This report explores the latest trends and dynamic shifts within the beauty and personal care sector in the Middle East and Africa region, projected to drive growth. These insights help businesses stay ahead of the competition and foster growth amidst disruption by anticipating shopping motivations and addressing unmet consumer demands.

This report explores evolving global beauty and personal care retail trends. It highlights the rise of e-commerce, social selling via TikTok Shop, and the resilience of offline retail through premium experiences. Consumers seek value, convenience, and “little luxuries” amid economic strain. Retailers are adapting through innovation, omnichannel strategies, and personalised engagement to drive growth.

This report highlights the results of Euromonitor International’s 2025 Voice of the Consumer: Beauty Survey, covering the everyday beauty routines, skin care, hair care and colour cosmetics habits and trends of global consumers.

The global FMCG market is projected to grow by 4.6% in current value terms to reach USD6.6 trillion. Growth is largely price led and financial concerns are weighing heavily on consumer behaviour given sustained cost-of-living pressures. Opportunities lie in emerging markets, health and wellness trends, and e-commerce. Key growth industries include soft drinks and beauty and personal care.

Hair care is undergoing premiumisation, led by premium brands and supported by mass players advancing efficacy and ingredient-led innovation. This report outlines three key directions: skinification, segmentation, and clinical and science-driven positioning. These pathways offer growth opportunities for diverse industry players responding to elevated consumer expectations.

Beauty and personal care in Brazil saw solid growth in terms of value sales in 2024. The country’s recent economic progress has strengthened consumer finances and led to an increase in household spending. Despite continued efforts by many families to monitor expenditure, improved economic conditions have allowed for greater purchasing power. A significant factor supporting this trend is the fall in unemployment in 2023, the lowest level since 2015. This has boosted confidence and translated into

Euromonitor International’s “Top 100 FMCG E-Commerce Brands” report offers a definitive view of the brands winning in digital commerce. By spotlighting the Top 100 brands and their strategies, this report equips FMCG leaders to track, benchmark and gain intelligence to inform their digital strategy as they compete in an increasingly high-stakes arena.

Beauty and personal care in India is defined by a set of interconnected themes that cut across categories and consumer segments. Premiumisation was one of the strongest trends in 2024, with this being reflected in skin care, fragrances, and colour cosmetics where consumers showed a growing willingness to pay for elevated experiences. This has been enabled by wider access to international and prestige brands through both offline modern retail channels and online platforms. Mini formats are playin

Retail volume sales of beauty and personal care products in Kenya registered robust growth in 2024, with a marked acceleration compared to previous years. The market has been influenced by the growth of internet-based enterprises such as Uncover, which expanded its digital presence through targeted skin education campaigns. Similarly, Bandari Beauty strengthened its e-commerce operations to meet rising urban demand for convenience and personalised skin care.

The beauty and personal care industry in South Africa witnessed strong growth in 2024, in both volume and value terms, fuelled by rising living standards, urbanisation and longer life expectancy. Social media continues to influence demand tapping into the heightened focus on grooming, particularly among younger consumers. The steady stream of new product launches across both mass and premium segments has further invigorated sales. On the one hand, cost-conscious shoppers are turning to more affo

Even with the sale of the Aesop and The Body Shop brands, Natura&Co remains a top 10 player in the global beauty and personal care market. As it moves to simplify its company structure, Natura&Co plans to focus even more on its core business in Latin America, which, following its recent divestments, now accounts for the vast majority of company turnover. A final decision on the future of Avon International has yet to be made, with a potential sale not having been ruled out by Natura&Co.

Colgate-Palmolive is a strong leader in the global oral care market, with major shares in both the toothpaste and manual toothbrushes categories. It is also the number two player globally in bath and shower, in which it leads liquid soap, is second in bar soap and third in body wash/shower gel. In addition to its oral and personal care products, Colgate-Palmolive is also active in the home care and pet nutrition industries.

Henkel is bringing to a close its Strategy Optimisation Programme, which will have overseen the divestment or discontinuation of brands and activities with sales of more than EUR1 billion since it began in 2022. The Germany-based company, which leads hair care in its home market and is the number two player in a number of neighbouring countries, has now acquired the Vidal Sasson brand in China, which will enhance Henkel’s presence in this major market, particularly in the premium segment.

Unilever, the number three player in the global beauty and personal care industry, continues to shape the future direction of the company through its Growth Action Plan 2030. This has seen the recent acquisition of the UK’s number one refillable deodorant brand (Wild), ticking the relevant boxes in terms of being a premium product able to compete in high-growth spaces, while the planned demerger of the group’s ice cream business is expected by the end of 2025.

2024 was a challenging year for the beauty and personal care market in Algeria, which experienced only minimal volume growth. The country continued to grapple with an ongoing economic downturn, marked by high inflation, rising unemployment, and a sharp decline in consumer purchasing power. These macroeconomic pressures significantly dampened demand, especially for non-essential or premium products, as consumers prioritised basic necessities. Although current value sales posted a higher growth ra

Retail value sales of beauty and personal care saw double-digit growth in Ghana in current terms in 2024. Factors such as increased levels of disposable income, a growing middle class population, and price rises because of changing exchange rates and inflation contributed to the growth in value sales. In 2024, Ghana continued to experience high inflation rates, with the average inflation rate during the year being 20%, which represented an improvement over the previous year’s rate of 40%. Noneth

Sales of beauty and personal care returned to low positive volume growth in New Zealand in 2024, while value growth dropped slightly. This can be attributed to stabilising levels of inflation which have fallen again after two years of spikes. However, difficult economic conditions continue in New Zealand, with high costs of living supressing potentially stronger sales. Indeed, consumers in New Zealand have cut their spending on non-essential items within this economic context. That said, beauty

The beauty and personal care (beauty and personal care) industry in Tanzania is experiencing significant growth, driven by global trends, urbanisation, and rising disposable incomes. Both international and local brands are competing for market share, catering to diverse consumer needs in skin care, make-up, and personal care.

Retail value sales of beauty and personal care rose in 2024, despite ongoing macroeconomic challenges. Morocco’s GDP recorded slight growth, rising from 2.4% in 2023 to 3.3% in 2024. While inflation surged in early 2023 – reaching a peak of 10% in February due to sharp increases in food prices – it began to stabilise over the course of 2024, growing at an annualised rate of 2.4% by the end of June.

In 2024, beauty and personal care in Germany continued to grow in value terms, although growth slowed compared to 2023. Prices continued to rise, contributing to the industry's overall value growth. However, as inflationary pressures eased, the pace of increase slowed, allowing brands to focus more on strategic pricing and promotional tactics. Volume growth remained stable in 2024, supported by falling inflation and increased consumer confidence.

Retail value sales of beauty and personal care rose in 2024. Improving living standards and a burgeoning middle class in Côte d'Ivoire have led to increased exposure to a wide range of beauty and personal care products, which play a pivotal role in everyday life. These products are highly valued and significantly contribute to enhancing wellbeing and appearance.

In 2024, beauty and personal care in Uganda saw strong growth in retail volume and current value sales. Personal care led the industry. There have been a number of key developments in Uganda's beauty and personal care industry. For example, a growth in demand for natural and local products. Consumers increasingly became interested in natural and locally sourced beauty products, driven by a desire for authenticity and sustainability.

Beauty and personal care saw double-digit current value growth in Nigeria in 2024, while volume sales fell by double-digits. The Nigerian economy performed poorly during the year due to high inflation, which strongly limited consumer spending power. Inflation was driven by a sharp rise in fuel prices and a strong depreciation of the local currency. With many beauty and personal care products being imported, the currency depreciation led to higher import costs, which in turn led to higher prices,

While beauty and personal care in Tunisia registered double-digit percentage current value growth, constant value growth was more moderate, though still healthy. This was in spite of continuing high inflation and also slower growth in the economy, as Tunisia grapples with persistent drought and external financing challenges, aligned with increasing debt. Consumer confidence was still weak after several years of significant price hikes and as such volume growth was subdued, in spite of continuing