Bargain reports and analytics

Pakistanis’ cosmetics preferences

PicodiJuly 3, 2020

The first mentions of make-up date back to ancient Egypt. Even then, people used the prototype of eyeliner, and both men and women wore make-up. Since that time, cosmetics and the perception of make-up itself have diametrically changed. Nowadays, trends come and go every season, and the preferences of Pakistani women are constantly evolving.

How much money do Pakistanis spend on cosmetics yearly? Which factors determine the purchase of cosmetics? How do men and women feel about eco cosmetics? And how do we compare to other countries? analysis team answered these and other questions related to the cosmetics market.

Beauty has its price

Which cosmetics do Pakistani women prefer?

Pakistani women’s’ toiletry bags are quite spacious — on average, they contain as many as 20 beauty products. It is no wonder that a typical Pakistani woman spends around Rs. 48,500 in a year on cosmetics. On the other hand, among these 20 cosmetics, only 7 are in regular use. It could be explained by the fact that 27 per cent of the surveyed women buy cosmetics when they are discounted, in reserve. 34 per cent buy cosmetics when they run out and 39 per cent whenever they feel like it.

How do Pakistani women choose their cosmetics? Most of the surveyed women (69 per cent) chose price as a major factor determining the purchase. Brand of the cosmetic is crucial for 59 per cent of the surveyed respondents, and 37 per cent chose their own preferences. Less important are influencers’ recommendations and specialists’ tips (17 and 13 per cent respectively).

Considering the fact that most of the respondents consider price as the most important consideration, it is not surprising that only 40 per cent of women prefer premium cosmetics, more expensive than the regular ones. 37 per cent allow themselves to buy such cosmetics occasionally, and 23 per cent don’t buy them at all. Price is also the decisive factor for choosing between regular and eco cosmetics, which became quite popular in recent years. The majority of the surveyed women (67 per cent) declared that they pick green cosmetics only when the price is reasonable. 19 per cent always buy eco cosmetics, and 14 per cent don’t have any interest in the ecological aspect of beauty products.

Mirror, mirror on the wall…

The most popular beauty products in Pakistan

For many women, make-up is an integral part of the morning routine. However, 17 per cent of the surveyed Pakistani women do not wear make-up at all. Among those who do, 22 per cent wears it daily. 49 per cent does make-up sometimes, and 29 per cent does it only for special occasions.

How much time do Pakistani women usually spend in front of the mirror? Among the women aged 18 to 50, 43 per cent spend 5 to 15 minutes on make-up, and one-fifth less than 5 minutes. One-third of surveyed Pakistani women take much more time doing make-up — as much as half an hour.

An average women’s make-up bag contains many products, including some of the same kind. Statistically, British women own 8 lipsticks, 4 lip liners, 4 blushes, 2 mascaras, 6 eyeshadows, and 7 fingernail polishes.

Through the looking glass

Cosmetics in Pakistan compared to other countries

In Pakistan, the most popular beauty products are lipstick, blush, mascara, powder, and eyeliner, and women spend around $295 a year on cosmetics. How about our neighbours?

Indians spend less than Pakistanis — $291. Their favourite cosmetics, besides lipstick, blush, mascara, and powder, is foundation.

American women spend much more, around $396 a year. However, with $505 spent on cosmetics each year, women in the United Kingdom are far ahead.

Men vs cosmetics

How men buy cosmetics?

How do men feel about cosmetics? First of all, they spend much less money on cosmetics than women — Rs 31,000 a year. They also own fewer beauty products (13 pieces), although they only 5 use regularly. What is interesting, only 64 per cent of the surveyed men buy cosmetics by themselves — the remaining 36 per cent admits that it is mom or partner who buys cosmetics for them.

As opposed to Pakistani women, men usually buy cosmetics when they run out (59 per cent). 15 per cent buy cosmetics when they are discounted, and 26 per cent when they feel like buying. The main factor determining the choice for men is the brand — 60 per cent. Still, the price is also important (59 per cent), as well as ingredients (21 per cent).

British men are less likely to buy premium cosmetics — 45 per cent claim that they never buy them and 22 per cent do only occasionally. When it comes to eco cosmetics, 41 per cent of the surveyed men declared that they do not care about their ecological aspect. One-third buy such cosmetics when the price is reasonable, and 27 per cent prefer eco products no matter what.


This report was based on survey results conducted among 9300 people in 44 countries in June 2020.

Public Use

Would you like to share information about preferences toward cosmetics in Pakistan and other countries? Feel free to use all the data and infographics presented in this report for both commercial and non-commercial purposes as long as you indicate the author of the research ( with a link to this subpage. If you have any questions, please contact us: