Asian Beauty Growth Drives Expanding Beauty Sales
Beauty and personal care in Kazakhstan in 2025 outperformed regional benchmarks, fuelled by a growing middle class and expanding consumer expenditure amidst a steady population increase to over 20 million. This robust growth is underpinned by a dynamic interplay between mass and premium consumer segments, where everyday hair and skin care products dominate value while premium dermocosmetics capture rapid expansion through their focus on scientifically backed efficacy and skin longevity. The rising influence of Korean and broader Asian brands catalyses innovation and consumer sophistication, promoting multi-step routines and multifunctional formulations that blend gentle care with active ingredients. Distribution channels reflect evolving consumer behaviour, with health and beauty specialists leading offline sales through integrated omnichannel approaches, complemented by retail e-commerce's growth, driven by convenience and exclusive offerings. Competitive intensity is sustained by large players, whose strategic investments in innovation, digital presence and direct sales models secure leadership amid growing private label competition and niche brand proliferation. Looking ahead, success hinges on embracing health-focused, multifunctional and sustainable products tailored to increasingly discerning consumers, alongside leveraging digital platforms and personalised marketing to engage expanding male and younger demographics. This environment demands agility in innovation and channel strategy to capitalise on Kazakhstan’s accelerating demand for premiumisation, clean formulations and sophisticated self-care routines.
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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
Asian Beauty Growth Drives Expanding Beauty Sales
Key Data Insights
Asian Beauty Growth Drives Expanding Beauty Sales
Longevity Trend Reshapes Consumer Choices with Multifunctional Products
Brands Focus on Sustainability through Refillable Premium Solutions
Consumers to Adopt Health-Focused and Premium Self-Care Routines, Boosting Growth
Fragrances to Remain Growth Leader through Cultural Significance and Premiumisation
Innovation in Multifunctional and Sustainable Products to Reshape Industry Dynamics
Leading Manufacturers Strengthen Hold as Smaller Players Add to Fragmented Mix
Health and Beauty Specialists Lead with Integrated Offline and Online Approach
Retail E-Commerce Accelerates Growth Driven by Convenience and Exclusive Offerings
Emerging Retail Concepts Combine Experiential and Digital Strengths to Capture Consumers
Baby and Child-Specific Products in Kazakhstan
Key Data Insights
Steady Growth Driven by Urban Families and Hypoallergenic Formulas
Steady Growth Driven by Urban Families and Hypoallergenic Formulas
Convenience and Multifunctionality Aid Sales for Nappy Rash Treatments and Baby Skin Care
Parents to Drive Rapid Growth with Demand for Natural Products and Ingredient Transparency
Manufacturers to Innovate with Convenience-Focused Offerings
Brands to Leverage Innovation and Digital Channels to Capture Parental Trust and Loyalty
Johnson & Johnson Inc and Nevskaya Kosmetika Oao Lead with Sustained Leadership
Traditional Retailers Lead with a Broad Product Range and Trusted Service
Retail E-Commerce Grows by Offering Convenience and Exclusive Products
Bath and Shower in Kazakhstan
Key Data Insights
Kazakhstani Consumers Drive Robust Growth through Evolving Preferences
Kazakhstani Consumers Drive Robust Growth through Evolving Preferences
Bar Soap Remains Relevant with Eco-Conscious Appeal among Families and Green Consumers
Kundal’S Korean Shower Gel Capitalises on the Asian Influence Trend to Boost Demand
Retail Expansion and Multifunctional Product Demand to Fuel Growth
Brands to Embrace Natural Formulations and Retail Innovation to Capture Demand
Leading Multinational Manufacturers Sustain Strong Foothold Amid Fragmented Competition
Grocery Retailers and Health and Beauty Specialists Lead Amid Rising Hygiene Demand
Colour Cosmetics in Kazakhstan
Key Data Insights
Steady Growth Driven by Consumer Spending and Digital Influence
Steady Growth Driven by Consumer Spending and Digital Influence
Multitasking Make-Up and Asian-Inspired Beauty Boosts Sales
Refillable Make-Up Targets Eco-Conscious Consumers
