The Middle East is now one of the fastest-growing beauty markets, where luxury, innovation, and culture come together in exciting ways. At Beautyworld Middle East 2025 in Dubai, Zsolt Farkas, founder of Evolut, a premier lifestyle marketing agency, spoke to over 30 European and American skincare brands to ask a simple but important question: “What do you believe will be the biggest beauty trend in the Middle East?”
The answers were surprisingly aligned. Here’s what the industry’s insiders had to say about what’s next.
The Glow Obsession—Radiant, Healthy-Looking Skin
The most mentioned trend was an obsession with radiance—skin that glows, shines, and reflects vitality. Brands noted an increasing demand for “instant glow” products, brightening serums, skin illuminators, and glowy primers.
As one founder put it, “People are asking for products that make them look fresh immediately—glow boosters, skin tints, even body glimmers.”
Consumers in the region aren’t chasing a matte look; they’re investing in lit-from-within skin, often through hybrid skincare-makeup products.
High-Performance, Instant-Result Formulas
Middle Eastern consumers are highly results-driven, seeking products that deliver fast, visible improvements, like smoother skin, a brighter complexion, and firmer texture.
From facial ampoules to clinic-inspired serums, speed and efficacy are non-negotiables.“They’re beauty-savvy and ask tough questions—they want proof, not promises,” said Līga Brūniņa, CEO of Labrains.
The appetite for dermocosmetics and medspa-inspired brands (especially from Germany, France, and Spain) is sharply rising.
Skin Longevity and Age-Delay Products
Another major trend is the shift from traditional anti-aging to a more holistic focus on age management and skin longevity, with consumers increasingly drawn to barrier-repair creams, antioxidant layering, microbiome-supporting formulas, and multifunctional SPF hybrids that prioritize long-term skin health over quick fixes.
Younger consumers are now investing early in future-facing skin health, influenced by TikTok and global wellness culture.
This has created strong traction for ingredient-led brands offering peptides, collagen boosters, and cellular repair actives.
Clean, Natural, and “Conscious” Beauty
Clean beauty is no longer a niche category in the Middle East, it’s becoming a baseline expectation. But unlike in other markets where minimalism might be enough, clean beauty here must also feel luxurious.
Consumers want to see the ethics behind the brand, but they also expect high-end formulations, elegant packaging, and a refined sensory experience.
Brands that can combine botanical ingredients with clinical credibility are gaining the most traction. In parallel, sustainable packaging, ethical sourcing, and vegan or halal-friendly formulations are no longer considered “nice-to-haves”; they’re becoming core decision drivers.
“Clean beauty is growing fast here, but it needs to come with elegance—the product has to look and feel premium, not clinical or basic," said a representative from Matis Paris.
Makeup Meets Skincare
Multifunctionality is quickly becoming the norm in the Middle Eastern beauty market, as consumers increasingly seek products that bridge the gap between skincare and makeup.
From lip glosses with healing properties to SPF-infused foundations, the demand is growing for skincare-infused color cosmetics that deliver both aesthetic enhancement and real skin benefits. Brands report rising interest in makeup with anti-aging or hydrating properties, as well as tints and balms that not only add glow but also support skin health.
As a representative from Astra Make-Up, an Italian makeup brand, put it, “They want color, but they don’t want to sacrifice their skincare.”
This shift reflects a more informed and intentional beauty consumer; one who expects every product to work harder, do more, and still feel luxurious.
Bodycare Is Booming
One of the more surprising trends gaining momentum in the Middle East is the growing demand for luxury bodycare, an area once considered secondary to facial skincare.
Multiple brands at Beautyworld Middle East pointed to a sharp rise in interest around foot care treatments, firming and contouring creams, and exfoliating scrubs that brighten and soften the skin.
With hot weather most of the year, people often show more skin in places like gyms, spas, and at home during self-care routines. This makes smooth, even-toned, and well-maintained body skin more than just a seasonal concern; it’s part of a year-round beauty routine.
What sets this trend apart is that consumers aren’t just looking for hydration; they’re seeking targeted treatments with visible results, and they’re willing to invest in premium products that deliver.
Foot care, for example—often overlooked in Western routines—is becoming a standout category, with brands noting high demand for professional-grade creams, exfoliators, and masks designed for both performance and indulgence.
This shift signals a broader evolution: The Middle Eastern beauty buyer is no longer separating face and body; they expect luxury, efficacy, and experience from head to toe.
K-Beauty Still Thrives
While Western brands still hold the crown when it comes to luxury perception, the influence of Korean beauty and tech-driven skincare from Asia continues to ripple through the Middle Eastern market, and it’s only getting stronger.
Consumers are increasingly captivated by the playful innovation and sensorial appeal of Korean beauty, with sheet masks, ampoules, and gel-based textures remaining staples in both personal and professional routines. These formats are viewed as effective, cooling, and ideal for hot climates.
Beyond textures, there’s a noticeable rise in ingredient fluency among consumers who now actively seek out trending actives like niacinamide for brightening, CICA for soothing, and ginseng for revitalization. These once-niche ingredients are becoming part of everyday beauty vocabulary, especially among younger users who follow global trends through TikTok and YouTube.
In fact, some European brands are starting to repackage or reformulate their products to reflect K-beauty sensibilities, creating a hybrid of European craftsmanship with Asian-style innovation.
This cross-cultural convergence points to a regional consumer who is curious, educated, and ready to embrace the best of both worlds, as long as the results live up to the hype.
The Middle East Is No Longer Following—It’s Leading
The biggest takeaway from Beautyworld Middle East? The region’s beauty consumer is informed, experimental, and product-obsessed but also loyal, once trust is built.
For international brands eyeing the region, the message is clear: Success in the Middle East goes beyond distribution. It requires a true investment in education, authenticity, and cultural relevance.
As the lines between wellness, skincare, and identity continue to blur, it’s clear the Middle East isn’t just catching up to global beauty; it’s playing a key role in defining where it’s headed next.
