A growing middle-income group in a country with a median age of 22 is promising for the growth of consumer brands in the market. Growing awareness of brands, rising consciousness for beauty and personal grooming and increasing consumer sophistication have driven demand for beauty and personal care brands in 2018.
Social media and television have contributed significantly to the westernisation of Pakistan’s fashion trends and led to the infiltration of various imported brands of beauty and personal care in the country. While some of these brands are officially imported by beauty specialist retailers and modern retailers such as hypermarkets, a great contribution in this regard has been made by e-commerce retailers and Facebook sellers.
The beauty and personal care market in the country is dominated by international brands primarily due to the variety they offer, and their vast distribution networks and consistent promotion and media advertising that keep the brands high in consumer recall. Moreover, consistent quality and international recognition of the brands always proved challenging for local brands to enter and sustain in the market.
In various categories of beauty and personal care, innovation and new product development was seen in products that provided multiple benefits in one or all-in-one solutions for the ease and convenience of fast-paced consumers who do not have the time to use multiple products and prefer one compact solution for various needs. The introduction of all-in-one palettes in colour cosmetics, facial creams and lotions that provide multiple skin care benefits including sun care and hair products such as shampoos with multiple essential nutrients and oils to solve many of the hair’s problems at one time are a few examples.
The rapid growth of modern retailing in the country has opened a gateway for many local and international brands to reach the masses. Beauty and personal care in the country has also greatly benefited from the spacious and shopping-friendly modern retail landscapes that allow for more engagement with shoppers and provide more assortments and variety for consumers to choose from.
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Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Pakistan with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Beauty and Personal Care market research database.