The MENA (Middle East, North Africa) region presents a significant opportunity for companies looking to capitalize on the growing demand for organic and speciality ingredients in personal care, according to a new report.
Organic, Natural & Clean Beauty - MENA Market Report 2023, published by the organiser of the Middle East Organic and Natural Product Expo in Dubai on 12-14 December, found the region has one of the highest per capita spends ($247) in the world on beauty and personal grooming.
By 2025, the clean beauty industry in the six GCC (Gulf Cooperation Council) nations - Saudi Arabia, Kuwait, the United Arab Emirates, Qatar, Bahrain, and Oman – will be worth $2.6 billion by 2025.
Moreover, the pandemic has accelerated the use of environmentally friendly beauty products in the region.
“MENA’s millennials today are eager to read and learn more about the fine print for the products they use and consume daily. Given the nature of beauty and self-care applications, a surge in consumer interest regarding ingredient toxicity, sourcing and formulations has evolved over recent years in the Middle East,” the report states.
“54% of female millennials aged 20 to 29 confirmed they were shifting toward simplified beauty routines, making this cohort more selective about the brands and ingredients they use on their skin daily,” it adds.
The UAE is the fourth largest market for cosmetic, toiletries and fragrances in the Middle East, with $2.2 billion traded in 2021, according to the Euromonitor Institute.
In the UAE, the personal care segment has the largest share of $518.8m, followed by skin care ($292.5m), cosmetics ($174.5m) and fragrances ($142.7m).
On average, money spent on makeup and other cosmetics can amount to $909 a year in Saudi Arabia.
Major players in the Middle East clean beauty market include e-commerce websites and homegrown beauty brands such as Huda Beauty, Misspalletable.com, ILIA Beauty, Clean Beauty Binge and Secret Skin.
Retailers include Sephora, Lifestyle (Landmark Group), Bath & Body Works (Alshaya Retail), Face shop (Al Ghurair Retail), Bloomingdales, and Watsons (Al Futtaim Retail).
