With a population of 500 million people, the Middle East is one of the fastest-growing regions and is expected to more than double by 2050, so one would expect that it would be a haven for skincare. Yet while regions like North America, Europe, and Asia boast high skincare penetration, the Middle East still remains grossly under-penetrated. Despite 30% year-over-year growth, skincare still accounts for only 12 to 14% market share, according to the Chalhoub Group, just a sliver compared to more developed markets. According to Euromonitor International, the skincare market in the Middle East and Africa (MENA) was valued at $6 billion in 2024, growing at a CAGR of 6%.“The Middle East skincare market is growing at a strong and steady pace as consumers are increasingly wanting to look after their skin for the short, mid, and long run," said Amna Abbas, Senior Consultant at Euromonitor International. "According to Euromonitor’s International Global Consumer Trends 2025 edition, consumers are making behavioral changes now for the betterment of their future selves, and this includes investing in their skin." This is being driven by the rise of simple yet consistent skincare routines like cleansing, toning, moisturizing, and sun protection that are growing in popularity.But there’s still a huge gap and tremendous untapped potential. “The Middle East skincare market is one of the fastest-growing beauty categories, but it’s still catching up to more established markets. There’s a lot of momentum going, but the base we’re building from is smaller," said Dina Sidani, founder of ilik, a Middle Eastern prescription skincare company.