The Middle East market
This is the final article in a guest series by Israel-focused beauty experts, Laina Naim and Miriam Oron. Find the in-depth series on the Israeli beauty market here.
Middle East overview
The Middle East shows the same growth as the global market. This growth is driven by an increase of a young and aspirational population who invest in grooming, their appearance and generally in maintenance of their health.
As the Middle East becomes conscious about the ingredients in the products, there is as significant demand for ethical and natural cosmetic products.
This rising demand pushed the international and local market players to develop innovative products in order to sustain market competitiveness.
Moreover, the rise in use of social media encourages the consumer’s focus and awareness of their appearance. In the Middle East some women cover themselves when outside their homes, wearing hijabs and burkas, for religious reasons.
These women are very well groomed and use luxurious make up, hair and skin care products just as women who choose not to cover themselves.
A rising market
Market analysts predict a CAGR of 6.4% for the Middle East cosmetics market in 2017-2025. Moreover, the market is projected to reach USD 32.2 Billion by 2025 owing to growing market of natural products, personalized products and services, majorly in Gulf Cooperation Council (GCC) countries.
One key trend for the region is cosmetics and personal care products that comply with Halal law.
Halal is the Arabic term in Islamic law describing products that don’t contain ingredients from animal that were not slaughtered in a non-Halal way or are pork derived materials.
Though an Asia-centered trend, Halal beauty is becoming a global trend with market valued at 16.32 Billion USD in 2015 and expected to reach 52.02 Billion USD in 2025.
Israel: series focus
In our series of guest articles, we introduced a market overview of the Israeli beauty scene, what’s driving innovation and why.
The trends covered in the series are:
Rana Sobh, Russell Belk and Justin Gressel. Mimicry and modernity in the Middle East: fashion invisibility and young women of the Arab Gulf. Consumption Markets & Culture 17(4), 392-412 (2014).