Autumn comes with some of the most attractive exhibitions in our industry, and, not by chance, some of them are focused on the Middle East markets. The area has been booming for the last few years, transforming the ME into a priority market for many exporters.
Events like BeautyIstanbul (from October 2nd-4th) or Beautyworld Middle East in Dubai (from October 28th-30th) have been gaining momentum and keep growing year after year at an amazing pace.
Beauty Matters’ recent Middle East Beauty Market Report 2024 takes an in-depth look at the region’s complexity, providing us with many thought-provoking insights for our reflection.
History, culture, and economic dynamics are giving the Middle East the first place for growth in the global hair, beauty, and wellness ecosystem.
While distribution around the world shifts to embrace omnichannel strategies, the Middle East is becoming a hotspot for beauty brands to expand their footprints.
According to Euromonitor International, thanks to its “rich history and rapidly evolving society, the Middle Eastern beauty market is one of the most lucrative beauty and wellness markets in the world, the value of the beauty and personal care market in the broader Middle East and North Africa (MENA) region has already reached $46 billion and is estimated it will reach around $60 billion by 2025”.
What makes it different?
A young customer base—with an average consumer age of only 32—digitally connected and eager to learn, urbanization of the population, rising disposable incomes, and a growing expat community have expanded the beauty consumer base and contributed to the category growth in this emerging region, presenting opportunities for both local and foreign brands. This youthful and tech-savvy demo-graphic grew up with an appreciation for beauty. They spend significantly more on cosmetics and are more likely to experiment with new products than the previous generation.
Women in the Gulf (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates (UAE)) spend an average of $63 on makeup and $52 on skincare per month, with men spending an average of $16 per month on skincare.
In the UAE, 60% of the population is under 25, and with a population of 80 million, Egypt’s median age is 24, and in Saudi Arabia, roughly 70% of the population is under 30. Consumers in Saudi Arabia and the UAE are the highest spenders in the Middle East due to their younger age demographic.
Westerners’ point of view
Despite this fast-paced society, it is still true that for many Westerners the region is just a blurry area on the map somewhere south and east of Europe. The Middle East is a flexible geographical term that can change depending on the user and the era.
Cross-cultural connections stretch from North Africa through Western Asia into Central Asia. A wide area, which is not so easy to interpret and manage.
The region is intricate and fragmented, requiring a specific understanding. What is appropriate in the UAE may not be appropriate in neighboring Saudi Arabia, and it might be simply incomprehensible in Algeria. The differences may be normative, religious, cultural, or even linguistic.
What is important for us is that, in this vast region, there are plenty of opportunities for entrepreneurs who are willing to commit to this evolving reality. It is a chance for those who can be visionaries and are ready to cooperate with local partners to innovate and create the future of hair and beauty in this eclectic area: a melting pot with influences from Western culture, Asia, and Africa flowing through everyday Middle Eastern life, including beauty ideals.
