Across two Egyptian online beauty retailers, 1 September to 29 October 2026, fragrance took 40.8% of beauty value and skincare 25.2%, and Korean brands held about 69% of skincare value.
All figures as of 29 October 2026. Scope: a prestige-led and a volume-led retailer, about 600 brands and about 7,000 products. Value is at selling price and is not revenue. These figures cover two retailers, not the whole market.
The short answer
Across two Egyptian online beauty retailers, 1 September to 29 October 2026, fragrance took 40.8% of beauty value, skincare 25.2%, makeup 14.6%, hair 9.9% and body 4.7%. Fragrance's lead comes from one of the two retailers. At the other, skincare leads. Skincare and makeup are level on units, at 25.7% and 25.4%. Korean brands are about half of skincare units and about 69% of skincare value. The average Korean skincare unit sold at about EGP 1,047, more than double the EGP 464 for other skincare.
لدى متجرين إلكترونيين للجمال في مصر، بين 1 سبتمبر و29 أكتوبر 2026، استحوذت العطور على 40.8% من قيمة مبيعات الجمال، والعناية بالبشرة على 25.2%. ويأتي تصدر العطور من أحد المتجرين، أما في الآخر فتتصدر العناية بالبشرة. أما منتجات كورية للبشرة فتمثل نحو نصف وحدات العناية بالبشرة ونحو 69% من قيمتها، بمتوسط سعر يقارب 1,047 جنيهاً للوحدة، مقابل 464 جنيهاً لباقي منتجات البشرة.
Finding 01
Fragrance took 40.8% of beauty value but 16.1% of units across two Egyptian online beauty retailers, 1 September to 29 October 2026, while skincare took 25.2% of value and 25.7% of units.
The average unit across all beauty sold at EGP 770, but the categories sit far apart: EGP 1,950 for fragrance, 753 for skincare, 494 for hair, 444 for makeup and 296 for body. That is why fragrance can be about one unit in six and four pounds in ten. Of the large categories, skincare is the one where share of units and share of value match.
The ranking does not depend on one busy week. Without 15 to 22 October, fragrance is 38.1% of value and skincare 26.1%.
Finding 02
Fragrance was 56% of beauty value at the prestige-led Egyptian online retailer and about 17% at the volume-led one, where skincare led at 38%, 1 September to 29 October 2026. The total hides that split. The average unit at the first is more than double the second. A brand that reads only the combined share will misjudge both.
| Share of value | Prestige-led | Volume-led | Both |
|---|---|---|---|
| Fragrance | 56% | 17% | 40.8% |
| Skincare | 17% | 38% | 25.2% |
| Makeup | 17% | 10% | 14.6% |
| Hair | 6% | 16% | 9.9% |
| Body | 2% | 8% | 4.7% |
Two retailers · 1 Sep to 29 Oct 2026. Smaller categories make up the rest.
Finding 03
Serums and treatments took 38.3% of skincare value across two Egyptian online beauty retailers, 1 September to 29 October 2026, and moisturisers took 18.5%. Serums and moisturisers take a similar share at both retailers, with serums at 38.1% and 38.4% and moisturisers at 18.3% and 18.7%, though the price mix differs.
Half of skincare units, 49.8%, sell between EGP 700 and EGP 2,000, and they carry 76.4% of skincare value. That band is about 64% of units at one retailer and about 42% at the other. Below EGP 400 is 35.1% of units and 10.1% of value.
| Skincare price, EGP | Units | Value | Average EGP |
|---|---|---|---|
| Up to 200 | 15.4% | 2.1% | 104 |
| 200 to 400 | 19.7% | 8.0% | 306 |
| 400 to 700 | 14.1% | 10.1% | 541 |
| 700 to 1,200 | 30.5% | 40.1% | 988 |
| 1,200 to 2,000 | 19.3% | 36.3% | 1,417 |
| Above 2,000 | 1.0% | 3.4% | 2,518 |
Finding 04
Korean brands held about 68.9% of skincare value and about 49.5% of skincare units across two Egyptian online beauty retailers, 1 September to 29 October 2026. Across all beauty they are about 18.5% of value and about 13.5% of units. Counting 34 Korean brands, so read these as minimums. About 94% of Korean-brand value is skincare.
