What makes the Middle East beauty’s next frontier?

Editor’s note: This is a special preview of our upcoming report on luxury in the Middle East. Join our mailing list for more details on this exciting new report. With the Middle East and North Africa (MENA) beauty market poised to reach $60 billion this year, the desert region is turning into an oasis of opportunity. This dynamic sector is attracting global players, from Ulta Beauty, which signed a franchise deal with Alshaya Group in January, to K-beauty e-commerce platform Maccaron, which launched across six MENA countries last month. What makes this market attractive to beauty brands is its large, young consumer base — over half of MENA’s population is under 30. Women lead in beauty consumption, spending an average of $52 per month on skincare and $63 on makeup, although men are also showing an increasing interest in personal grooming, according to a 2024 BeautyMatter report. McKinsey data suggests that MENA will be the only region to experience double-digit sales growth across all beauty sectors — fragrance, color cosmetics, haircare, and skincare — from 2015 to 2027, growing at a rate of 11% to 12%, nearly double the pace of mature markets like the U.S. However, capturing this growth requires a deep understanding of consumer trends and the competitive landscape, particularly the rising influence of domestic beauty brands. Gen Z wants healthy skin Skincare, in particular, shows significant potential. Market penetration in Gulf Cooperation Council (GCC) countries stands at just 12% to 14%, compared to approximately 35% globally, according to the Chalhoub Group. Notably, nearly half of Arab Gen Z consumers enter the beauty world through skincare, diverging from the usual route of makeup. These shoppers use an average of 4.7 products per routine, including cleanser, moisturizer, sunscreen, lip balm, and eye cream. Focused on prevention and enhancement, 35% prioritize anti-aging and hydration, while 28% prefer a natural, fresh look, states Chalhoub. Jasmina Banda, Chief Strategy Officer at Chalhoub Group, commented in a report: “We are also witnessing a clear shift in their beauty ideals, by moving from makeup-heavy standards and embracing a ‘skin-first’ philosophy that celebrates natural, healthy-looking skin. As such, [the] trend is their preference for hybrid skincare products — those that blend skincare benefits with makeup attributes.” Skincare and self-care converge This evolving mindset is shaped by the region’s hot, dry desert climate, which drives demand for skincare products that offer hydration and protection. “The harsh and dry weather conditions of the region pose many challenges for consumers so they are looking for products that combat extreme dryness, protect against intense sun exposure, and address the high mineral content in water,” says Kelly Kovack, founder and CEO of BeautyMatter, a beauty intelligence platform. “Most consumers in the region [are] battling constant dehydration and skin irritation.” At the same time, rising interest in wellness — a $19.8 billion economy in Saudi Arabia alone, according to the Global Wellness Institute — is prompting consumers to view skincare as an integral part of their broader self-care routines. “Skincare and self-care are becoming intertwined,” says Muzon Ashgar, founder of Saudi skincare brand MZN Bodycare. “We’re seeing a movement toward stress-relieving, holistic beauty rituals, inspired by traditional practices like herbal infusions, body-smoke rituals (bakhoor), and scalp health treatments.” A-beauty brands set the bar Well attuned to these local preferences, Arab beauty brands like MZN Bodycare are thriving. The Saudi label promotes wellness through natural, effective products made with locally sourced ingredients, such as Moringa Peregrina oil from AlUla, known for its deep hydration. Since its launch in 2015, MZN Bodycare has secured over 80 retail partnerships — resonating with today’s ingredient-conscious consumers. “The key to our success has been staying true to our values,” Ashgar tells Jing Daily. “We focus on quality over quantity, transparency in our ingredients, and building a genuine connection with our customers. People are increasingly looking for authenticity in beauty brands, and I believe that our commitment to preserving Saudi beauty traditions while innovating for modern needs has made MZN Bodycare stand out.” Meanwhile, UAE-based skincare brand Peacefull takes a different approach. Founded by Emirati influencer Salama Mohamed, the brand blends Korean skincare technology with active ingredients to tackle Middle Eastern skincare concerns. Its popular Mugwort Clay Cleanser, for example, combines antioxidant-rich mugwort and anti-inflammatory Centella Asiatica, both native to Asia. The success of these Arab brands offers key lessons for global players seeking to enter the regional beauty market. “Take the time to truly understand the market and the people,” Kovack says. “When launching in the Middle East or developing products specifically for the market, success requires considering the region’s unique cultural preferences, climate conditions, and beauty standards. The trends and consumer behavior are not a monolith.”

What makes the Middle East beauty’s next frontier?

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Published May 06, 2025

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What makes the Middle East beauty’s next frontier?