Where haircare money goes in Egypt and Lebanon, by product type, price and brand.
All figures as of 29 October 2026
What hair products sell most in Egypt? By value, treatments. Treatments took 65.5% of haircare value on 50.7% of units across two Egyptian online beauty retailers from 1 September to 29 October 2026. Shampoo and conditioner took 17.9% of value on 23.4% of units. Hair oils and serums (24.3%) and masks (20.0%) led, and a treatment averaged EGP 638 against EGP 377 for a wash product. At one online beauty retailer in Lebanon, treatments took 51.6% of value and wash 31.3%.
Treatment here means the whole leave-on and intensive range: oils, serums, masks, leave-ins, vials and scalp products. The scope is 172 brands and 1,033 products in Egypt, and 76 and 592 in Lebanon. Value is at selling price and is not revenue. These figures do not size the market.
Executive summary
Shampoo is one of the most common hair purchases, and it is not where most of the money goes. Across the two Egyptian retailers, a treatment averages EGP 638 and a wash product EGP 377, and treatments sell more units as well.
Finding 01
Oils and serums took 24.3% of haircare value and masks 20.0% across two Egyptian online beauty retailers from 1 September to 29 October 2026, so these two types alone were worth more than twice shampoo and conditioner combined. Scalp products, vials and hair loss sprays add 7.7%, other treatments 7.1% and leave-ins 6.4%.
Units tell a less lopsided story. Shampoo is 14.5% of units and conditioner 9.0%. Styling products and hair mists are 14.7% of units and 8.8% of value. Wash is a large part of units, but under a fifth of the money across the two retailers.
The split held through the period. By week, treatment ran between 59% and 72% of value, and wash between 14% and 23%. Between September and October, wash slipped while treatment held. Two months cannot show whether that lasts.
Haircare itself is 9.9% of beauty value and 15.5% of units across these two retailers, behind fragrance, skincare and makeup. Hair-named sets that mix several products are counted as mixed sets and are left out of every share here. Adding them would raise haircare value by about 18%.
Finding 02
A hair treatment averaged EGP 638 and a wash product EGP 377 across two Egyptian online beauty retailers from 1 September to 29 October 2026, about 1.7 times as much, and the higher the price, the more of the money was treatment. Up to EGP 400 sits 66.6% of units and 33.8% of value, split between treatment at 42.1% and wash at 29.5%. Above EGP 1,200 sits 7.1% of units and 32.4% of value, and treatment is 83.9% of it.
Wash also has a premium end. Above EGP 1,200 is 4.9% of wash units and 23.1% of wash value. For treatment the same line holds 11.2% of units and 41.4% of value.
| Type | Egypt value | Egypt units | Egypt avg, EGP | Lebanon value | Lebanon units | Lebanon avg, USD |
|---|---|---|---|---|---|---|
| Oils and serums | 24.3% | 15.0% | 800 | 27.4% | 19.4% | 15.97 |
| Masks | 20.0% | 12.9% | 764 | 18.6% | 12.5% | 16.84 |
| Scalp, vials, hair loss sprays | 7.7% | 6.2% | 616 | 2.8% | 0.6% | 55.13 |
| Other treatments | 7.1% | 6.0% | 583 | – | – | – |
| Leave-ins | 6.4% | 10.6% | 301 | 2.8% | 1.7% | 18.97 |
| Shampoo | 11.9% | 14.5% | 406 | 23.8% | 30.8% | 8.73 |
| Conditioner | 6.0% | 9.0% | 331 | 7.6% | 13.1% | 6.58 |
| Styling and hair mists | 8.8% | 14.7% | 295 | 6.8% | 4.2% | 18.34 |
| Hair colour | 2.5% | 2.6% | 460 | 7.0% | 16.9% | 4.72 |
Finding 03
Hair loss lines took about 15% to 24% of haircare value across two Egyptian online beauty retailers from 1 September to 29 October 2026, depending on how widely they are defined or whether one leading line is counted. The widest definition covers hair loss, growth, thickening, scalp, tonics and known hair loss actives: 23.7% of value on 17.6% of units, at an average of EGP 666. Products that name hair loss, growth, thickening or the scalp take 14.6%. Without the leading line, the widest definition takes 15.0%.
Products naming repair, bonds, keratin or damage take 16.4% of value on 7.4% of units, at an average of EGP 1,095. The share is much higher at higher prices, and largely reflects two brands (see Finding 05).
