Egypt Beauty and Personal Care Market Research Report: Forecast (2023-2028)

Market Definition

Personal care and cosmetics include any product which is applied to the external part of the body such as skin, nails, hair, lips, oral cavity, etc. to keep them clean, prevent bad odor, and protect from germs. They include bath soaps, dental care products, shampoos, toothpaste, perfumes, lotions, hair dyes, lipsticks, cosmetics, creams, deodorants, sunscreens, fragrances, etc. On the other hand, cosmetics are chemical compounds used for the enhancement of the appearance of a person. The cosmetics include make-up products designed for everything from skin and cheeks to eyes and lips. The changes in the lifestyle of people have led to the growth of cosmetic and personal care products in Egypt.

Market Insights

Egypt’s Beauty and Personal Care Market are projected to grow at a CAGR of around 8.1% during the forecast period, i.e., 2023-28. In Egypt, the young generation has always been an active consumer of personal care and beauty products due to the aspiration to look good and presentable. The millennials have always been active consumers of personal care and beauty products due to the aspiration to look good and presentable and this has increased the adoption of beauty and personal care products in the nation over the past years.

Further, young individuals always have a longing to establish a sense of individuality to distinguish themselves from others due to which they use various types of skincare, haircare, and cosmetic products. According to the United Nations Population Fund, the youth in Egypt constitute nearly 60% of the total population as of 2022. Thus, a large number of young individuals in the country is predicted to support the growth of Egypt Beauty and Personal Care Market in the forecast years.  

The individual’s focus on personal grooming has led to an increase in the number of individuals visiting hair studios, salons, salons, beauty parlors, etc., to get professional skincare treatments, haircare treatments, and to relieve stress. The surging inclination of individuals toward professional personal grooming has led to the proliferation of beauty parlors and salons such as Al Sagheer Salons, Kriss Beauty Salon, Wadie Salon, and Rabie Mrad Beauty Lounge, etc., in the country. The salons, hair studios, salons, beauty parlors, etc., have high requirements for different personal care and cosmetic products owing to which they have ardently procured personal care and beauty products during the historical period.

Additionally, the country has the presence of major beauty and personal care product manufacturers like Marico Ltd, Procter & Gamble Company, Unilever PLC, Henkel PDC Egypt SAE, L’Oréal Group, etc. The presence of these manufacturing units of these companies in the country has supported the companies to operate on a greater scale and develop a cost advantage. This has led to a lowering of prices and an increase in the availability of the products to consumers. Thus, the presence of major companies in the region has played a significant role in the proliferation of beauty and personal care products in the country.

Market Dynamics

Key Driver

Rising Grooming Habits Among Egyptian Men to Support the Market Growth

The personal hygiene routines of Egyptians have promoted the sales of beauty and personal care products, especially soaps, deodorants, and perfumes. The evolution of the grooming habits of men has driven the Egypt Beauty and Personal Care Market over the years. Egyptian men are very particular about trimming, shortening, and shaping their beards and as a result, the use of beard oils, shaving creams, and after-shave lotions were considerably high.

Furthermore, with the proliferation of social media in the country, men in Egypt are inclining themselves to look better owing to which the men are increasingly using products like shaving creams, colognes, concealers, serums, shampoos, moisturizers, deodorants, etc. This awareness among men has led to a trend where more and more men in the country are frequently visiting beauty salons to spot that trendy look and splurge on beauty treatments. This has further led to the expansion of men’s beauty parlors in the country and these salons are now actively purchasing various haircare and skincare products to provide beauty services to their customers.

Moreover, Egyptian men are also focusing on anti-aging products like skincare, wrinkle care, eye care, etc., to look young and healthy due to which the demand for beauty and personal care products among men would rise in the forecast years. 

