Beauty and personal care in 2024: The big picture
Sales of beauty and personal care products in Azerbaijan experienced healthy growth in current value terms in 2024. With the rising popularity of self-care, and healthy living, more individuals chose to invest in beauty and personal care products that enhanced both physical appearance and overall wellbeing. Additionally, Azerbaijan’s economy showed signs of moderate recovery, supported by increased government investment in non-oil sectors such as tourism and agriculture. Inflation also began to stabilise, although consumers remained cautious with their spending - often favouring affordable or locally produced brands over premium imports.
2024 key trends
Hair care remained the largest category within beauty and personal care in value terms in 2024, with strong development seen in both the premium and mass-market segments. Salon professional hair care, in particular, has fully rebounded from the decline experienced during the pandemic, due to quarantine-related restrictions. Notably, Turkish brands are gaining market share, driven by their competitive pricing and accessible positioning.
Competitive landscape
L'Oréal Groupe was the leading company in the beauty and personal care market in Azerbaijan in 2024. Its extensive brand portfolio spans both the premium and mass-market, including well-known names such as Lancôme, Yves Saint Laurent, and Kiehl's in the premium tier, and L'Oréal Paris, Maybelline New York, and Garnier in the mass segment. These brands are represented across multiple categories, including hair care, colour cosmetics, fragrances, and skin care.
Retail developments
Health and beauty specialists remained the leading distribution channel for beauty and personal care products in Azerbaijan in 2024. These retailers continue to attract consumers with frequent promotions, seasonal sales, and targeted loyalty programmes that offer added value and incentives. Their specialised focus and knowledgeable staff also help build trust among shoppers seeking expert advice on product selection.
What next for beauty and personal care?
Sales of beauty and personal care products in Azerbaijan are projected to continue rising in value terms (at constant 2024 prices) over the forecast period. This growth will be driven by an improving economic climate, rising disposable incomes, and a growing consumer focus on self-care and appearance.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Azerbaijan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in Azerbaijan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in Azerbaijan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in Azerbaijan?
- Which are the leading brands in Azerbaijan?
- How are products distributed in Azerbaijan?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in Azerbaijan
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
DISCLAIMER
Baby and Child-Specific Products in Azerbaijan
KEY DATA FINDINGS
Parents continue to prioritise spending on their children
Nivea maintains its lead as competitively-priced Turkish products gain ground
Safety and convenience are key consumer priorities
Strong growth amid value-focused competition
Growing demand for safe, gentle formulations
Universal products could simplify children’s bathtime routines
Bath and Shower in Azerbaijan
KEY DATA FINDINGS
Affordable bar soap continues to dominate sales
Colgate-Palmolive maintains its lead
Specialist retailers and online channels gain traction
Consumers will display little brand loyalty, with price remaining key factor
Liquid soap to gain momentum
Rising levels of eco-consciousness will drive sustainable innovation
Colour Cosmetics in Azerbaijan
KEY DATA FINDINGS
Colour cosmetics sees steady value growth as inflation eases
L’Oréal maintains its lead, while Giorgio Armani sees the fastest growth
Retail specialists remain key, while e-commerce continues gradual expansion
Sales of colour cosmetics will continue to rise as consumers show greater interest in enhancing their appearance
Trend towards moisturising lip products with natural finish
Clean beauty and multifunctionality will guide consumer choices
Deodorants in Azerbaijan
KEY DATA FINDINGS
Rising hygiene awareness and a long summer season support demand for deodorants
Unilever maintains lead while Old Spice sees dynamic growth
Health and beauty specialists lead while e-commerce gains momentum
Roll-ons will lead growth
Market will be characterised by heightened competition
Growing demand for natural and premium deodorants
Depilatories in Azerbaijan
KEY DATA FINDINGS
Depilatories sales grow on back of innovation and changing beauty trends
P&G retains its lead as Olivia Cosmetics gains ground
E-commerce emerges as fastest-growing distribution channel
Demand for at-home hair removal expected to drive steady growth
Eco-conscious innovation will shape new product development
Longer-lasting and multifunctional formulas will meet evolving consumer needs
Fragrances in Azerbaijan
KEY DATA FINDINGS
Fragrance sales grow as availability improves
Global brands drive premiumisation
Multi-channel expansion enhances accessibility and consumer engagement
Urbanisation and rising incomes to drive continued growth in fragrance sales
L’Oréal set to benefit from structural changes in key fragrance retailer
Natural and eco-conscious fragrances are gaining popularity among consumers
Hair Care in Azerbaijan
KEY DATA FINDINGS
Hair care market grows as consumers seek targeted solutions
L’Oréal maintains leadership as local and regional brands gain ground
Specialist and online channels drive growth by offering wide assortment of offerings
Rising incomes and social media influence to drive demand for professional hair care
Growing interest in scalp care drives innovation in treatment products
Shift towards clean beauty boosts demand for natural hair care
Men's Grooming in Azerbaijan
KEY DATA FINDINGS
Men show growing interest in personal grooming
Innovation drives growth for Procter & Gamble
Health and beauty specialists continue to hold sway
Changing attitudes expected to fuel growth
Men’s skin care will evolve with advanced ingredients
Demand will grow for multifunctional and natural grooming solutions
Oral Care in Azerbaijan
KEY DATA FINDINGS
Greater oral health awareness supports steady growth
Colgate-Palmolive strengthens market leadership through value and innovation
Supermarkets and e-commerce are valued for their accessibility and convenience
Stable demand and product accessibility will support long-term growth
Functional benefits and value will shape purchasing behaviour
Continued interest in whitening and children’s dental care will prompt further innovation
Skin Care in Azerbaijan
KEY DATA FINDINGS
Growing awareness of skin health drives expansion
Leading players diversify and innovate to meet evolving consumer needs
Beauty specialist retailers lead distribution landscape
Demand grows for professional and preventative skincare solutions
Serums and anti-pigmentation products will become daily essentials for many
Growing interest in skin microbiome health
Sun Care in Azerbaijan
KEY DATA FINDINGS
Sun care gains momentum with growing outdoor lifestyles
Brand leaders benefit from strong reputations and effective marketing
Omnichannel expansion supports greater accessibility
Awareness of sun safety will continue to drive steady growth
Competitive pricing will boost sales of Turkish and Chinese brands
Sun protection will evolve with multifunctional innovations
Category Data
Premium Beauty and Personal Care in Azerbaijan
KEY DATA FINDINGS
Premium brands see strong rebound amid growing demand for image-driven products
L’Oreal maintains leadership through loyalty and innovation
Growing demand for science-backed skin care products
Premium hair care to lead growth
Multifunctional products are on the rise
Environmentally-friendly offerings will gain momentum
Mass Beauty and Personal Care in Azerbaijan
KEY DATA FINDINGS
Mass market innovation drives growth
L’Oréal dominates with broad brand portfolio
Personalisation takes centre stage
Mass beauty to benefit from broader accessibility through development of modern retail
Natural beauty will gain momentum, with Korean brands growing in popularity
Personalised beauty will reshape the shopping experience
The following categories and subcategories are included:
Beauty and Personal Care
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- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
-
-
-
- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
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- Premium Eye Shadow
- Mass Eye Shadow
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- Premium Mascara
- Mass Mascara
-
- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
-
-
-
- Premium BB/CC Creams
- Mass BB/CC Creams
-
- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
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- Premium Foundation/Concealer
- Mass Foundation/Concealer
-
- Premium Powder
- Mass Powder
-
- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
-
-
-
- Premium Lip Gloss
- Mass Lip Gloss
-
- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
-
- Premium Lipstick
- Mass Lipstick
-
- Premium Other Lip Products
- Mass Other Lip Products
-
-
-
- Premium Nail Polish
- Mass Nail Polish
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- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
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- Premium Polish Remover
- Mass Polish Remover
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- Premium Other Nail Products
- Mass Other Nail Products
-
-
- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
-
-
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
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- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
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-
- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
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- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
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-
- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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-
- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
-
- Premium Men's Hair Care
- Mass Men's Hair Care
-
- Premium Men's Skin Care
- Mass Men's Skin Care
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-
- Premium Men's Fragrances
- Mass Men's Fragrances
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- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
- Oral Care Excl Power Toothbrushes
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-
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- Premium Firming Body Care
- Mass Firming Body Care
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- Premium General Purpose Body Care
- Mass General Purpose Body Care
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-
-
- Premium Acne Treatments
- Mass Acne Treatments
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- Premium Face Masks
- Mass Face Masks
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-
- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
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- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
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-
-
- Premium Basic Moisturisers
- Mass Basic Moisturisers
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- Premium Anti-Agers
- Mass Anti-Agers
-
-
- Premium Lip Care
- Mass Lip Care
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- Premium Toners
- Mass Toners
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-
- Premium Hand Care
- Mass Hand Care
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- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
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-
-
-
- Premium Aftersun
- Mass Aftersun
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- Premium Self-Tanning
- Mass Self-Tanning
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- Premium Sun Protection
- Mass Sun Protection
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- Baby and Child-specific Sun Care
-
-
- Premium Baby and Child-specific Products
- Premium Bath and Shower
-
-
- Premium Eye Liner/Pencil
- Premium Eye Shadow
- Premium Mascara
- Premium Other Lash and Brow Make-Up
-
- Premium BB/CC Creams
- Premium Blusher/Bronzer/Highlighter
- Premium Foundation/Concealer
- Premium Powder
- Premium Other Facial Make-Up
-
- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
-
- Premium Nail Polish
- Premium Nail Treatments/Strengthener
- Premium Polish Remover
- Premium Other Nail Products
- Premium Colour Cosmetics Sets/Kits
-
- Premium Deodorants
-
- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
- Premium Hair Care
-
-
- Premium Firming Body Care
- Premium General Purpose Body Care
-
- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
-
- Premium Basic Moisturisers
- Premium Anti-Agers
- Premium Lip Care
- Premium Liquid/Cream/Gel/Bar Cleansers
- Premium Toners
- Premium Hand Care
- Premium Skin Care Sets/Kits
-
-
- Premium Aftersun
- Premium Self-Tanning
- Premium Sun Protection
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- Prestige Baby and Child-specific Products
- Prestige Bath and Shower
- Prestige Colour Cosmetics
- Prestige Deodorants
- Prestige Fragrances
- Prestige Hair Care
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- Prestige Body Care
- Prestige Facial Care
- Prestige Hand Care
- Prestige Skin Care Sets/Kits
- Prestige Adult Sun Care
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- Mass Baby and Child-specific Products
- Mass Bath and Shower
-
-
- Mass Eye Liner/Pencil
- Mass Eye Shadow
- Mass Mascara
- Mass Other Lash and Brow Make-Up
-
- Mass BB/CC Creams
- Mass Blusher/Bronzer/Highlighter
- Mass Foundation/Concealer
- Mass Powder
- Mass Other Facial Make-Up
-
- Mass Lip Gloss
- Mass Lip Liner/Pencil
- Mass Lipstick
- Mass Other Lip Products
-
- Mass Nail Polish
- Mass Nail Treatments/Strengthener
- Mass Polish Remover
- Mass Other Nail Products
- Mass Colour Cosmetics Sets/Kits
-
- Mass Deodorants
-
- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
-
-
- Mass Firming Body Care
- Mass General Purpose Body Care
-
- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
-
- Mass Basic Moisturisers
- Mass Anti-Agers
- Mass Lip Care
- Mass Liquid/Cream/Gel/Bar Cleansers
- Mass Toners
- Mass Hand Care
- Mass Skin Care Sets/Kits
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-
- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
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- Dermocosmetics Baby and Child-specific Products
- Dermocosmetics Bath and Shower
- Dermocosmetics Colour Cosmetics
- Dermocosmetics Deodorants
- Dermocosmetics Fragrances
- Dermocosmetics Hair Care
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- Dermocosmetics Body Care
- Dermocosmetics Facial Care
- Dermocosmetics Hand Care
- Dermocosmetics Skin Care Sets/Kits
- Dermocosmetics Adult Sun Care
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
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This report originates from Passport, our Beauty and Personal Care research and analysis database.
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