Africa Beauty and Personal Care Market by Product and Distribution Channel - Forecast and Analysis 2023-2027

Africa Beauty and Personal Care Market 2023-2027

The Africa beauty and personal care market size is estimated to grow by USD 6.65 billion at a CAGR of 7.54% between 2023 and 2027. Our market trends and analysis report examines historical data from 2017 to 2021, besides analyzing the current market scenario.

Growing focus on Afrocentric requirements is the key factor driving the growth of the Africa market. The increasing urbanization of many African countries has attracted many markets. Beauty requirements of different regions vary due to different consumer preferences. Likewise, market players that are entering the African market are emphasizing the production of personal care and beauty products for Africans. Global brands like Loreal have tapped the market by not offering Western or Asian products in the region. Other global brands are also highlighting this important factor to enhance their ability to capture the African market. Hence, meeting Afrocentric requirements will drive the Africa market growth during the forecast period.

Market Size

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The market is witnessing significant growth, driven by a rising awareness of dental problems and a growing preference for herbal oral care products. With an increasing demand for halal-certified cosmetics, millennial consumers are gravitating towards products that feature natural ingredients such as pomegranate and olive oil. The market landscape encompasses both mass and premium brands, catering to diverse consumer segments across drugstores, para-pharmacies, and hypermarkets. Facial masks are emerging as popular skincare solutions, reflecting the evolving beauty trends in the region. As Africa's beauty and personal care sector continues to evolve, fueled by consumer preferences and product innovations, it presents lucrative opportunities for market players to capitalize on the growing demand for quality beauty and personal care products.

Market Segmentation 

In the market, a diverse range of offerings caters to various skin care and hair care needs. Skincare essentials like cleansers and toners, moisturizers, and sunscreen and sun protection products are essential for maintaining healthy skin in Africa's diverse climates. For hair care, styling products and natural and organic hair care solutions address the needs of consumers dealing with hair fall problems. The demand for cosmetics with natural, non-toxic, and organic components is on the rise, reflecting a growing awareness of personal health and environmental sustainability. Color cosmetics, including lipsticks, cater to diverse preferences and styles, appealing to both female and male customers alike. As consumers in Africa prioritize self-care and grooming, the product segment of the Beauty and Personal Care Market continues to evolve, offering innovative solutions tailored to the continent's unique beauty needs.

By Product 

The skincare segment is estimated to witness significant growth during the forecast period. Consumers are increasingly interested in buying skin care products for their skin and as a result, the demand for skin care products in the African continent is increasing. House of Tara International, a Nigerian company specializing in skincare and beauty products for women of color, is an example of a successful skincare brand in Africa.

The skincare segment was the largest segment and was valued at USD 3.76 billion in 2017.

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Skincare brands such as The Body Shop, run by Body Shop International Ltd (Body Shop International), have capitalized on this trend by incorporating African ingredients into their product lines, fueling the growth of the skincare segment in Africa. In addition to these established brands, there has been an increase in the popularity of local skincare brands in Africa. One such brand is The Ordinary from South Africa which is known for its simple and affordable formula, Therefore, such factors are expected to increase the demand for skincare products, which will boost the growth of the skincare segment in the market during the forecast period. 

The hair care segment in the market is growing rapidly and evolving. Many consumers are becoming aware of their hair health and are investing in more hair care products and treatments, because of this the demand for hair care products is growing in the region. An example of a successful brand in the hair care segment in Africa is Shea Moisture, operated by Sundial Brands LLC (Sundial Brands). In addition, the hair care segment also includes local and regional market players that have become popular among consumers. These brands understand the diverse hair types and textures found in Africa and offer products that meet specific hair needs. Therefore, these factors will propel the growth of the market during the forecast period. 

