United Arab Emirates Beauty and Personal Care Market is Growing
The cosmetics and personal care market in the United Arab Emirates (UAE) is estimated at approximately $1.16 billion and is experiencing substantial growth. This vibrant market consists of several key segments, each playing a unique role in meeting consumer demands, including fragrances, cosmetics, skin care, personal care, and the newly emerging “Beauty Tech” segment.
Sustainability has emerged as a significant focus in the UAE’s cosmetics market. Consumers are increasingly attracted to products that demonstrate eco-consciousness, favoring brands with sustainable packaging and responsibly sourced ingredients. This growing demand for sustainability has encouraged brands to integrate eco-friendly practices and materials into their product offerings.
Simultaneously, the “Clean Beauty” movement has been on the rise. Consumers are seeking products that are free from harmful chemicals and toxins. Brands are responding by formulating cleaner products free of parabens, sulfates, and artificial fragrances.
Consumer behaviors and trends continue to shape the market landscape. UAE consumers are now more educated and aware, carefully analyzing product labels and ingredient lists in search for terms such as clean, natural, organic, and cruelty-free. The preference for purchasing using e-commerce remains dominant for cosmetics and personal care products in the UAE. The convenience of online shopping, alongside the ability to research products, read reviews, and compare prices, has made it the preferred channel for consumers.
The influence of social media, particularly Instagram and YouTube, is substantial. Influencers and beauty bloggers significantly influence consumer choices, impacting purchasing decisions and spreading trends. According to Statista.com, 97.6% of consumers in the UAE have smartphones and 9.83 million consumer use social media users. In the UAE’s close-knit society and dense urban settings, word of mouth and social media presence have a huge impact on sales.
Consumers increasingly seek personalized beauty solutions. Brands offering tailored regimens to address specific needs and preferences are gaining momentum. The wellness and beauty sectors are merging, with more products infused with wellness-promoting ingredients. Additionally, men in the UAE are paying strong attention to their personal hygiene and self- care and embracing a wide range of skincare and grooming products.
Another trend is the shift toward basic routines, with some consumers opting for fewer, higher-quality products with multifunctional benefits. Eco-conscious packaging materials have also gained importance in response to environmental concerns.
Diversity and inclusion are essential aspects of the UAE’s cosmetics market. Brands are expanding product ranges to address the diverse consumer demands, offering an extensive variety of shades and formulations, tailoring skincare. Brands increasingly focus on accessible beauty, which means that beauty products and beauty routines should be more user-friendly for individuals of all backgrounds, abilities and needs.
Inclusivity in marketing and advertising campaigns is a priority, with ads featuring models and influencers from various backgrounds. These campaigns resonate with consumers, nurturing a sense of belonging and emphasizing that beauty knows no restrictions. Halal beauty products hold a vital position in the market, aligning with Islamic religious principles and catering to a significant portion of the population.
Regulatory registration of products in the UAE is handled by designated distributors. The Dubai and Abu Dhabi municipality registration portals are only accessible by UAE registered companies who have an active license. For instance, the Dubai Municipality portal for consumer products registration “MONTAJI” has useful information including required documents, service procedures and an overview of the process.
In conclusion, the themes of diversity, innovation, and sustainability increasingly drive growth in the UAE cosmetics and personal care market. The addition of the “Beauty Tech” segment underscores the industry’s adaptability to changing consumer preferences. Embracing diversity and inclusion ensures that beauty remains accessible and inclusive to all members of the diverse population of the UAE. The UAE market promises exciting opportunities for U.S. exporters with brands that align with these trends. The UAE market is an opportunity for made-in-USA brands because of their image of quality and growing interest in natural ingredients.
For more information, please contact Office.Dubai@trade.gov.