The Middle East and North Africa (MENA) beauty and personal care market is expected to reach $60 billion by 2025, up from its current estimate of $46 billion, according to a new report produced by Beautyworld in cooperation with BeautyMatter.
The “Beautyworld x BeautyMatter 2024 Middle East Market Report: Past, Present, Future” examines the region’s growing beauty business, chronicling its history from ancient times to the present day and anticipating future trends.
The report identifies the region’s young, technologically connected population as a crucial growth driver.
Under-30-year-olds account for 55% of the MENA population, compared to 36% in OECD countries.
“Beauty companies wanting to tap into this influential younger consumer generation must have a digitally-savvy, values-first approach,” the report states, noting that Gen Z’s purchasing habits increasingly prioritize brands with storytelling, purpose, and unique selling points.
The report also spotlights the growing demand for A-beauty (Arab beauty) brands and products designed to meet Middle Eastern beauty consumers’ specific needs and preferences.
Kelly Kovack, Founder and CEO of BeautyMatter, said, “Our approach with this market report was to do a deep dive into an incredibly dynamic region to arm readers with data and intelligence framed with historical and cultural context to inform their Middle East strategies.”
The report cites examples of regional brands impacting the Western market, such as female-run Saudi-based Asteri and Omani luxury fragrance house Amouage, aiming for global expansion and international recognition.
Moreover, the report highlights the substantial rise of e-commerce and social media in the Middle East over the last decade. Saudi Arabia, for instance, has one of the world’s highest online content consumption rates (82 percent).
The report underlines the value of local products and traditions in the Middle Eastern beauty sector. According to Jane Henderson, Chair of Beauty and Wellness at Mintel Group, in the Middle East, consumers seek brands that value and use local resources, preserve indigenous traditions, and support local economies. 79 percent of Saudi Arabian consumers agree that heritage is an important part of their identity.
