The Gulf has long embraced the pursuit of healthy, beautiful hair. From scalp oiling with argan, black seed, and olive oils to conditioning with henna and layering scent, the region is steeped in rich haircare traditions that go back centuries.
While the goal hasn’t changed, the approach has. Beyond scalp oiling, today’s consumers are seeking more targeted treatments that recognize the scalp as the foundation of healthy hair. Rather than relying on singular products, Gulf women are building multistep routines that include serums and perfumes. They’re also more informed than ever, interested in both local botanicals, modern actives, and the science behind why certain ingredients work.
According to Euromonitor International, haircare was the fastest-growing beauty and personal care category in the Middle East and Africa, expanding 17% between 2024 and 2025. The sector is projected to hit $17 billion by 2029, fueled by rising incomes, greater female workforce participation, and a large youth population that takes beauty cues from social media, expert influencers, and salon professionals.
Industry leaders are already profiting off this demand. In its 2025 annual report, L’Oréal stated that it was the #1 beauty company in the Gulf Cooperation Council (GCC), with Garnier emerging as its top beauty brand. Haircare line Elvive also achieved significant momentum, growing 27% in the region.
Other brands are making moves to capture a share of this boom. In 2025, French luxury haircare brand Christophe Robin made its UAE debut, while Henkel Consumer Brands released its Schwarzkopf Gliss haircare line across the GCC. In November 2025, Ulta Beauty entered the Middle East with its first store in Kuwait’s The Avenues, followed quickly by openings at Mall of the Emirates and Dubai Mall in the UAE, and Red Sea Mall in Saudi Arabia.
As Gulf consumers become more discerning, however, success won’t simply mean more products—it’ll require specificity. The brands that lead the next chapter must understand the unique needs and preferences shaping GCC haircare in 2026.
One of the key drivers of the GCC’s haircare growth is its harsh climate, creating distinct challenges that require targeted solutions.
Although hair health is largely linked to nutrition, hormone balance, and stress levels, environmental factors also play a critical role. Desalinated water can cause hair dryness, brittleness, breakage, and scalp buildup; intense sun exposure can weaken hair; humidity can lead to intense frizz and disrupt product hold; and high air conditioning can dry out both the scalp and hair cuticles.
Wearing a hijab can also indirectly add to these concerns. Lifestyle changes associated with hijab use, such as tighter hairstyles, reduced scalp airflow, keeping damp hair underneath, and infrequent scalp care, can contribute to issues like traction alopecia, dandruff, scalp acne, and folliculitis.
“While hijabs protect the hair from harsh sun and dust, they could also cause static electricity and hair breakage,” Reiting Lee, founder of The Oriental Hybrid, a strategy consultancy bridging the Chinese and Arabic markets, told BeautyMatter.
These issues are nothing new, but now consumers are proactively seeking education and preventive measures. According to Haneen Odeh, founder of Snob Beauty Salon & Spa in Dubai, Gulf clients are becoming more educated about hair health, thinking about prevention rather than just solutions.
“A few years ago, people would come in asking for a product to fix damaged hair,” Odeh told BeautyMatter. “Today, they’re much more interested in understanding why their hair is damaged in the first place. They’re asking about scalp health, hormones, nutrition, water quality, and long-term hair health rather than just a quick cosmetic solution.”
This aligns with the global “skinification of hair” trend, where consumers are approaching their scalp with the same expectations they apply to the face. According to Laurene Joie, founder of Dubai- and Riyadh-based Gaudia Beauty, wider access to scalp diagnostics has accelerated this shift in the GCC, bringing dermatologists and trichologists into everyday beauty conversations.
“Once a woman has seen her own scalp on a screen, she understands that it is skin, and that it is not uniform. It can be dry in one area, oily in another, sensitive or inflamed elsewhere,” Joie told BeautyMatter.
Just like with skincare, consumers are becoming more ingredient-savvy about hair. Odeh shared that her clients “will mention peptides, niacinamide, salicylic acid, or hyaluronic acid because they’ve already encountered them in skincare,” predicting that scalp-focused products will continue to grow as hair thinning and overall hair longevity remain leading concerns.
