Beauty and personal care in 2024: The big picture
The beauty and personal care market in Kazakhstan registered robust growth in current value terms in 2024. Overall, the local economy demonstrated a degree of resilience, despite global uncertainties and regional geopolitical tensions, particularly stemming from the ongoing war in Ukraine. While inflation remained elevated, consumer spending on non-essential goods like beauty and personal care continued to recover from disruptions caused by the COVID-19 pandemic.
2024 key trends
Mass beauty and personal care remained the largest category in value terms in 2024. Consumers are showing a growing interest in mass-market products, which are affordable and accessible to a broad audience. A wide variety of offerings - spanning skin care, hair care, colour cosmetics, and fragrances - allows brands to meet the diverse needs of different consumer segments.
Competitive landscape
L'Oréal Kazakhstan remained the leading company within the beauty and personal care market in 2024. Its portfolio spans both premium brands - such as Lancôme, Yves Saint Laurent, and Giorgio Armani - and mass labels including L'Oréal Paris, Maybelline New York, and Garnier. The company's presence extends across key categories such as hair care, colour cosmetics, fragrances, and skin care.
Retail developments
Health and beauty specialists remained the leading distribution channel within the beauty and personal care market in 2024. These outlets offer an extensive range of products, spanning both the mass and premium categories. Beauty specialists and pharmacies are perceived by consumers as trusted sources for high-quality and safe products, fostering greater confidence in purchasing decisions.
What next for beauty and personal care ?
Sales of beauty and personal care products in Kazakhstan are expected to continue rising in constant value terms (at 2024 prices) over the forecast period. The growing emphasis on self-care and maintaining an attractive appearance - particularly among younger generations and urban consumers - is driving this trend. The market is also being invigorated by the introduction of innovative products, including multifunctional solutions, natural and vegan formulations, and dermatologist-approved options, which appeal to both new and loyal customers. Consumers are becoming increasingly discerning and ingredient-conscious, reflecting a rising level of skin care literacy.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Kazakhstan 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 Kazakhstan, 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 Kazakhstan 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 Kazakhstan?
- Which are the leading brands in Kazakhstan?
- How are products distributed in Kazakhstan?
- 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 Kazakhstan
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 Kazakhstan
KEY DATA FINDINGS
Sales rise alongside positive demographic trends
Consumer trust and commitment to scientific innovation are key to Johnson & Johnson’s success
Grocery retailers remain dominant, while convenience stores and e-commerce rapidly gain ground
Specialised solutions will drive market growth
Demand for organic and natural products to shape innovation strategies
Convenience-focused, multifunctional products will appeal to busy parents
Bath and Shower in Kazakhstan
KEY DATA FINDINGS
Shift towards body wash/shower gel drives value growth
Colgate-Palmolive holds sway
Health and beauty specialists retain their lead but e-commerce gains strength
Movement towards higher-priced body washes/shower gels will be key driver of growth
Consumer preferences will shift towards larger formats and “clean” formulations
Bath and shower products are evolving with skin care-grade ingredients and multifunctionality
Colour Cosmetics in Kazakhstan
KEY DATA FINDINGS
Colour cosmetics rebounds as self-expression returns post-pandemic
Focus on localisation helps brands to extend their reach
Social media platforms help to drive sales through e-commerce
Shift towards premiumisation and natural beauty will support value growth
Growing appetite for hybrid colour cosmetics
Ethical claims will play a growing role in brand differentiation
Deodorants in Kazakhstan
KEY DATA FINDINGS
Diverse and expanding population supports market growth
Strong branding and localisation efforts are key factors behind multinationals’ success
E-commerce and convenience stores are key drivers of growth
Deodorants to see steady growth alongside evolving daily hygiene routines
Old Spice is well-poised to strengthen its market position
Convenience-sized products show promise
Depilatories in Kazakhstan
KEY DATA FINDINGS
Convenient and skin-friendly depilatories see growing popularity
Established players benefit of high degree of consumer trust, while new formats stimulate growth
Expanding availability through digital channels
Shift towards long-term hair removal solutions
Growing interest in gentle, natural ingredients
Players will invest in innovation to preserve market share
Fragrances in Kazakhstan
KEY DATA FINDINGS
Increasing household incomes and rising interest in self-expression drive fragrance sales
Direct seller Mary Kay retains its lead
E-commerce gains traction
Continued growth for fragrances, supported by gifting culture and social media influence
Amway to lose ground, while Yves Saint Laurent is poised for further gains
Sustainability concerns will impact product innovation
