Colour Cosmetics in the United Arab Emirates

PROSPECTS

AI to improve the beauty experience

Celebrity beauty expert Charlotte Tilbury opened her flagship store in Dubai Mall in summer 2018, and opened a second outlet in October in Yas Mall in Abu Dhabi. There was a great deal of media hype surrounding these launches, as she held masterclasses and meet-and-greets.

Essentials turn into options

Most agree that the beauty industry has been turned on its head by the success of niche breakout brands such as Huda Beauty and Rhianna’s Fenty Beauty. These beauty brands do not have mascara in their lines, but rather have wide-ranging false lashes.

The foundation of inclusive labels

The United Arab Emirates is, like many other markets, in the throes of inclusiveness when it comes to make-up. Traditionally, major make-up labels tended to have very limited shades of foundation, and many women of colour were left to mix and match various shades and brands to find a colour that suited their complexion.

COMPETITIVE LANDSCAPE

Estée Lauder Middle East maintains its lead

Estée Lauder Middle East maintained its lead in colour cosmetics in 2018, despite seeing a slight decline in its value share. The company’s top three brands in the United Arab Emirates, Mac, Bobbi Brown and Estée Lauder, all saw slight declines in their value shares in 2018, due to the stronger competition from smaller brands classified under “others”, such as Huda Beauty, Fenty Beauty and Charlotte Tilbury.

The popularity of social media influencers

Whilst the era of beauty influencers is said to be waning in the Western world, it is going full-steam ahead in the United Arab Emirates. For instance, beauty blogger Huda Kattan is seeing strong growth, reaching 26 million followers on Instagram.

Sephora remains a beauty mecca

The Sephora store in Dubai Mall is one of the best-performing Sephora stores globally. Global brands are adjusted to local sensibilities; for example, the popular Better than Sex mascara from Too Faced was rebranded Better than Love for the United Arab Emirates.

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