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Toiletries
Overall
by Traditional Media
by Device
by Format
Digital Ad Spending by Subcategory
Source: EMARKETER Forecast, August 2026 - August 2026
Note: Includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets and other internet-connected devices on all formats mentioned; numbers may not add up to total due to rounding
Additional Note: Toiletries encompasses consumer products used for daily hygiene, grooming, odor control, and basic body maintenance. This includes bath soaps, washes and gels, sanitary products, oral care products such as toothpaste, toothbrushes, mouthwash, floss, and breath fresheners; hair care and cleansing products such as shampoos, conditioners, body wash, bath products, and hand soaps; deodorants and antiperspirants; shaving and hair removal products such as razors, blades, trimmers, shaving creams, aftershaves, depilatories, and waxing products; feminine hygiene and period care products such as pads, tampons, pantyliners, cups, discs, and period underwear; nail care products and tools; and personal fragrance products such as perfumes, colognes, body sprays, and deodorizing body care. It also includes intimate/sexual products and lifestyle subscription boxes.
Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and EMARKETER interviews with executives at ad agencies, brands, media publishers and other industry leaders.