Page 27 - EM - EXPORT MAGAZINE PERFUMERY EDITION SUPPLEMENT

R R E E P P O O R R T T

According to the Global Wellness Institute, there are over 10 This visionary brand is about
million wellness trips to the MENA region and this number is sharing the country’s rich
set to grow even further. Add this data to an already meaningful beauty heritage whilst also
spa and clinic channel, and you can see the immense potential representing the modern Arab
for professional brands. Treatment with retail is a winning woman and not a stereotype, it
combination in the region. The increase in both international and is about celebrating individuality
domestic travellers is having a positive impact on travel retail, and self-expression.
which is also helping to grow the beauty category. In 2023 Saudi For international brands such
Arabia had over 112 million inbound and outbound passengers as Le Rouge Français looking to
through its airports, which is a 26% increase on 2022. enter the region, the recognition
of diverse demographics is a
Decoding the region priority, as Elodie Carpentier explains “we understand the wide
Climate and the combination of high temperatures, low range of skin tones and preferences in the Middle East, and our
humidity and exposure to the sand and dust have resulted in a product range reflects this understanding, offering shades and
priority focus on skincare particularly in the areas of hydration, formulations that cater to all. By blending the richness of natural
protection and targeted corrective action. The prestige ingredients with cutting-edge cosmetic technology, we provide a
skincare category is showing strong growth prospects as Saudi product that doesn’t just enhance beauty but also nurtures the
consumers are demonstrating an increasing inclination for skin, making it a standout choice in a market that values quality,
premium products offering superior efficacy. Moisturisers are luxury and integrity.” Across the Middle East region women in
the top product category followed by cleansers, SPF/Sun Block Saudi Arabia top the charts when it comes to spending on
and masks but there is a developing interest in serums, eye make-up and skincare.
creams and self-care products. Keep education top of the agenda An additional category impacted by climate is hair care with
when it comes to ingredients and formulas as communicating consumers looking for products that can help them strengthen
the proven benefits, the story and the science is important for the hair and combat damage from weather as well as the high
this market. Beauty tech is another burgeoning sector, there mineral content in the water. While a healthy scalp is a top
has been a strong rise in the integration of innovative beauty priority of both men and women which is giving rise to advanced
tech devices into daily routines. This category is forecasted to hair treatments. Another important area is halal beauty as
hit US$94.22 million in 2024 with an expected annual growth brands that are vegan and cruelty-free are considered more
rate of 3.06% from 2024 to 2028. attractive and halal certification, while not mandatory can
enhance consumer confidence in the products.

Arabian Color Fiesta
Beautyworld Middle East is partnering with Goldwell to bring to
the exhibition the GCC’s largest hair competition: Arabian Color
Fiesta. This event, part of the expanding 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 brand new beauty LIVE stage
th
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.

The cultural emphasis on the skin is additionally contributing to
the rising popularity of skincare-focused cosmetics. One of the
most successful homegrown beauty brands is Asteri, which was
the first Saudi clean and vegan make-up brand.
It’s wide collection of colour cosmetics boasts a ‘desert proof
formulas’ that incorporate local natural ingredients such as
moringa and date seed oil.

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