Flyn Roberts has an insider’s view of the current state of the beauty and wellness market as well as a view to where it is heading in her role as the Chief Commercial Officer of Messe Frankfurt Middle East. She oversees the company’s event portfolio and commercial activities, which are experiencing unprecedented growth and potential.

Originally from Australia, Roberts is one of the many expats who call the Middle East home, providing a unique perspective of being fully immersed in the business of the region while having a lens to help international brands identify commercial opportunities while navigating the cultural nuances of the market.

What is the current state of the Middle East beauty market?

The Middle East is showing significant growth opportunities for the beauty industry due to the strong purchasing power of consumers, digitalization, and a rising and diversifying population. With a young and aspirational urban middle class investing more and more in both beauty and wellness, it’s not surprising to see expected CAGR’s double that of the more traditional beauty markets like Europe and the US.

What are the most common misconceptions of the market?

The biggest misconception still lies around female representation. It is true that the Middle East is a conservative market where many women can choose to cover up when outside of their homes for their religious reasons, however these women are extremely well groomed and take much pride in their appearance. Many people assume that women who wear a hijab don’t care about their hair because they don’t show it, but it’s quite the opposite. Choosing to cover hair is an act of worship but also one of empowerment.

Men in the Middle East also take great pride in looking their best, particularly when it comes to grooming and scent with fragrance—the one beauty category in the Middle East where men consume more than women.

With expats now representing 48.1% of the population in the Gulf Cooperation Council (GCC), countries like the United Arab Emirates (UAE), Kuwait, and Qatar with an average 81% expat population between them, are a melting pot of diversity among society, with influences from western culture, Asia, and Africa flowing through everyday Middle Eastern life, including beauty ideals.

What are the most common mistakes brands make when entering the market?

Its important international brands are mindful of the cultural sensitivities of the Middle East. While there has definitely been a shift over the years, what may work in advertising and market activities back home will not always resonate or be accepted locally in the Middle East—in particular overtly sexual content or imagery. Recognition of cultural and religious practices such as halal products is appreciated but not demanded, along with showcasing diversity that includes Arabic models and trends rather than only traditional western beauty ideals.

What trends have you seen emerging?

The demand for clean beauty products is on the rise in the region, with consumers increasingly seeking out brands that prioritize transparency and sustainability. 

The resurgence of traditional practices and indigenous ingredients from the region is making its way into modern life and influencing a beautiful new fusion of history with modern science and technology.

The recognition that beauty starts from within is shaping a holistic health and wellness movement. Skin health and hydration is particularly at the core for a region that is faced with year-round sun, heat, and humidity.

What is the biggest opportunity in the market?

In terms of markets within the region itself, the beauty industry in Saudi Arabia is glowing with incredible opportunity. Rapid growth and development in The Kingdom, driven by a young population, changing cultural norms, and economic diversification has made it the biggest and fastest growing market in the GCC.

A recent report by luxury goods retailer The Chalhoub Group, revealed that Saudis are now the highest spenders on beauty products in the Middle East, and as Saudis’ doors continue to open wider to the rest of the world, this has been reflected in the growth of the Beautyworld Saudi Arabia event earlier this year, which doubled in size since the last edition; and demand continues to swell.

What advice would you give to brands looking to launch in the market?

First, consider rolling out strategically country by country rather than grouping the entire region together because no two countries are the same. For example, UAE  stands out for many brands as a first point of entry to the Middle East market, however what works in the UAE will not necessarily work in other parts of the region. Trends, consumer spending power, and even regulatory compliance vary as you cross borders.

Second, assess your existing marketing campaigns and be pre-pared to make adjustments in order to resonate with local audiences … but don’t completely dilute any link to your origins and overall brand image. Always be authentic but also be respectful.

And last, consider your distribution channels and what support they can provide in terms of their experience on the ground in the region. Finding partners who understand the market intimately and can also advise you on how to best introduce your brand to the Middle East will inevitably set you up for success.

What role does Beautyworld play in the beauty ecosystem of the Middle East?

With two events each year in Dubai and Riyadh, Beautyworld Middle East and Beautyworld Saudia Arabia are the premier plat-forms to bring the largest industry gatherings together in the region.

Hosting the entire beauty ecosystem, with over 2,000 participating international and local brands, Beautyworld Middle East is the go-to source for 65,000+ buyers from 156 countries.

For a manufacturer or a brand owner, we offer an entire supply chain, featuring raw materials and ingredients, private label and contract manufacturing, primary and secondary packaging, machinery, and other solutions for the beauty industry. For a retailer or distributor looking to add to its portfolio, we have finished product brands within fragrance, hair and nails, cosmetics and skincare, personal care and hygiene, beauty tech, clean and conscious, each showcasing their latest products and innovations. Overlaying an exceptional sourcing experience involves plenty of networking, education, and inspiration, so if you are looking to tap into the beauty and fragrance market in the Middle East and beyond, Beautyworld is a must attend event where beauty means business.