Beauty & Cosmetics Industry | Market Research 2023–2025
Market Landscape & Trends
Global: The global beauty and cosmetics market is huge and growing. Industry analysts estimate it at roughly US$336–420+ billion in 2024 (depending on source)fortunebusinessinsights.comimarcgroup.com, with 5–7% annual growth. Skincare now accounts for ~40% of sales, makeup ~17%loreal-finance.com. The sector is resilient (withstanding economic slowdowns)loreal-finance.com and premiumizing (premium beauty growing ~8% annually vs ~5% for massmckinsey.com). Importantly, e-commerce is booming: beauty e‑commerce share tripled in recent years, exceeding 20–27% of sales by 2022–2023mckinsey.comloreal-finance.com. Global forecasts project the market reaching ~$580B by 2027mckinsey.com. Major multinational players dominate (L’Oréal ~$40B, Estée Lauder ~$16B in 2023)loreal-finance.comloreal-finance.com, but nimble indie brands and new entrants are proliferating.
South Asia & MENA: The Asia-Pacific region (especially China, India) and Middle East/Africa are the fastest-growing markets. Notably, L’Oréal finance data identifies the “SAPMENA” region (South Asia, Pakistan, Middle East & North Africa) as a key growth engine: about 590 million beauty consumers in 2022, projected to add ~280 million more by 2030loreal-finance.com. The MENA market alone is massive – Euromonitor/BeautyMatter report it at >$46 billion in 2024, reaching ~$60 billion by 2025beautymatter.com. Consumers in the Gulf spend exceptionally high amounts (e.g. GCC women average US$63/month on makeup, $52 on skincarebeautymatter.com). Regionally, MENA is young and digital: 55% of the population is under 30, and 82–90% are active on social media, heavily influencing purchasesbeautymatter.comdiarydirectory.com. Trends in the Middle East include a blend of modern and traditional beauty practices, a surge in clean/“organic” products, and demand for locally-inspired / halal formulationsdiarydirectory.comdiarydirectory.com. Online sales are rising (online beauty’s share in MENA grew from 2.3% in 2018 to ~6.1% in 2023)diarydirectory.com, though still below global average, indicating major e‑commerce upside.
Pakistan: The Pakistani cosmetics market is smaller but growing steadily. Official forecasts (ReportLinker) show cosmetics imports (proxy for market size) rising from US$233M in 2021 to ~$275M by 2026 (CAGR ≈2.8%)reportlinker.com. Local production is limited, and Pakistan remains a net importer (ranked ~70th globally in cosmetics). The Pakistan market grew ≈4.4% annually since 2008reportlinker.com. Domestic trends mirror global ones: consumers are increasingly seeking “clean beauty” – natural or halal-certified formulations free of harmful chemicalseuromonitor.com. Euromonitor notes a rising demand for natural/organic beauty products and eco-friendly packaging in Pakistaneuromonitor.com. Retail is also evolving: small local shops (general stores) still account for the largest share but are losing ground to modern trade; supermarkets and hypermarkets captured significant share gains in 2023euromonitor.com. Despite economic pressures, beauty spending has been resilient, and the underdeveloped market has room to grow across all segmentseuromonitor.comeuromonitor.com.
Retail Channels: Online vs. Offline
Global/E‑Commerce: Worldwide, omnichannel retail dominates. Online platforms (e‑commerce, DTC sites, livestream/social commerce) now account for a substantial portion of sales. L’Oréal Finance reports that 27% of global beauty sales were online in 2022loreal-finance.com, a figure rising each year. McKinsey notes that online beauty sales have “nearly quadrupled” since 2015mckinsey.com, and forecasts continued double-digit growth in digital channels (e‑commerce rising ~12% annually through 2027)mckinsey.com. The shift has been driven by Amazon/Tmall expanding beauty offerings, digitally-native DTC brands, and social selling (especially livestreaming in Asia)mckinsey.com. By brand, many (including MAC and Oriflame) have bolstered official websites and presence on major retailers (e.g. Sephora, Amazon, country-specific marketplaces).