Value Growth to Be Driven by Hybrid Products and Premiumisation
Social Media and Natural Ingredients to Continue to Attract Consumer Loyalty
Brands to Continue to Leverage Sustainability to Enhance Growth Opportunities
Leading Players Drive Competitive Intensity through Innovation and Digital Engagement
Beauty Specialists Lead through Diverse Offerings and Consumer Trust
Online Growth Reshapes Distribution with Convenience and Brand Diversity
Deodorants in Kazakhstan
Key Data Insights
Steady Growth Driven by Urban Lifestyles and Climate Conditions
Steady Growth Driven by Urban Lifestyles and Climate Conditions
Deodorant Sprays Lead Value Sales While Sticks Gain Dynamic Traction
Dermatological Care and Asian Influence Shapes Deodorants in 2025
Consumer Demand to Drives Growth Amid Urban and Active Lifestyles
Deodorant Sprays to Dominate Value, While Sticks Lead Dynamic Expansion
Unilever Group’S Portfolio Expansion Drives Share Growth and Leadership
Grocery Retailers Retain Dominance Driven by Trust and Promotional Activities
Depilatories in Kazakhstan
Key Data Insights
Steady Economic Growth Supports Robust Demand and Value Expansion
Steady Economic Growth Supports Robust Demand and Value Expansion
Women’S Razors and Blades Lead as Accessible, Trusted Daily Essentials
Asian Brands and Clean Formulations Drive Trust and Innovation with Proven Products
Women's Razors and Blades to Maintain Dominance Driven by Convenience and Affordability
Natural and Gentle Formulations to Spur Rapid Growth in Women’S Pre-Shave Products
The Procter & Gamble Co’S Dominance Sustains Concentration Amid Steady Share Shifts
Grocery Retailers Lead Distribution as E-Commerce Expands
Fragrances in Kazakhstan
Key Data Insights
Steady Growth Driven by Expanding Retail and Consumer Spending Power
Steady Growth Driven by Expanding Retail and Consumer Spending Power
Mass Fragrances Dominate Sales While Premium Fragrances Show Rapid Growth
Brands Adopt Sustainability Strategies to Deepen Consumer Engagement
Consumers to Embrace Unique Scents and Eco-Conscious Choices, Shaping Growth
Mass Fragrances to Retain Largest Value While Premium Fragrances Lead in Growth
Brands to Leverage Personalisation and Sustainability to Deepen Consumer Loyalty
Leading Players Solidify Positions through Strong Strategies and Market Shifts
Health and Beauty Specialists Lead Sales with a Broad Assortment and Convenience
Hair Care in Kazakhstan
Key Data Insights
Kazakhstan’S Hair Care Value Surges Driven by Evolving Consumer Preferences
Kazakhstan’S Hair Care Value Surges Driven by Evolving Consumer Preferences
Shampoos Lead Value Sales While Salon Professional Hair Care Expands
Kazakhstan Embraces Korean Innovation in Hair Care
Innovation in Scalp Health and Male Grooming to Shapes Future Product Offerings
Shampoos’ Lead to Persists While Salon Professional Hair Care Accelerates Growth
Leading Manufacturers Expand Shares Amid Intensifying Competition and Shifting Partnerships
Grocery Retailers Dominate Distribution with Growing Convenience Formats
Retail E-Commerce Accelerates Growth Driven by Digital Platforms and Convenience
Men's Grooming in Kazakhstan
Key Data Insights
Rising Consumer Spending and Evolving Male Self-Care Fuel Growth in Kazakhstan
Rising Consumer Spending and Evolving Male Self-Care Fuel Growth in Kazakhstan
Brands Leverage Lifestyle, Sustainability and Clean Formulas to Engage Modern Men
Rising Male Self-Care to Drive Sustained Revenue Growth for Fragrances
Men’S Shaving to Remain Largest as Toiletries Make Notable Gains
Modern Men’S Grooming to Embrace Personalisation and Multifunctionality
Leading Manufacturers Consolidate Shares Amid Moderate Market Concentration Shifts
Supermarkets and Hypermarkets Drive Widespread Men’S Grooming Distribution
Oral Care in Kazakhstan
Key Data Insights
Rapid Growth Driven by Rising Oral Health Awareness and Evolving Consumer Routines
Rapid Growth Driven by Rising Oral Health Awareness and Evolving Consumer Routines
Toothpaste Leads Sales While Toothbrushes and Floss Post Dynamic Growth Supported by Innovation
Brands Embrace Asian Influence and Clean Formulations to Capture Evolving Consumer Needs
Rising Oral Health Awareness to Fuel Strong Category Expansion and Product Diversification
Consumer Demand for Natural and Premium Solutions to Reshape Product Innovation and Preferences
Colgate-Palmolive Kazakhstan Too Maintains Lead as Glaxosmithkline Plc Grows Share
