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The Gulf is no longer simply a destination for international brands: it is emerging as a trendsetting beauty market.

Kao is continuing the international expansion of Curél, Japan’s leading skincare brand for sensitive skin, with its launch in Sweden, Norway, Denmark and Finland in September.

The MIT-born haircare brand is expanding its Perfect hair Day™ range with Sheer Clean Dry Shampoo Mist, its first non-aerosol dry shampoo.

Mexican direct selling and social selling group BeFra brings together Betterware (homeware), Jafra (cosmetics, fragrances and personal care products) and, since June 2026, Tupperware's Latin American operations, the iconic direct-selling brand specialising in food storage containers and kitchenware.

US private equity firm TSG Consumer, which manages nearly US$14 bn (approximately €12.3 bn) in assets and whose portfolio includes brands such as e.l.f. Cosmetics, IT Cosmetics, Pureology, Smashbox Cosmetics, PHLUR and Summer Fridays, has signed an agreement to acquire a majority stake in Saltair.

Part of Wipro Enterprises, the Indian group Wipro Consumer Care International, which specialises in personal care and fast-moving consumer goods, is expanding its presence in the Philippines through the acquisition of S Brands Consumer Care.

The British skincare brand has expanded its portfolio with Super Glow+ Bi-Phase Serum, a bi-phase formulation built around 0.3% retinyl propionate, a pro-retinoid designed to convert gradually into retinoic acid in the skin, with the aim of improving skin tolerability compared with retinol.

The US personal care brand has launched a limited-edition collection of body washes featuring bottles designed by seven artists of Latin American heritage.

The young beauty brand, launched in late 2024 by Jaimee Lupton, co-founder of Monday Haircare, has entered the French market with a range of body care and fragranced products aimed at Generation Z and Generation Alpha.

The young French brand has launched a range of treatment masks for the hands, arms, legs and feet, inspired by the intensive skincare protocols traditionally developed for the face.

The Swiss natural cosmetics specialist has expanded its Clear & Pure range with Skin Serum Drops, a serum developed for blemish-prone skin.

The US dermocosmetics brand Clinique has restructured its sun care offering with UV Solutions™, an SPF 50 range designed to address three distinct skin concerns: hydration for dry skin, sebum control for oily skin, and complexion enhancement through a tinted mineral sunscreen available in four shades.

Après plus de cinq années de développement, Bobbi Brown Cosmetics présente une nouvelle version de Vitamin Enriched Face Base, l'un de ses produits emblématiques.

The US company has launched a personalised skincare offering based on the analysis of genetic polymorphisms (SNPs) obtained from an at-home buccal swab.

The South Korean brand has launched Centella Calm Cloud SPF 60+, its first over-the-counter (OTC) sunscreen developed specifically for the US market.

The US company has launched a skincare platform that uses the automated analysis of a selfie to recommend serums tailored to daytime and night-time skincare routines.

Against a backdrop of persistent economic and geopolitical uncertainty, acquirers are refining their strategies in a market increasingly shaped by portfolio reviews. More disciplined than ever, they are prioritising scientific credibility and highly engaged independent brands with strong expansion potential, rather than pursuing growth at any cost.

E-commerce is accelerating across Europe, driven by marketplaces, social commerce and emerging consumer behaviours. During a recent webinar on European market trends, NielsenIQ highlighted a profound reshaping of the competitive landscape.

The US specialist in professional tooth whitening has introduced two new toothpaste formulations, reflecting the evolving whitening toothpaste market.

With the launch of its FutureIQ™ serum, the US brand is marking a new strategic direction by applying the principles of prevention and longevity — already well established in skincare — to haircare.