South Africa Cosmetics and Personal Care Products Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

The South Africa Cosmetics and Personal Care Products Market is segmented by Product Type (Personal Care Products and Cosmetics/Make-up Products) and Distribution Channel (Specialist Retail Stores, Supermarkets/Hypermarkets, Convenience Stores, Pharmacies/Drug Stores, Online Retail Channels, and Other Distribution Channel).

Market Snapshot

Study Period: 2016 - 2026
Base Year: 2020
CAGR: 6.62 %

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Market Overview

The South African cosmetics and personal care products market is projected to register a CAGR of 6.62% during the forecast period (2021-2026).

The South African cosmetics and personal care market was severely hit by the COVID-19 pandemic. Especially, the color cosmetics and fragrances witnessed a major downfall during the pandemic, as these were not classified as “essential” by the South African government. Consequently, during the height of the COVID-19 lockdown, these companies and brands were forced to stop all production. Nonetheless, the production and retail of personal hygiene, skincare, hair care, deodorants, and sanitary items continued. However, the reduced workforce and output due to strict health and safety policies also hampered the continued supply to the market.

The South African cosmetics industry recorded good growth in 2018, buoyed by the increased focus on grooming and the growing presence of regional brands. The weakening of the local currency and rising economic uncertainty remain the major concerns for the local market.

Moreover, a significant increase in the demand for men’s grooming products supported by the preference for multifunctional products is driving the market growth in the region. Additionally, natural and organic personal care and cosmetics products witnessed an increase in consumer preference. These products are positioned at a high quality and premium products and draw a wide range of consumers.

Some of the major companies operating in the country are L'Oréal SA, Estée Lauder Inc., Procter & Gamble Co., and other companies. These companies are adopting various strategies, such as product launches, acquisitions, etc., and propelling the online distribution channel for the sales of their products.

Scope of the Report

Personal care products are the ones fabricated for their use to maintain personal hygiene, including cleaning, conditioning, moisturizing, and others. Cosmetics or make-up products are the items used by consumers to enhance their beauty. The South African cosmetics and personal care market is segmented by product type and distribution channel. By product type, the market is segmented into personal care products and cosmetics/make-up products. The personal care products segment is further segmented into hair care products, skincare products, bath and shower products, oral care products, men's grooming products, and deodorants and antiperspirants. Similarly, cosmetic products are also further sub-segmented into facial cosmetics, eye cosmetic products, and lip and nail make-up products. By distribution channel, the market studied is segmented into specialist retail stores, supermarkets/hypermarkets, convenience stores, pharmacies/drug stores, online retail channel, and other distribution channels. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).

By Product Type
Personal Care Products
Hair Care Products
Hair Styling and Coloring Products
Other Hair Care Products
Skin Care Products
Facial Care Products
Body Care Products
Lip Care Products
Bath and Shower
Shower Gels
Bath Salts
Other Bath and Shower Products
Oral Care
Men's Grooming Products
Deodorants and Antiperspirants
Cosmetics Products
Facial Cosmetics
Eye Cosmetic Products
Lip Cosmetic Products
Nail Cosmetic Products
By Distribution Channel
Specialist Retail Stores
Convenience Stores
Pharmacies/Drug Stores
Online Retail Channels
Other Distribution Channels

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Key Market Trends

Increasing Consumer Awareness About Skin Care Products

There is a growing focus on improving living standards among South African consumers, driven by a surge in internet access, with the number of the country's internet users more than doubling during the review period. Social media is gaining more traction, with consumers’ inclination toward global fashion and beauty trends. The grooming trend is furthermore being aided by an increase in net spending in each household for skin care products in South Africa. This increasing spending trend is allowing consumers not only to get benefited by spending on skin care but also increasingly associating an attractive appearance with career success and professionalism.

The rising consumer awareness supported by the surging purchasing power of the local consumers is driving the demand for skin care products made of natural ingredients, thereby giving rise to local manufacturers, like Lulu & Marula, that produce a wide range of skincare products like cleansing bar, body balm, facial kit, and others, all made of natural ingredients.

