Morocco’s beauty and personal care industry has been growing steadily over the past few years, gaining momentum as more consumers embrace skincare, self-care, and wellness as part of everyday life. With a market size valued at USD 1.82 billion in 2024 and projected to reach USD 2.79 billion by 2030, the cosmetics sector is emerging as a core part of Morocco’s consumer economy.

Several trends are fueling this growth, including rising demand for natural and organic ingredients like argan oil, increased access through e-commerce platforms, and the influence of social media beauty culture. Moroccan consumers are showing more interest in personal grooming and are willing to spend on both premium and functional products that offer skincare benefits.

Skin and sun care products are leading the market, commanding a 40.6% share of revenues in 2024. With Morocco’s warm climate and high sun exposure, there’s strong demand for sunscreens, moisturisers, anti-ageing creams, and serums. The preference for local, plant-based ingredients has also helped drive the popularity of Moroccan-made beauty solutions.

While women remain the primary buyers, contributing the highest share of market revenue in 2024, men’s grooming is catching up fast. Growing awareness around male self-care, beard care, sun protection, and general skincare has opened new consumer segments. Brands are now launching lines specifically targeted at male skincare needs, further expanding the industry.

For brands and investors looking at the North African region, Morocco offers a well-positioned, high-growth market. With strong cultural roots in beauty and wellness, a digitally connected consumer base, and rising disposable income, the country is establishing itself as a beauty industry leader in Africa.