So "treatment" is several needs. A further 31.0% of haircare value is treatment that names neither, including oils, nourishing masks and curl or frizz leave-ins. Curl and wave products by name are about 4.4% of value and 6.9% of units. These figures are approximate, and they say what buyers chose, not whether any product works.
Finding 04
Among the brands named in this report, Vichy took 6.4% of haircare value, Kérastase 5.9% and Olaplex 5.2% across two Egyptian online beauty retailers from 1 September to 29 October 2026. Haircare is spread out but not flat: the ten largest brands of 172 hold 56.8% of value. Some premium brands earn their value on a small share of units.
| Brand | Share of value | Share of units | Average price, EGP |
|---|---|---|---|
| Vichy | 6.4% | 1.8% | 1,725 |
| Kérastase | 5.9% | 1.1% | 2,648 |
| Olaplex | 5.2% | 1.2% | 2,186 |
| Fino | 4.6% | 2.1% | 1,094 |
| L'Oréal Professionnel | 4.5% | 1.4% | 1,574 |
| K18 | 4.0% | 0.4% | 4,697 |
| L'Oréal Paris | 1.8% | 2.7% | 332 |
Examples of large products within each type
| Product | Type | Share of type value | Typical price, EGP |
|---|---|---|---|
| Fino Premium Touch Hair Mask | Mask | 8.2% | 1,065 |
| Olaplex No.3 Hair Perfector | Oil, serum | 16.4% | 2,295 |
| Vichy Dercos Aminexil R.E.G.E.N. Booster | Oil, serum | 10.9% | 2,349 |
Finding 05
Treatment took 77.8% of haircare value above EGP 700 and 55.6% up to EGP 700 across two Egyptian online beauty retailers from 1 September to 29 October 2026. Products up to EGP 700 are 86.4% of units and 55.3% of value. Products above EGP 700 are the other 13.6% of units and 44.7% of value.
Across the two retailers, daily haircare value in October was about flat on September. These figures say when, not why.
Treatment also sells marked down more often. 41.2% of treatment units sold with a marked-down price, against 23.1% of wash units. That is a description only, and it does not show that markdowns created the demand.
| Egypt haircare, 1 Sep to 29 Oct | Up to EGP 700 | Above EGP 700 |
|---|---|---|
| Treatment, share of value | 55.6% | 77.8% |
| Wash, share of value | 20.2% | 15.0% |
| Treatment, share of units | 47.6% | 70.2% |
| Wash, share of units | 24.3% | 18.2% |
| Value naming repair, bonds or keratin | 4.7% | 30.8% |
| Hair loss lines, widest definition, share of value | 24.5% | 22.7% |
Finding 06
At one online beauty retailer in Lebanon from 1 September to 29 October 2026, treatment took 51.6% of haircare value against 31.3% for wash, while wash led on units at 43.8% against 34.2%. This covers one retailer, so treat it as a comparison, not a national picture. Haircare is 16.3% of beauty value and 21.2% of units there.
The brand split is clear at this retailer. Garnier and L'Oréal Paris together take 66.1% of units and 25.5% of value. Kérastase, L'Oréal Professionnel, Vichy, K18 and Olaplex together take 14.4% of units and 50.0% of value.
Mass wash and colour carry the units, and premium and professional brands carry the value. Hair colour is the clearest difference from Egypt: 16.9% of units and 7.0% of value at an average of USD 4.72, with Garnier and L'Oréal Paris holding 84.3% of colour value. Up to USD 5 sits 56.7% of units and 17.9% of value. Above USD 20 sits 14.8% of units and 55.4% of value.
Lebanon · one retailer · 1 Sep to 29 Oct 2026 · excludes bundles. Reported neutrally.
FAQ
By value, treatments: hair oils and serums take 24.3% of haircare value and masks take 20.0%, across two Egyptian online beauty retailers from 1 September to 29 October 2026. By units, oils and serums are 15.0%, styling products and hair mists 14.7% and shampoo 14.5%, and all treatments together are 50.7%.
No. These are shares across two online beauty retailers over two months. They show how value divides between product types and brands in that scope. They do not size the market or cover other sales channels.
Average selling prices across two Egyptian online beauty retailers, 1 September to 29 October 2026, were EGP 406 for shampoo, EGP 331 for conditioner, EGP 301 for leave-in, EGP 764 for a hair mask and EGP 800 for a hair oil or serum. Prices run across a wide range: above EGP 1,200 sits 7.1% of units and 32.4% of value.
