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R R E E P P O O R R T T

Carriage have expanded into beauty and personal care product Pakistan: Beauty Tech Innovation
delivery in Qatar, leveraging their existing logistics networks Pakistan’s e-commerce landscape for beauty is characterized
to facilitate quick commerce in the beauty sector. This trend by rapid technological adoption and innovative approaches to
of beauty products being integrated into quick commerce addressing market-specific challenges. With an e-commerce
platforms represents an innovative channel for beauty brands market value projected to reach $3.5 billion by 2025, the
to reach consumers in time-sensitive contexts. country demonstrates significant growth potential. The beauty
sector has been particularly dynamic, with platforms like Daraz
Morocco: Emerging Beauty E-commerce Frontier (owned by Alibaba Group) and cross-border giant AliExpress
Morocco’s e-commerce landscape is developing rapidly, with capturing substantial market share.
e-commerce accounting for approximately 7% of total retail sales
in 2022. The beauty sector is increasingly prominent in this digital
expansion, with international platforms like Jumia and local
players such as Hmizate establishing significant market share.
The growth of beauty e-commerce in Morocco is particularly
notable when viewed against the backdrop of regional trends.
Despite somewhat lower online beauty subscription penetration
(38% compared to the global average of 46%), the market is
experiencing accelerated growth in mobile e-commerce app
engagement. The YoY growth in beauty e-commerce traffic
signals a market with substantial untapped potential, particularly
as internet penetration increases and payment systems evolve.

Algeria: Digital Beauty at an Inflection Point A standout characteristic of Pakistan’s beauty e-commerce is
Algeria’s beauty e-commerce market, while still in earlier its extraordinary growth rate, with 38.1% YoY growth in beauty
stages of development compared to Gulf countries, is gaining and cosmetics website traffic in 2024—the highest growth
momentum. E-commerce represented approximately 5% of rate globally. This explosive expansion signals both increased
total retail in Algeria as of 2022, with beauty products forming an consumer comfort with online beauty purchases and the
increasingly important category. Jumia has established itself as a effectiveness of platforms in addressing historically limiting
key platform for beauty e-commerce in the country, offering both factors such as payment friction and delivery reliability.
international and local brands. With a projected e-commerce Pakistan’s beauty e-commerce market is also distinguished by
market value of $1.8 billion by 2025, Algeria represents a its integration of social commerce elements, with beauty brands
market with significant growth potential for beauty brands. leveraging Pakistan’s high social media engagement to drive
The relatively low penetration of e-commerce as a percentage discovery and conversion. The country’s e-commerce share
of total retail indicates substantial headroom for expansion as of total retail stood at approximately 4% in 2022, suggesting
digital payment solutions become more widespread and logistics substantial growth potential as digital adoption increases.
infrastructure improves. As cash on delivery transitions toward
digital payment methods, the market is expected to experience Iraq: Emerging Beauty
accelerated growth in beauty e-commerce transactions. E-commerce Opportunities
Iraq’s beauty e-commerce market is in earlier stages of
development but showing promising growth indicators. With
e-commerce representing approximately 3% of total retail in
Iraq as of 2022, the market has substantial room for expansion.
International platforms Noon and Amazon have established
presence in the market, offering beauty and personal care
products to a growing digital consumer base.
The projected e-commerce market value of $1.0 billion by 2025
for Iraq represents significant growth potential for beauty
brands willing to navigate the market’s distinct challenges and
opportunities. As internet penetration increases and digital
payment options expand beyond cash on delivery, the beauty
e-commerce sector is expected to accelerate substantially.

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