Beauty and personal care in 2024: The big picture
Beauty and personal care saw strong current value growth in the United Arab Emirates in 2024. A key growth driver towards the end of the review period was the strong performance of mass-market products that fall into the “masstige” segment - products that are priced for the mass market but positioned to evoke a premium brand image.
2024 key trends
As well as making greater use of local ingredients, beauty and personal care players are introducing packaging that resonates with the unique cultural identity of the United Arab Emirates. In 2025, there was a noticeable surge in marketing efforts and specially designed packaging for the holy month of Ramadan.
Competitive landscape
The beauty and personal care market in the United Arab Emirates is intensely competitive, with one of the highest concentrations of beauty brands in the world. Despite this crowded landscape, the top two players in terms of absolute value sales are regional perfume powerhouses: Abdul Samad Al Qurashi and Arabian Oud.
Retail developments
Beauty specialists remained the leading distribution channel for beauty and personal care products in the United Arab Emirates in 2024. Consumers appreciate the fact that beauty specialists can provide expert advice and first-hand experience of products before they make a purchasing decision.
What next for beauty and personal care?
Beauty and personal care sales are expected to continue growing in the United Arab Emirates over the forecast period, supported by sustained economic expansion, a rising expatriate population, increasing disposable incomes, and a clear trend towards premiumisation and higher unit prices. The market remains highly attractive, with a steady influx of new brands and a strong appetite for beauty products amongst a sophisticated, well-travelled consumer base.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in United Arab Emirates with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in United Arab Emirates, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in United Arab Emirates report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in United Arab Emirates?
- Which are the leading brands in United Arab Emirates?
- How are products distributed in United Arab Emirates?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in the United Arab Emirates
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
DISCLAIMER
Baby and Child-Specific Products in the United Arab Emirates
KEY DATA FINDINGS
Parents lean towards premium brands
Johnson’s Baby benefits from extensive distribution and high levels of brand recognition
Pharmacies benefits from importance of expert advice in baby and child-specific products
Innovation tailored to local needs
Potential for premium development
Online expansion to influence store-based offer
Bath and Shower in the United Arab Emirates
KEY DATA FINDINGS
Skinification trend influencing development of bath and shower
Unilever retains clear lead
Grocery retailers key to bath and shower distribution
Growing emphasis on ingredients
Bar soap to benefit from cost concerns, while more affluent consumers look for status symbols
Increasing interest in sustainability
Colour Cosmetics in the United Arab Emirates
KEY DATA FINDINGS
Strong growth for masstige colour cosmetics
Kiko Milano records dynamic performance
Beauty specialists dominates distribution
Colour cosmetics increasingly incorporating skin care properties
Rise of local and regional brands and focus on traditional ingredients
Layering trend to favour lip products
Deodorants in the United Arab Emirates
KEY DATA FINDINGS
Rising hygiene awareness boosts demand
Unilever closes gap on leader
Consumers purchase deodorants alongside groceries
Increase in exercise to boost demand for deodorants
Growing interest in multi-functional products
Skinification and dermo products to expand in deodorants
Depilatories in the United Arab Emirates
KEY DATA FINDINGS
Hair removers/bleaches remains dominant
Veet retains clear lead
Modern grocery retailers dominate
Growing threat from professional services
Concerns about harsh chemicals
Innovation in waxing
Fragrances in the United Arab Emirates
KEY DATA FINDINGS
Deep-rooted cultural significance
Traditional Arabian brands play key role
Beauty specialists dominates distribution
Local brands look to capitalise on viral trends
Layering trend offers potential, while hair mists and body care products drive consumers to fragrance brands
Working to provide more personalised recommendations
Hair Care in the United Arab Emirates
KEY DATA FINDINGS
Growing interest in scalp health
Procter & Gamble retains lead, but sees further share decline
Hypermarkets and supermarkets have key role, while e-commerce grows strongly
Looking for products tailored to local needs
Blurring the lines between health and hair care
Women’s participation in paid workforce presenting opportunities for hair care brands
Men's Grooming in the United Arab Emirates
KEY DATA FINDINGS
Growing interest in high-end products
Leaders lose share
Beauty specialists is the leading channel
Further growth anticipated
Men’s spas to expand awareness and support growth
Rise of unisex deodorants threatens development of men’s products
Oral Care in the United Arab Emirates
KEY DATA FINDINGS
Upmarket shift in demand for toothpaste
Colgate-Palmolive takes the lead, but smaller players thrive
Oral care products purchased alongside groceries
Continued growth ahead
Health consciousness to shape innovation
Increasing fragmentation of the competitive landscape
Skin Care in the United Arab Emirates
KEY DATA FINDINGS
Integration of beauty and wellness
Bioderma continues rise up the rankings to take top spot
Beauty specialists lead, while e-commerce and pharmacies see strong growth
Growing focus on longevity
Growing focus on local culture and heritage
Mindset makeovers
Sun Care in the United Arab Emirates
KEY DATA FINDINGS
Premium products seeing strong growth
L’Oréal extends lead with fast-growing premium brands
Pharmacies consolidates dominant position in sun care
Multiple factors to support growth
Tourism exerts strong influence on demand
Ethical considerations to play a growing role in purchasing decisions
Premium Beauty and Personal Care in the United Arab Emirates
KEY DATA FINDINGS
Premium segment benefits from high levels of disposable income
Arab brands lead the way
In-store experience remains key in the premium segment
Health and wellness trend influencing demand
Increasing focus on personalisation
