Colour Cosmetics in Kazakhstan

PROSPECTS

More attention paid to colour cosmetics designed for the eyebrows

In Kazakhstan, there is a strong fashion for having well-maintained, emphasised eyebrows. There are many beauty salons which offer eyebrow styling and eyebrow colouring.

The selfie culture contributes to the ongoing interest in colour cosmetics

Alongside the development of new technologies, digitalisation in the country and the active usage of social networks, there is a ubiquitous trend of taking photos and selfies, especially amongst the younger generation. Therefore, there is growing demand for colour cosmetics that can make the face look brighter and more attractive.

Colour cosmetics with skin care and sun care properties

In 2018, consumers in Kazakhstan paid growing interest to colour cosmetics that have skin care and sun care properties. The reason is that consumers have rising standards in beauty and personal care.

COMPETITIVE LANDSCAPE

The emergence of Bobbi Brown

In Kazakhstan, there is growing interest in professional colour cosmetics. Due to frequent make-up masterclasses through social networks and in beauty studios, women in Kazakhstan are paying more attention to the quality of products and the brand.

The continued dominance of international manufacturers

In general, beauty and personal care in Kazakhstan is dominated by imported brands, whilst colour cosmetics is represented only by international manufacturers. Based on national statistics, the largest purchases of colour cosmetics by Kazakh women in volume terms are accounted for by Chinese, Russian, Korean, German, French and US brands.

An opportunity for masstige colour cosmetics over the forecast period

In Kazakhstan, there is a wide range of colour cosmetics at the low-end and mid-range price points. However, there is a growing trend of consumers paying greater attention to product quality – even the younger generation with low purchasing power demands colour cosmetics which are safe, effective and have a good reputation.

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