BEAUTY AND PERSONAL CARE IN PAKISTAN

June 2026
Beauty and personal care in Pakistan in 2025 reflected a resilient value growth trajectory
supported by a large and expanding population of over 255 million, alongside improving
economic conditions including a real GDP growth of 3% and easing inflation at 4%.
Despite moderate volume growth constrained by economic uncertainties, the industry
remains attractive due to consumers’ prioritisation of affordability combined with efficacy,
especially for natural, herbal and halal-certified products that align with emerging health
span and wellness trends. Urbanisation and rising female workforce participation underpin
steady demand growth, while the rise of digital commerce and omnichannel retailing
enhances consumer access and engagement. Leading multinational companies retain strong
footholds through robust distribution and localisation strategies, yet intensifying competition
from local natural brands and imported Asian skin care products challenges incumbents to
innovate continuously.
Success in this environment demands that brands deliver value-driven, multifunctional
products supported by credible science-backed claims, leverage digital platforms and
influencer marketing, and tailor offerings to culturally resonant consumer preferences across
both premium and mass segments.
Source:
https://www.euromonitor.com/…