The beauty market in the Middle East is projected to attain a value of $60 billion by the year 2025, according to a recent report.
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The beauty and personal care market in the Middle East and North Africa (MENA)
The beauty and personal care market in the Middle East and North Africa (MENA) is anticipated to grow to $60 billion by 2025, increasing from its current valuation of $46 billion, as indicated by a recent report published by Beautyworld in partnership with BeautyMatter. The report titled “Beautyworld x BeautyMatter 2024 Middle East Market Report: Past, Present, Future” provides a comprehensive analysis of the flourishing beauty sector in the region, detailing its historical development from ancient eras to contemporary times while projecting future trends.
Middle East Beauty market : Young demographic drives market growth
The report highlights the region’s young, digitally-connected population as a key driver of growth.
Under-30-year-olds make up 55 percentof the MENA population, compared to 36 percentin Organization for Economic Cooperation and Development (OECD) countries.
“Beauty companies wanting to tap into this influential younger consumer generation must have a digitally-savvy, values-first approach,” the report states, noting that Gen Z’s purchasing habits increasingly prioritize brands with storytelling, purpose, and unique selling points.
Flyn Roberts, Chief Commercial Officer of Messe Frankfurt Middle East, organizers of Beautyworld, commented, “We hope the report sets a new industry benchmark with the goal to bring key market data and research into one place to provide the global industry with a blueprint to better understand and capitalise on the growing opportunities for both local and foreign brands in this dynamic and ever evolving region.”
Middle East Beauty market : Double-digit growth across beauty categories
The report forecasts a robust double-digit growth trajectory for all primary beauty sectors in the region through 2027, projecting a total Compound Annual Growth Rate (CAGR) of 12 percent, which is the highest rate globally, as reported by McKinsey and Euromonitor. Significant findings indicate that the global fragrance market is expected to reach a valuation of $7.21 billion by 2032, primarily fueled by demand from the UAE and Saudi Arabia. Additionally, women in the Gulf Cooperation Council (GCC) nations allocate an average of $63 monthly for makeup and $52 for skincare, while men in the GCC spend approximately $16 per month on skincare products. Furthermore, the MENA spa service market was assessed at $25.77 billion in 2023.
Middle East Beauty market : Rise of A-beauty and regional brands
The report highlights the increasing interest in A-beauty (Arab beauty) brands and products tailored to the unique preferences and requirements of consumers in the Middle East.
Kelly Kovack, the Founder and CEO of BeautyMatter, remarked, “In preparing this market report, we aimed to conduct an in-depth analysis of a highly dynamic region, providing readers with data and insights contextualized by historical and cultural factors to guide their strategies in the Middle East.”
The report provides examples of regional brands that are making significant strides in the Western market, including the female-led Saudi brand Asteri and the luxury fragrance house Amouage from Oman, both of which are pursuing global expansion and seeking international acclaim.
Historical context
The report offers a distinctive historical insight into the concept of beauty in the Middle East, highlighting the recent discovery by archaeologists of what is likely the oldest known example of lipstick, which dates back nearly 4,000 years. Dr. Bibi Ghalaie, the founder and Medical Director of Doctor Bibi Clinic in London, characterizes the quintessential beauty aesthetic of the region as featuring “almond-shaped eyes, full lips, bold brows, sharp features, and a pronounced hairline.” Dr. Ghalaie further remarks, “The beauty aesthetic of the Middle East has evolved into a widely recognized and aspirational ideal for both men and women around the world.”
Social media impact
The report emphasizes the significant growth in e-commerce and social media in the Middle East over the last decade. Saudi Arabia, in particular, boasts one of the world’s highest online content consumption rates at 82 percent.
“Arab women view the digital world as an online expansion of their real-life community, with 71 percent of all women participating in social networking,” the report states.
The e-commerce sector in the Middle East is projected to reach $50 billion by 2025, reflecting the region’s rapid digital transformation.
The report highlights the significance of local ingredients and cultural heritage within the beauty market of the Middle East. Jane Henderson, Chair of Beauty and Wellness at the Mintel Group, notes that “In the Middle East, consumers are inclined to favor brands that prioritize and utilize local resources, uphold traditional practices, and contribute to local economies, with 79 percent of Saudi Arabian consumers affirming that heritage plays a crucial role in their identity.”
The region boasts a substantial and youthful customer demographic that is well-connected digitally and enthusiastic about acquiring knowledge. Factors such as urbanization, increasing disposable incomes, and a burgeoning expatriate community have broadened the beauty consumer market and fueled growth in this developing area, thereby creating opportunities for both domestic and international brands.
For many individuals from Western countries, this region often appears as an indistinct area on a map, situated to the south and east of Europe. Accurately defining the market and obtaining reliable, consistent data can prove to be challenging. The term “Middle East” is a versatile geographic designation that varies based on the perspective of the user and the historical context. Cross-cultural ties extend from North Africa through Western Asia and into Central Asia.
