Which brands, products, prices and shades lead at three online beauty retailers.
All figures as of 29 October 2026
Maybelline is the best-selling makeup brand at three online beauty retailers compared in Egypt and Lebanon, 1 September to 29 October 2026. It holds 15.9% of makeup value across two Egyptian retailers and 12.7% at one Lebanese retailer, narrowly ahead of NYX at 12.3%. Makeup is 14.6% of beauty value in Egypt and 33.4% in Lebanon. The median makeup unit sold at EGP 375 and US$10.50. These figures do not cover the whole market.
Executive summary
Makeup is the largest beauty category by value at the Lebanese retailer compared, and the third largest across the two Egyptian ones. Across the two Egyptian retailers, one beauty unit in four is makeup, and that share differs widely between them.
Finding 01
Makeup held 33.4% of beauty value at one Lebanese online retailer and 14.6% across two Egyptian online retailers, 1 September to 29 October 2026. At the Lebanese retailer it also took 37.8% of units, and its value share was narrowly ahead of skincare's 31.1%. That lead is not secure. By period it ran 33.5%, 32.4%, 39.6% and 31.4%, and skincare edged ahead in the last week, at 31.8%.
Across the two Egyptian retailers, makeup sits behind fragrance at 40.8% and skincare at 25.2%. For that category, see our report on fragrance demand in Egypt. On units it is 25.4%, level with skincare at 25.7%. It ran between 12.0% and 16.7% of value by period, so its third place held throughout.
The two Egyptian retailers differ widely in makeup mix and price, so read the Egyptian figures as a blend.
Egypt has two retailers here and Lebanon one, so the gap may reflect the retailers as well as the countries. Bundles are left out of the Lebanese figures, and counting them would put makeup's share far higher.
Finding 02
Maybelline ranked first for makeup in both markets, 1 September to 29 October 2026, with 15.9% of value across two Egyptian online retailers and 12.7% at one Lebanese online retailer. In Lebanon the lead on value was narrow and changed hands between periods; it is clearer on units, at 18.1%. L'Oréal Paris, NYX and Rimmel are also in both lists. Below that the lists part.
The Egyptian ranking is weighted towards the larger of the two retailers, so it is not a market ranking.
A high-ticket label can rank on few units. Huda Beauty takes 6.1% of Egyptian value on 1.0% of units; Anastasia Beverly Hills takes 10.2% of Lebanese value on 3.5%.
Egypt
| Brand | Share of value | Share of units | Average price, EGP |
|---|---|---|---|
| Maybelline | 15.9% | 14.8% | 478 |
| L'Oréal Paris | 11.6% | 8.1% | 631 |
| Sheglam | 9.8% | 11.9% | 366 |
| Huda Beauty | 6.1% | 1.0% | 2,687 |
| Essence | 3.6% | 6.8% | 236 |
| Cybele | 3.3% | 6.0% | 248 |
| Rimmel | 3.3% | 2.6% | 559 |
| NYX | 2.8% | 1.3% | 925 |
| Charlotte Tilbury | 2.4% | 0.4% | 2,622 |
| Kinetics | 2.0% | 2.4% | 375 |
Lebanon
| Brand | Share of value | Share of units | Average price, US$ |
|---|---|---|---|
| Maybelline | 12.7% | 18.1% | 9.20 |
| NYX | 12.3% | 12.9% | 12.50 |
| Anastasia Beverly Hills | 10.2% | 3.5% | 37.50 |
| L'Oréal Paris | 10.0% | 9.5% | 13.70 |
| Pupa Milano | 8.4% | 5.9% | 18.60 |
| Rimmel | 3.9% | 5.3% | 9.50 |
| Wibo | 3.0% | 7.3% | 5.30 |
| MAC | 2.8% | 1.0% | 35.90 |
| Rosy the Panda | 2.4% | 2.1% | 14.90 |
The order moved within the two months. In Lebanon, from September to October, Anastasia Beverly Hills went from 13.4% to 6.3% of makeup value and Pupa Milano from 11.1% to 5.1%, while Rimmel rose from 2.5% to 5.6%. In Egypt, Huda Beauty went from 5.2% to 6.9% and Essence from 2.8% to 4.3%, while L'Oréal Paris went from 12.9% to 10.4%. These figures say what changed, not why, and one month is too short to call any of it a direction.
Finding 03
No single makeup product dominates at the three online retailers compared, 1 September to 29 October 2026: the top ten hold 16.0% of makeup value in Egypt and 15.1% in Lebanon. The wider head is heavy, though. The top tenth of products sold take 58.3% and 61.0% of value, out of about 1,500 and 1,400 products.
Egypt's list leans towards glow and lip products, mostly under EGP 700. Lebanon's is led by complexion products, including two high-ticket lines from one brand.
