The event also provided an opportunity to explore the outlook for Morocco's beauty industry, a market experiencing steady growth driven by urbanization, increasing female workforce participation, the widespread influence of social media, and a booming tourism sector that welcomed nearly 20 million visitors in 2025.
According to the latest market analyses, Morocco's cosmetics industry is currently valued at approximately 8 billion dirhams, with forecasts predicting growth from USD 1.82 billion in 2024 to USD 3.59 billion by 2032, representing an annual growth rate close to 8%.
Skincare is the largest segment, accounting for more than 40% of the market, fueled by rising demand for dermocosmetics, anti-aging and anti-spot treatments, and sun protection products. Growing interest is also being seen in premium and natural formulations that leverage local ingredients such as argan oil, prickly pear, and aromatic plants.
Haircare continues to be one of the market's most promising categories, with projections indicating the segment will exceed USD 300 million by 2031. Italy already holds a strong position in this area, ranking among the country's leading suppliers of professional haircare products. Demand is increasing for repairing treatments, products designed for curly and textured hair, and scalp care solutions inspired by skincare routines, supported by the ongoing expansion of salons, barbershops, and professional beauty centers across the country.
Another high-potential segment is beauty tech, driven by the growing adoption of advanced aesthetic technologies and non-invasive aesthetic medicine. Laser systems, radiofrequency devices, HIFU technologies, LED therapy solutions, and professional equipment for beauty centers and private clinics are experiencing strong demand, creating new opportunities for specialized international manufacturers.
Opportunities for Italian Companies
In this evolving landscape, Italian companies enjoy a particularly favorable position. While France remains the market leader in skincare and make-up, Italy stands out in the professional haircare segment, one of the most dynamic categories in Morocco's beauty industry. More broadly, dermocosmetics, premium beauty products, professional aesthetic equipment, and beauty-tech solutions offer significant growth opportunities for Italian suppliers.
With a cosmetics industry that generated €18 billion in revenue in 2025, including €8.6 billion in exports, and ranking as the world's fifth-largest exporter in the sector, Italy can offer Moroccan and African businesses not only products and technologies but also expertise, training, and professional know-how.
In this context, Morocco continues to strengthen its position as a strategic platform for accessing West African markets and fostering trade relations between Europe and Africa.
Made in Italy Showcased Through Live Demonstrations
The program also featured live demonstrations by leading Italian companies, showcasing the innovation, technology, and expertise that distinguish Italian excellence in the beauty industry.
Framesi, the historic Milan-based professional haircare company, presented techniques and solutions for salons; Wycon delivered a make-up demonstration featuring the brand's latest collections; and Human Tecar showcased the applications of tecar therapy in wellness and professional aesthetic treatments.
These demonstrations provided attendees with first-hand experience of the innovation, training, and quality that define Italian beauty excellence and that can be found throughout the global Cosmoprof network.
Sources: ICE Casablanca
