South Africa’s beauty and personal care market is heading toward ZAR 60 billion by 2028, with skincare set to remain the heavyweight at ZAR 22 billion. Yet the surprises are closer than you think, from Unilever’s 35% deodorant dominance to Black women making up 42% of beauty purchasers. This is a market where natural and online buying are reshaping share, pricing, and what “premium” means week to week.
Key Takeaways
- L'Oréal holds 22% market share in SA beauty, leading multinational.
- Unilever dominates deodorants with 35% share in South Africa 2023.
- Clicks private label grew 12% in beauty sales, 15% store share SA.
- 65% of South African women aged 18-34 use skincare daily, highest demographic engagement.
- Black women represent 42% of beauty product purchasers in SA, spending avg ZAR 450/month.
- 52% of SA consumers prefer natural/organic beauty products, up from 38% in 2020.
- SA beauty market projected to reach ZAR 60 billion by 2028, CAGR 5.8%.
- Skincare segment forecast to grow 7.1% annually to ZAR 22 billion by 2028 in SA.
- E-commerce beauty sales expected 25% of total by 2028, ZAR 15 billion in SA.
- The South African beauty and personal care market reached a value of ZAR 45.2 billion in 2023, marking a 6.8% year-on-year growth driven by premium skincare demand.
- South Africa's cosmetics market segment grew by 7.2% in 2023 to ZAR 12.4 billion, fueled by social media influence on makeup trends.
- The hair care market in South Africa was valued at ZAR 8.9 billion in 2023, with natural hair products capturing 28% market share.
- Skincare segment dominated with ZAR 15.8 billion in 2023, 35% of total beauty market in South Africa.
- Hair care products generated ZAR 8.9 billion in revenue in SA 2023, with relaxers declining 5%.
- Fragrances sales volume reached 45 million units in South Africa in 2023.
South Africa’s beauty market is surging, led by skincare, natural growth, and rising local and e commerce demand.
Related reading
01 · Category
Competitive Landscape19 stats
01
L'Oréal holds 22% market share in SA beauty, leading multinational.
02
Unilever dominates deodorants with 35% share in South Africa 2023.
03
Clicks private label grew 12% in beauty sales, 15% store share SA.
04
Black-owned Ohlolly brand sales up 40% to ZAR 150 million in 2023.
05
Procter & Gamble 18% share in hair care segment South Africa.
06
Dis-Chem pharmacies 28% of retail beauty distribution in SA 2023.
07
Estée Lauder luxury skincare 25% premium segment share in SA.
08
Local Nude Skincare brand 8% growth in natural segment SA.
09
Shoprite Checkers beauty aisle sales ZAR 2.8 billion, 14% market.
10
The Body Shop SA stores 45% sales from eco-products 2023.
11
Revlon makeup 12% share in color cosmetics South Africa.
12
Cape Kingdom Naturals exports 20% of SA organic beauty abroad.
13
Woolworths Foods beauty counter 10% luxury sales share SA.
14
Maybelline New York leads mass-market mascara at 19% SA.
15
Skin Functional local brand 25% e-com growth in 2023 SA.
16
Johnson & Johnson skincare 16% in baby-adult crossover SA.
17
Spar Group beauty sales ZAR 1.2 billion, independent stores key.
18
Sorbet salons 15% nail care service market in urban SA.
19
Yardley London 22% budget fragrance share South Africa.
Interpretation
Competitive Landscape Interpretation
The competitive landscape of South Africa beauty is increasingly shaped by strong local and category-specific challengers, with L'Oréal leading overall at 22% while Dis-Chem holds 28% of retail beauty distribution and Unilever takes 35% in deodorants, as Clicks private label grew 12% and Black-owned Ohlolly jumped 40% to ZAR 150 million in 2023.
02 · Category
Consumer Insights19 stats
01
65% of South African women aged 18-34 use skincare daily, highest demographic engagement.
02
Black women represent 42% of beauty product purchasers in SA, spending avg ZAR 450/month.
03
52% of SA consumers prefer natural/organic beauty products, up from 38% in 2020.
04
Urban millennials in SA spend 28% more on beauty than national average, ZAR 620/month.
05
71% of SA beauty buyers influenced by social media influencers in purchase decisions 2023.
06
Men aged 25-44 account for 35% growth in grooming product usage in SA.