Pakistan: In Pakistan, e‑commerce for beauty is still emerging. Daraz.pk is the dominant online marketplace, with brand-specific storefronts (e.g. Rivaj, Masarrat Misbah Makeup, Miss Rose). Industry forecasts suggest online channels will account for under 10% of Pakistan’s Beauty & Personal Care sales by 2025statista.com. However, growth is strong: the convenience of platforms like Daraz, along with payment innovations (e.g. COD, digital wallets), is expanding reach. Many consumers still prefer physical retail (open markets, pharmacies, local kiosks) for makeup and skincare, but modern trade (malls, cosmetics chains like Scentsation, Saeed Ghani) and e‑tail are gaining share. Local sellers and salons remain key for specialized or high-touch services (e.g. makeup consultation, salon-only products). In summary, Pakistan is increasingly omni-channel, but brick-and-mortar (especially supermarkets and traditional markets) still dominate volumeeuromonitor.com.
Middle East: The MENA region is highly fragmented in distribution. Offline channels (department stores like Sephora, Boots, local pharmacies, specialty beauty retailers, and salon/spa channels) coexist with a rapidly growing online segmentdiarydirectory.com. Beauty travel retail (airports, duty-free) is also important (tourism is a big driver). Analysts note that omnichannel is key – consumers expect both in-store discovery and online conveniencediarydirectory.com. In practice, major international brands (MAC, Oriflame, etc.) use a mix of e‑commerce, official stores, and third-party retailers (Sephora, Amazon.ae/sa) in the Gulf. Local consumers are quick to adopt digital: surveys show 90% of MENA shoppers are influenced by online contentdiarydirectory.com and often discover products online even if buying offline. Oriflame’s model (direct selling/”brand partners”) also operates heavily offline, supplemented by e‑catalyst.
Brand Positioning & Customer Perception
Below is a comparative summary of the five focus brands, their market positioning, and how they are perceived:
Rivaj (Rivaj UK) – A Pakistani-founded cosmetics and personal-care house (under SJS International). Rivaj positions itself as an everyday-quality brand offering a broad multi-category range (makeup, skincare, haircare, personal care, fragrances). Its CEO highlights that Rivaj was created to deliver “superior quality everyday-use beauty…products for all consumers,” serving all skin tones and both gendersrivaj-uk.com. Rivaj’s price point is mid-market, affordable for Pakistani consumers (e.g. foundations and palettes typically in the Rs.500–1,500 range on e‑commerce)daraz.pk. The brand is quite well known domestically, with a growing presence in the Gulf. Customer perception: Rivaj enjoys a reputation for good value and wide availability. Daraz reviews show high volumes sold (e.g. its HD eyeshadow palettes and eyeliners garner thousands of sales with ~4.7–4.8★ ratings), indicating active consumer acceptance. Rivaj’s HD line is marketed as a premium extension (“premium ingredients…for our premium consumers”rivaj-uk.com). Overall, customers view Rivaj as a trustworthy local brand with reliable quality at reasonable prices.
Masarrat Misbah (Masarrat Makeup) – Founded by celebrity beautician Masarrat Misbah (Misbah’s daughter, also named Masarrat), this is a Pakistani-designed cosmetics line. The brand strongly emphasizes quality and empowerment: it is the first Halal‑certified makeup brand in Pakistanmasarratmakeup.com, guaranteeing ingredients that meet religious/health standards. Products are framed as high-performance and luxurious (e.g. “Silk Foundation” long-wear liquid foundation, retailing ~Rs.4,699masarratmakeup.com, far above typical mass-market prices). Positioning: Premium-luxury segment. Masarrat Misbah has a boutique-like appeal, selling through its own stores and e‑commerce, with the founder’s name as a badge of quality. Customer perception: Early reviews (100+ on the site) are very positive (85% 5-star, average ~4.8★masarratmakeup.com), praising the finish and coverage of its flagship Silk Foundation. The brand is associated with halal purity and philanthropic ethos (Masarrat Misbah is also known for her charitable work). Consumers perceive it as upscale and trustworthy, though the high price positions it beyond casual shoppers and targets wedding or special-occasion market segments.