Market Dynamics

In market is witnessing a notable shift driven by diverse factors. With concerns over dental problems on the rise, consumers are increasingly seeking Halal-certified cosmetics, reflecting the region's cultural sensitivities. Millennials, a significant consumer segment, are particularly inclined towards products featuring natural ingredients like pomegranate and olive oil. This trend extends across both mass and premium brands, available in various retail outlets ranging from drugstores/para-pharmacies to hypermarkets. Skincare products such as facial masks, cleansers and toners, moisturizers, and sunscreen cater to the evolving needs of African consumers, driving growth in this dynamic market segment. Millennial consumers are increasingly prioritizing cosmetics with natural, non-toxic, and organic components, leading to a surge in demand. This trend extends to shampoos made from similar ingredients, reflecting a broader shift towards sustainability and wellness in personal care routines. While traditional mass brands continue to hold sway in the market, they are adapting to meet the preferences of this demographic by offering products with cleaner formulations.

Significant Market Trends

The emergence of products with natural ingredients is the key trend in the market. Growing health consciousness and awareness of the harmful effects of harmful chemicals used in beauty and personal care products has driven the demand for products containing natural ingredients. African consumers are looking for less harmful products with low chemical ingredients. As a result, some market players are focusing on producing the products that are free of parabens, toluene, formaldehyde, artificial fragrances, dibutyl phthalate (DBP), petroleum-based chemicals, butylated hydroxyanisole (BHA) and sulfate.

Furthermore, manufacturers of hair care products and color cosmetics are focusing on developing products with natural ingredients to attract more customers. Therefore, affordability is an important parameter to keep in mind as African consumers are very price sensitive. Hence, these trends will boost the market growth and trends during the forecast period. 

Major Market Challenge

The adverse health effects of synthetic chemicals used in beauty and personal care products are the challenges that affect the growth of the market. Many beauty and personal care products contain synthetic chemicals such as benzoyl peroxide, triclosan, parabens, paraphenylenediamine, hydroquinone, sulfates, fragrances, resorcinol, synthetic dyes, petroleum, methylisothiazolinone, and phthalates. The harmful effects of this toxic chemical used in products have forced customers to prioritize safety over other aspects. The growing awareness of the side effects of synthetic chemicals in products is a major challenge for the market.

Moreover, in Africa, the governments of many countries (including South Africa, Nigeria, and the Republic of Ivory Coast) have banned skin-lightening creams, whitening lotions, and bleaching products for many years. These products have attracted many African consumers for skin whitening. The idea behind this ban is to protect citizens from dangerous side effects caused by the toxic ingredients used in these products. Therefore, these factors are expected to impede the growth of the market during the forecast period.

Who are the Major Market Companies?

Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.

• Key Offering- Africology Pty Ltd.: The company offers beauty and personal care products such as Absolute Rose Serum and Beard Balm.
• Key Offering- Amka-Products Pty Ltd.: The company offers beauty and personal care products under brands such as Clere, Depi-Lette, Krayons, and Vinolia.
• Key Offering- Coty Inc.: The company offers beauty and personal care products under brands such as Cover Girl and Kylie Cosmetics.

The market forecasting report also includes detailed analyses of the competitive landscape of the market and information about 28 market companies, including:

1. Adidas AG
2. Amway Corp.
3. Beiersdorf AG
4. Chanel Ltd.
5. Christian Dior SE
6. Church and Dwight Co. Inc.
7. Colgate Palmolive Co.
8. Edgewell Personal Care Co.
9. Esse Skincare
10. Godrej Consumer-Products Ltd.
11. House of Tara International
12. Johnson and Johnson
13. Kering SA
14. LOreal SA
15. Lulu and Marula Proprietary Ltd.
16. Natura and Co Holding SA
17. Oriflame Cosmetics S.A.
18. Pauline Cosmetics Ltd.
19. Reckitt Benckiser Group Plc
20. Revlon Inc.
21. The Estee Lauder Companies Inc.
22. The Procter and Gamble Co.
23. Unilever PLC
24. Zaron Cosmetics and Beauty
25. Tiger Brands Ltd.