07
48% of low-income SA households prioritize hair care over other beauty segments.
08
Loyalty to local brands at 62% among SA consumers aged 35+, per 2023 surveys.
09
Online reviews sway 67% of SA beauty purchases, TikTok leading platform.
10
55% of SA women over 40 seek anti-aging products, avg spend ZAR 380/month.
11
Gen Z (18-24) in SA 73% experiment with makeup trends weekly.
12
39% of rural SA consumers access beauty via informal markets, lower price point.
13
Vegan beauty preference at 29% among urban SA professionals 2023.
14
Average SA household beauty spend ZAR 250/month, 12% of discretionary income.
15
61% female vs 22% male regular beauty shoppers in SA supermarkets 2023.
16
Post-COVID, 44% SA consumers increased sunscreen usage daily.
17
50% of SA beauty consumers trial products via samples before buying.
18
High-income earners (>ZAR 50k/month) 80% use premium imports in SA.
19
36% of SA teens (13-17) use hair relaxers, declining trend.
Interpretation
Consumer Insights Interpretation
Consumer insights show that natural and socially driven beauty demand is accelerating, with 52% of South Africans preferring natural or organic products and 71% of beauty buyers influenced by social media influencers in 2023.
03 · Category
Future Projections10 stats
01
SA beauty market projected to reach ZAR 60 billion by 2028, CAGR 5.8%.
02
Skincare segment forecast to grow 7.1% annually to ZAR 22 billion by 2028 in SA.
03
E-commerce beauty sales expected 25% of total by 2028, ZAR 15 billion in SA.
04
Natural products to capture 40% market share by 2028 in South Africa beauty.
05
Men's grooming projected ZAR 6.5 billion by 2028, 9% CAGR SA.
06
Hair care natural shift to 45% share by 2028, ZAR 12 billion SA.
07
Luxury fragrances to grow 6.2% to ZAR 8.1 billion by 2028 in SA.
08
K-beauty imports projected 15% of cosmetics by 2028 SA market.
09
Organic certifications to boost exports to ZAR 3.5 billion by 2028 SA.
10
AI-personalized beauty tech adoption 30% by 2028 in SA retail.
Interpretation
Future Projections Interpretation
For South Africa’s beauty industry future projections, strong growth is set to be led by skincare and digital channels, with the market reaching ZAR 60 billion by 2028 at a 5.8% CAGR while e commerce is expected to take 25% and natural products are projected to reach 40% of the market by 2028.
More related reading
04 · Category
Market Overview20 stats
01
The South African beauty and personal care market reached a value of ZAR 45.2 billion in 2023, marking a 6.8% year-on-year growth driven by premium skincare demand.
02
South Africa's cosmetics market segment grew by 7.2% in 2023 to ZAR 12.4 billion, fueled by social media influence on makeup trends.
03
The hair care market in South Africa was valued at ZAR 8.9 billion in 2023, with natural hair products capturing 28% market share.
04
Fragrances segment in SA beauty industry hit ZAR 5.6 billion in revenue in 2023, up 4.5% from previous year due to luxury imports.
05
Skin care products accounted for 35% of total beauty market sales in South Africa in 2023, totaling ZAR 15.8 billion.
06
Overall beauty market CAGR in South Africa from 2019-2023 stood at 5.1%, projected to accelerate post-COVID recovery.
07
E-commerce sales in SA beauty sector surged 22% in 2023 to ZAR 4.2 billion, representing 9% of total market.
08
Black-owned beauty brands contributed ZAR 2.1 billion to SA market in 2023, a 15% increase from 2022.
09
SA beauty exports reached ZAR 1.8 billion in 2023, primarily to SADC countries and Europe.
10
Retail beauty sales through hypermarkets grew 8.3% in 2023 to ZAR 18.7 billion in South Africa.
11
Men's grooming products market in SA expanded to ZAR 3.4 billion in 2023, with 12% YoY growth.
12
Organic beauty products sales in South Africa hit ZAR 1.9 billion in 2023, up 18% due to health trends.
13
SA beauty industry employed over 120,000 people directly in 2023, with 45% women in manufacturing.
14
Inflation-adjusted beauty market growth in SA was 4.2% in 2023 despite economic pressures.
15
Luxury beauty segment valued at ZAR 6.7 billion in 2023, imported brands holding 62% share.
