International exhibition of the beauty industry, cosmetology, and the perfume and cosmetics sector in Kazakhstan

International exhibition of the beauty industry, cosmetology, and the perfume and cosmetics sector

  • October 28–29, 2026
  • Kazakhstan, Astana, EXPO IEC
ENEN
RURU
ENEN
  • Exhibition
  • For exhibitors
  • About the Kazakhstan market

About the Kazakhstan market

General market overview

Market size and growth

  • The size of the beauty market (cosmetics, personal care products, and perfumery) in Kazakhstan in 2025 is estimated at approximately USD 2.15–2.15 billion (around KZT 1.0–1.2 trillion), with an average annual growth rate of about 4.7–5% (CAGR) for the period 2025–2030.
  • The standalone cosmetics market (including decorative and skincare products) may reach approximately USD 300–302 million by 2025.
  • The facial skincare segment also shows steady growth, with revenue of around USD 88.7 million in 2025.

Market structure

  • The main components of the beauty market include perfumery, decorative cosmetics, facial and body care, hair care products, accessories, and tools.
  • The perfume and cosmetics sector is largely represented by imported brands — the share of domestic production remains small, and local cosmetic output is significantly lower than import volumes.

Key trends and drivers

Digitalization

  • The market is rapidly digitalizing: the share of online sales is growing steadily, while social media and influencers have a strong impact on consumer choice. Many companies are actively developing social media marketing and direct online sales channels.

Growth of the premium segment

  • Premium cosmetics and luxury perfumery are increasing their share in online sales, indicating the formation of a more mature consumer market.

Consumer preferences

  • Consumers are increasingly choosing eco-friendly and natural products; sustainable and organic formulations are becoming a strong trend, especially among young people and the middle class.

Imports and international integration

  • The Kazakhstan market is largely dependent on imported products. Leading supplier positions are held by Western, Korean, and international brands.

Cosmetology and services sector

Beauty services (salons and clinics)

  • Hairdressing and beauty salon services are developing активно, with rising prices and growing demand for professional procedures (haircuts, manicures, cosmetology services).
  • The cosmetology segment is evolving from basic care procedures to more complex aesthetic services. At the same time, part of the market remains informal (shadow economy), which creates quality and safety risks.

Market strengths and opportunities

Rising incomes and consumer demand

  • With increasing household incomes and growing interest in personal care, demand for cosmetic products and cosmetology services continues to rise.

E-commerce and digital marketing

  • E-commerce creates new opportunities for both international and local brands to enter and expand within the market.

International cooperation

  • The signing of memorandums with international organizations (for example, in the field of K-beauty) facilitates technology exchange and expands the product assortment available on the market.

Partners of the exhibition

Business programme

List of exhibitors

Location and time

Book a stand

Right now

Challenges and issues

Import dependence

A large share of products is imported, and local production remains limited, making the market vulnerable to currency fluctuations and external supply disruptions.

Shadow economy

There are illegal supplies and counterfeit products, especially in the cosmetology products segment, which affects safety and regulation.

Competition

Strong competition from international brands makes it difficult for local manufacturers to develop, as they hold only a small market share.

Your clients are waiting for you in Astana to shape the future of the beauty and professional cosmetology industry in Kazakhstan and Central Asia together.

United Beauty Show Kazakhstan

Do you want to scale your business in Central Asia?

United Beauty Show Kazakhstan in Astana is the perfect opportunity for your company to showcase products and innovations at an international level. Don’t miss the chance to make a strong statement and become part of the key event in the beauty, cosmetology, and perfumery industry.