Page 89 - EXPORT MAGAZINE

REPOR T

According to the Global Wellness Institute, there are over it is about celebrating
10 million wellness trips to the MENA region and this individuality and
number is set to grow even further. Add this data to self-expression. For
an already meaningful spa and clinic channel, and you international brands
can see the immense potential for professional brands. such as Le Rouge
Treatment with retail is a winning combination in the region. Français looking to
The increase in both international and domestic travellers enter the region, the
is having a positive impact on travel retail, which is also recognition of diverse
helping to grow the beauty category. In 2023 Saudi Arabia demographics is a
had over 112 million inbound and outbound passengers priority, as Elodie
through its airports, which is a 26% increase on 2022. Carpentier explains
“we understand
DecoDING tHe reGIoN the wide range

Climate and the combination of high temperatures, low of skin tones and
humidity and exposure to the sand and dust have resulted preferences in the Middle East, and our product range
in a priority focus on skincare particularly in the areas reflects this understanding, offering shades and formulations
of hydration, protection and targeted corrective action. that cater to all. By blending the richness of natural ingredients
The prestige skincare category is showing strong growth with cutting-edge cosmetic technology, we provide a product
prospects as Saudi consumers are demonstrating an that doesn’t just enhance beauty but also nurtures the skin,
increasing inclination for premium products offering superior making it a standout choice in a market that values quality,
efficacy. Moisturisers are the top product category followed luxury and integrity.” Across the Middle East region
by cleansers, SPF/Sun Block and masks but there is a women in Saudi Arabia top the charts when it comes
developing interest in serums, eye creams and self-care to spending on make-up and skincare.
products. Keep education top of the agenda when it comes An additional category impacted by climate is hair care
to ingredients and formulas as communicating the proven with consumers looking for products that can help them
benefits, the story and the science is important for this market. strengthen the hair and combat damage from weather
Beauty tech is another burgeoning sector, there has been as well as the high mineral content in the water.
a strong rise in the integration of innovative beauty tech While a healthy scalp is a top priority of both men and
devices into daily routines. This category is forecasted to hit women which is giving rise to advanced hair treatments.
US$94.22 million in 2024 with an expected annual growth rate Another important area is halal beauty as brands that
of 3.06% from 2024 to 2028. The cultural emphasis on the skin are vegan and cruelty-free are considered more attractive
is additionally contributing to the rising popularity of skincare- and halal certification, while not mandatory can enhance
focused cosmetics. One of the most successful homegrown consumer confidence in the products.
beauty brands is Asteri, which was the first Saudi clean and
vegan make-up brand. It’s wide collection of colour cosmetics ArAbIAN coLor FIeStA
boasts a ‘desert proof formulas’ that incorporate local natural Beautyworld Middle East is partnering with Goldwell to
ingredients such as moringa and date seed oil. This visionary bring to the exhibition the GCC’s largest hair competition:
brand is about sharing the country’s rich beauty heritage whilst Arabian Color Fiesta. This event, part of the expanding
also representing the modern Arab woman and not a stereotype, showcase in the Hair, Nails & Salon Supplies sector, is not
just a competition, it’s
a celebration of the
artistry and talent of
hairdressers, across
the GCC. Stylists from
UAE, Saudi Arabia,
Qatar, Kuwait and
Bahrein, will compete
on October 28 at the
th
brand new beauty LIVE stage to show their skills and
aiming for prestigious awards, Gold, Silver and Bronze,
for the following categories: Hair Colorist of the year,
Hair Cutter of the year, New Talent of the year.

For more information on how IL Brand Consultancy can help you successfully expand your brand

into different markets, please contact us on info@ilbc.co.uk or visit our website at www.ilbc.co.uk.