Premium beauty and personal care had outstanding performance in 2021, as affluent consumers were less affected by the economic instability of the pandemic than low-income consumers. In addition, with less opportunity to spend their money on travelling, socialising, and out-of-home entertainment, many high-income consumers opted to indulge themselves through purchasing premium beauty and personal care products.
As in mass beauty and personal care, L'Oréal remained the leading player in premium beauty and personal care in 2021 thanks to its wide distribution network and favourable reputation of its premium dermocosmetics brands. L'Oréal is the clear leader in this category, seeing growth in 2021 to hold over a quarter of the category’s total value share.
Demand for out-of-home beauty services, such as visits to hair salons, skin clinics, and other beauty salons, grew in 2021 as some consumers reverted to their old beauty habits. Despite hair salons continuing to operate under limited hours for some of the year, salon professional hair care saw growth, driven by a focus on hair treatments rather than styling.
The tendencies and trends that were present in premium beauty and personal care over the review are likely to be preserved in the coming years, with interest in premium brands expected to grow. The main drivers of growth will be baby and child-specific products, deodorants, hair care, and colour cosmetics, all of which have a double-digit forecast CAGR.
Having not seen continued value growth throughout the pandemic, premium skin care is a category that does not need to make up any lost sales. Nevertheless, it will continue to record robust growth over the forecast period at much stronger rate than in 2020 but slightly smaller than that of 2021.
Cosmetics associated with scientifically approved formulas and are dermatologically tested started gaining more trust among Kazakhstani consumers during the pandemic and are set to continue seeing growing popularity in the coming years. The limited number of shops remaining open during the lockdown period contributed to some consumers experimenting with new products, especially those sold in chemists/pharmacies as this channel remained open throughout the lockdown.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care 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.
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Premium Beauty and Personal Care
This is the aggregation of premium colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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