The Gulf sets its own beauty agenda

The Gulf is no longer simply a destination for international brands: it is emerging as a trendsetting beauty market. According to GCC In Focus 2026, a report produced by BeautyMatter for Beautyworld Dubai, beauty sales across the region are expected to rise from $14.3 billion (approximately €12.2bn) in 2025 to nearly $21 billion (approximately €17.9bn) by 2030, representing growth of almost 47%. Prestige and luxury are contributing to this momentum, alongside the rise of home-grown brands now setting their sights on international expansion.

Two hubs are shaping this new landscape. Saudi Arabia accounts for around 40% of beauty spending across the GCC, while the United Arab Emirates serves as a regional hub for capital, talent and corporate headquarters. In a region with a particularly diverse population, tailoring products, brand narratives and experiences to cultural specificities is also becoming a strategic priority.

Another distinctive feature is the increasingly direct link between influence and sales. In the UAE and Saudi Arabia, some creator-led live shopping activations are reported to achieve conversion rates of up to 30%, compared with 2–3% for conventional e-commerce. The gap illustrates the growing role of social media not only in beauty discovery and recommendation, but increasingly in driving purchases.