Leading beauty manufacturers eye up Middle East market tipped to grow 6.4% over the next five years

Leading international, regional and local distributors of beauty brands and services are eyeing up a burgeoning Middle East market which has been tipped to grow by 6.4 per cent (CAGR) by 2025- topping a value of US$32.2 billion – with many organisations looking to use Beautyworld Middle East, the region’s largest international beauty and wellness trade fair as the foundation for new-to-market products.

Hosting more than 1,800 exhibitors across six product segments – Cosmetics & Skincare; Hair, Nails & Salon Supplies; Machinery, Packaging, & Raw Materials; Fragrance Compounds and Finished Fragrance; Personal Care & Hygiene; and Natural & Organic, the 25th edition of the three-day show will run from 31 May to 2 June at Dubai World Trade Centre (DWTC).

The Middle East Cosmetics Market Outlook 2025, produced by business consulting and market research firm, Goldstein Research, cites several market forces influencing the US$32.2 billion growth including a high level of disposable income, demand for ethical products and the rise of social media marketing.  The report pegs the Kingdom of Saudi Arabia and the UAE as the two largest markets for the region – predicted to grow by 12 and 5.8 per cent, respectively.

“There is a natural affinity for beauty products within the Middle East which has been fuelled by an increasing appetite for brands producing sustainable products,” said Elaine O’Connell, Show Director for Messe Frankfurt Middle East, which organises the show.  

“Organic products will continue to evolve at a dynamic pace especially in the Middle East with more people caring about the quality of the products that they use as well as its environmental effects.”

Beautyworld Middle East 2020 will also highlight the growth of male cosmetics in the region. In the UAE, there are estimated to be three men for every woman in the country and like their female compatriots, men in the Middle East are increasingly concerned about the way they look, which is proving to be a boon for the grooming market in the region.

The male grooming market segment is slated to grow to US$166 billion by 2022 according to Allied Market Research. It will also come into sharp focus at Beautyworld Middle East through its Battle of the Barbers competition which is co-organised with the British Barbers’ Association (BBA). By shining a spotlight on the art of barbering, top professionals from across the country will be invited to compete for two titles ‘UAE’s Best Barber’ and ‘UAE’s Best Shave’ titles.

Returning for the 25th edition, Beautyworld Middle East’s Front Row will provide exclusive access to live demonstrations, featuring international beauty experts along with the latest techniques, products and styles in the industry.

“With the success of Front Row in the 24th edition of Beautyworld Middle East, along with the Battle of the Barbers competition, we aim to augment the visitor experience throughout the show,” added O’Connell. “By focusing on emerging trends, brands and services in an industry that is largely driven by young, social savvy and well-informed consumers, Beautyworld Middle East is set to be a dominating platform for stimulating conversations amongst industry professionals.”

Home to some of the most popular and valued perfume ingredients such us fine woods, scented resins, myrrh and incense, another highlight in this year’s show will be Quintessence – a dedicated area showcasing niche perfumes, proving the region’s knowledge leadership positioning in the global beauty and fragrance fields.

“Beautyworld Middle East will feature a breath-taking showcase of everything fragrance-related from a unique variety of products including raw materials, fragrance compounds and finished fragrances from the most prestigious brands and leading fragrance houses,” said O’Connell. 

Beautyworld Middle East 2020 will also highlight the growth of male cosmetics in the region. In the UAE, there are estimated to be three men for every woman in the country and like their female compatriots, men in the Middle East are increasingly concerned about the way they look, which is proving to be a boon for the grooming market in the region.

In addition to an annual awards show, competitions and live demonstrations on stage, visitors can expect exciting new product launches across male and female cosmetics & skincare; personal care & hygiene; hair, nails & salon supplies; fragrance; machinery, packaging, raw materials & contract manufacturing; as well as natural and organic beauty products.