In the heart of the Middle East and North Africa (MENA), a quiet revolution is sweeping across shelves and shopping carts — and it smells like oud, feels like argan oil, and wears the glow of innovation. MENA's beauty and personal care market is thriving and transforming, propelled by cultural pride, digital acceleration, and a youthful, image-conscious population eager to embrace global trends with a local twist.
A Market with a Healthy Glow
The MENA beauty and personal care market is on a strong upward trajectory. According to BCC Research, the market is expected to grow from $57.2 billion in 2024 to $95.2 billion by 2030, at a CAGR of 9% during the forecast period. This growth is driven by socio-economic factors, including a young and tech-savvy population, increasing urbanization, and an expanding middle class with a growing appetite for self-care and personal grooming.
Major regional players such as the UAE, Saudi Arabia, and Egypt are leading the charge, while Morocco, Kuwait, and Qatar are becoming hotspots for niche and luxury segments. The beauty industry in the region is no longer confined to traditional retail — it’s become a vibrant ecosystem that includes digital platforms, homegrown brands, wellness startups, and influence-driven commerce.
Trends That Are Reshaping the MENA Beauty Market
- Fusion of Tradition and Innovation
Cultural identity significantly influences the formulation and marketing of beauty products in the MENA region. Consumers increasingly seek products that merge modern functionality with traditional values, leading to a demand for halal-certified, vegan, and cruelty-free cosmetics and heritage ingredients like rosewater and argan oil.
Simultaneously, global beauty trends—such as Korean skincare, facial serums, and cosmetic dermatology—are gaining popularity. MENA beauty consumers are knowledgeable and willing to try new formats and ingredients, as long as they align with their values and lifestyle.
- E-Commerce and Social Media Influence
E-commerce and social media are reshaping how consumers find and buy beauty products. Platforms like Namshi, Ounass, Amazon.ae, and Instagram Shops have boosted digital sales, especially after the pandemic. Influencers and beauty creators rapidly influence trends, often making products go viral.
This shift allows smaller, indie brands and local entrepreneurs to reach global customers without heavy investments in physical stores. Tools like virtual try-ons and AI skincare assessments also enhance the personalized and convenient nature of beauty shopping.
- Men's Grooming Gains Momentum
One of the most notable shifts in the MENA market is the rise of men’s grooming. No longer limited to barbershops and aftershave, men are now embracing skincare, haircare, and wellness routines as part of their daily lives. Beard oils, facial cleansers, anti-aging serums, and grooming kits are seeing increasing demand, especially among younger males in urban centers.
This presents a significant opportunity for brands willing to cater to this emerging segment with dedicated product lines, packaging, and messaging that normalize and encourage male self-care.
- The Rise of Clean and Sustainable Beauty
Environmental awareness is significantly impacting purchasing decisions in the MENA region. Consumers are drawn to clean, chemical-free, ethically sourced, and sustainably packaged beauty products. Despite varying levels of awareness across countries, there is a trend toward brands that prioritize transparency and eco-responsibility. Local brands often use regionally sourced botanicals like prickly pear seed oil and aloe vera, employing recyclable materials and cruelty-free testing methods.
