The South African cosmetics market is the most powerful on the continent (value estimated at 3 billion euros in 2020). Dynamic, it can represent good growth prospects for French brands. Business France’s Team France Export has reviewed all the details you need to know before considering exporting your cosmetics there.
South Africa has about 60 million inhabitants. On average, the annual beauty budget (and per person) is equivalent to about 100 euros.
“The South African population includes a middle class that has been growing for several years, estimated at 12 to 15 million inhabitants, and whose consumption habits are similar to those of Western Europe. The ‘Black Diamonds’, a post-apartheid black South African generation that has become wealthier since the opening of the country, represents more than four million people and is a driver of consumption.”
Trends
The Covid-19 crisis turned makeup and fragrance consumption upside down. But the impact has been much more positive on hygiene products. “The cosmetics sector as a whole has emerged from the year 2020 with a 2% growth, far from the 10% expected before the crisis.”
The pandemic has also highlighted consumers’ desire to turn to more natural and wellness-oriented skincare routines.
Market characteristics
Local skincare production is well developed with players such as Amka (2.9% market share), Indigo (4%), Incolabs (0.9%), Africology, and Nimue Skin.
These brands offer products with different positioning (low, medium and high end).
“These companies are also assisted in their international development by South African institutional players, and export …
