Despite the economic instability created by the COVID-19 pandemic, premium beauty and personal care remains amongst the less impacted categories in Tunisia as it has a base of loyal upper-income customers who are generally less impacted by the financial crisis than the majority of Tunisians and have continued to spend on premium products. Nevertheless, there has been some shift from premium to mass products due to the economic situation in the country and sales of premium beauty and personal care are significantly lower than mass formats.
For many years, premium products were mostly only available in pharmacies and certain beauty shops in modern urban areas. However, the development of modern distribution in Tunisia has resulted in premium products being increasingly available in supermarkets and especially hypermarkets.
As most Tunisians stayed at home for long periods during COVID-19, many premium brands turned to digital marketing activities in order to continue to generate interest in premium products, especially as many Tunisians use social media platforms such as Facebook and Instagram to remain up to date with global beauty trends. To leverage this further, several brands have partnered with bloggers and social media influencers, sending them products to review and encouraging them to publish videos or written content on their products.
The beauty and personal care industry is mainly supported by social networks such as Instagram.
Premium beauty and personal care is also benefiting from the expansion of e-commerce and an increasing number of websites now offer premium products. Delivery to anywhere in Tunisia has also boosted sales as consumers in rural areas can now buy a premium product online, without having to go to a pharmacy in the city centre.
Direct selling is also expanding rapidly in Tunisia, growing from year to year as new companies enter the market. The market share of players like Oriflame, Arvea Nature and Avon, which mostly sell mass beauty products, have experienced solid growth and this is expected to continue over the forecast period to 2026.
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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 DefinitionsThis report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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