Fashion Friday: A Path to Recovery in the South African Beauty and Personal Care Market

In South Africa, at the onset of the COVID-19 crisis, sales of beauty and personal care products that were deemed non-essential were banned both online and offline. Premium brands were one of the biggest losers, while personal hygiene products were resilient. As the pandemic continues, beauty and personal care products are still being bought in the country, but consumers are spending less on them. Although the beauty and personal care industry is on a recovery path in South Africa, it will take longer than just the holiday season to turn around.Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.