Key takeaways on Dubai’s beauty market
- Dubai’s beauty market is projected to reach $1.31bn by 2025, with steady growth through 2030.
- Four distinct consumer profiles dominate GCC beauty trends: Social Hedonists, Eco Pioneers, Cultural Trailblazers, and Enlightened Ritualists.
- Fragrance is a cultural cornerstone, driving double-digit growth and global influence.
- Regional brands like Ajmal, Lattafa, and Swiss Arabian are blending heritage with modern strategies to capture international markets.
According to Statista, revenue in the Dubai Beauty & Personal Care market will amount to around US$1.31bn in 2025, and the market is forecast to grow annually by 1.89% between 2025 and 2030.
At the Luxe Pack global packaging show in Monaco in October, experts from Peclers WPP Paris trends agency spoke about a recent study the company had undertaken on consumers in the Middle East, with data insights on the UAE, Saudi Arabia and Kuwait.
Four consumer profiles shaping GCC beauty trends
Marie Duvivier, who is Head of Consumer Intelligence at Peclers, and Creative Director Mai Nguyen spoke about an in-depth study they had conducted on the different types of beauty consumers in GCC countries.
Duvivier noted that the Middle East is a complex region that includes Saudi Arabia, the GCC countries such as Dubai, along with Turkey, but that the main focus for luxury brands is on the GCC countries.
She explained that there have been several modernisations in recent years that have impacted this market, including a major economic transformation, a shift in women’s role in the economy and renewal of leadership in some of the countries.
“There is a young and dynamic demographic – 55% of the population in MENA is under 30 – and there is also economic optimism,” she said.
Peclers conducted in-depth research into beauty consumers in the market and revealed four consumer profiles that it has identified based on its research in the region. These were:
- The social hedonist A lover of luxury brands who loves having fun and posting on social media.
- The eco pioneer Gives more consideration to the environment and likes cosmetics that are anti-pollution or anti-heat.
- The cultural trailblazer This type of beauty shopper likes global art and getting to know other cultures. Affordable price is not a primary concern and they will pay for niche products. Style is very important, as is expressing themselves as unique.
- The enlightened ritualist These consumers are proud of their Arab roots. They like craftmanship and exclusivity, human interaction, ceremonial experiences, traditional rituals and the art of gifting. Noble ingredients like rose water and purifying beauty rituals (e.g. the hammam) resonate with these shoppers. Fragrance is also a big focus for them.
Fragrance: the cultural and commercial powerhouse
In fact, fragrance is a standout category for the region.
“The Middle East is a perfumed civilisation,” said Nguyen. She also noted that it bucks the trends in other markets – as here men are more interested in scent than women, sharing a stat that men shop for fragrance 20% more than women.
“Perfume is a traditional object rooted in culture and not just a cosmetic,” she continued. “There is a cultural and religious identity.”
She also noted that global fragrance sales data from Circana reveals that in the first half of 2025 the mass market was up 17%, while the prestige category rose by 6%. The market is being fuelled by significant demand for Arab-inspired perfumes, while data from beauty analytics firm Spate shows that on TikTok and Google, searches for “Arabian perfume” grew by over 60% in 2025.
Within the MENA region itself, fragrance is enjoying 11% annual growth, according to Euromonitor’s 2024 data.
The region’s perfume culture, which is anchored in craftmanship and heritage, is evolving into a modern powerhouse. Names like Amouage, Kayali, Lattafa and Armaf are leading the transformation – combining their artisanal roots with international ambition.
In late October, 2,500 exhibitors from more than 70 countries gathered for Beautyworld Middle East 2025, and fragrance was in the spotlight at this show.
“Beautyworld gives fragrance the stage it deserves,” says Ravi Ramchandni, Show Manager of Beautyworld Middle East. “It’s not just another category – it’s the heartbeat.”
Among the regional luminaries is Ajmal Perfumes, which has embraced the concept of a ‘fragrance wardrobe’ — offering flexible layering formats and gifting sets designed for diverse global markets. As Amandine Nikuze, Vice President of Perfumery at Ajmal, explains, “it requires us to stay closely attuned to evolving consumer preferences and retail dynamics to keep Ajmal ahead of the curve.”
Meanwhile, Arabian Oud continues to bridge heritage with expansion, while Lattafa and Armaf push into Western markets with influencer-driven campaigns that have helped grab the first and second spots on TikTok Shop sales this year, and Swiss Arabian reinforces its legacy as the UAE’s first perfume house with a dynamic new export strategy.
Other standout Arabian fragrance houses based in the UAE include: Afnan Perfumes; Khadlaj Perfumes; Swiss Arabian; and Rasasi.
