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Average spending by category over the past six months includes:
Experts note that the market is moving away fr om the stereotype that an effective beauty routine requires significant spending.
According to cosmetologist Mila Ustinova, demand is growing for efficient products with доступным average price points, allowing consumers to build a базовый skincare routine without major investments, while selectively adding premium products wh ere needed.
Among the most in-demand products in Kazakhstan are perfumes, hair and skincare treatments, and декоративная cosmetics. Notably, local players are also gaining recognition: the Kazakhstani brand Sen Sulu has entered the list of top-selling products.
Consumer habits vary significantly across the country:
Despite the rapid growth of e-commerce, Kazakhstan remains strongly oriented toward offline retail: 73% of purchases are made in physical stores. Offline locations remain key points for first-time product знакомства, while repeat purchases are increasingly shifting online, wh ere price and ассортимент availability are decisive.
Year-on-year growth remains strong:
How Much Do Kazakhstanis Spend on Beauty? The Beauty Segment Becomes a Key Retail Growth Driver
Kazakhstan’s beauty market is demonstrating one of the strongest growth rates across the CIS (excluding Russia), becoming an important driver of retail development. According to analytics fr om the “Zolotoye Yabloko” chain published by DKNews.kz, the segment is characterized by устойчив growth and a shift toward a mature, rational consumption model, wh ere online orders, promotions, and bundled purchases play a key role.
Average spending: basic self-care is widely affordable
Today, the average cost of a basic beauty and self-care set in Kazakhstan составляет around 19,398 KZT for online purchases. This figure reflects balanced demand: consumers actively buy both mass-market products and premium brands.Average spending by category over the past six months includes:
- Cosmeceuticals (pharmacy skincare) — около 19,428 KZT
- Facial skincare — over 11,050 KZT
- Body care — approximately 6,533 KZT
- Hair care — around 5,851 KZT
Trend: conscious consumption over “expensive beauty routines”
Experts note that the market is moving away fr om the stereotype that an effective beauty routine requires significant spending.
According to cosmetologist Mila Ustinova, demand is growing for efficient products with доступным average price points, allowing consumers to build a базовый skincare routine without major investments, while selectively adding premium products wh ere needed.
Consumer favorites and the rise of local brands
Among the most in-demand products in Kazakhstan are perfumes, hair and skincare treatments, and декоративная cosmetics. Notably, local players are also gaining recognition: the Kazakhstani brand Sen Sulu has entered the list of top-selling products.
Regional differences: Almaty chooses premium, Astana values versatility
Consumer habits vary significantly across the country:
- Almaty shows stronger demand for premium brands and аптечная cosmetics
- Astana consumers more often prefer budget-friendly and multifunctional “all-in-one” products
Kazakhstan and offline retail: the importance of tactile experience
Despite the rapid growth of e-commerce, Kazakhstan remains strongly oriented toward offline retail: 73% of purchases are made in physical stores. Offline locations remain key points for first-time product знакомства, while repeat purchases are increasingly shifting online, wh ere price and ассортимент availability are decisive.
Market dynamics: growth exceeds Russia’s показатели
Year-on-year growth remains strong:
- Hair care products — +59%
- Perfume — +53%
- Skincare — +47%