South Africa Cosmetics and Personal Care Products Market1

Increasing Demand for Anti-aging Cosmetics Products

The strong desire among individuals to retain a youthful appearance has been a major factor supporting the South African skincare industry. The trend is driving demand for anti-aging products in the country. Nearly 23% of makeup products consumed in South Africa are natural cosmetics and anti-aging products, majorly driven by the 45-54 age group. With rapid aging in the country, the proportion of the population aged 60 years or older is projected to double from 7.7% to 15.4% over the next 35 years. The rapidly aging demographics of the country led to robust demand for anti-aging products that overcome wrinkles, age spots, dry skin, uneven skin tone, and hair damages, creating room for innovations in the cosmetics industry. In the long turn, longer life spans can translate into a significant boom for the cosmetic products market in South Africa.

South Africa Cosmetics and Personal Care Product Market2

Competitive Landscape

The South African cosmetics and personal care products market is dominated by Unilever, followed by Procter & Gamble, Avon, and other major players. Unilever continues to reign over the market, with a combination of new product launches and aggressive expansion strategies focused on gaining traction in new territories. Brand value plays a major role in driving the sales of cosmetic products, as consumers develop an affinity toward cosmetic brands and beauty products over a period.

Recent Developments

  • In December 2019, with an aim to enter the South African personal care market, Wipro Consumer Care acquired Canway Corporation, which is also a personal care manufacturer and the owner of the well-known brands Oh So Heavenly, Iwori, and IQ.
  • In March 2019, Procter and Gamble entered the haircare market in South Africa by introducing ultra-lightweight waterless foam dry shampoo, a residue-free waterless dry shampoo spray, waterless dry conditioners, and alcohol-free waterless hair refreshers.
  • In April 2018, Dabur India invested ZAR 50 million in acquiring two South Africa-based companies, D&A Cosmetics Proprietary Ltd and Atlanta Body & Health Products Proprietary Ltd, through its wholly-owned subsidiary Dermoviva Skin Essentials Inc.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Personal Care Products

        1. Hair Care Products

          1. Shampoo

          2. Conditioners

          3. Hair Styling and Coloring Products

          4. Other Hair Care Products

        2. Skin Care Products

          1. Facial Care Products

          2. Body Care Products

          3. Lip Care Products

        3. Bath and Shower

          1. Shower Gels

          2. Soaps

          3. Bath Salts

          4. Other Bath and Shower Products

        4. Oral Care

        5. Men's Grooming Products

        6. Deodorants and Antiperspirants

      2. 5.1.2 Cosmetics Products

        1. Facial Cosmetics

        2. Eye Cosmetic Products

        3. Lip Cosmetic Products

        4. Nail Cosmetic Products

    2. 5.2 By Distribution Channel

      1. 5.2.1 Specialist Retail Stores

      2. 5.2.2 Supermarkets/Hypermarkets

      3. 5.2.3 Convenience Stores

      4. 5.2.4 Pharmacies/Drug Stores

      5. 5.2.5 Online Retail Channels

      6. 5.2.6 Other Distribution Channels


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Procter & Gamble

      2. 6.3.2 L'Oreal SA

      3. 6.3.3 Colgate-Palmolive Company

      4. 6.3.4 The Estée Lauder Companies

      5. 6.3.5 Unilever

      6. 6.3.6 Adcock Ingram (Lulu & Marula)

      7. 6.3.7 Revlon Consumer Products Corporation

      8. 6.3.8 AVI (Indigo Brands Pty Ltd)

      9. 6.3.9 Avon Products Inc.

      10. 6.3.10 Genome Cosmetics LLC (ObeyYourBody)

    4. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The South Africa Cosmetics and Personal Care Products Market market is studied from 2016 - 2026.

The South Africa Cosmetics and Personal Care Products Market is growing at a CAGR of 6.62% over the next 5 years.

Colgate-Palmolive Company, Unilever South Africa, Procter & Gamble, L'Oréal SA, The Estée Lauder Companies are the major companies operating in South Africa Cosmetics and Personal Care Products Market.

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