
- Appeals to working professionals
Best Markets:
- Urban areas
- E-commerce buyers
- Young professionals
- Latin America, Asia
Retail Price Points:
- Dry shampoo: $10-15 retail
- Hair treatments: $8-12 retail
CATEGORY 5: Diaper & Baby Care (Niche, High Margin)
Market Position: Specialized segment, premium pricing accepted
Products Available:
- A+D Original Diaper Rash Ointment
- Aquaphor (multi-use: baby, adult, pets)
Wholesale Pricing:
- A+D: $3.00/unit
- Aquaphor: $9.00/unit
Profit Margins: 150-300% (highest category)
Why Baby Care Sells:
- Parents prioritize quality and safety
- Willing to pay premium prices
- Repeat purchases (babies use daily)
- International market: parents seek USA brands
- Limited local competition (often generic brands)
Best Markets:
- Latin America (growing middle class values baby health)
- Asia (emerging markets, premium for USA brands)
- Middle East (wealthy consumers)
Retail Price Points:
- A+D: $8-12 retail
- Aquaphor: $15-20 retail
Import Example:
- Order: 200 units A+D
- Unit cost: $3.00
- Landed cost: $700
- Retail: $10/unit
- Revenue: $2,000
- Profit: $1,300
Margins on baby care are exceptional, but market is smaller.
CATEGORY 6: Household Essentials (Volume Play)
Market Position: #6 supporting category, high volume
Products Available:
- Ziploc bags (storage, meal prep)
- Glad Press'n Seal (food wrapping)
Wholesale Pricing:
- $3.32-8.77 per unit
Profit Margins: 60-120% (lower but volume compensates)
Why Household Sells:
- Recurring purchases (never runs out)
- Multiple household members buy
- B2B opportunities (restaurants, supermarkets)
- High volume = good steady revenue
- Long shelf life
Best Markets:
- B2B (supermarkets, restaurants, offices)
- Latin America, Asia
- High-volume online retailers
STRATEGIC COMPARISON: Which Products Should YOU Import?
Decision Matrix
| Product | Margin | Volume Needed | Best for | Difficulty |
|---|---|---|---|---|
| Deodorant | 80-150% | Medium | Quick start, steady revenue | Easy |
| Toothpaste | 100-200% | High | Volume sales, B2B | Easy |
| Skincare | 120-250% | Low | High profit, e-commerce | Medium |
| Hair Care | 100-180% | Medium | Online sales | Medium |
| Baby Care | 150-300% | Low | Premium, niche | Medium |
| Household | 60-120% | High | Steady, B2B | Easy |
REAL PROFIT CALCULATIONS: What You'll Actually Make
Scenario 1: Budget Importer ($2,000 investment)
Strategy: High-volume toothpaste (lowest per-unit cost)
- Initial investment: $2,000
- Order: 2,200 units Colgate Cavity Protection @ $0.91/unit
- Landed cost: $2,200
- Sold to: Local pharmacies @ $2.00/unit
- Revenue: $4,400
- Profit: $2,200
- ROI: 110%
- Timeline to profitability: 4-6 weeks
Scenario 2: Growing Importer ($5,000 investment)
Strategy: Mixed portfolio (deodorant + toothpaste + skincare)
| Product | Units | Unit Cost | Order Total | Wholesale | Revenue | Profit |
|---|---|---|---|---|---|---|
| Deodorant | 500 | $2.00 | $1,000 | $4.50 | $2,250 | $1,250 |
| Toothpaste | 3,000 | $1.00 | $3,000 | $2.00 | $6,000 | $3,000 |
| CeraVe | 100 | $12.00 | $1,200 | $20 | $2,000 | $800 |
| TOTAL | - | - | $5,200 | - | $10,250 | $5,050 |
- Initial investment: $5,000
- Total revenue: $10,250
- Total profit: $5,050
- ROI: 101%
- Timeline: 6-8 weeks
Scenario 3: Established Importer ($10,000+ monthly)
Strategy: Continuous monthly imports, diversified
- Monthly shipments: 3-4
- Product mix: 40% deodorant, 30% toothpaste, 20% skincare, 10% other
- Monthly revenue: $25,000-35,000
- Monthly profit: $10,000-15,000
- Customers: 30+ retailers + e-commerce presence
2025 MARKET TRENDS IN HEALTH & BEAUTY
Trend 1: Premium Skincare Explosion
- Consumers trading up to better brands
- CeraVe, Aquaphor gaining 20%+ market share
- Implication: Skincare category will grow fastest
Trend 2: Sustainability & Natural
- Growing demand for "natural" deodorants (Arm & Hammer)
- Eco-conscious consumers paying 15-20% premiums
- Implication: Natural variants outpacing regular
Trend 3: E-Commerce Convenience
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Online shopping for personal care surging 25%+
-
Direct-to-consumer models replacing retail
-
Implication: Importers selling via e-commerce seeing fastest growth
Trend 4: Asian Market Explosion
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Japan, South Korea, Vietnam seeking USA brands
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Premium positioning of Western beauty products
-
Implication: Asia becoming largest growth market for USA imports
Trend 5: Wellness Integration
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Health + beauty merging (supplements + skincare)
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Consumers seeing beauty as health category
-
Implication: Educational content becoming key marketing
WHICH PRODUCT SHOULD YOU START WITH?
For Fast ROI
→ Toothpaste (lowest risk, highest volume, fastest sales)
For High Margins
→ Skincare (CeraVe, premium brands = 200%+ margins)
For Consistency
→ Deodorant (universal appeal, repeat purchases)
For Niches
→ Baby Care (premium pricing, limited competition)
FINAL RECOMMENDATIONS
Best combination for new importers:
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Start with toothpaste (lowest risk, high volume)
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Add deodorants (stable seller, good margins)
-
Test skincare (premium, high margins)
Why this combination:
- Diversified risk
- Different customer types (families buy toothpaste, professionals buy skincare)
- Multiple revenue streams
- Can start with $2,000-5,000 investment
NEXT STEPS
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Visit ContarMarket to explore full catalog and current availability
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Analize wholesale pricing on your chosen products or request for improved prices for premier members
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Calculate your specific costs for your target market
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Place first test order (500-1,000 units recommended)
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Build your distribution network
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Scale based on demand and profitability
Health and beauty imports represent one of the best opportunities in wholesale trade. These products have proven demand, healthy margins, and sustainable business potential. The time to start is now.
Contact Contarmarket today to explore our extensive catalog of verified health, beauty, and household products. We're here to support your success as an international importer.
*All prices represented in calculations, are examples and estimations.
