A Skincare Revolution
The Middle East is entering a skincare revolution. For product innovators, brands and everyone in between, a truly extraordinary opportunity is unfolding.
This is a region where beauty has always been celebrated but now skincare is stepping into the spotlight it deserves, in a way that is reshaping the market and demanding innovation.
Despite a population of over 500 million, skincare in the Middle East has historically taken a back seat to dominating fragrance and makeup categories.
In comparison to the rest of the world, it still only accounts for 12–14% of the entire beauty market (Chalhoub Group, 2023). But that’s rapidly changing, with a 30% year-over-year increase (Euromonitor).
Why the Middle East and Why Now?
Let’s start with the numbers. According to Euromonitor, the Middle East beauty market is forecast to grow to $60 billion by the end of 2025.
Last year, the skincare market in the Middle East was valued at $6 billion, with a compound annual growth rate (CAGR) of 6%. And this isn’t showing any signs of slowing down. The beauty market is driven by several united forces.
A demographic that’s one of the youngest and most beauty-conscious in the world, with over 60% of the United Arab Emirates (UAE) and Kingdom of Saudi Arabia (KSA) population under 30 and they are not just consuming, they are leading trends.
Digital acceleration and a high social media penetration rate of influencer culture, where TikTok, Instagram and YouTube are driving education and purchases.
Beauty content creators in the region now influence up to 80% of consumer purchase decisions in skincare (Chalhoub Group, 2023). Engagement isn’t just high, it’s conversion rich.
Economic strength and aspiration, thanks to rising disposable incomes and initiatives like Saudi Vision 2030, are fuelling demand for premium and masstige (mass, prestige) categories.
In countries like the UAE, over 80% of the population is expatriates; this diversity is also creating a demand for globally recognised brands that emphasise efficacy and regulatory standards.
This combination has created a skincare-first mindset that prioritises efficacy, inclusivity and cultural authenticity. Repurchasing is driven by performance, where consumers buy because a product speaks to them and then they buy again because it delivers.
Where past generations might have covered up skin concerns with full-coverage foundations, today’s digitally literate consumers are investing in skin longevity. Looking good is no longer just about aesthetics; it’s about self-respect, confidence and cultural pride.
Formulations are not just an afterthought; they are a well-timed response to this growing skincare consciousness.
The Middle Eastern Skincare Consumer
Here’s the thing: today’s Middle Eastern skincare consumer is intentional and well-informed. They’re not impulse buying based on brand hype alone, they research, cross-reference and share their experiences online.
Ingredient literacy is now mainstream and no longer a niche, with niacinamide, hyaluronic acid, vitamin C and liquorice root extract among the most searched ingredients in Arabic-language content.
72% of young consumers actively seek science-backed skincare that addresses the region’s extreme climates and their harsh environmental realities, such as heat, humidity, sand, overexposure to air-conditioning and year‑round UV (index 9–12) exposure (Gen Z GCC Skincare Report, 2024).
Their top priorities are hydration, radiance and even skin tone. SPF, once neglected, is now a daily staple, particularly as awareness grows of long-term hyperpigmentation risks for sun-kissed melanin-rich complexions.
Social media doesn’t just inspire, it converts. Beauty creators and “skinfluencers” across the UAE and KSA are increasingly co-developing products with brands, bridging science and culture to accelerate market relevance.
And so, the skincare revolution here isn’t just about beauty trends; it’s about formulation relevance.
Formulating for Climate and Complexion
The Middle East represents a real opportunity for science-led, climate-adapted and heritage-rich skincare.
Consumers prefer lightweight and non-comedogenic formulations, inclusive of skin tones with higher melanin. There’s a rising demand for broad-spectrum SPF 30–50 that works seamlessly with traditional, modest clothing (abayas/ hijabs) without staining, showing how skincare integrates with lifestyle, not just skin type.
At the same time, traditional ingredients like rose water, oud oils, black seed, frankincense and camel milk are being rediscovered through a modern lens.
This heritage of ancestral wisdom, paired with advanced technologies, is where the Middle East could carve its unique path, not copying other global skincare trends, but building something new!
Formulations that offer multi-functionality, sensory appeal and cultural resonance are winning the loyalty of this new skincare consumer by aligning with their values and preferences.
Cultural & Science-backed Storytelling
If you’re eyeing the region, here’s the message: you can’t cut and paste your global strategy here. To localise, not just in language, but in relevance.
By customising approaches, marketing strategies and product offerings to align with the diverse preferences that each country and sometimes regions within a country have. Acknowledging unique cultural, economic and social influences on consumer behaviour rather than applying a one-size-fits-all strategy.
Formulating for the region’s extreme climate with lightweight, melanin-friendly textures (no white cast!), celebrating key Islamic and cultural dates like Eid and National Day and earning trust through science-backed education rather than empty claims.
While the Middle East is significantly influenced by the West, Arabic remains the dominant language. Going beyond translation by adapting content to local customs and sensitivities.
Collaborating with local creators and influencers is non-negotiable, as is agility in e-commerce and mall-driven retail, where trend-responsive launches prosper.
Brands that take this approach are already seeing growth across the biggest key players in the region (the UAE and KSA), both online and in-store.
Regulatory Essentials
The UAE and KSA are the two largest beauty markets in the Middle East, but their regulations and registration timelines differ significantly (3–6 months) depending on the category.
Halal certification is not obligatory, but it is a quick trust‑builder for the region. In the UAE, halal certification is voluntary, but halal-compliant formulations (alcohol-free, halal-sourced animal derivatives) are increasingly expected in mass and masstige segments.
Alcohol denatured for cosmetic purposes may be acceptable in the UAE, but in KSA (via GSO 1943:2016, SFDA), it is more strictly regulated. This attention to faith-based preferences demonstrates the utmost cultural respect and can significantly strengthen brand credibility in the market.
Bilingual labelling in Arabic and English is required, while advertising must stay culturally mindful (no nudity, limited skin exposure or use of explicit language).
A Skincare Renaissance
What’s happening in the Middle East is not a trend, but a seismic shift. Skincare is viewed as an investment in long-term skin health and has become a form of self-expression, wellness and cultural identity.
For formulators, innovators, manufacturers and brands, this is one of the most dynamic and innovation-ready beauty markets in the world.
If the past few years have shown us anything, it’s that the next big formulation opportunity is happening right here, in the Middle East.
Faiza Hussain will be speaking at in-cosmetics Asia about Beauty in the Middle East – Formulating for the Middle Eastern Consumer on Wed 5 Nov, 12:30. To attend register for your free show badge here
For more Middle East insights and winning strategies in MENA (Middle East & North Africa) connect with Faiza on LinkedIn and at in-cosmetics Asia in Bangkok, 2025.
References
- Chalhoub Group, 2023. Middle East beauty market insights. Chalhoub Group.
- Euromonitor International, 2024. Middle East beauty and skincare market report. Euromonitor.
- Gen Z GCC Skincare Report, 2024. Consumer skincare preferences in the Gulf Cooperation Council region.
- Saudi Food & Drug Authority (SFDA), 2016. GSO 1943:2016 – Cosmetic products safety regulations.
- BeautyMatter (in collaboration with Beautyworld Middle East), 2024. Middle East Beauty Market Report: Past, Present, Future.
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