Trend of Using Organic Skin Care Product In Pakistan Is On The Rise In 2019
Over the last decade or so, consumers of Pakistan are becoming increasingly conscious of the ingredients used in their daily beauty products including but not limiting skincare creams, conditioning gels, cleansers, beauty clear powders, emulsions and treatment essences. It will be fair to say that West and East Asia (Japan) are well ahead of South Asian markets but Pakistan is slowly catching up as far the awareness about the benefits of natural and organic skin care products go. So what are Organic skin care products and what are the reasons you might consider switching to organic/natural skin care products? In this article we will take the aim to provide an overview of the changing skin care products consumer market in Pakistan and why we believe that the future of this industry belongs to local small to medium sized enterprises.
“Organic personal care products mainly comprise plant ingredients, grown without using genetically-modified organisms, herbicides and synthetic fertilisers. They do not contain chemicals such as parabens, phthalates, aluminium salts and petrochemicals, all of which are potentially harmful to health. This market is further segmented into skincare, haircare, oral care, cosmetics and fragrances. Skincare maintains the top billing and is expected to emerge by 2024 as the most attractive segment with a 30.9% share, followed by haircare.”
Late last year, Dawn Pakistan reported that the beauty products industry is the second most influenced market by this shift in consumer lifestyles – with organic food being the top concern for most. By 2017 the value of the organic personal care products worldwide had a reached a staggering $10.9 billion with experts of the field forecasting an increasing growth of this market to reach a market share of $18.7 billion. Although the natural or organic skin care products market in Pakistan at the moment does not match those trends/numbers, influence of West and improved awareness through social media suggests that there is a strong reason to believe that many local brands will emerge to offer a range of quality, organic natural care products. In fact, whilst I write this article, I searched and found several local organic personal products brands that I never heard about before. Here is one of the emerging natural personal care brands in Pakistan which Nahsonuma Pakistan have teamed up with to promote growth of this industry and benefit the consumers.
Aurora Pakistan have interviewed the founders of many of these new ventures to figure out exactly how they were performing and what made them believe they could succeed in Pakistan’s yet to be matured market. Discussions have confirmed that these news businesses are doing exceptionally well, experiencing growth and have positive insights on scale and sustainability.
Hosuewives in Pakistan have been using chemical free food for centuries to enhance their beauty. These food include but are not limited to yogurt, turmeric, olive oil, lemon, coconut oil, fresh cream and honey. So the idea of natural personal care is not something to the female consumers of Pakistan. However, the trend of developing all-natural concoctions commercially and under a brand name is new. Emerging brands in this category include Marjajan Batonicals, Aura, Conaturals, Jo’s Organic Beauty, Kishmish Organic Skin Care, Mana Beauty Spirit, Spa in a Bottle and Yellow Berry. Founders of each of these ventures have a story to tell – more about that can be found on Aurora Dawn here.
A downside to natural/organic personal care products are the high price tag and this results from the small production scale and high costs associated to certifications and tests. Founders of many of emerging brands argue that the tests required for certification are not only expensive but also high extensive, and so the products fetch a very high production cost. An organic/natural soap in Pakistan while I write this post costs about 400 to 500 Rs whereas the conventional commercial soaps just a fraction of it. So the price will have to be improved (or should I say reduced) considerably if we want to see this industry take off considerably.
The bulk of the demand of these products come for the three metropolitan cities of Pakistan – Lahore, Karachi and Islamabad but other smaller cities now also represent a portion of the overall consumer base for this emerging industry of Pakistan. Social media sites such as Instagram and Facebook are the primary marketing platforms for most of these businesses due to the smaller market size even though some supermarket and specialist retail/health stores. The rest is taken care of by word-of-mouth.
Although it is a challenge to obtain pure, high-quality raw materials, ensure a good supply chain, get perfect formulations and find hard-working HR (according to Khan, “it took time to convince customers that a Pakistani brand can be trusted and we had a hard time convincing retail stores to support us and give us shelf space), the founders believe that with improving standards of living, increased consumer spending and online customer reach, there is huge potential for the organic personal care segment in Pakistan.