Our Middle East beauty market report is a deepening of BeautyMatter’s research division and demonstrates our commitment to data, intelligence and storytelling. Commissioned by Messe Frankfurt Middle East, organizers of Beautyworld, it explores the crossroads of history, culture and economic dynamics to uncover why the Middle East is a hotbed of growth for the global beauty and wellness ecosystem. Our latest research, forecasts and interviews illuminate the region’s opportunities and reveal future-proof strategies to unlock their full potential.
The blueprint that guided international expansion over the past decade is evolving, with brands needing to look beyond China to drive growth. As distribution paradigms around the world shift to embrace omnichannel strategies serving consumers unconstrained by borders, the Middle East is emerging as a hotspot for beauty brands to expand their footprint.
With a rich history and rapidly evolving society, the Middle East’s beauty market is one of the most lucrative beauty and wellness markets in the world, according to Euromonitor International, which values the beauty and personal care market in the Middle East and North Africa (MENA) region at more than $46 billion and forecasts it to reach approximately $60 billion by 2025.
The region has a large, young customer base that is digitally connected and eager to learn. Urbanization, rising disposable incomes and a growing expat community are expanding the beauty consumer base, contributing to the category’s growth in this emerging region and creating opportunities for both local and foreign brands.
To many Westerners, the region is just a vague area on a map somewhere southeast of Europe. Defining the market and getting accurate, consistent data can be complicated. The Middle East is a flexible geographic term that changes with users and times. Cross-cultural connections stretch from North Africa to Western Asia and Central Asia.