Grocery Retailers Expand Dominance through Extensive Networks and Assortment
Retail E-Commerce Grows by Offering Convenience and Broader Product Access
Skin Care in Kazakhstan
Key Data Insights
Growth Reflects Robust Consumer Demand for Scientifically Validated Formulations
Growth Reflects Robust Consumer Demand for Scientifically Validated Formulations
Facial and Body Care Drive Growth as K-Beauty and Innovative Products Capture Consumer Interest
Brands Adopt Sustainability Initiatives to Meet Eco-Conscious Consumer Expectations
International Brands to Leverage Social Media to Drive Sales Growth
Facial Care to Maintain Dominance While Skin Care Sets Drive Growth through Routine
Consumers to Embrace Dermocosmetics and Multifunctional Products, Reshaping Offerings
Leading Global and Local Players Strengthen Leadership through Strategic Approaches
Health and Beauty Specialists Lead with Growing E-Commerce Influence
Zolotoye Yabloko Expands with Multi-Channel Strategy and Professional Service
Sun Care in Kazakhstan
Key Data Insights
Steady Growth in Volume and Value Driven by Rising Consumer Expenditure
Steady Growth in Volume and Value Driven by Rising Consumer Expenditure
Adult Sun Care Leads with Broad Consumer Appeal and Natural Ingredient Innovation
Asian Beauty and Lifestyle Focus Boosts Sun Care Sales in 2025
Clean Wellness Demands and Economic Growth to Boost Expansion
Brands to Capitalise on Multifunctionality and Outdoor Lifestyle to Meet Evolving Consumer Needs
Leading Players Reshape Landscape Shares Amid Rising Korean Competition
Non-Grocery Retailers Lead with Specialised Offerings and Consumer Trust
Premium Beauty and Personal Care in Kazakhstan
Key Data Insights
Kazakh Consumers Embrace Longevity Trend Boosting Premium Value
Kazakh Consumers Embrace Longevity Trend Boosting Premium Value
Premium Baby and Child-Specific Products Lead with Rapid Growth Momentum
Kazakh Consumers to Expand Premium Beauty Spending Driven by Health and Status
Premium Baby and Child-Specific Products to Lead Sales Growth
Men’S Evolving Preferences and Multifunctionality to Reshape Product Innovation and Retail
Top Players Strengthen Leadership through Strategic Expansion
Kering’S Cosmetics Shift Fuels L’Oréal Growth
Mass Beauty and Personal Care in Kazakhstan
Key Data Insights
Lifestyle-Driven Beauty and Rising Spending Fuels Rapid Market Growth
Lifestyle-Driven Beauty and Rising Spending Fuels Rapid Market Growth
Mass Skin Care Leads Value Sales While Fragrances Post Fastest Growth
Consumers’ Growing Demand for Natural and Personalised Beauty Solutions to Drive Growth
Mass Skin Care to Lead Value with Fragrances Showing Fastest Expansion
Brands to Embrace Multifunctionality and Localisation to Capture Evolving Consumer Needs
Leading Manufacturers Consolidate Shares While Market Remains Moderately Fragmented
Country Reports Disclaimer
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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- 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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- 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
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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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- 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
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- 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
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- Premium Deodorants
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
- Premium Hair Care
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- Premium Firming Body Care
- Premium General Purpose Body Care
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- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
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- 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
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- 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
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- Mass Deodorants
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
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- 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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