Among the brands named in this report, across two Egyptian online beauty retailers from 1 September to 29 October 2026, Vichy took 6.4% of haircare value, Kérastase 5.9%, Olaplex 5.2%, Fino 4.6%, L'Oréal Professionnel 4.5% and K18 4.0%. This is not a full ranking. It shows what sold at these retailers, not which product works best.
Hair loss lines took about 15% to 24% of haircare value across two online beauty retailers, 1 September to 29 October 2026, depending on how widely they are defined or whether one leading line is counted. The widest definition covers hair loss, growth, thickening, scalp, tonics and known hair loss actives. These figures are approximate.
Lebanon, on one online beauty retailer from 1 September to 29 October 2026, keeps more of its money in wash and colour. Shampoo and conditioner take 31.3% of value and 43.8% of units, against 17.9% and 23.4% in Egypt. Hair colour is 16.9% of units in Lebanon and 2.6% in Egypt. Treatments still lead on value, at about half.
بالعربية
من حيث القيمة، تتصدر منتجات العلاج بنسبة 65.5% من قيمة منتجات الشعر، ومنها زيوت وسيروم الشعر 24.3% وماسكات الشعر 20.0%، بينما يبلغ نصيب الشامبو والبلسم معاً 17.9%. الأرقام تخص متجرين إلكترونيين للتجميل في مصر من 1 سبتمبر إلى 29 أكتوبر 2026، ولا تمثل حجم السوق كله.
بلغ متوسط سعر البيع 406 جنيهات للشامبو و331 جنيهاً للبلسم و764 جنيهاً لماسك الشعر و800 جنيه لزيت أو سيروم الشعر، في متجرين إلكترونيين للتجميل في مصر من 1 سبتمبر إلى 29 أكتوبر 2026.
أخذت منتجات تساقط الشعر نحو 15% إلى 24% من قيمة منتجات الشعر في متجرين إلكترونيين للتجميل في مصر من 1 سبتمبر إلى 29 أكتوبر 2026، بحسب اتساع التعريف أو احتساب الخط الأكبر من عدمه. وهذه أرقام تقريبية.
من بين الماركات المذكورة في هذا التقرير، أخذت Vichy نسبة 6.4% من قيمة منتجات الشعر وKérastase نسبة 5.9% وOlaplex نسبة 5.2% وK18 نسبة 4.0%، في متجرين إلكترونيين للتجميل في مصر من 1 سبتمبر إلى 29 أكتوبر 2026. وهذا ليس ترتيباً كاملاً، ولا يدل على المنتج الأفضل.
Related
For brand owners
Many readers came here to choose a product. If you came because you sell one, these are the moves we would make. They are our judgment, based on the figures above and how paid media works. They are not results from these retailers.
Do not judge wash by the same target as treatment. EGP 377 against EGP 638 is a large gap in what one order can pay for, and 84.5% of wash units sit at EGP 400 or less. Check delivery and returns first with the guide to Meta ads and cash on delivery in Egypt, then test wash as the entry to a treatment and measure the second order. These figures cannot show repeat buying, so your own orders must.
Treatment is where the money is, so it is likely to be where competition is strongest. Decide which need you are selling, because repair, hair loss, and curl or frizz have very different prices, and likely different buyers. Keep each as its own campaign with its own creative, and do not let one blended ROAS hide which is paying.
Hair loss lines appear at both price levels, but at the lower level one line dominates. Lead with how to use it and what to expect. Plan for ad review on before-and-after images and regrowth claims, and have compliant creative ready before you raise spend.
Do not copy the Egyptian plan to Lebanon. At the Lebanese retailer compared here, wash and colour carry far more of the unit demand, and two mass names hold about two-thirds of units. At this retailer, above USD 20 holds 55.4% of value, mostly with established premium and professional names, so a smaller brand would be competing directly with them.
A move for this week. Split your haircare ad account report by type and price band, on units and value side by side. If shampoo and treatment share one target cost per order, separate them.
Want a second view? Message Mojo on WhatsApp about which need and price band to fund first.
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Talk to us about which need and price band to fund first. Mojo plans and runs paid media for brands that measure marketing in profit, not impressions: nine years, 140+ accounts, five markets.