What makes the Middle East beauty’s next frontier?
With skincare penetration at just 12% to 14% compared to 35% globally, MENA represents untapped potential for brands that understand the region’s unique challenges.
A woman wearing traditional Middle Eastern attire and ornate forehead jewelry stands against a desert backdrop with camels blurred in the distance. As skincare culture rises across the Middle East and North Africa, consumers are redefining beauty ideals, increasingly embracing self-care rituals and local ingredient-based products amid harsh desert conditions. Image: Pexels
A woman wearing traditional Middle Eastern attire and ornate forehead jewelry stands against a desert backdrop with camels blurred in the distance. As skincare culture rises across the Middle East and North Africa, consumers are redefining beauty ideals, increasingly embracing self-care rituals and local ingredient-based products amid harsh desert conditions. Image: Pexels
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