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Market Overview

The market encompasses a wide range catering to diverse consumer needs. From Cleansers and Toners to Moisturizers, Sunscreen, and Shampoos, the market offers essential skincare and haircare solutions. Additionally, Styling Products, Natural and Organic Haircare items, and Nail Care products cater to specific preferences for styling and maintenance. Cosmetic enthusiasts can find a variety of options, including Lipsticks, Eyeshadows, and Blushes, while Perfumes, Deodorants, and Body Sprays offer fragrance choices. The market also includes offerings for Men’s Grooming needs, such as Shaving and Grooming Products, reflecting the growing demand for male-oriented personal care items. Overall, the Beauty and Personal Care Market in Africa continues to evolve to meet consumer demands and preferences.

The market in Africa showcases a diverse array of products to meet the unique needs of consumers across the continent. From essential items like Sunscreen and Sun Protection to specialized offerings such as Shampoos, Conditioners, and Skincare for Men, the market caters to various grooming requirements. Anti-Aging Products, Anti-Wrinkle Creams, and Serums address specific concerns, while Ethnic and Cultural-Specific Products honor diverse beauty traditions. The rise of E-Commerce and Online Retail, coupled with the influence of Social Media Influencers, has transformed the industry landscape. Additionally, the market emphasizes Health and Wellness Integration, with a focus on Natural Beauty and Wellness, Functional Ingredients, and Customization options, including Tailored Fragrances and Customized Skincare Regimens.

The beauty and personal care industry in Africa caters to a diverse range of consumers, including male customers facing hair fall problems and dental issues. With a growing demand for natural and organic solutions, shampoos made from such ingredients are gaining popularity, alongside herbal oral care products. Online beauty shoppers seek makeup tips and access to a wide range of cosmetic and fragrance products. Brand owners and retailers are adapting to the rise of online shopping by offering their products through digital channels. Self-conscious users, particularly the aging population, are drawn to male grooming products and a variety of natural, organic, herbal, and halal options. Eco-friendly packaging designs are becoming increasingly important, particularly for sunscreens and nail care items.

Segment Overview

The market analysis and report covers market growth by revenue and provides an analysis of the latest trends and growth opportunities from 2017 to 2027. 

• Product Outlook
  • Skincare
  • Hair care
  • Color cosmetics
  • Fragrances
  • Others
• Distribution Channel Outlook
  • Offline
  • Online

Market Growth and Forecasting Scope
Market Report Coverage	Details
Page number	162
Base year	2022
Historic period	2017 - 2021
Forecast period	2023-2027
Growth momentum & CAGR	Accelerate at a CAGR of 7.54%
Market growth 2023-2027	USD 6.65 billion
Market structure	Fragmented
YoY growth 2022-2023(%)	6.81
Competitive landscape	Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks
Key companies profiled	Adidas AG, Africology Pty Ltd., Amka Products Pty Ltd., Amway Corp., Beiersdorf AG, Chanel Ltd., Christian Dior SE, Church and Dwight Co. Inc., Colgate Palmolive Co., Coty Inc., Edgewell Personal Care Co., Esse Skincare, Godrej Consumer Products Ltd., House of Tara International, Johnson and Johnson, Kering SA, LOreal SA, Lulu and Marula Proprietary Ltd., Natura and Co Holding SA, Oriflame Cosmetics S.A., Pauline Cosmetics Ltd., Reckitt Benckiser Group Plc, Revlon Inc., The Estee Lauder Companies Inc., The Procter and Gamble Co., Unilever PLC, Zaron Cosmetics and Beauty, and Tiger Brands Ltd.
Market dynamics	Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the forecast period.
Customization purview	If our market research and growth report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

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What are the Key Data Covered in this Market Research Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the growth of the market between 2023 and 2027
• Precise estimation of the market  size and its contribution to the market in focus on the parent market
• Accurate predictions about upcoming trends and changes in consumer behavior
• Growth of the market across Africa
• Our market growth analysis provides a thorough analysis of the market’s competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the growth of market companies

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