Colour cosmetics was one of the worst hit categories by the pandemic as, with little opportunity to socialise or spend time out of the house, consumers paid less attention to their personal appearance. This led to less use of and fewer sales of colour cosmetics.
The continued trend for spending more time at home in 2021 presented an opportunity for colour cosmetics manufacturers to intensify their online presence and expand online marketing initiatives. Social network engagement saw double-digit growth for most players, although this did not necessarily convert into a significant boost to online sales.
The leader L’Oréal, which has held the top spot throughout the review period, massively grew its category share in 2021 as it recorded double-digit growth and the strongest value sales growth of all colour cosmetics players. This is in sharp contrast to the major direct selling players Avon Cosmetics and Oriflame as well as the group of smaller players under “others”, all of which recorded steep double digit value sales declines.
Colour cosmetics in Kazakhstan is anticipated to see reinvigorated demand as consumers spend more time outside their homes and start to pay more attention to their personal appearance again. The return to pre-COVID-19 lifestyles will nevertheless be gradual, meaning that the category will not see a full value sales recovery until 2023, with some of this recovery attributed to rising prices rather than demand.
Over the forecast period, Kazakhstani consumers are set to be increasingly inspired by trends coming from East Asia, particularly those from Korea (K-beauty), China (C-beauty), and Japan (J-beauty). For example, the South Korean trend of honey skin is expected to enjoy rising popularity, encouraging consumers to use a combination of skin care and make-up products in several layers to achieve glowing skin.
As shopping via e-commerce becomes more mainstream in Kazakhstan over the coming years, it is anticipated that colour cosmetics will become one of the key beneficiaries of its growing popularity. In fact, despite the marked declines recorded by the category in the first year of the pandemic, colour cosmetics still recorded strong growth in the e-commerce channel.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics 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.
If you're in the Colour Cosmetics 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.
Colour Cosmetics
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.
See All of Our DefinitionsThis report originates from Passport, our Colour Cosmetics research and analysis database.
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