The Middle East, with its rich history of beauty rituals and skin-care practices, has seen a significant transformation in its approach to beauty in recent years. The region’s evolution is driven by rising disposable incomes, urbanization, and a burgeoning young population, expanding the consumer base for cosmetics and fueling growth in the beauty industry.
Middle Eastern women have long used more personal care and beauty products compared to their Western counterparts, irrespective of social class or age. This has made the Middle Eastern beauty market one of the most lucrative in the world. According to Euromonitor International, the beauty and personal care market in the broader Middle East and North Africa (MENA) region is valued at over $46 billion, with projections estimating it will reach around $60 billion by 2025. The area’s increasing population and higher disposable incomes are key contributors to this growing demand for beauty products from both local and international brands.
The Middle East’s significant oil and natural gas reserves have helped it remain largely unaffected by the global cost of living crisis, despite regional tensions. A robust economy, booming tourism, and increased government infrastructure spending have positioned the region as the highest global spender on makeup and skincare. Women in the Gulf countries (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates (UAE)) spend an average of $63 on makeup and $52 on skincare per month, with men spending an average of $16 per month on skincare.
Saudi Arabia is actively diversifying its economic output with plans to spend over $3.2 trillion by 2030 to reduce dependence on oil revenue and develop sectors such as tourism, entertainment, and sustainability. The Saudi Public Investment Fund is deploying capital to stimulate private sector investment, resulting in increased disposable incomes and consumer spending on luxury items, including beauty products.
The younger demographic in the Middle East is a key indicator of future market growth, with an average consumer age of only 32. Similar trends are observed across the region. In the UAE, 60% of the population is under 25, Egypt’s median age is 24, and in Saudi Arabia, roughly 70% of the population is under 30. The younger, tech-savvy demographic in Saudi Arabia and the UAE spends significantly more on cosmetics and is more inclined to experiment with new products than previous generations.
Traditionally, gender segregation in the Middle East has led to women spending much of their time with other women, fostering early engagement with beauty practices. Girls learn the importance of beauty and engage in beautification rituals from a young age, forming bonds with other women through these shared experiences.
The Middle Eastern beauty market’s growth is a testament to its rich cultural heritage, evolving consumer preferences, and economic resilience. As the region continues to modernize and diversify, its impact on the global beauty industry is likely to expand, making it a pivotal market to watch.
Related Topics:
What Is the Best Skin Care Products for 10 Year Olds？