Social media to continue to rise in importance
Mass Beauty and Personal Care in the United Arab Emirates
KEY DATA FINDINGS
New brands, e-commerce platforms and private label driving growth
Leaders losing share
Gradual shift in consumer behaviour
Masstige positioning to spur growth
Growing awareness of products’ ingredients
Increasing focus on local sensibilities and preferences
The following categories and subcategories are included:
Beauty and Personal Care
-
- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
-
- Intimate Washes
- Intimate Wipes
- Liquid Soap
-
-
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- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
-
- Premium Eye Shadow
- Mass Eye Shadow
-
- Premium Mascara
- Mass Mascara
-
- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
-
-
-
- Premium BB/CC Creams
- Mass BB/CC Creams
-
- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
-
- Premium Foundation/Concealer
- Mass Foundation/Concealer
-
- Premium Powder
- Mass Powder
-
- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
-
-
-
- Premium Lip Gloss
- Mass Lip Gloss
-
- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
-
- Premium Lipstick
- Mass Lipstick
-
- Premium Other Lip Products
- Mass Other Lip Products
-
-
-
- Premium Nail Polish
- Mass Nail Polish
-
- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
-
- Premium Polish Remover
- Mass Polish Remover
-
- Premium Other Nail Products
- Mass Other Nail Products
-
-
- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
-
-
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
-
- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
-
-
- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
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-
- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
-
-
- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
-
-
- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
-
- Premium Men's Deodorants
- Mass Men's Deodorants
-
- Premium Men's Hair Care
- Mass Men's Hair Care
-
- Premium Men's Skin Care
- Mass Men's Skin Care
-
-
- Premium Men's Fragrances
- Mass Men's Fragrances
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- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
- Oral Care Excl Power Toothbrushes
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-
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- Premium Firming Body Care
- Mass Firming Body Care
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- Premium General Purpose Body Care
- Mass General Purpose Body Care
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-
-
- Premium Acne Treatments
- Mass Acne Treatments
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- Premium Face Masks
- Mass Face Masks
-
-
- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
-
- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
-
-
-
- Premium Basic Moisturisers
- Mass Basic Moisturisers
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- Premium Anti-Agers
- Mass Anti-Agers
-
-
- Premium Lip Care
- Mass Lip Care
-
- Premium Toners
- Mass Toners
-
-
- Premium Hand Care
- Mass Hand Care
-
- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
-
-
-
-
- Premium Aftersun
- Mass Aftersun
-
- Premium Self-Tanning
- Mass Self-Tanning
-
- Premium Sun Protection
- Mass Sun Protection
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- Baby and Child-specific Sun Care
-
-
- Premium Baby and Child-specific Products
- Premium Bath and Shower
-
-
- Premium Eye Liner/Pencil
- Premium Eye Shadow
- Premium Mascara
- Premium Other Lash and Brow Make-Up
-
- Premium BB/CC Creams
- Premium Blusher/Bronzer/Highlighter
- Premium Foundation/Concealer
- Premium Powder
- Premium Other Facial Make-Up
-
- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
-
- Premium Nail Polish
- Premium Nail Treatments/Strengthener
- Premium Polish Remover
- Premium Other Nail Products
- Premium Colour Cosmetics Sets/Kits
-
- Premium Deodorants
-
- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
- Premium Hair Care
-
-
- Premium Firming Body Care
- Premium General Purpose Body Care
-
- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
-
- Premium Basic Moisturisers
- Premium Anti-Agers
- Premium Lip Care
- Premium Liquid/Cream/Gel/Bar Cleansers
- Premium Toners
- Premium Hand Care
- Premium Skin Care Sets/Kits
-
-
- Premium Aftersun
- Premium Self-Tanning
- Premium Sun Protection
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- Prestige Baby and Child-specific Products
- Prestige Bath and Shower
- Prestige Colour Cosmetics
- Prestige Deodorants
- Prestige Fragrances
- Prestige Hair Care
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- Prestige Body Care
- Prestige Facial Care
- Prestige Hand Care
- Prestige Skin Care Sets/Kits
- Prestige Adult Sun Care
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- Mass Baby and Child-specific Products
- Mass Bath and Shower
-
-
- Mass Eye Liner/Pencil
- Mass Eye Shadow
- Mass Mascara
- Mass Other Lash and Brow Make-Up
-
- Mass BB/CC Creams
- Mass Blusher/Bronzer/Highlighter
- Mass Foundation/Concealer
- Mass Powder
- Mass Other Facial Make-Up
-
- Mass Lip Gloss
- Mass Lip Liner/Pencil
- Mass Lipstick
- Mass Other Lip Products
-
- Mass Nail Polish
- Mass Nail Treatments/Strengthener
- Mass Polish Remover
- Mass Other Nail Products
- Mass Colour Cosmetics Sets/Kits
-
- Mass Deodorants
-
- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
-
-
- Mass Firming Body Care
- Mass General Purpose Body Care
-
- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
-
- Mass Basic Moisturisers
- Mass Anti-Agers
- Mass Lip Care
- Mass Liquid/Cream/Gel/Bar Cleansers
- Mass Toners
- Mass Hand Care
- Mass Skin Care Sets/Kits
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-
- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
-
- Dermocosmetics Baby and Child-specific Products
- Dermocosmetics Bath and Shower
- Dermocosmetics Colour Cosmetics
- Dermocosmetics Deodorants
- Dermocosmetics Fragrances
- Dermocosmetics Hair Care
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- Dermocosmetics Body Care
- Dermocosmetics Facial Care
- Dermocosmetics Hand Care
- Dermocosmetics Skin Care Sets/Kits
- Dermocosmetics Adult Sun Care
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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This report originates from Passport, our Beauty and Personal Care research and analysis database.
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