Sales of beauty products pick ahead of Eid

Infograph: TBS

Highlights:

• Cosmetics sales surge in Bangladesh as shoppers prepare for Eid.
• Beauty products now key alongside traditional Eid clothing purchases.
• Bangladesh cosmetics market grows with rising incomes and urban lifestyles.
• Makeup and skincare items most popular during Eid shopping season.
• Online orders increasing as social media businesses reshape shopping habits.
• "Soft glam" natural makeup trend dominates this Eid season.

With Eid-ul-Fitr just around the corner, cosmetics counters in shopping malls and roadside stores are buzzing with activity as shoppers browse rows of lipsticks, foundations and skincare products in search of the perfect festive look.

While new clothes remain central to Eid celebrations, beauty products have become an equally important part of the shopping list for many. Traders say cosmetics sales usually surge during the final weeks of Ramadan as people prepare to complete their Eid look.

The rising demand reflects the growing size and influence of Bangladesh's beauty and personal care industry. The country's cosmetics, toiletries and personal care market is estimated to be worth several thousand crore taka, driven by rising incomes, urban lifestyles and a growing interest in personal grooming.

Festive rush for beauty

A visit to major markets in Dhaka shows cosmetics stores filled with colourful displays of makeup palettes, skincare bottles and beauty accessories. Sellers say the rush intensifies as Eid approaches, particularly among young women and female professionals.

Makeup items such as lipstick, foundation, concealer, eyeliner, mascara, blush, highlighter and eyeshadow palettes are among the most sought-after products this season. Skincare items – including sunscreen, face serums, face wash, moisturisers and sheet masks – are also selling briskly.

Sharif Islam, a seller at Kaniz Cosmetics in Capital Super Market, said demand for beauty products increases noticeably during the festive season.

"Makeup products sell throughout the year, but Eid always brings a surge in sales as people want to look their best for the celebration," he said.

Global brands and local favourites

Bangladesh's cosmetics market today reflects a blend of international and domestic influences. Products from Korea, Thailand, Europe and the Middle East are popular among younger consumers who follow global beauty trends through social media.

At the same time, local brands are gradually gaining popularity by offering products suited to the country's warm and humid climate. 

The rapid expansion of e-commerce has also transformed the sector. Many beauty entrepreneurs now operate through social media pages and online platforms, enabling customers to purchase cosmetics without visiting physical stores.

Online orders reshape shopping habits

Store owners say consumer shopping patterns are slowly changing as online purchases grow.

Naznin Akter, a sales assistant at Cosmetics BD Shop, said the store has seen a noticeable rise in online orders this season.

"Customers are placing more orders through our online page this year. Even though the store is not as crowded as before, sales are continuing online," she said.

The rise of social media-based businesses and e-commerce platforms has made it easier for shoppers to explore new brands and trends from home.

The rise of "soft glam"

Shoppers say the biggest beauty trend this Eid is the "soft glam" look – a style that emphasises light, natural makeup rather than heavy layers.

With the hot weather in mind, many buyers are choosing lightweight foundations, nude or pastel lipstick shades and minimal eye makeup. Products that create a fresh, glowing complexion are also gaining popularity.

Maria, who was shopping for makeup at Bashundhara Shopping Complex after finishing her clothing purchases, said she prefers a simple look for Eid.

"I bought mostly skincare products this time. I like minimal makeup, so now I just need lipstick and nail polish to match my dress," she said.

However, some shoppers prefer a brighter festive look, leading to strong demand for glow-enhancing products such as highlighters and skin tints.

Zinat Tabassum, another shopper, said she prepared a list before coming to the mall.

"This Eid I want a glowing look, so I bought my favourite brand's highlighter and foundation," she said.

Festive sparkle for the market

Eid is widely considered the biggest retail season in Bangladesh, with traders across sectors reporting a surge in sales during the festive period. Consumer spending typically rises sharply as families shop for clothing, gifts, food and personal care products ahead of the celebration.

The cosmetics market is no exception. As the festival draws nearer, stores and online platforms alike are witnessing brisk business.

From subtle everyday glam to radiant festive glow, shoppers are experimenting with new styles while sellers enjoy one of the busiest periods of the year.