Hair Care in Kazakhstan
KEY DATA FINDINGS
Hair colourants registers strongest performance
L’Oreal continues to hold sway
Grocery retailers remain popular, thanks to their convenience
Consumers will increasingly look to replicate salon professional results at home
Consumer shift towards more sophisticated treatments
3-in-1 formulas and men’s products will gain momentum
Men's Grooming in Kazakhstan
KEY DATA FINDINGS
Diversification of product offerings and premium fragrances drive growth
Multinational players dominate sales
E-commerce platforms see surge in number of purchases
Influencers will help widen audience for men’s grooming products
Beard care will go mainstream
Anti-ageing and multifunctional products will define men’s skin care
Oral Care in Kazakhstan
KEY DATA FINDINGS
Growing awareness drives demand for diverse oral care solutions
Innovation gives Colgate-Palmolive competitive advantage
Retail e-commerce continues to expand
Demographic segmentation will support steady market expansion
Manufacturers will look to develop more comprehensive oral care solutions, in bid to drive value
Products for sensitive teeth and gums to gain traction
Skin Care in Kazakhstan
KEY DATA FINDINGS
Skin type diversity is key driver of growth
Mary Kay continues to lead sales
Health and beauty specialists continue to be valued for their expert guidance but e-commerce gains ground
Mass face masks to lead growth
Continued manufacturer focus on advanced, active ingredients
Multifunctional skin care products will gain popularity
Sun Care in Kazakhstan
KEY DATA FINDINGS
Rising awareness of dangers of solar UV radiation fuels demand
Beiersdorf leads while Face Shop harnesses growing local interest in Korean beauty trends
Retail landscape continues to evolve
Self-tanning is expected to gain traction as consumers increasingly view it as safer alternative to sun exposure
Expanding user base will drive growth
Movement towards “cleaner” formulations and multifunctional benefits
Premium Beauty and Personal Care in Kazakhstan
KEY DATA FINDINGS
Premium beauty and personal care shows particular dynamism
L’Oréal leads while Versace emerges as a standout performer
Male consumers are increasingly investing in premium grooming and skin care
Premium beauty and personal care set to continue its steady growth trajectory
Multifunctional products become essential in premium beauty space
New textures and formats will reshape premium beauty offerings
Mass Beauty and Personal Care in Kazakhstan
KEY DATA FINDINGS
Mass beauty and personal care products benefit from affordability
Mass skin care takes centre stage
L'Oréal maintains strong position
Steady anticipated growth for mass beauty and personal care
Male consumers are increasingly embracing broader beauty and personal care routines
Mass brands set to introduce more advanced ingredients and localised solutions
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
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-
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- 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
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- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
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-
-
- Premium BB/CC Creams
- Mass BB/CC Creams
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- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
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- Premium Foundation/Concealer
- Mass Foundation/Concealer
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- Premium Powder
- Mass Powder
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- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
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-
-
- Premium Lip Gloss
- Mass Lip Gloss
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- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
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- Premium Lipstick
- Mass Lipstick
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- Premium Other Lip Products
- Mass Other Lip Products
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-
-
- 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
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-
- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
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- 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
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- 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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-
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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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-
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- Premium Basic Moisturisers
- Mass Basic Moisturisers
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- Premium Anti-Agers
- Mass Anti-Agers
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-
- 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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-
-
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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
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-
- 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
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-
- 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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