In 2018, more women paid higher attention to, and showed greater interest in, step-by-step skin care. Gradually, consumers are becoming more aware and educated, and the rising standard of living is also leading to rising standards in skin care.
Face masks and anti-agers saw the highest growth in skin care in 2018. The strong volume and value growth of these categories was derived from consumers’ more profound desire for skin care products.
Alongside the health and wellness trend in Kazakhstan, which is influencing different areas of Kazakh consumers’ lives, such as food and home care, there is growing demand for natural, eco and safe ingredients in skin care. Consumers in Kazakhstan are becoming more careful and more selective concerning ingredients, and people are starting to pay greater attention to what they put on their skin.
Due to the increase in consistent skin care amongst Kazakh consumers, many manufacturers of beauty and personal care products have found the opportunity to develop and enhance their products. In 2018, significant growth was seen for new small brands in different skin care categories, for instance the Teana, GlamGlow, Lamel, La Vallée, Skincode, Novosit, Stop Demodex, Sekrety Lan, SkinLite, Mr Scrubber, Chobs, Derma E and Hello Beauty brands, along with many others.
Korean skin care brands have reached a high level of respect, trust and interest amongst consumers in Kazakhstan, and this trend continued in 2018. Returning to the trend of step-by-step skin care, Korean brands benefited because they led in terms of broad and deep solutions for skin care for consumers of different ages, skin types and skin problems.
With the strong competition in skin care, Kazakh consumers have become more spoilt and expect more from products, demanding added benefits, improvements and innovations. Almost all brands present in skin care generated new product developments in 2018.
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This industry report originates from Passport, our Beauty and Personal Care market research database.