Market Intelligence · 2026
EGYPT
BEAUTY MARKET
A large, digitally connected beauty market where premium international brands are regaining momentum — and where local execution matters.
SEVORA POINT OF VIEW
Egypt combines scale, resilient beauty demand,
and accelerating digital adoption — a market
where the right regulatory, commercial and local-growth partner matters.
Egypt combines scale, resilient beauty demand,
and accelerating digital adoption — a market
where the right regulatory, commercial and local-growth partner matters.
Beauty & Personal Care · 2025
+18%
Retail sales value growth · Euromonitor
Premium Beauty · 2025
EGP 11.944B
Retail sales value · +17%
Internet Users · Jan 2025
96.3M
81.9% penetration · DataReportal / Kepios
Population · 2026
110.06M
IMF · 2026 country population
01 · Market Momentum
The market is moving.
2025 delivered strong value growth while premium brands regained momentum as currency and availability conditions stabilised.
2025 Value Benchmarks · EGP Billion
SOURCE: EUROMONITOR INTERNATIONAL · 2025 RETAIL SALES VALUE
2025 Market Signals
+18%
Beauty & Personal Care
Retail sales value growth in 2025.
+19%Mass Beauty growth
+17%Premium Beauty growth
+14.6%Internet-user growth
50.7MSocial media identities
03 · Digital Egypt
Discovery is digital.
Egypt had 96.3M internet users at the start of 2025. Digital adoption is expanding quickly, creating a strong environment for education, discovery, social commerce and personalised beauty experiences.
96.3M
Internet users
January 2025.
81.9%
Penetration
Internet penetration at the start of 2025.
116M
Mobile connections
Active cellular connections in early 2025.
50.7M
Social identities
Social media user identities in January 2025.
+14.6%
Internet-user growth
Increase between January 2024 and January 2025.
21.2M
Offline population
People estimated not to use the internet at the beginning of 2025.
04 · Route to Market
Where consumers buy.
Pharmacies remain central to beauty distribution while e-commerce is gaining ground; the market is becoming more fragmented and digitally enabled.
Channel Signals · 2025
El Ezaby Pharmacy
Health & Beauty Specialists33%
Health & Beauty Specialists33%
Amazon Egypt
Retail E-Commerce11%
Retail E-Commerce11%
Noon
Retail E-Commerce8%
Retail E-Commerce8%
What This Means for International Brands
Expert-led distribution01
Digital discovery + conversion02
Selective premium retail03
Local execution & feedback04
05 · Opportunity Map
Where brands can compete.
SEVORA’s strategic interpretation of current market signals — not a claim of category market share.
01
Skincare
Ingredient-led routines, K-Beauty influence and efficacy.
02
Fragrance
Premium-led demand with strong specialist-retail relevance.
03
Makeup
Digital engagement, skinification and multifunctional products.
04
Haircare
Innovation, salon care and e-commerce expansion.
05
Sun Care
High-protection and multifunctional products.
06 · Market Entry
Your market development partner in Egypt.
SEVORA is being built as a market development partner and beauty retail platform — helping selected international brands assess, prepare, launch, build and scale in Egypt.
01Assess
02Prepare
03Launch
04Build
05Scale
REGULATORY CONTEXT · EDA / EGYCOSM · GUIDELINE 10/2025 FOR IMPORTATION & MEDICAL CUSTOMS RELEASE OF COSMETIC PRODUCTS, RAW MATERIALS & PACKAGING MATERIALS
EDITORIAL REFERENCE IMAGERY · PEXELS · FREE TO USE
07 · Competitive & Regulatory Intelligence
Evidence first.
Selected metrics are sourced from current 2026 publications and official Egyptian regulatory sources; interpretation is clearly separated from reported data.
Euromonitor · Beauty & Personal Care+18%2025 retail sales value growth; premium brands regained momentum; pharmacies and e-commerce are key channel dynamics.
Euromonitor · Premium BeautyEGP 11.944B2025 retail value; +17% growth; L’Oréal Egypt 14%; MAC 9%; Mazaya 5%.
Euromonitor · Colour Cosmetics13% / 10%L’Oréal Egypt / Misr Cosmetics shares in 2025; digital engagement and multifunctional products are key drivers.
Euromonitor · Health & Beauty Specialists33%El Ezaby Pharmacy share in 2025, up from 30% in 2020.
Euromonitor · Retail E-Commerce11% / 8%Amazon Egypt / Noon shares in 2025; market is increasingly fragmented and convenience-led.
DataReportal / Kepios96.3MInternet users; 81.9% penetration; 50.7M social identities; 116M mobile connections; +14.6% YoY growth.
IMF110.06M2026 population; projected real GDP growth 4.6%; projected consumer-price change 13.2%.
Egyptian Drug Authority10/2025Guideline covering importation and medical customs release of cosmetics, raw materials and packaging materials; EgyCosm supports cosmetics listing/trading.