This report explores the latest trends and dynamic shifts within the beauty and personal care sector in the Middle East and Africa region, projected to drive growth. These insights help businesses stay ahead of the competition and foster growth amidst disruption by anticipating shopping motivations and addressing unmet consumer demands.
Delivery
This report comes in PPT.
Key findings
Cultural identity drives beauty expression in Middle East and Africa
The A-beauty movement is driven by cultural identity, with emphasis on Arab and African beauty ideals as opposed to Western-centric ones. A-beauty features a greater focus on hair thickness, textured hair, traditional scents, and skin care and colour cosmetics formulated for darker skin tones, while also highlighting traditional ingredients and an emphasis on moisture and hydration.
Ingredients are key to addressing Arab and African consumers’ beauty concerns
Traditional ingredients are culturally significant and valued for their effectiveness in addressing regional needs. Fragrances’ cultural significance in the Middle East generates potential for beauty tourism, while halal beauty provides consistency and increasingly serves as a benchmark for “clean” standards. Like other international beauty concepts, authentic storytelling via ingredients is crucial for successful domestic consumption.
Social media influencers boost A-beauty prospects domestically and abroad
A-beauty influencers' popularity is rising due to their authentic emphasis on relatable cultural appearance and grooming. Social media is highly influential for purchases among MEA consumers, with high adoption rates of social media and smartphones translating into high levels of beauty engagement in Arab countries, especially GCC ones.
Opportunity in A-beauty
Many opportunities arise from understanding African consumers’ specific requirements and catering to them. African beauty products should emphasise ingredients and benefits from relatable ingredients that suit skin tones and hair types. African mobile internet, which is significantly more prevalent and affordable than fixed cable broadband, makes it easier for communities and people to connect. Hence, the popularity of nano- and micro-influencers on social media leads to connection more authentically with the beauty audience too.
Why read this report?
Key findings
A-beauty embraces a growing demographic
What is A-beauty?
Exploring opportunities through gaps in A-beauty
Beauty and personal care in MEA to grow to USD54 billion by 2029
Factors fostering MEA growth for beauty and personal care
Changing demographics and economic policy are shaping the beauty landscape
Itchy scalp and dark spots top MEA consumers’ hair and skin concerns, respectively
Understanding concerns of darker skin tones is the first step to A-beauty
Most common hair types in the MEA region are Types 3 and 4
Expanded hair routines for textured hair can increase usage opportunities for brands
A-beauty: Ingredients are key to addressing Arab and African concerns
Ingredients native to the Arab world form an integral part of Arab beauty
Brands that embody A-beauty through innovative ingredient concepts
UAE based izil beauty brings traditional beauty rituals to contemporary consumers
Fragrances’ cultural significance in Middle East generates potential for beauty tourism
Best-in-class brand examples of Arabian fragrance concepts
Halal beauty: Appealing to Muslims and non-Muslims alike
Opportunity lies in the region’s rich biodiversity and culture
African beauty ingredients form an important part of skin and hair care rituals
African brands that leverage indigenous ingredients through authentic storytelling
A-influencers’ connectivity on social media platforms encourages shopping behaviour
Making social media platforms shoppable to reach A-beauty consumers
Exploring brands and marketing techniques in the Arab world of beauty
The bankability of social media influencers to generate revenue is promising
Fostering brand loyalty through meaningful engagement and shopper education
Case study: Surrati Perfumes uses TikTok to connect with consumers, churn sales
Case study: Dubai-based Huda Beauty and Kayali Perfumes enjoy massive local appeal
Regional beauty brands connecting to consumers using social media in MEA
Opportunities and recommendations for maximising the potential of A-beauty
Questions we are asking
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
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