16
Color cosmetics market in SA reached ZAR 4.8 billion in 2023, boosted by K-beauty influences.
17
SA beauty market penetration rate stood at 78% of adult population in 2023.
18
Private label beauty products grew 9.1% to ZAR 2.3 billion in SA retail in 2023.
19
Beauty retail footfall recovered to 92% of pre-COVID levels in 2023 across SA malls.
20
SA beauty industry R&D investment totaled ZAR 450 million in 2023, focusing on local botanicals.
Interpretation
Market Overview Interpretation
South Africa’s beauty and personal care market grew to ZAR 45.2 billion in 2023, a 6.8% year-on-year rise, showing that the market is rebounding strongly with skin care leading at 35% of sales worth ZAR 15.8 billion, a clear signal of sustained consumer momentum in the Market Overview.
05 · Category
Segment Analysis20 stats
01
Skincare segment dominated with ZAR 15.8 billion in 2023, 35% of total beauty market in South Africa.
02
Hair care products generated ZAR 8.9 billion in revenue in SA 2023, with relaxers declining 5%.
03
Fragrances sales volume reached 45 million units in South Africa in 2023.
04
Makeup segment saw lip products lead with 28% share, ZAR 1.35 billion in 2023 SA sales.
05
Men's grooming beard care sub-segment grew 15% to ZAR 450 million in SA 2023.
06
Nail care products market in SA valued at ZAR 1.2 billion in 2023, gel polishes up 20%.
07
Sun care products sales hit ZAR 1.1 billion in 2023, driven by high UV awareness in SA.
08
Deodorants segment revenue ZAR 2.8 billion in South Africa 2023, sprays 55% dominant.
09
Oral care, part of personal care extension, ZAR 7.2 billion in SA 2023 beauty adjacency.
10
Body care lotions grew 6% to ZAR 3.5 billion in South Africa beauty market 2023.
11
Premium skincare serums captured 22% of skincare sales, ZAR 3.5 billion in SA 2023.
12
Natural hair care products 28% market share in SA hair segment, ZAR 2.5 billion 2023.
13
Eyeshadow sales volume 12 million units in SA cosmetics 2023.
14
Anti-aging creams ZAR 2.1 billion in SA skincare 2023, 13% growth.
15
Perfume eau de parfum 60% of fragrance value in SA, ZAR 3.4 billion 2023.
16
Facial cleansers ZAR 1.8 billion, 45% foam-based in SA 2023.
17
Hair styling products ZAR 1.4 billion in SA, gels leading at 35% 2023.
18
Moisturizers with SPF ZAR 950 million sales in SA skincare 2023.
19
Lip gloss overtook lipstick with 52% share in SA color cosmetics 2023.
20
Shampoo market ZAR 4.2 billion in SA hair care 2023, anti-dandruff 25%.
Interpretation
Segment Analysis Interpretation
In the South Africa beauty industry segment analysis, skincare leads with ZAR 15.8 billion in 2023 and a 35% share while growth pockets like nail care reaching ZAR 1.2 billion with gel polishes up 20% and men’s beard care growing 15% to ZAR 450 million show shifting momentum beyond the top segment.
report visual · Key figures
South Africa’s beauty market momentum is broadening
Daily skincare habits and natural preferences are rising, alongside stronger e-commerce adoption—signaling sustained growth across segments and channels.
52%
52% of SA consumers prefer natural/organic beauty products, up from 38% in 2020.
22%
E-commerce sales in SA beauty sector surged 22% in 2023 to ZAR 4.2 billion, representing 9% of total market.
71%
71% of SA beauty buyers influenced by social media influencers in purchase decisions 2023.
29%
Vegan beauty preference at 29% among urban SA professionals 2023.
Reference
Cite This Report
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APA
Helena Kowalczyk. (2026, February 13). South Africa Beauty Industry Statistics. Gitnux. https://gitnux.org/south-africa-beauty-industry-statistics
MLA
Helena Kowalczyk. "South Africa Beauty Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/south-africa-beauty-industry-statistics.
Chicago
Helena Kowalczyk. 2026. "South Africa Beauty Industry Statistics." Gitnux. https://gitnux.org/south-africa-beauty-industry-statistics.
Sources & references
45 datasets cited across this report · attribution is report-level