The annual market for cosmetics and toiletries in Bangladesh exceeds Tk 10,000 crore. Although it is a potential sector of the country, the products of local companies face many challenges due to the abundance of multinational products. Research on the growth and sales of cosmetics and personal care products in the country has shown that most of the growth in this industry is still in favor of multinational companies. But, still, there are many local brands that are doing well in the local market. Let’s get acquainted with main brands of cosmetics and toiletries in Bangladesh.
Renowned Bangladeshi brands and companies of cosmetics and toiletries
Square Toiletries began its journey in 1988 with Jui coconut oil as its sole product. Then they introduced the Meril brand to expand their categories of toiletries. Although the parent company was founded in 1958 by four friends, Samson H Chowdhury is the main manager.
Square Toiletries produces toothpaste, soap, lotion, shampoo, detergent, hand washing, diapers, etc. under the names of several brands. They have already transported their products abroad beyond the borders of the country. Now Square Group wants to be another step forward to become a Bangladeshi multinational corporation.
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“Imperial Chemical Industries or ICI” was formed in 1926 by the merger of four British chemical companies. Since its inception, ICI has operated in several other countries as a multinational corporation. As a result, 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 its activities in Bangladesh through self-disclosure under the name âACIâ. Savlon is the main brand of the company which has been in the market for over 4 decades.
In the wake of the coronavirus, the ACI Toiletries business saw an increase in sales of products such as soap, hand washing, hand sanitizer, etc.
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Keya Cosmetics started their journey in 1996, but parent company Keya Group of Industries was formed in 1983. They market their product under the Keya brand. Products include soap, toothpaste, men’s grooming items, and winter grooming items. Established as a limited liability company, Keya Cosmetics went public in 1999. At the start of its inception, it was one of the most popular brands in Bangladesh. Now they have 9 industrial units on more acres of land.
Kohinoor Chemical Company Limited (KCCL) began its journey in 1956. This brand gained popularity for manufacturing standard quality products including cosmetics, soap, toiletries, glycerin, and more. Nonetheless, Kohinoor is widely known for its Xpert, Tibet brand which is a legendary brand in Bangladesh. In addition, Kohinoor owns other brands such as Bactrol, Sandalina, Clean Master, Genstar, Ice Cool, Fair & Care, Heel Guard, etc. All of these Kohinoor brands are also famous in the Bangladeshi cosmetics and toiletries market.
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Established around 1980, Lalbagh is another major cosmetic and toiletry brand in Bangladesh that has established itself in the market with several brands such as âNiralaâ, âGandharaj coco oilâ and âHash Markaâ. Although these brands are not dominant in the urban area, they have a reasonable market share in the rural part of Bangladesh.
Unilever is fundamentally one of the largest multinational companies in the world. Currently, Unilever’s 400 brands are available in thousands of products. Among them we know most of the products of popular brands. Among them are Lux, Rexona, X Body Spray, Sunsilk Shampoo, Surf Excel, etc.
The world uses about 2.5 billion Unilever products, or about a third of the world’s population. But they have local manufacturing plants in Bangladesh. Therefore, they can be treated as one of the local brands. In Bangladesh alone, 90% of the population uses Unilever products on a daily basis.
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We all know about Parachute Coconut Oil which is one of the best brands of hair oil for women. It is a product of Marico, which is an Indian multinational company but has a local production plant. Nevertheless, they have other brands in different product lines such as Livon, Revive, Set Wet, Studio X, etc.
Although Kumaria is not a local brand, it, along with other co-brands of Hemas Consumer Brands Private Limited, holds market share in the Bangladesh cosmetics and toiletries industries. They also have other brands like Paris, but Kumarika is the most popular.
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Who does not know the Cute brand! It is from Mousumi Chemical Industries which has several product lines under the Cute brand. For example, they have health care, oral care, perfume, winter care, skin care, men’s care, baby care, and cosmetics. Mousumi Chemical started its activity with Cute in 1972.
Since 2001, Lily Cosmetics has specialized in the manufacture of toilet and laundry soaps. However, the company may not be as popular as the other big players, it has a reasonable market share.
Bangladesh is not outside the domination of multinational companies in the world cosmetics and toiletries Marlet. However, local businesses are gradually taking their share of the country’s market by reducing the power of strong brands. Bangladeshi brands are experiencing steady growth in the cosmetics market by adding variety to their products with the taste and convenience of consumers in mind.
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Research on the growth and sales of cosmetics and personal care products in the country has shown that most of the growth in the sector is still in favor of the multinational Unilever as it is ahead in terms of market share. . However, the performance of local companies like Kohinoor Chemicals and Square Toiletries in the fight is also satisfactory.