Colour Cosmetics in Middle East and Africa

August 2020

Colour cosmetics in the Middle East and Africa faces severe challenges. Social media, women’s empowerment and product innovation positively influenced the market in 2019, but growth was hampered by cautious consumer spending and economic malaise, particularly given the impact of low oil prices on the region’s many oil-based economies. COVID-19 has caused further destabilisation, exacerbating these problems and negatively impacting demand for colour cosmetics as a direct result

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Key findings

Mixed prospects for Middle East and Africa

More women entering the workforce and the accordant rise in disposable income for this urban demographic has underpinned rising demand in 2019. But the impact of low oil prices has constrained faster growth, and these economic problems are worsening. In 2020, the destabilising influence of COVID-19 threatens to decimate growth prospects for colour cosmetics.

Saudi Arabia and South Africa are the largest regional colour cosmetics markets

Consumers in the largest markets for colour cosmetics have benefitted from rising awareness and the availability of a wide range of brands across price points and quality levels, enabling women to use colour cosmetics on a regular basis. Markets in Sub-Saharan Africa have benefited from developing economies, encouraging the use of colour cosmetics.

Well-established international brands lead, while “indie” brands fare well among millennials and generation Z

L'Oréal Groupe, LVMH Hennessy Louis Vuitton, Estée Lauder Cos Inc and Coty Inc are the leading companies in colour cosmetics in the region. LVMH Hennessy Louis Vuitton has been able to capitalise on its retailer Sephora and the private label Sephora Collection. Fierce competition has, however, stemmed from indie and regional brands, as well as the existing leaders expanding their ranges.

Social media is a key influence on regional demand

Consumers look to social media for make-up trends and usage tips, and are posting their own images to their social media circle. Companies are seizing this opportunity, with multinationals sponsoring domestic and regional influencers. This echoes the rapid growth of e-commerce, particularly given the impact of COVID-19 on wider retailing in H2 2020.

Key findings
Putting the Middle East and Africa in context
Colour cosmetics sees regional economic slowdown suddenly worsen
Eye and facial make-up lead within colour cosmetics
Enhancing facial features through make-up is a societal norm in the region
Highest absolute growth in facial and eye make-up
Colour cosmetics focus: Changing dynamics in the Middle East and Africa
Beauty specialists lead, but rapid growth for e-commerce
Bricks-and-mortar retailers shift towards omnichannel strategies
Regional sales consolidated among leading international companies
Industry leaders keep pace among young independently owned brands
Saudi Arabia, South Africa and UAE key territories for colour cosmetics
Dominance of industry leaders due to strong value and market foothold
Potential for growth but economic outlook is bleak
Major negative impact following COVID-19
Soft drivers stands out as contributor to growth over forecast period
Population growth and unrealised potential to offset economic instability
Understanding changing dynamics in the forecast period
Algeria: market context
Algeria: competitive and retail landscape
Cameroon: market context
Cameroon: competitive and retail landscape
Egypt: market context
Egypt: competitive and retail landscape
Israel: market context
Israel: competitive and retail landscape
Kenya: market context
Kenya: competitive and retail landscape
Morocco: market context
Morocco: competitive and retail landscape
Nigeria: market context
Nigeria: competitive and retail landscape
Saudi Arabia: market context
Saudi Arabia: competitive and retail landscape
South Africa: market context
South Africa: competitive and retail landscape
Tunisia: market context
Tunisia: competitive and retail landscape
United Arab Emirates: market context
United Arab Emirates: competitive and retail landscape
Growth decomposition explained

Beauty and Personal Care

This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.

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