Price explains the gap. A Korean skincare unit averages EGP 1,047 and other skincare EGP 464. About 82% of Korean-brand units and 90% of their value sit between EGP 700 and EGP 2,000. Korean brands are about 29% of value at the volume-led retailer and about 12% at the prestige-led one.
Their hold varies by format: about 85% of face mask value, 80% of serums, 75% of eye care, 68% of toners, 65% of moisturisers, and about half of sunscreen and cleansers.
الأرقام التالية تبين أكثر العلامات الكورية مبيعاً بالقيمة. وهي تقيس ما اشتراه الناس فعلاً، ولا تعني أن منتجاً ما هو الأنسب لبشرتك.
Large Korean skincare lines
| Line, all sizes | Share of skincare value | About EGP |
|---|---|---|
| Celimax The Vita-A Retinal Shot Tightening Booster | 3.1% | 800 to 900 |
| Arencia Vitamin C Booster Shot | 2.6% | 995 |
| Dr. Althea 345 Relief Cream | 2.6% | 1,200 to 1,300 |
| Eqqualberry NAD+ Peptide Boosting range | 1.9% | 1,230 to 1,300 |
| Medicube Collagen Night Wrapping Mask | 1.6% | 1,250 to 1,265 |
| Anua Azelaic Acid 10 Hyaluron Serum | 1.6% | 1,315 to 1,350 |
| Skin1004 Light Cleansing Oil | 1.1% | 1,255 to 1,300 |
| Tirtir Ceramic Milk Ampoule | 1.0% | 1,500 to 2,000 |
Prices are typical selling prices in the window, and they vary by retailer and size. No single line reaches 4% of skincare value.
Korean-brand value per day was level from September to October, at 1.00 times. Among other skincare brands, La Roche-Posay holds 3.0% of skincare value, The Ordinary 2.2%, Vichy 1.8% and CeraVe 1.6%.
Finding 05
Retinoids, centella, collagen and hyaluronic acid each took about 7% to 8% of skincare value among ingredients products name, across two Egyptian online beauty retailers, 1 September to 29 October 2026. The biggest gain between the months is NAD+, from 2.5% to 5.0%, with peptides from 3.7% to 5.8%. Collagen moved the other way, from 8.4% to 6.7%.
Treat these as signals. Products can name more than one ingredient, so shares overlap, and a few products can drive a line: one product is 52% of vitamin C value and 37% of NAD+ value. These figures describe demand, not whether an ingredient works.
| Named ingredient | Skincare value | Sep | Oct | Average EGP |
|---|---|---|---|---|
| Retinoids | 8.1% | 8.2% | 8.0% | 894 |
| Centella, cica | 7.7% | 7.5% | 7.8% | 892 |
| Collagen | 7.6% | 8.4% | 6.7% | 901 |
| Hyaluronic acid | 7.0% | 6.7% | 7.4% | 787 |
| PDRN | 6.1% | 6.3% | 6.0% | 1,150 |
| Vitamin C | 5.3% | 4.9% | 5.7% | 709 |
| Peptides | 4.7% | 3.7% | 5.8% | 1,126 |
| NAD+ | 3.8% | 2.5% | 5.0% | 1,110 |
| Tranexamic acid, glutathione | 3.2% | 2.8% | 3.7% | 773 |
| Niacinamide | 2.9% | 2.6% | 3.2% | 770 |
Finding 06
Beauty of Joseon led sunscreen with 17.2% of category value across two Egyptian online beauty retailers, 1 September to 29 October 2026. Sunscreen is about 2.0% of beauty value and 2.2% of units in this window, and Korean brands take about 52.5% of its value. One line, Relief Sun Aqua-Fresh, is 11.7% of sunscreen value by itself. The leader differs by retailer: Beauty of Joseon at one, La Roche-Posay at the other. "Best" here means best-selling. Nothing below tests protection or suitability.
Two price points carry the category. EGP 800 to 1,200 holds 36.2% of units and 55.7% of value, and EGP 300 to 500 holds 30.1% of units and 17.8% of value. Daily sunscreen value in October was 0.88 times September. This window holds only two months, so it says nothing about the summer.
