The Cosmetics Market in Iraq: An Overview of Customer Behavior and Cosmetics Imports

Executive Summary

The cosmetic industry encompasses various categories of products, including makeup, perfumes, haircare, and skincare products. The cosmetic industry worldwide seems to be continuously developing, now more than ever, with the advent of online shopping or e-commerce.

This growth has been reflected in the Middle East, including Iraq, which can be represented by the large number of startups that have been established in recent years. Most startups have shifted their focus to online retailing, which allowed them to establish a presence in the cosmetic market without the necessity of a physical store. We can also notice the rise in cosmetic startups that are launching their own brands of skincare products, most of which are formulated with natural ingredients.

This report was designed to provide a comprehensive picture of the cosmetics market in Iraq through the analysis of imports of multiple categories of cosmetic and beauty products according to weight and value and exporting countries.

An in-depth consumer behavior analysis was established concerning shopping and usage frequency, preferred shopping method, average monthly spending, brand loyalty, sharing experience with others, and most essential features of cosmetic products. Insights were mainly driven by a detailed analysis of women who use cosmetic products in Iraq. The primary data was collected through an online survey and focus group discussions.

The main findings could be summarized as the following: