How Much Pakistanis Spend Annually on Personal Care Products

Personal care products, including skin care, hair care, cosmetics, and grooming items, have become a staple in everyday life for many Pakistanis. What was once considered a luxury or occasional purchase has now become a regular part of consumer budgets. With rising urbanization, a growing middle class, and increasing digital penetration, more people are buying these products more frequently. But exactly how much are Pakistanis spending on personal care in 2025? And what is driving this growth?

This analysis dives into the latest market data, explores consumer behaviour, and discusses the macro and micro factors that are fueling the personal care boom in Pakistan.

Content

Key Statistics of Pakistan’s Annual Expenditure on Personal Care Products
Market Size & Annual Spending 2025
Growth Drivers & Consumer Behavior
Breakdown of Spending by Category
Macro Risks & Challenges
Forecast & Future Trends
Implications for Stakeholders
Comparison with Other Markets & Benchmarks

Key Statistics of Pakistan’s Annual Expenditure on Personal Care Products

In 2025, the personal care market in Pakistan is estimated to reach USD 2.52 billion.
As part of a larger Beauty & Personal Care BPC industry projected at USD 5.10 billion.
At a per capita spend of roughly USD 20.40, haircare, skincare, and color cosmetics account for the most significant share.
Meanwhile, the cosmetics submarket non-luxury is expected to generate around USD 783.00 million in 2025.
USD 496.6 million is the expected size of the online personal care e-commerce market in 2025.
The projected revenue for natural cosmetics in Pakistan is USD 4.47 million in 2025.
Import duties are 40% on many makeup & beauty goods, 20% on perfumes, FY 2024-25.

Market Size & Annual Spending 2025

The rapid growth of the personal care market in Pakistan is underpinned by a rising youth population, increasing e-commerce adoption, and shifting consumer preferences toward natural and halal formulations.

Overall Beauty & Personal Care Market

Pakistan’s beauty and personal care market continues to expand as consumers place more value on grooming, skincare, and everyday hygiene products. In 2025, the sector is estimated to generate USD 5.10 billion, showing that beauty is no longer limited to luxury; it has become a regular part of household spending.

Whereas, Personal care items such as skincare, haircare, and oral care make up nearly half of this value, contributing USD 2.52 billion. With an average of USD 20.40 spent per person, the data reflects a strong and steady demand across different income groups.

Cosmetics Sub-Market

Within the broader beauty industry, the cosmetics segment remains a significant contributor to the overall market. In 2025, this category alone is projected to reach USD 783 million. Interestingly, the market is heavily dominated by affordable, mass market products, which account for nearly 96% of total spending.

This shows that everyday makeup items, budget-friendly brands, and accessible beauty products are shaping consumer behavior far more than premium or luxury ranges.

E-commerce Personal Care

Online shopping has emerged as a major driver of growth in the personal care market. E-commerce revenue for this category is expected to touch USD 496.6 million in 2025, indicating a clear shift from traditional retail to online platforms. Consumers now prefer the convenience of home delivery, deals, and variety offered by digital stores.

The sector is also set to grow rapidly, with a projected annual growth rate of 13.3% from 2025 to 2029. Even in a single month, June 2025 online personal care sales generated USD 20.3 million, highlighting how strong the digital demand already is.

Natural / Organic Segment

Although still small compared to the overall cosmetics market, the natural and organic personal care segment is gaining attention. With projected revenues of USD 4.47 million in 2025, this niche reflects a rising consumer preference for “clean,” chemical-free, and more environmentally conscious products. As awareness grows around ingredients and wellness, this segment is likely to expand steadily in the coming years.

Sources: Statista, eCommerceDB, Statista, Statista

Growth Drivers & Consumer Behavior

Demographics & Youth Population

Pakistan has a very young population, which is a powerful driver of the personal care market. Young consumers are more exposed to global beauty trends, are active on social media, and are more willing to spend on grooming and skincare.

According to research on male cosmetic consumption in Pakistan, grooming is increasingly part of work culture and social life, especially in urban centers.

Digital Penetration & E-commerce

The shift to online buying is accelerating: e-commerce platforms are increasingly used for purchasing personal care products. The large e-commerce growth 13.3% CAGR, as projected, indicates that more personal care brands are leveraging online channels.

Source: eCommerceDB

This is particularly important for reaching consumers beyond major cities, offering convenience, competitive pricing, and wider product variety.

Local Brands & Affordability

Economic pressures, such as inflation and import duties, are nudging consumers toward local, affordable, and “value” personal care brands.

According to StrategyHelix, many Pakistani consumers now prefer local brands for skin care and color cosmetics.

Some local brands are embedding traditional ingredients like saffron, rose, and multani mitti into modern, scientifically formulated products, which appeal both to tradition and efficacy.

Natural & Halal Product Demand

There’s a clear uptick in demand for natural and halal-certified formulations. StrategyHelix’s report highlights these as growth drivers for Pakistan’s beauty market.

Consumers are becoming ingredient-conscious, and this is pushing brands to innovate in product development.

Regulatory Environment

Increased regulation is starting to influence the market. According to Akira.PK’s review, in FY 2024-25, Pakistan introduced a 40% duty on many imported beauty and makeup products, and 20% on perfumes and sprays.

In parallel, the Pakistan General Cosmetics Regulatory Authority PGCRA is being established through the Ministry of Science and Technology to oversee standards, labeling, and safety.

These regulatory moves could reshape the market by encouraging more local manufacturing, improving transparency, and potentially driving out substandard or counterfeit products.

