The annual market for cosmetics and toiletries in Bangladesh is over Tk 10,000 crore. Although it is a potential sector of the country, the products of local companies are facing a lot of challenges due to the abundance of multinational products. Research into the growth and sales of cosmetics and personal care products in the country has shown that most of the growth in this sector is still in favor of multinational corporations. But, still, there are many local brands that are doing great in the local market. Let’s get to know the top cosmetics and toiletries brands in Bangladesh.
Renowned Bangladeshi Cosmetics and Toiletries Brands and Companies
Square Toiletries started its journey in 1988 with Jui coconut oil as the only product. Next, they introduced the Meril brand to expand their toiletries categories. Although the parent company was started in 1958 by four friends, Samson H Chowdhury is the main leader.
Square Toiletries produces toothpaste, soap, lotion, shampoo, detergent, handwash, diaper, etc. under the names of several brands. They have already taken their products abroad beyond the borders of the country. Now Square Group wants to be another step forward to become a Bangladeshi multinational company.
"Imperial Chemical Industries or ICI" was formed in 1926 through the merger of four British chemical companies. Since its inception, ICI has been operating in several other countries as a multinational company. Following this, the company started doing business in the Indian subcontinent through a subsidiary called "ICI India Limited".
Subsequently, on May 5, 1992, ICI, the parent company, sold 70% of its shares to local shareholders. And after this change, ICI started business in Bangladesh through self-disclosure under the name "ACI". Savlon is the main brand of the company which has existed in the market for more than 4 decades.
In the wake of the coronavirus, the ACI Toiletries business has seen an increase in sales of products such as soap, handwash, hand sanitizer, etc.
Keya Cosmetics started its journey in 1996, but the parent company Keya Group of Industries was established in 1983. They market their product under the brand name Keya. The products include soap, toothpaste, men's care items, and winter care items. Started as a private limited company, Keya Cosmetics went public in 1999. At the beginning of the establishment, it was one of the most popular brands in Bangladesh. Now they have 9 industrial units on over acres of land.
Kohinoor Chemical Company Limited (KCCL) started its journey in 1956. This brand has gained popularity for manufacturing standard quality products including cosmetics, soap, toiletries, glycerin, etc. Nevertheless, Kohinoor is widely known for its Xpert, Tibet brand, which is a legendary brand in Bangladesh. Moreover, Kohinoor owns some other brands such as Bactrol, Sandalina, Clean Master, Genstar, Ice Cool, Fair & Care, Heel Guard, etc. All of these brands from Kohinoor are equally famous in the Bangladeshi cosmetic and toiletries market.
Established in around 1980, Lalbagh is another top cosmetics and toiletries brand in Bangladesh that moved in the market with several brands such as ‘Nirala’, ‘Gandharaj coconut oil’ and ‘Hash Marka’. Although these brands might not have domination in the urban area, they have a reasonable market share in the rural part of Bangladesh.
Unilever is basically one of the largest and multinational companies in the world. At present, Unilever's 400 brands are available in thousands of products. Among them, we know about most of the products of popular brands. Notable among them are Lux, Rexona, X Body Spray, Sunsilk Shampoo, Surf Excel, etc.
The world uses about 2.5 billion Unilever products, which is about one-third of the world's population. But they have local manufacturing plants in Bangladesh. Hence, they can be treated as one of the local brands. In Bangladesh alone, 90 percent of the people are using Unilever products daily.
We all are familiar with Parachute coconut oil, which is one of the top brands for women's hair oil. It is a product by Marico, which is a multinational company from India but has a local production facility. Nevertheless, they have other brands in different product lines such as Livon, Revive, Set Wet, Studio X, and more.
Although Kumaria is not a local brand, they along with other co-brands from Hemas Consumer Brands Private Limited hold some market share in Bangladesh’s cosmetic and toiletries industries. They also have other brands such as Paris, but Kumarika is the most popular one.
Who doesn't know about the brand Cute! It is from Mousumi Chemical Industries which has several product lines under the brand name Cute. For instance, they have health care, oral care, perfume, winter care, skincare, men’s care, baby care, and cosmetics items. Mousumi Chemical started its business with Cute in 1972.
Starting in 2001, Lily Cosmetics are specialized in manufacturing both Toilet & Laundry soaps. However, the company may not be so popular as the other big players, they hold a reasonable market share.
Research into the growth and sales of cosmetics and personal care products in the country has shown that the most share of growth in the sector is still in favor of multinational Unilever as it is ahead in market share. However, the performance of local companies like Kohinoor Chemicals and Square Toiletries in the fight along is satisfactory too.
Bangladesh is not out of the dominance of multinational companies in the world cosmetics and toiletries market. However, local companies are gradually grabbing their share in the country's market by reducing the power of strong brands. Bangladeshi brands are achieving steady growth in the cosmetics market by adding variety to their products keeping in mind the consumer taste and comfort.