Possible Restraint

Wealth Imbalance Among Egyptians to Hamper the Growth of Beauty and Personal Care Products in Egypt

 There is huge income inequality in Egypt, as per World Inequality Database 2021 report, 10% of Egyptians obtained about 50% of the total national income, which means that 90% of the population received only 50% of the country’s national income. This income disparity is leading to an opportunity loss for beauty and personal care product manufacturers as the major population of the country does not have the desired level of disposable income. The low disposable income of individuals is considerably affecting their purchasing power and is hampering the sales of cosmetic products which fall under the category of non-essential items.

Growth Opportunity

Increasing Number of Newborns to Boost the Demand for Baby Care Products

The population of Egypt has risen to 104 million in 2022, and the number of newborn babies is increasing each year in the country. The increase in the number of newborns is increasing the demand for baby care products like mild shampoos, soaps, powders, etc. social media penetration, coupled with parents' urge to provide their babies with the utmost care, is driving the demand for baby care products, and with the increasing number of newborns, a huge opportunity has surfaced for the beauty & personal care product manufacturers in the country.

Key Trend

Growing Consumer Preference towards Herbal Personal Care Products

The growing awareness about the ill effects of chemical-based personal care products is shifting consumer preferences toward herbal products. The proliferation of the internet in the country due to government-subsidized mobile internet costs has led people to spend more time on their smartphones. The use of the internet has created a significant understanding of the ill effects of using chemical-based products and this has created a nominal shift in the consumer base towards herbal personal care products. The better effectiveness and soft nature of the natural ingredients in herbal products have further accelerated their adoption in the country. Skincare & hair care are the major product segments where consumers are increasingly adopting herbal options.

Market Segmentation

Based on Type:

• Personal Care

• Hair Care
• Skin Care
• Sun Care
• Bath & Shower
• Oral Care
• Deodorants, Perfumes, & Antiperspirants
• Men’s Grooming Products
• Baby Care Products

• Cosmetic Products

• Facial Make-up Products
• Eye Make-up Products
• Lip and Nail Make-up Products
• Hair styling and Colouring products

Of them all, the skincare & sun care products in the personal care segment are expected to witness significantly growing demand during the forecast period. Egypt has a hot climate due to the presence of a vast desert however, the areas where the major population resides are near to Nile river delta. The proximity to the Nile Delta and the coast makes these areas exceptionally humid. Extreme heat and humidity cause intense damage to the skin and to prevent this the use of skin and sun care products is essential.

The hot climate due to the presence of the scourging sun is pushing forward the adoption of sun care products like sunscreens in the country. The individuals are using sun care products to prevent sunburns, dark spots, and overall skin darkening. The rising incidence of skin diseases in the country caused by excessive & unprotected exposure to high cumulative levels of ultraviolet (UV) radiation of the sun has made products like sunscreen a necessity. The demand for sun care products is expected to surge further as Egyptians are now becoming increasingly aware of the harmful effects of UV rays directly hitting the skin and resulting in sunburns, heatstroke, & even skin cancer.

Based on Distribution Channel:

• Specialty Stores

• Cosmetic Store
• Drug Store

• Large & Small Retail Stores

• Hypermarkets & Supermarkets
• Departmental Stores
• Others

• E-Commerce Platforms

The growth of e-commerce platforms is expected to boost the sales of beauty and personal care products in the country in the coming years. The Egyptian government’s programs and initiative to stimulate the e-commerce sector has led to the growth of online purchasing habits of the Egyptians, which further has resulted in the substantial sale of beauty and personal care products online.

According to Mastercard, in 2020, the surge in the use of e-commerce platforms further expanded amid the pandemic, with approximately 75% of Egyptian consumers shopping online during the pandemic. During the pandemic, Egypt’s Central Bank waived several bank transaction fees for 6 months which it later extended to the middle of 2021. As a result, e-commerce platforms registered a 940% increase in online sales reported by Mastercard as of 2021. A considerably better road network and increased investment in transport and telecoms infrastructure have helped shopping online easier due to which preference for e-commerce platforms has further increased in the country.

With the rise in e-commerce platforms globally, the e-commerce market in Egypt is also exhibiting considerable growth owing to which the sales of beauty and personal care products through e-commerce platforms are expected to flourish in the coming years.

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