عند البحث عن افضل واقي شمس، تذكر أن هذه القائمة تبين الأكثر مبيعاً لدى متجرين، ولا تقيس درجة الحماية أو مناسبتها لنوع بشرتك.
| Sunscreen brand | Share of sunscreen value |
|---|---|
| Beauty of Joseon | 17.2% |
| Skin1004 | 10.7% |
| La Roche-Posay | 9.3% |
Two retailers · 1 Sep to 29 Oct 2026
Finding 07
Makeup priced at EGP 300 to 800 held 62.7% of makeup value, and treatments held about two-thirds of hair value, across two Egyptian online beauty retailers, 1 September to 29 October 2026.
Makeup. EGP 300 to 800 is 58.1% of units and 62.7% of value, while above EGP 1,500 is 2.3% of units and 12.8% of value. Face products take 41.2%, lips 27.2% and eyes 22.6%. Among international names, Maybelline holds 15.9% of makeup value, L'Oréal Paris 11.6%, Sheglam 9.8%, Huda Beauty 6.1% and Essence 3.6%.
Hair. Treatments as a group take about two-thirds of hair value, led by oils and serums at 24.3% and masks at 20.0%. Shampoo and conditioner together take 17.9%. EGP 200 to 400 is 43.7% of units and 26.3% of value, and above EGP 1,200 is 7.1% of units and 32.4% of value. The average hair unit at the prestige-led retailer is about three times the volume-led one. Among international names, Vichy holds 6.4% of hair value, Kérastase 5.9%, Olaplex 5.2%, L'Oréal Professionnel 4.5% and K18 4.0%.
Finding 08
Roughly 400 of about 7,000 products took half of beauty value across two Egyptian online beauty retailers, 1 September to 29 October 2026. About 600 brands sold, and the top ten take about 28% of value. Of the products that sold, the top ten take about 6%, the top 50 about 19% and the top 100 about 27%.
Finding 09
Daily fragrance value reached 202 from 15 to 22 October 2026, against 100 for 1 to 24 September, across two Egyptian online beauty retailers.
On the same base, all beauty reached 141 from 15 to 22 October, almost all of it at one of the two retailers, while the other was below its September level. It averaged about 101 over 23 to 29 October. Skincare reached 112 and hair sat at 88 in that week. These figures say when, not why.
Month-end gave no steady signal across these two retailers. Value from the 25th to the 1st, against the 8th to the 20th, was 1.19 times in the September cycle, and the two retailers moved in opposite directions. It was 0.93 times in an incomplete October cycle. Two cycles cannot settle the question, so check your own orders before moving budget around the calendar.
| Daily value, 1 to 24 Sep = 100 | 25 Sep to 14 Oct | 15 to 22 Oct | 23 to 29 Oct |
|---|---|---|---|
| All beauty | 106 | 141 | ~101 |
| Fragrance | 105 | 202 | ~126 |
| Skincare | 110 | 112 | ~85 |
| Makeup | 127 | 136 | ~93 |
| Hair | 108 | 88 | ~90 |
| Body | 100 | 105 | ~100 |
| Korean brands | 112 | 115 | ~87 |
Two retailers. Figures for 23 to 29 Oct are rounded estimates. Two autumn months cannot separate a one-off from a pattern, so nothing here is a season or a yearly rate.
Questions
By value across two Egyptian online beauty retailers, 1 September to 29 October 2026, Medicube led with 15.3% of Korean skincare value, then Skin1004 at 12.7%, Dr. Althea at 7.7%, Anua at 7.4% and COSRX at 7.1%. This measures what sold, not which product works best.
Across two Egyptian online beauty retailers, 1 September to 29 October 2026, the average Korean skincare unit sold at about EGP 1,047, against about EGP 464 for other skincare. About 82% of Korean-brand units sold between EGP 700 and EGP 2,000. Most of the lines in this report sat at about EGP 800 to EGP 1,400.
Across two Egyptian online beauty retailers, 1 September to 29 October 2026, Beauty of Joseon led with 17.2% of sunscreen value, then Skin1004 at 10.7% and La Roche-Posay at 9.3%. The leader differs by retailer. This measures what sold, not protection or suitability.