Egypt, top eight listed
| Product | Share of value | Share of units | Typical price, EGP |
|---|---|---|---|
| L'Oréal Paris Lumi Glotion | 3.2% | 2.4% | 575 |
| Maybelline SuperStay Vinyl Ink Liquid Lipstick | 1.7% | 1.2% | 585 |
| L'Oréal Paris Lumi Le Glass Highlighter Stick | 1.5% | 0.9% | 690 |
| Maybelline Lifter Liner Lip Liner | 1.2% | 1.7% | 340 |
| NYX Buttermelt Blush | 1.0% | 0.4% | 1,230 |
| Maybelline Fit Me Concealer | 0.9% | 0.9% | 429 |
| Maybelline Lifter Gel Lip Gloss | 0.9% | 0.8% | 499 |
| Essence Soft Baked Blush | 0.9% | 1.6% | 255 |
Lebanon, top eight
| Product | Share of value | Share of units | Typical price, US$ |
|---|---|---|---|
| Anastasia Beverly Hills Magic Touch Concealer | 2.4% | 0.8% | 43.70 |
| Anastasia Beverly Hills Impeccable Foundation | 2.0% | 0.5% | 56.00 |
| L'Oréal Paris Infallible Full Wear Concealer | 1.9% | 2.0% | 13.90 |
| Pupa Milano Vamp! Mascara | 1.5% | 1.1% | 20.00 |
| Maybelline SuperStay Vinyl Ink Lipstick | 1.4% | 1.6% | 10.30 |
| Pupa Wonder Cover Concealer | 1.3% | 1.0% | 15.00 |
| L'Oréal Paris Infallible 24H Tinted Serum | 1.3% | 1.1% | 18.00 |
| Maybelline Instant Age Rewind Eraser Concealer | 1.1% | 1.4% | 11.50 |
Finding 04
Face products took the largest share of makeup value at the three online retailers compared, 1 September to 29 October 2026: 49.2% in Lebanon and 41.2% in Egypt. Inside that, the mix differs. Concealer is the top type in Lebanon at 13.4%, about twice its 6.5% in Egypt. Foundation with BB and CC creams is 11.3% against 8.6%.
In Egypt the top type is blush, at 11.1%, and highlighter takes 6.4% against 2.3% in Lebanon. Lips take 27.2% of makeup value in Egypt and 20.0% in Lebanon. Eyes take 22.6% and 21.2%.
Lebanon is one retailer and Egypt two, so country and retailer differences cannot be separated here. The Egyptian mix also differs widely between its two retailers, so a brand selling through only one of them will see a different picture.
| Makeup area | Egypt, value | Lebanon, value |
|---|---|---|
| Face | 41.2% | 49.2% |
| Lips | 27.2% | 20.0% |
| Eyes | 22.6% | 21.2% |
| Tools, brushes, bags | 3.9% | 3.8% |
| Nails | 3.2% | 2.8% |
| Gift sets | 1.9% | 3.0% |
Finding 05
The median makeup unit sold at EGP 375 across two Egyptian online retailers and US$10.50 at one Lebanese online retailer, 1 September to 29 October 2026. In Egypt the average was EGP 444. The EGP 300 to 800 range holds 58.1% of units and 62.7% of value. Above EGP 1,500 sits 2.3% of units and 12.8% of value.
At the Lebanese retailer the average was US$13.07. US$5 to 15 holds 63.0% of units and 48.1% of value. Above US$30 sits 7.0% of units and 23.5% of value. Prices are shown in each market's selling currency, without conversion.
| Egypt, EGP | Units | Value |
|---|---|---|
| Up to 150 | 8.3% | 1.8% |
| 150 to 300 | 28.1% | 15.2% |
| 300 to 500 | 36.0% | 32.3% |
| 500 to 800 | 22.1% | 30.4% |
| 800 to 1,500 | 3.3% | 7.4% |
| Above 1,500 | 2.3% | 12.8% |
| Lebanon, US$ | Units | Value |
|---|---|---|
| Up to 5 | 14.2% | 3.7% |
| 5 to 10 | 33.3% | 19.6% |
| 10 to 15 | 29.8% | 28.5% |
| 15 to 20 | 10.3% | 14.1% |
| 20 to 30 | 5.5% | 10.6% |
| 30 to 50 | 5.2% | 15.1% |
| Above 50 | 1.8% | 8.4% |
Finding 06
On better-selling makeup lines with more than three shades sold, the top three shades took 70.6% of units in Egypt and 72.3% in Lebanon at the three online retailers compared, 1 September to 29 October 2026. The single best-selling shade took 32.9% in both markets. Spread evenly across the same shades, the top three would hold about 49% and 50%. With six or more shades sold, they took 58.5% and 65.2%.
The pattern looks similar in both markets among the better-selling lines. These products are 23.2% of makeup units in Egypt and 38.0% in Lebanon, so this does not describe the whole range. It covers only shades that sold, and it does not show whether other shades were available. A few of these are sizes rather than shades.