Source: ResearchGate, Akira.pk, StrategyHelix, StrategyHelix

Breakdown of Spending by Category

To understand where Pakistanis are spending most of their personal care money, we can roughly segment the spending into major categories.

Category	Estimated Share of Spend	Drivers / Commentary
Skincare	High	Driven by anti-aging, pigmentation, acne treatments, and premium serums. Young consumers also increasingly focus on “skin health.”
Haircare	Significant	Daily use of shampoos, conditioners, oils, climate, and water quality influence product choice.
Color Cosmetics	Moderate-to-High	Makeup foundations, lipsticks, etc., are growing, especially via social media trends and e-commerce.
Oral Care / Hygiene	Stable	Basics like toothpaste, mouthwash, and grooming tools remain consistent spenders.
Fragrances / Deodorants	Growing	A rising middle class and improving disposable income boost demand.

These categories reflect the segmentation seen in reports, e.g., StrategyHelix.

Source: StrategyHelix

Macro Risks & Challenges

While the personal care market in Pakistan is booming, it is not without risk. Here are some of the most important headwinds:

Inflation & Disposable Income

High inflation pressures mean that many consumers may cut back on “non-essential” personal care spending, or switch to cheaper local alternatives.

Import duties like those added in FY 2024-25 make imported premium or niche products more expensive.

Counterfeit and Substandard Products

One persistent issue is the sale of counterfeit, adulterated, or low-quality personal care items. The lack of strict regulation can lead to quality issues, impacting consumer trust.

Without strong enforcement, cheaper “copycat” products may proliferate, especially in offline informal markets.

Regulatory Bottlenecks

While PGCRA is a step forward, its effectiveness will depend on rollout, capacity, and enforcement.

Brands may face higher compliance costs, which could be passed on to consumers or squeeze margins.

Distribution & Supply Chain

Reaching rural or second-tier cities is still a challenge for many international and even local brands.

E-commerce helps, but logistics, cost of delivery, and last-mile inefficiencies may limit growth in underserved areas.

Source: Akira.pk

Forecast & Future Trends

Market Growth Outlook

According to Statista, the Beauty & Personal Care market in Pakistan is expected to grow at a CAGR of 2.18% from 2025 to 2030.

Cosmetics non-luxury are projected to grow at roughly 3.60% annually from 2025 to 2030.

StrategyHelix predicts strong long-term potential, particularly driven by rising demand for skincare, halal products, and e-commerce.

E-Commerce Evolution

E-commerce’s role will deepen. As more consumers, especially younger, urban consumers, become comfortable buying beauty products online, the share of personal care spend happening online should increase.

Brands will likely invest more in online-only SKUs, digital marketing, and social media influencer partnerships.

Product Innovation

Natural + clean beauty: Growth in natural cosmetics, though small now, is likely to accelerate as consumers become more ingredient-aware.

Halal cosmetics: With rising demand, more brands may pursue halal certification.

Customized / local formulations: Expect more products tailored to Pakistani skin types, climate, and beauty standards, e.g., hyper-pigmentation treatments, sun protection.

Regulatory Impact

As PGCRA becomes more established, regulation could push the market toward higher quality standards.

This could also raise the barrier to entry for low-quality producers but may level the playing field for reputable local and international brands.

Source: Strategy Helix, Statista, Statista

Implications for Stakeholders

For Brands & Manufacturers

Local brands have an opportunity to scale by focusing on affordable, mass-market products.
Premium and international brands need to lean into e-commerce, digital marketing, and perhaps offer localized or “clean” lines.
R&D into natural, halal, and skin-friendly formulations will likely pay off.

For Retailers & E-Commerce Platforms

Online retailers should prioritize beauty/logistics strategies: fast delivery, sampling, and targeted marketing.
Offline retailers can benefit from “hybrid” strategies: integrating digital apps / QR codes to drive foot traffic.

For Regulators

PGCRA must strike a balance: enforce safety without stifling innovation.
Education campaigns will help: teaching consumers to read ingredient labels, understand certifications, and avoid counterfeit products.

For Consumers

Increasing spending power and access means Pakistani consumers have more leverage: demand better products, transparency, and value.
As awareness rises, consumers may shift toward safer, cleaner personal care, driving long-term market transformation.

Comparison with Other Markets & Benchmarks

Compared to global markets, Pakistan’s USD 5.10 billion BPC size is modest, but its growth potential is significant, especially given macro trends.

The per capita spend of USD 20.40 in Pakistan is far lower than in many developed countries, but it's growing, showing room for “premiumization” over time.

The CAGR for cosmetics ~3.6% is reasonable, but if e-commerce and natural/halal lines accelerate, the growth could surprise on the upside.

Source: Statista

Conclusion

It’s pretty clear where the momentum is going. Pakistan’s personal care market is growing and seeing an immense transformation. The stats make one thing obvious. With consumers spending an estimated USD 2.52 billion on personal care in 2025, and almost half that amount potentially leaking into e-commerce, the landscape is dynamic and evolving. Regulatory changes, import duties, and a shift toward clean and halal beauty are catalyzing that growth.

These insights give a solid view of what’s really going on. For brands, this is a moment to lean in: invest in local manufacturing, embrace ingredient transparency, and double down on e-commerce. Meanwhile, it's a chance for regulators to raise standards while protecting consumers. For Pakistani consumers, increasing choice and better-quality products are within sight.

If trends continue, we could see Pakistan’s personal care market move from volume-driven, mass-market spending to more premium, and conscious consumption. And that will reshape the buying preferences of Pakistanis and their thoughts on personal care.

References

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