Ahad Albarrak is seeing the same evolution in Saudi Arabia. The founder of Saudi haircare brand Delile believes the future of the category lies in complete routines instead of individual products.
“We are seeing strong demand for scalp care products, nourishing shampoos and conditioners, lightweight hair serums, and hair perfumes that complement a complete haircare routine,” Albarrak told BeautyMatter.
Delile is among the wave of regional brands rising to tackle localized needs in a market still dominated by global conglomerates like L’Oréal, Unilever, and P&G. Founded in 2022, the Saudi brand combines regionally inspired ingredients, such as lavender and moringa, with globally trusted ones to create formulas that are both effective and meaningful to consumers.
“Today, consumers in our region are looking for ingredients that are both effective and familiar. They want proven botanical ingredients, but they also appreciate a story that feels connected to their culture and environment,” Albarrak shared.
For Saudi Arabia, she believes ingredients with nourishing properties have strong potential. “Aloe vera is highly relevant to our climate because of its soothing and hydrating properties, while amber, although not a botanical ingredient, represents a deep part of Arabian heritage and brings a sense of luxury and identity to the overall experience,” she added.
Gaudia Beauty is another Gulf brand balancing heritage and science. Its hero ingredient, date extract, is described by Joie as “deeply rooted in Arabic beauty traditions” and “genuinely active,” helping to restore softness and reinforce the hair’s natural barrier. Its Dates Balm Hair Mask combines dates, biolipids, and ceramides in a lightweight formula to address GCC-specific climate challenges.
More important than heritage is proof. As Joie put it, “Clinical testing has become the price of entry here rather than a point of difference. Heritage is what allows our customers to recognize themselves in a brand. Results are what keep them.”
Alongside homegrown names, Gulf consumers are showing greater interest in Asian beauty, with K-beauty brands in particular gaining visibility across regional pharmacies and retailers.
“What attracts consumers is the perceived advancement in innovation technology and visible efficacy among Asian influencers,” Lee said, although she notes that East Asia’s water quality and daily diet differ from those in the GCC.
It’s a development that Odeh has noticed as well. “Asian beauty has definitely influenced the category, particularly with spicule formulations, lightweight products, and a stronger focus on scalp health. Middle Eastern consumers are very open to innovation, so they tend to adopt global trends quickly if the products deliver results.”
Asian beauty retailers are betting on this demand. In November 2025, CJ Olive Young, South Korea’s top health and beauty store chain, signed an MOU with the UAE’s Life Healthcare Group to expand Korean beauty distribution across 580 Life Pharmacy stores. Soon after, it announced plans to roll out dedicated K-beauty zones in Sephora stores across the Middle East in 2027.
Not to be outdone, the Gulf has created its own K-beauty retailers to usher more brands into the market. In Q1 2026 alone, Kuwait’s Korea Town onboarded 22 K-beauty brands, including haircare labels Kundal, Anillo, Dryope, and Mihwanghoo.
The growing popularity of Asian beauty is a positive signal for global players: Gulf consumers are eager to try new products and technologies—so long as they deliver results.
As the region’s haircare market matures, the brands poised to capture these shifts will be those that focus on scalp-first care, clean formulations, and multibenefit products. Odeh pointed out that as clients become overwhelmed by complicated routines, brands that offer scientific credibility while fitting into busy lifestyles are likely to resonate most.
Moreover, to compete with homegrown labels, global brands will need to bolster local relevance. Lee suggests using trusted salons and influencers as brand ambassadors, educating consumers with practical content, and adapting their strategy to the region’s climate, hair diversity, pricing expectations, and shopping behaviors.
For Joie, the future of the category comes down to a more fundamental shift: “Localization is becoming the starting point of formulation rather than a layer applied at the end: our water, our climate, and the realities of covered hair, which remains one of the least served needs in the category. The brands that define the next decade here will be the ones that formulate for those conditions from the first brief.”