Finding 07
At one Lebanese online retailer, 59.5% of makeup units sold with a marked discount in its three widest-discount periods, against 10.8% on other days, 1 September to 29 October 2026. Those periods, 28.8% of the days in the window, held 35.6% of makeup units and 32.0% of value. Daily units ran 1.45 times the other days and daily value 1.26 times.
The other days were not flat: their daily units ran lower in September than in October. Read these figures as approximate. Other things may have differed across these dates, so they do not show what the discounts caused.
Makeup, Lebanon, excluding bundles. Two further days belong to neither group. Two autumn months, so no seasonal claim.
Questions
By value across two Egyptian online retailers, 1 September to 29 October 2026: Maybelline 15.9%, L'Oréal Paris 11.6%, Sheglam 9.8% and Huda Beauty 6.1%. By units, Maybelline leads at 14.8%, then Sheglam at 11.9%. The ranking is weighted towards the larger of the two retailers, and it ranks sales, not quality.
At one Lebanese online retailer, 1 September to 29 October 2026, Maybelline ranks first with 12.7% of makeup value, narrowly ahead of NYX at 12.3%, then Anastasia Beverly Hills at 10.2%, L'Oréal Paris at 10.0% and Pupa Milano at 8.4%. The lead on value changed hands between periods. Maybelline's lead is clearer on units, at 18.1%.
Across two Egyptian online retailers, 1 September to 29 October 2026, the median makeup unit sold at EGP 375 and the average at EGP 444. At one Lebanese online retailer, the median was US$10.50 and the average US$13.07. In Egypt, 58.1% of units sat between EGP 300 and 800. In Lebanon, 63.0% sat between US$5 and 15.
At three online retailers, 1 September to 29 October 2026, face products lead both markets by value, at 41.2% of makeup value in Egypt and 49.2% in Lebanon. The top single type differs: blush in Egypt at 11.1%, concealer in Lebanon at 13.4%. Lips take more in Egypt, 27.2% against 20.0%.
It was narrowly bigger at one Lebanese online retailer, 33.4% of beauty value against 31.1%, 1 September to 29 October 2026, though skincare edged ahead in the final week. Across two Egyptian online retailers it was smaller: 14.6% against 25.2%, with fragrance first at 40.8%. These shares cover those retailers, not the whole market.
في متجرين إلكترونيين للتجميل في مصر، من 1 سبتمبر إلى 29 أكتوبر 2026، تصدّرت Maybelline بنسبة 15.9% من قيمة مبيعات المكياج، تلتها L'Oréal Paris بنسبة 11.6%، ثم Sheglam بنسبة 9.8%، ثم Huda Beauty بنسبة 6.1%. ويميل هذا الترتيب إلى المتجر الأكبر من المتجرين.
في متجر إلكتروني واحد للتجميل في لبنان، من 1 سبتمبر إلى 29 أكتوبر 2026، تصدّرت Maybelline بفارق ضيق بنسبة 12.7% من قيمة مبيعات المكياج، تلتها NYX بنسبة 12.3%، ثم Anastasia Beverly Hills بنسبة 10.2%، ثم L'Oréal Paris بنسبة 10.0%.
من 1 سبتمبر إلى 29 أكتوبر 2026، بلغ وسيط سعر قطعة المكياج المباعة 375 جنيها في متجرين إلكترونيين في مصر، و10.50 دولار أمريكي في متجر إلكتروني واحد في لبنان. ووقعت 58.1% من القطع في مصر بين 300 و800 جنيه، و63.0% في لبنان بين 5 و15 دولارا. هذه أرقام هذه المتاجر، وليست السوق كله.
في المتاجر الإلكترونية الثلاثة، من 1 سبتمبر إلى 29 أكتوبر 2026، تصدّرت منتجات الوجه بنسبة 41.2% من قيمة مبيعات المكياج في مصر و49.2% في لبنان. وكان البلاشر أعلى نوع منفرد في مصر بنسبة 11.1%، والكونسيلر في لبنان بنسبة 13.4%.
في المتاجر الإلكترونية الثلاثة، من 1 سبتمبر إلى 29 أكتوبر 2026، أخذت أكثر ثلاث درجات ألوان مبيعا 70.6% من القطع في مصر و72.3% في لبنان، في المنتجات الأفضل مبيعا التي بيعت منها أكثر من ثلاث درجات. راجع مبيعاتك أنت أولا، فإذا تكرر هذا النمط فابدأ الإعلانات وصفحات المنتجات بدرجاتك الأكثر مبيعا، وخطط لكل سوق على حدة.
For brand owners
These figures cover three retailers, so test them against your own sales first.
To go through your own range and shades, talk to Mojo on WhatsApp.
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