The value of the beauty market in the Middle East is set to hit US$21bn by 2030, according to new research.

Beauty sales in the Gulf Cooperation Council (GCC) region – which includes Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates (UAE) – are forecasted to grow from $14.3bn currently, according to the 2026 Middle East Beauty Market Report.

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Commissioned by Messe Frankfurt Middle East, which runs the Beautyworld Dubai trade show, and produced by the research arm of beauty trade publication BeautyMatter, the research found that growth is being driven by a sophisticated Arab beauty consumer and retail evolution.

“The GCC is one of the most structurally attractive long-term growth markets in global beauty,” said Kelly Kovack, founder and CEO at BeautyMatter.

“We are watching a $14.3bn market grow to nearly $21bn by 2030, even with a regional conflict.

“The headline number holds because the supporting fundamentals – demographic momentum, sovereign wealth and a fast-maturing, highly digital consumer base – have not changed.”

The region is home to 263,000 social media influencers, the report found, with the creator economy becoming “a growth engine in its own right, shaping discovery, trust and demand”.

More than 62% of GCC consumers are regularly exposed to creator-led content, and more than a third say it directly influences what they buy.

The fusion of commerce and content has seen live shopping, creator-led selling and platform-native checkout compress “the journey from discovery to purchase”.

Influencer-led beauty livestreams in the UAE and Saudi Arabia reported conversion rates of up to 30%, the report found, compared to 2% to 3% for standard e-commerce, and higher average order values.

Meanwhile, prestige and luxury sales in the region are outpacing global averages, the report found, driven by young, high-spending consumers, tourism and “an increasingly omnichannel ecosystem”.

This also includes physical retail, with specialty beauty chains, pharmacies, and supermarkets for mass, department stores and mono‑brand boutiques for prestige, along with regional conglomerate retail networks.

The Middle East has also emerged as a global wellness hub, driven by “national development strategies emphasising wellness and preventive health care, and giga-projects aimed at economic diversification, blending cultural heritage with innovation and sustainability,” said the report.

Kovack continued: “Our goal with this report was to move past the headlines and market myths to provide data and context to understand the market, identify opportunities and make informed decisions about what comes next.

“The region is morphing from a strategically important consumption market to an innovation hub.

“It is no longer simply preserving cultural beauty codes; it is actively shaping the future of beauty.

“Global trends are not just followed; the region absorbs them, remixes them and increasingly sends them back out – stronger, richer and more expressive”.

Ravi Ramchandani, Event Director, Beautyworld Dubai & Notes Dubai, which takes place from 6 to 8 October, commented: “What this research confirms is something we have watched happen from the show floor for several editions: more international brands actively seeking a way into this market, more serious conversations between founders and investors, and more buyers arriving with a mandate to find what is next rather than what is already proven.”

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Source: Cosmetics Business (https://www.cosmeticsbusiness.com/)

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