Our Middle East Beauty Market Report is a deepening of the research arm of BeautyMatter, demonstrating our commitment to data, intelligence, and storytelling. Commissioned by Messe Frankfurt Middle East, organizers of Beautyworld, we explore the intersection of history, culture, and economic dynamics to unpack why the Middle East is a hotbed for growth in the global beauty and wellness ecosystem. The latest research, forecasting, and interviews reveal the opportunities in the region and inform a future-looking playbook for capturing its full potential.

The blueprint that guided international expansion over the last decade has evolved, and fueling growth requires looking beyond China. As distribution paradigms around the world shift to embrace omnichannel strategies that serve consumers who are not constrained by borders, the Middle East is emerging as a hotspot for beauty brands to expand their footprints.

With its rich history and rapidly evolving society, the Middle Eastern 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 broader Middle East and North Africa (MENA) region at over $46 billion and estimates it will reach around $60 billion by 2025.

The region is home to a large, young customer base that is digitally connected and eager to learn. Urbanization, rising disposable incomes, and a growing expat community have expanded the beauty consumer base and contributed to the category growth in this emerging region, presenting opportunities for both local and foreign brands.

For many Westerners, the region is just an amorphous area on the map somewhere south and east of Europe. Defining the market and getting accurate and consistent data can be complex. The Middle East is a flexible geographic term that shifts depending on the user and the era. Cross-cultural connections stretch from North Africa through Western Asia into Central Asia.

Sometimes, the market can be as narrowly defined as just the six countries comprising the Gulf Cooperation Council (GCC) or as expansive as the Middle East and North Africa (MENA). The fluidity in defining what constitutes the Middle East is an important consideration when researching the market.

The region is intricate and fragmented, requiring an understanding of the nuances between and even within markets. What is appropriate in the UAE may not be appropriate in neighboring Saudi Arabia, and it might be simply incomprehensible in Algeria. Some nuances will be regulatory, others religious, cultural, or even linguistic.

The Red Tree’s Amy Ward, a brand consultant in the Middle East, shared, “The Middle East has so many nuances by country. You may find you need strategies within strategies.”

The real opportunity is for those who not only view the Middle East as a critical market for selling their products and services but for those who engage in the region, supporting the visionaries and innovative entrepreneurs co-creating the region’s future. The blending of tradition and transformation, demographic shifts, cultural influences, and technological innovation are converging to make the region a global player ripe with opportunity.

The report uses data, intelligence, and insights from industry executives and experts to distill the intricacies of consumer demographics, the driving forces behind evolving trends, and the emergence of the new beauty consumer in the region. Download the full report.