Across two Egyptian online beauty retailers, 1 September to 29 October 2026, fragrance is largest at 40.8% of value, then skincare at 25.2%, makeup at 14.6%, hair at 9.9% and body at 4.7%. Fragrance leads at one of the two retailers and skincare at the other. By units, skincare and makeup are level at 25.7% and 25.4%, and fragrance is 16.1%. These figures cover two retailers, not the whole market.
Not consistently across two Egyptian online beauty retailers, 1 September to 29 October 2026. Value from the 25th to the 1st, against the 8th to the 20th, was 1.19 times in the September cycle, and the two retailers moved in opposite directions. It was 0.93 times in an incomplete October cycle. Two cycles cannot settle the pattern, so check your own orders before moving budget.
بحسب القيمة لدى متجرين إلكترونيين للجمال في مصر، بين 1 سبتمبر و29 أكتوبر 2026، جاءت Medicube أولاً بنسبة 15.3% من قيمة منتجات البشرة الكورية، ثم Skin1004 بنسبة 12.7%، ثم Dr. Althea بنسبة 7.7%، ثم Anua بنسبة 7.4%، ثم COSRX بنسبة 7.1%. هذه الأرقام تعكس ما يشتريه الناس، وليست تقييماً لجودة المنتج.
لدى متجرين إلكترونيين للجمال في مصر، بين 1 سبتمبر و29 أكتوبر 2026، بلغ متوسط سعر الوحدة من منتجات البشرة الكورية نحو 1,047 جنيهاً، مقابل نحو 464 جنيهاً لباقي منتجات البشرة. وبيعت نحو 82% من وحدات العلامات الكورية بين 700 و2,000 جنيه.
لا تقيس هذه الأرقام الجودة أو الحماية، لكنها تبين الأكثر مبيعاً لدى متجرين إلكترونيين للجمال في مصر، بين 1 سبتمبر و29 أكتوبر 2026، ويختلف المتصدر من متجر إلى آخر. في المجمل، تصدرت Beauty of Joseon بنسبة 17.2% من قيمة واقيات الشمس، ثم Skin1004 بنسبة 10.7%، ثم La Roche-Posay بنسبة 9.3%. وأكبر شريحة سعرية من 800 إلى 1,200 جنيه، بنسبة 36.2% من الوحدات و55.7% من القيمة.
لدى متجرين إلكترونيين للجمال في مصر، بين 1 سبتمبر و29 أكتوبر 2026، بلغ متوسط سعر وحدة العطور نحو 1,950 جنيهاً، مقابل 770 جنيهاً لكل منتجات الجمال. ومثلت العطور 40.8% من القيمة و16.1% من الوحدات. وتشمل العطور رذاذ الجسم، وهذه الأرقام لا تغطي السوق كله.
For brand owners
Most Korean-brand units sit in the same band: about 82% between EGP 700 and 2,000, and no line reaches 4% of skincare value. Lead with one hero per format, starting with serums, which are 41.7% of Korean-brand value. Before running a discount, check your margin at these price points.
The average non-Korean skincare unit is EGP 464. A lower unit price usually leaves less room, so check your own order value and ad cost. Start with delivery and cost per order, using our guide to Meta ads for cash on delivery in Egypt. Among the main formats, cleansers and sunscreen are where Korean brands hold the least, at about half of value.
Choose a price point on purpose. EGP 800 to 1,200 and EGP 300 to 500 together hold about two-thirds of units and behave differently: the first holds 55.7% of value and the second 17.8%. Do not plan from these two months alone. Compare them with your own summer orders.
Most units sit at EGP 300 to 800. Set separate targets for lines above EGP 1,500, which are 2.3% of units and 12.8% of value. See the makeup report for Egypt and Lebanon.
Separate wash from masks, treatments, oils and serums in your campaigns. Those take about two-thirds of hair value at higher average unit prices than shampoo and conditioner, which take 17.9%. They should not share one target cost per order. See the Egypt haircare report.
Fragrance is the largest category and also the most split by price and retailer, so plan by tier. See the Egypt fragrance demand report.
A move for this week. Put your own sales from 1 September to 29 October next to these tables, on units and on value, by category and price band. Then set a separate target cost per order for each band, and stop advertising listings that sold nothing in that window until you know why. A blended ROAS across a EGP 464 unit and a EGP 1,950 unit tells you little about either. This window closes before the November sales, so it gives you a baseline from before them.
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