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Beauty and Personal Care in Egypt

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    Report

  • 118 Pages
  • May 2025
  • Region: Egypt
  • Euromonitor International
  • ID: 2674536
In 2024, beauty and personal care in Egypt presented a complex picture of current value growth and volume decline, heavily influenced by the nation's challenging economic landscape. Soaring inflation, reaching 26.5% in 2024, and the dramatic devaluation of the Egyptian pound in March 2024 (losing over 60% of its value) triggered significant price hikes exceeding 30% across the board, marking the third consecutive year of such increases.

The Beauty and Personal Care in Egypt report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Beauty and Personal Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Beauty and personal care in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retail developments
  • What next for beauty and personal care?
MARKET DATA
  • Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN EGYPTKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Mass beauty and personal care in Egypt outperforms premium segment
  • Unilever Mashreq SAE leads mass beauty and personal care in 2024
  • Value for money matters more than ever in personal care
PROSPECTS AND OPPORTUNITIES
  • Mass beauty and personal care set to register steady growth in the years ahead
  • Growth opportunities exist for local players in particular
  • Innovation will be characterised by cost-saving and sustainability trends
CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
PREMIUM BEAUTY AND PERSONAL CARE IN EGYPTKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Premium beauty and personal care sees volume decline in 2024
  • L’Oreal Egypt leads thanks to broad portfolio of trusted brands
  • Consumers seek high-end beauty on a budget
PROSPECTS AND OPPORTUNITIES
  • Premium beauty and personal care will see growth over the forecast period
  • Social media will continue to shape consumer choices
  • Plant-based ingredients set to gain traction in the years ahead
CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
BABY AND CHILD-SPECIFIC PRODUCTS IN EGYPTKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Soaring prices lead to volume declines in 2024
  • Johnson & Johnson leads in 2024, thanks to diverse portfolio across subcategories
  • E-commerce continues to reshape the distribution landscape
PROSPECTS AND OPPORTUNITIES
  • Growth predicted for baby and child-specific products in the years ahead
  • Natural and free-from products set to gain popularity
  • Baby and child-specific sun care will benefit from increased awareness of sun protection for young skin
CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
  • Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024
  • Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
  • Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
  • Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
  • Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
BATH AND SHOWER IN EGYPTKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Current value growth in 2024 as a result of essential nature of the category and price increases
  • Unilever Mashreq SAE retains the lead thanks to diverse range and strong consumer loyalty
  • Johnson & Johnson leads in 2024, thanks to diverse portfolio across subcategories
PROSPECTS AND OPPORTUNITIES
  • Growth predicted for bath and shower over the forecast period
  • Bar soap set to remain the largest subcategory thanks to its ubiquity
  • Bath additives will see significant innovation from local players
CATEGORY DATA
  • Table 34 Sales of Bath and Shower by Category: Value 2019-2024
  • Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024
  • Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
  • Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024
  • Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024
  • Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
  • Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029
  • Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
  • Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
COLOUR COSMETICS IN EGYPTKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Colour cosmetics sees volume decline as prices soar
  • L'Oréal retains its lead despite ongoing challenges
  • Beauty specialists retains its dominance, but e-commerce enjoys dynamic growth
PROSPECTS AND OPPORTUNITIES
  • Colour cosmetics set to benefit from influencer culture
  • Mass colour cosmetics will benefit from affordability amid economic instability
  • Constrained budgets will continue to influence consumer behaviour
CATEGORY DATA
  • Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024
  • Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
  • Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024
  • Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024
  • Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024
  • Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024
  • Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
  • Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
  • Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
DEODORANTS IN EGYPTKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Current value growth for deodorants in 2024, as prices soar
  • Unilever links with popular brands across distribution channels
  • Supermarkets represents the largest percentage of sales, but e-commerce shows notable dynamism
PROSPECTS AND OPPORTUNITIES
  • Growth forecast for deodorants, despite ongoing challenges
  • New product development will bolster dynamism in the category
  • Premium brands will face increased competition from mass counterparts
CATEGORY DATA
  • Table 54 Sales of Deodorants by Category: Value 2019-2024
  • Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024
  • Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
  • Table 57 NBO Company Shares of Deodorants: % Value 2020-2024
  • Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024
  • Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
  • Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029
  • Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
  • Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
DEPILATORIES IN EGYPTKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Challenging economic climate sees depilatories decline in volume terms in 2024, while current value sales soar
  • Proctor & Gamble gains share to further strengthen its position
  • Pharmacies leads, but e-commerce continues to gain ground
PROSPECTS AND OPPORTUNITIES
  • Growth predicted as hygiene and self-care trends continue apace
  • Price sensitivity may lead to less frequent usage or alternative methods
  • Specialist face-shaving products may increasingly replace traditional techniques
CATEGORY DATA
  • Table 63 Sales of Depilatories by Category: Value 2019-2024
  • Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024
  • Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024
  • Table 66 NBO Company Shares of Depilatories: % Value 2020-2024
  • Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024
  • Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029
  • Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
FRAGRANCES IN EGYPTKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Slower volume growth, but current value sales soar amid price increases
  • MAC retains the lead but loses some share due to price sensitivity
  • Beauty specialist dominates, but e-commerce shows notable dynamism
PROSPECTS AND OPPORTUNITIES
  • Volume and current value growth predicted, especially for mass fragrances
  • Mass body mists will benefit from ongoing price sensitivity
  • Local consumers expected to shop around for the best deals amid high prices
CATEGORY DATA
  • Table 70 Sales of Fragrances by Category: Value 2019-2024
  • Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024
  • Table 72 NBO Company Shares of Fragrances: % Value 2020-2024
  • Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024
  • Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
  • Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
  • Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029
  • Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
HAIR CARE IN EGYPTKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Volume decline for hair care in 2024, but current value sales increase as prices soar
  • Unilever benefits from diverse portfolio of well-known, trusted brands
  • Hypermarkets represents the largest percentage of sales in 2024
PROSPECTS AND OPPORTUNITIES
  • Ubiquity of hair care will generate ongoing category growth
  • Hair loss concerns will favour local brands in the years ahead
  • Natural and sustainable trends set to continue apace as Egyptians embrace natural beauty
CATEGORY DATA
  • Table 78 Sales of Hair Care by Category: Value 2019-2024
  • Table 79 Sales of Hair Care by Category: % Value Growth 2019-2024
  • Table 80 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
  • Table 81 NBO Company Shares of Hair Care: % Value 2020-2024
  • Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
  • Table 83 LBN Brand Shares of Hair Care: % Value 2021-2024
  • Table 84 LBN Brand Shares of Colourants: % Value 2021-2024
  • Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
  • Table 86 LBN Brand Shares of Styling Agents: % Value 2021-2024
  • Table 87 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
  • Table 88 Forecast Sales of Hair Care by Category: Value 2024-2029
  • Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
  • Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
MEN'S GROOMING IN EGYPTKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Volume decline, but notable current value growth in 2024
  • Lord strengthens its lead of men’s grooming
  • Beauty specialists leads distribution sales in 2024
PROSPECTS AND OPPORTUNITIES
  • Slower current value growth and increased volume sales will reflect stabilising prices
  • Local products set to enjoy increased demand
  • Economic constraints will continue to influence category performance
CATEGORY DATA
  • Table 91 Sales of Men’s Grooming by Category: Value 2019-2024
  • Table 92 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
  • Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
  • Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
  • Table 95 NBO Company Shares of Men’s Grooming: % Value 2020-2024
  • Table 96 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
  • Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
  • Table 98 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
  • Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
ORAL CARE IN EGYPTKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Oral care sees substantial current value growth due to increased prices in 2024
  • Oral-B brand enjoys widespread popularity in Egypt
  • Pharmacies leads sales, but e-commerce enjoys growth
PROSPECTS AND OPPORTUNITIES
  • Robust growth predicted for oral care over the forecast period
  • Oral care will benefit from appetite to maintain good oral health to avoid dental bills
  • Tooth whitening products will become increasingly popular
CATEGORY DATA
  • Table 100 Sales of Oral Care by Category: Value 2019-2024
  • Table 101 Sales of Oral Care by Category: % Value Growth 2019-2024
  • Table 102 Sales of Toothbrushes by Category: Value 2019-2024
  • Table 103 Sales of Toothbrushes by Category: % Value Growth 2019-2024
  • Table 104 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
  • Table 105 NBO Company Shares of Oral Care: % Value 2020-2024
  • Table 106 LBN Brand Shares of Oral Care: % Value 2021-2024
  • Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024
  • Table 108 LBN Brand Shares of Toothpaste: % Value 2021-2024
  • Table 109 Forecast Sales of Oral Care by Category: Value 2024-2029
  • Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
  • Table 111 Forecast Sales of Toothbrushes by Category: Value 2024-2029
  • Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
SKIN CARE IN EGYPTKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Substantial current value growth driven by high prices
  • L’Oreal maintains its leading position in skin care in 2024
  • VAT specialists remains the leading distribution channel, but e-commerce gains ground
PROSPECTS AND OPPORTUNITIES
  • Skin care poised for ongoing growth throughout the forecast period
  • K-beauty will continue to drive local trends in skin care
  • Local players set to benefit from a focus on domestic production
CATEGORY DATA
  • Table 113 Sales of Skin Care by Category: Value 2019-2024
  • Table 114 Sales of Skin Care by Category: % Value Growth 2019-2024
  • Table 115 NBO Company Shares of Skin Care: % Value 2020-2024
  • Table 116 LBN Brand Shares of Skin Care: % Value 2021-2024
  • Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024
  • Table 118 LBN Brand Shares of Anti-agers: % Value 2021-2024
  • Table 119 LBN Brand Shares of Firming Body Care: % Value 2021-2024
  • Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024
  • Table 121 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
  • Table 122 Forecast Sales of Skin Care by Category: Value 2024-2029
  • Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
SUN CARE IN EGYPTKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Volume decline, but current value sales increase substantially
  • Beiersdorf maintains its lead thanks to strong consumer loyalty
  • Pharmacies leads sales, but e-commerce gains ground
PROSPECTS AND OPPORTUNITIES
  • Steady growth predicted for Egyptian sun care
  • Preference for multi-functionality will reflect desire for value for money
  • Players will seek to maintain interest by innovating
CATEGORY DATA
  • Table 124 Sales of Sun Care by Category: Value 2019-2024
  • Table 125 Sales of Sun Care by Category: % Value Growth 2019-2024
  • Table 126 NBO Company Shares of Sun Care: % Value 2020-2024
  • Table 127 LBN Brand Shares of Sun Care: % Value 2021-2024
  • Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
  • Table 129 Forecast Sales of Sun Care by Category: Value 2024-2029
  • Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029