Miss Rose – A widely-available international brand (originating from China) marketed in Pakistan. Miss Rose’s tagline is “AFFORDABLE makeup for everyday use”missrose.com.pk. It offers a vast range of colorful cosmetics (foundations, concealers, lipsticks, palettes, etc.) at very low prices (e.g. foundations ~Rs.300–600, lipsticks Rs.250–500). This makes it a mass-market budget beauty brand. Positioning: Economical, trend-driven. It is often sold on Daraz and small shops. Customer perception: Users appreciate Miss Rose for its affordability and variety. Its popular items (Silk Flawless Foundation, Full Coverage Concealer) receive thousands of reviews, reflecting high volume sales. On e‑commerce, these products average around ★4.5–4.6daraz.pk, indicating acceptable quality for the price. Miss Rose is not considered luxurious or premium, but as a low-risk brand to try colors and formulas. Some users note inconsistency, but the consensus is that you “get what you pay for” – trendy products at razor-low cost.
MAC Cosmetics – A global luxury/professional cosmetics brand (part of Estée Lauder Companies). Founded in Canada (1984), MAC is internationally recognized and is among “the top three global makeup brands” (reported >$1 billion annual revenue, 500+ stores worldwideen.wikipedia.org). Positioning: Premium-professional. Sold through upscale retailers (Sephora, department stores) and its own boutiques, MAC targets makeup aficionados and professionals. Classic product lines include foundation (Studio Fix Fluid, $35 USD) and its iconic Ruby Woo lipstick ($19 USD)en.wikipedia.org, which are frequently cited as the brand’s bestsellers. Customer perception: MAC is seen as high-quality, trend-setting, and color-inclusive. Fans praise its pigmentation and variety; for example, Ruby Woo has a cult following for its universally-flattering red tone. The brand also emphasizes diversity and artistry in marketing. In Pakistan and the Middle East, MAC is aspirational – its mid- to high-range pricing (several thousand PKR for lipstick/foundation) marks it as a luxury brand. Reviews on global sites routinely exceed ★4.5 for core products, reflecting generally strong customer satisfaction.
Oriflame – A Swedish direct-selling beauty company focused on cosmetics, skincare, and wellness. Oriflame operates through independent “Brand Partners” in over 60 countriescorporate.oriflame.com, and claims market leadership (top brands) in more than half of those markets. Positioning: Accessible mid-to-premium. Its product portfolio includes makeup (e.g. The ONE lipstick & face collection), skincare (e.g. NovAge anti-aging), and fragrances (Giordani Gold line). Prices are moderate (in Pakistan, makeup often ranges Rs.500–3,000, depending on product and collection). Oriflame balances modern marketing (catalogue + online ordering) with tradition (face-to-face sales). Customer perception: The brand is associated with entrepreneurship (selling Oriflame is an income opportunity) and Scandinavian values (natural ingredients, sustainability). Feedback on Oriflame products is mixed: some bestselling items have good reviews (e.g. The ONE lipsticks often rate ~4★), but others are seen as mediocre. It’s not viewed as a luxury cosmetics leader, but rather a reliable, broad brand. Oriflame’s global tagline emphasizes its wide presence and wellness focuscorporate.oriflame.com, and consumers often appreciate the variety and the business model, while noting that product quality is on par with mass-market international brands.
Below is a summary of top products, pricing, and popularity for these brands, drawn from retail platforms and brand sites:
Notes: The table compiles example SKUs from retail data (Daraz.pk and brand sites) to illustrate pricing and popularity. Actual ratings for MAC/Oriflame (global average) are indicated roughly; local Pakistan e‑commerce data was unavailable for those. Miss Rose products have many reviews (zero rating shown above due to mixed distribution of ratings). Price is in Pakistani Rupees (as of 2024). All star ratings (★) and sold counts for Rivaj/Miss Rose are from Daraz listingsdaraz.pkdaraz.pk or official sitesmasarratmakeup.com.
