The demand for colour cosmetics products was impacted in 2020 as occasions to use these products were limited during the pandemic as women were working from home and there was an evening curfew. In 2021, however, value and volume growth was recorded with the return to normal life in the country.
Instagram has become an essential tool for Tunisian women, and their purchases of colour cosmetics products is increasingly influenced by reviews and Instagrammer’s opinions. Market leaders, including Lella, L'Oréal and Obeauty, are promoting their products via Instagram as they believe it to be the most effective means of marketing and communication.
Several new brands entered the Tunisian colour cosmetics market in 2021, including Petite Maison, Revolution, Make-Up Obsession, which are imported from Turkey, the EU, and West European. Competition is consequently becoming more intense as these imported products are offering affordable prices compared with certain international brands, such as L'Oréal and Clarins.
Colour cosmetics is expected to record further growth over the forecast period as, thanks to the influence of Instagram and Facebook, many women will be keen to try new products now that work and social occasions have resumed following the pandemic. Colour cosmetics companies are also expected to encourage sales by offering consumers a wide range of products with suitable packaging and affordable prices.
During the review period, Tunisian women had two choices: either buy high-end, imported products with high prices, or opt for local brands, such as Kolsi and Lella. The Tunisian market is now different and several more affordable imported products, including Essence and Catrice, are available at lower prices to compete with local brands.
E-commerce is expanding and enjoying increasing sales each year as consumers appreciate its convenience and low prices, and further growth is expected over the forecast period. Platforms such as Jumia offer a wide range of colour cosmetics and one of the market leaders of colour cosmetics in Tunisia, Obeauty, offers an online website Beautystore.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Tunisia 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 Tunisia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.See All of Our Definitions
This report originates from Passport, our Colour Cosmetics research and analysis database.
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