Unveiling the Beauty Market of the Middle East: Trends and Opportunities

The Middle East is a geographically flexible region shaped by economic, cultural, and historical factors. It generally refers to the Middle East and North Africa (MENA) region, including approximately 20 countries (including Bahrain, Kuwait, Egypt, Algeria, Oman, Qatar, Saudi Arabia, and the United Arab Emirates). Geographically, the Middle East acts as a crossroads, connecting and integrating the beauty cultures of Asia, Africa, and Europe.

With its wealth and evolving society, the Middle East has become a lucrative beauty market. A large, young, and digitally connected population, coupled with increasing urbanization and rising disposable incomes, has led to the expansion of the beauty consumer base, creating significant opportunities for both local and international beauty brands. This article provides a brief analysis of the beauty market in the Middle East, aiming to provide some insights for businesses and brands looking to enter or expand in the Middle Eastern beauty market, offering an understanding of consumer behavior, preferences, and emerging opportunities in this sector.

Market Overview

Beauty Market Size

The Middle East’s unique geographical and economic structure was shaped by the rapid economic growth driven by the oil economy in the 1970s and 1980s and industrial adjustments around 2000—when countries sought to reduce their dependence on oil and focus on developing the tertiary sector. The beauty and personal care market in the broad MENA region is valued at over $46 billion and projected to reach $60 billion by 2025. The table below shows the sales revenue rankings of the beauty and personal care markets in the Middle East in 2023. Saudi Arabia, the UAE, and Israel were the top three countries in terms of sales revenue. Saudi Arabia ranked first with a sales revenue of 39,870 million USD, significantly outpacing other counterparts. The UAE followed in second place with a sales revenue of 6,848 million USD, solidifying its position as another key market in the Middle East.

2023 Beauty and Personal Care Markets in the Middle East

(Data source: Beauty Matter)

Popular Beauty Brands

Global beauty brands like Channel, Bobbi Brown, and Estée Lauder continue to lead the Middle Eastern market by diversifying and expanding their product ranges, as well as leveraging international beauty concepts to strengthen their brand identities and interact with local consumers. At the same time, Arab beauty influencers are reshaping beauty aesthetics through social media. A new wave of Middle Eastern brands founded by Arab women is emerging. Local brands such as Huda Beauty, PEACEFULL, YASKIN NATURAL, BARKHA BEAUTY, and Asteri are gaining influence and challenging regional stereotypes.

The rise of beauty brands created by Arab women reflects female entrepreneurs are embracing a more liberated and diverse vision of Middle Eastern womanhood. Huda Beauty, founded by beauty influencer Huda Kattan, is a prime example of this trend. Headquartered in Dubai, the brand has become one of the best-selling cosmetics brands at Sephora and Harrods in the Middle East. Kattan, with over 4 million followers on Instagram, has set trends and influenced the beauty industry with her entrepreneurial success.

Best-Selling Product Categories

The Middle East’s rich and diverse history, along with its cultural, religious, and geographical factors, has profoundly influenced consumer’s purchasing preferences, particularly concerning certain product categories. Among the most popular are moisturizers and perfumes. The habit of using these products has become a vital part of daily life in the region.

1. Moisturizing Products

The harsh and dry climate of the Middle East presents significant challenges for consumers, many of whom struggle with dehydration, skin irritation, and brittle hair. As a result, beauty products that prioritize effective hydration, sun protection, and waterproof formulas are in high demand. Products rich in hyaluronic acid, glycerin, and ceramides, such as hydrating serums, nourishing hair oils, moisturizing lip balms, and masks are especially popular. Consumers are particularly drawn to their moisture-locking properties and ability to restore, rebalance, and strengthen the skin’s natural protective barrier.

2. Perfume

The use of perfume has deep historical and cultural roots in the region. In Islamic culture, perfume plays a significant role in daily life, covering occasions like prayer, festivals, and daily social interactions. It is also seen as a symbol of identity and a reflection of wealth, status, and personal taste, making it an essential aspect of social etiquette. Additionally, the extreme weather in this region, with high temperatures and humidity during the summer, often leads to excessive sweating. As a result, products such as perfumes, deodorant roll-ons, and deodorant creams that can address these concerns are perform well in the market, helping to boost consumer confidence, especially in social settings.

The perfume market in the Middle East already surpassed $2.8 billion in 2019 and is projected to exceed $4.4 billion by 2027, with a CAGR of 7.4%. According to research by IMARC Group, the UAE perfume market will grow at a CAGR of 8.4% until 2026. Kuwait is emerging as one of the fastest-growing markets for premium fragrance products. Customers in Oman, Bahrain, and Qatar prefer oil-based formats. In addition, the growing purchasing power among male consumers is driving sales. For example, the annual sales of the luxury Omani fragrance house Amouage have now exceeded $210 million.

Beauty Products Sales Channels

Offline Shopping Remains Mainstream

The physical economy holds a significant share in the Middle East. Shopping mall culture is deeply rooted in this region, with consumers showing a strong preference for visiting physical stores, as reflected in the numerous large commercial centers spread across the area. Notable examples include Dubai Mall (Dubai, UAE), Mall of Arabia (Jeddah, Saudi Arabia), and Mall of Qatar (Al Rayyan, Qatar). These expansive complexes have evolved beyond traditional retail spaces, becoming cultural and commercial symbols of the global hub of social activities and entertainment where communities gather for leisure and socialization.