Emerging Business Opportunities
The beauty/cosmetics sector presents several growth opportunities, especially in Pakistan and the Middle East:
Clean & Halal Beauty: With rising demand for “clean,” natural, and halal productseuromonitor.com, brands can innovate with organic ingredients, eco-friendly packaging, and halal certification. Masarrat Misbah Makeup’s success shows this niche: as “the first Halal certified brand in Pakistan”, it addresses consumer trust and religious compliancemasarratmakeup.com. Other brands can develop halal-certified lines or paraben-free formulations to attract health-conscious buyers.
Digital & Omnichannel Expansion: The online share is still relatively low in PK/MENA (6–7% as of 2023diarydirectory.com), so there’s huge runway for e‑commerce. Brands should strengthen DTC websites, partner with regional e‑tailers (Daraz in Pakistan, Amazon.ae/sa, Noon in Gulf, and Sephora’s online), and leverage social media/social-commerce (Instagram, TikTok makeup tutorials). Influencer marketing is especially potent in Pakistan and the Arab world – Gen Z audiences (over half the population) are 90% influenced by online contentdiarydirectory.com.
Inclusive & Personalized Products: There is growing demand for wider shade ranges and personal customization. Brands like MAC lead here, but even local brands can expand inclusivity (e.g. Masarrat Makeup now offers 30+ foundation shades). Color IQ and virtual try-on tech (used in malls) could be adapted for local skin tones. Customized offerings (mix-your-own foundation, personalized skincare routines) can differentiate new players.
Men’s & Grooming Segment: While women’s beauty dominates, men’s grooming is an underpenetrated opportunity in Pakistan/MENA (beards, skincare). Pakistani brands could introduce dedicated men’s lines (following global trends of male skincare). Oriflame, with its wellness focus, could expand more men’s products in the region.
Travel & Duty-Free Retail: The Middle East (UAE, Qatar, Saudi) sees heavy tourist traffic. Beauty travel retail (airport duty-free stores) is a lucrative channel. Brands like MAC and Oriflame already have airport presence; Rivaj or Masarrat could explore partnerships with local travel-retail retailers to capture sales to foreign visitors.
Local Manufacturing & Exports: In Pakistan, there is room to develop local production (currently many imports). Companies with existing pharmaceutical/chemical facilities could venture into cosmetics manufacturing. Quality production (e.g. halal-certified) could eventually be exported to other Muslim-majority markets. In fact, Pakistani cosmetic exports are small (around $25M in 2024)reportlinker.com, so export growth is a potential.
Health & Wellness Crossover: The trend of “beauty from within” (supplements, nutraceuticals, collagen drinks) is growing. Oriflame already offers wellness supplements; Rivaj or others could partner with nutrition brands. Similarly, beauty tech (LED masks, smart devices) and spa services could be bundled with product sales.
These opportunities align with current consumer trends (natural/organic beautyeuromonitor.com, sustainabilitydiarydirectory.com, digital engagementmckinsey.com) and the strengths of the focus brands. By innovating along these lines—halal/clean formulations, omnichannel reach, inclusivity, and new segments—companies can capture unmet demand in Pakistan and the broader MENA region.
Sources: Industry reports and market data (Fortune Business Insightsfortunebusinessinsights.com, McKinseymckinsey.com, L’Oréal Financeloreal-finance.com, BeautyMatterbeautymatter.comdiarydirectory.com, Statista/Euromonitoreuromonitor.com) and official brand/retailer information (Rivaj-UKrivaj-uk.com, Masarrat Makeupmasarratmakeup.commasarratmakeup.com, Miss Rosemissrose.com.pk, Oriflame corporatecorporate.oriflame.com, MAC-Wikipediaen.wikipedia.org, plus Daraz e-commerce listingsdaraz.pkdaraz.pk). These provide the latest insights (2023–2025) on market sizes, growth rates, and consumer preferences.
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