The Middle East is one of the oldest regions in the world that uses raw materials in beauty recipes and rituals—from the Babylonians in Iraq who used perfumed ointments and incense, to the ancient Egyptians who used creams and preservatives. Today niche brands feature local ingredients to celebrate the authenticity and heritage.
“In the Middle East, consumers seek brands that value and use local resources, pre- serve indigenous traditions, and support local economies with 79% of Saudi Arabian consumers agreeing that heritage is an important part of their identity,” Jane Henderson, Chair of Beauty and Wellness at the Mintel Group shared. “Local ingredients often offer unique and distinctive qualities, contributing to a more authentic and memorable product experience, which of course promotes repeat purchases.”
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. Recognizing the diversity within this market is crucial; consumer needs can vary widely across different countries and communities within the Middle East.
Climate & Weather
The harsh and dry weather conditions of the region pose many challenges for consumers, owing to which beauty formulations that combat extreme dryness, protect against intense sun exposure, and address the high mineral content in water are essential. With most consumers in the region, battling constant dehy- dration, skin irritation, and brittle hair, beauty products must prioritize effective hydration, sun protection, scalp nourishment and waterproof, long-lasting makeup in order to thrive. Additionally, prolonged exposure to air conditioning strips the skin of natural oils and moisture and exacerbates dryness, as well as leaving the hair brittle and more susceptible to hair loss. Consumers gravitate towards formulations that are rich in hyaluronic acid, glycerin, and ceramides that have moisture-locking properties and are able to restore, rebalance, and assist the skin’s natural protective barrier. Humectant serums, nourishing hair oils, and gentle cleaners are also highly favored as well as hydrating lip balms and masks. In order to effectively combat these issues that are unique to the region, brands must tailor their beauty products to the environment and offer resilience against the challenging weather conditions.
Diversity & Inclusion
The Middle East is a melting pot of cultures and communities, therefore it is important that all marketing and communication reflects this diversity. Diversity and inclusion, specifically in terms of skin tones and varying ethnicities, is paramount to effectively engage with a diverse range of consumers who call the Middle East home—all of whom are looking to find their place in the region and want to be recognized and appreciated as valued members of the community.
Religious Festivals & Important Dates
Religion still plays a significant role in consumer behavior and buying patterns in the region. It is crucial for beauty brands to keep these important days and religious festivals in mind when planning marketing and advertising campaigns. For instance, in the holy month of Ramadan, all practicing Muslims observe a fast from sunrise to sunset and engage in reflection, family, and community gatherings. Spending and shopping also significantly increases during this season. Most brands and retailers also offer special Ramadan discounts to reward consumers for fasting and honor the festive season.
Modesty & Respect for Cultural Norms
The Middle East has conservative values and norms. While this is changing as it becomes increasingly cosmopolitan, it is still important to be sensitive to cultural norms relating to modesty while marketing beauty products. Images that showcase women in revealing clothing or overly sexualized are not appreciated and could impact the appeal of the brand and product.
Brands that connect to local and cultural touchpoints are more likely to resonate with customers. While significantly influenced by the West, Arabic is still widely spoken and all branding and written communication should be also available in local languages to appeal with a larger demographic. Doing this not only showcases the brand’s commitment to supporting consumers in the region but also pays respect to the local culture.
Sustainability
As the climate crisis worsens, Middle Eastern consumers are increasingly becoming concerned about water preservation, pollution, and waste management. Brands and marketers now bear the responsibility of assisting their consumers in living more sustainably. Initiatives like removing single-use plastic, adopting circular business practices through water recycling, and zero-waste strategies are all gaining traction. According to a Kantar report, nonrecycla- ble packaging ranks as the top consumer concern in the beauty and cosmetics industry in the region. The intention is thus for brands in the region to remain as green and profitable as possible. This involves transitioning to eco-friendly packaging, minimizing waste wherever possible, offering user friendly alternatives to extend product life cycles, and being clear and transparent when communicating their eco-efforts to their consumers.
Halal
Halal cosmetics can be defined as cosmetic products that do not contain ingredients derived from pork or alcohol. Muslim women often look out for Halal products—whether it’s something they consume or use. Halal, a term which means “permissible” in Arabic, denotes that a product is manufactured with ingredients that are in accordance to Islamic law. Halal products are free from animals, alcohol, and carmine, meaning these products are usually vegan and cruelty-free as well. A product certified as vegan is therefore considered to be more attractive in the Middle East.
The gap between halal beauty and natural cosmetics is narrowing; brands that integrate natural and vegan ingredients are by default inherently halal.