Moreover, the growth of travel retail has created business opportunities for the beauty market. Dubai Duty-Free (DDF) at Dubai International Airport achieved record revenue of $2.16 billion in 2023, with perfumes contributing the greatest share of $374 million, 17% of this total and far outpacing the second-largest category, alcohol.

Online Platforms on the Rise

The Middle East has emerged as one of the key global markets for cross-border e-commerce, experiencing rapid growth in recent years. The region’s young consumer base, increasing internet penetration, the influence of social media, and supportive policies have provided a solid foundation for its cross-border e-commerce. The beauty and personal care market in the Middle East and Africa is projected to grow from $23.4 billion in 2023 to $28.3 billion by 2028, with a CAGR of 3.88% during this period.

However, with this growth comes challenges. Due to the region’s unique characteristics, many cross-border sellers face difficulties accessing local mainstream e-commerce platforms. As a result, many are turning to independent websites, building their own brands to reach target customers directly. Additionally, the Middle East’s unique geography and different logistics systems across countries put significant pressure on sellers in cross-border logistics. Meanwhile, the trend of online payments is becoming more prominent in the region. Traditional Middle Eastern consumers have long preferred Cash on Delivery (COD), but with the rise of the internet, an increasing number of consumers are now embracing online payment methods.

Beauty Market Features

Aesthetic Trends

Consumer’s preferences in the Middle Eastern beauty market are strongly shaped by historical and cultural traditions. The region has a long history of using beauty products, such as black eyeliner and perfume, which continues to influence modern beauty culture. Red lips, smoky eyes, thick lashes, and well-defined eyebrows are key elements in their daily life. Today, Middle Eastern women’s beauty aesthetics are characterized by rich, glamorous, bold, and vibrant makeup, which highlights the contours of their eyes and lips, contrasting sharply with the fresh and natural styles popular in many East Asian countries such as Japan and South Korea.

For example, smoky eyes are a signature look for many Middle Eastern women, symbolizing mystery and depth while drawing attention to their eyes and adding an element of glamour to the overall makeup. When it comes to eyebrows, thick, arched brows are highly favored, as they are believed to enhance the dimensionality and refinement of the face.

Religious Elements

Religion continues to play a significant role in shaping consumer behavior and purchasing patterns in the region.

• Religious Holidays: When planning marketing and advertising campaigns, beauty brands tend to put emphasis on key religious dates and holidays. For instance, in the holy month of Ramadan, all Muslim followers fast from dawn until sunset and engage in reflection, family, and community gatherings. During this period, consumer spending and shopping activities also see a notable increase. Brands and retailers usually offer special Ramadan discounts to honor the festive season.

• Halal Cosmetics: Muslim women often seek out halal products. The term “halal”, which means “permissible” in Arabic, indicates that the product is made with ingredients compliant with Islamic law, i.e., those are free from animal-derived ingredients, alcohol, and carmine. As these products are often vegan and cruelty-free, they are also viewed as more attractive with vegan certification in the Middle East.

Consumer Preferences

Consumers in the Middle East primarily choose cosmetics based on their specific needs rather than following influencers or chasing trends. They tend to prioritize products that are perceived as highly effective and reputable, which is why well-established international brands are often favored over smaller local ones. Besides, when making purchase decision, they focus on whether a product can address their unique needs and specific beauty concerns.

Driving Forces Behind the Development of the Beauty Industry

Strong Economic Power

The Middle East, particularly the GCC countries, is one of the world’s fastest-growing economies driven by vast oil and gas reserves. The World Bank forecasts that the region’s GDP could triple by 2050, potentially reaching $13 trillion. Driven by economic strength and women’s growing interest in beauty, skincare, and fashion, the Middle East can see an increase in the demand for and spending on beauty products.

Youthful Population Structure

The region’s youthful demographic signals strong potential for future market growth. The total population of the Middle East is 454 million, with the population growth rate ranking fourth globally. The average age of consumers in the region is just 32, with individuals under 30 making up 55% of the population. The large young customer base has reshaped the region’s consumption landscape.

These young consumer groups are not only large in number but also full of vitality. They are highly receptive to new ideas and innovative products. Driven by the desire for self-expression, young consumers demonstrate significant growth potential and strong purchasing power.

The High Pursuit of Fashion Among Women

Although traditional Middle Eastern women typically wear the abaya in public, beneath it often lies exquisite clothing and carefully applied makeup. Many women in the region have a deep appreciation for fashion, beauty products, perfumes, and luxury goods. According to Beauty Matter, women in the Gulf countries spend an average of $63 on makeup and $52 on skincare per month, reflecting their significant investment and focus on these areas. Staying on top of the latest fashion trends is not only a matter of personal style but also a key aspect of their identity and social status.

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In short, beauty brands aiming to establish a presence in the Middle Eastern market need to gain a deep understanding of the unique needs, preferences, and cultural nuances of local consumers, which significantly influence their purchasing decisions, lifestyle choices, and beauty standards. To succeed, brands are advised to tailor their products and marketing strategies accordingly, ensuring they resonate with the values and expectations of the target audience. By doing so, they can differentiate themselves in a market with both potential and challenges.