The growth of Do-It-Yourself beauty routines has been especially fuelled by at-home rituals like hair masks and DIY spa treatments. This taps into the tradition in the Middle East for treating hair with food products, such as olive oil, honey and almond oil, and there is an appetite for a back-to-basics approach.
A new but growing concern among consumers in the United Arab Emirates is scalp health, with people becoming more aware of the negative effects of having an unhealthy scalp. This comes as no surprise, as United Arab Emirates’ very hot climate and harsh sun leads to the release of more sebum, leading to side effects such as clogged pores, dandruff and hair loss.
The interest in clean beauty and natural ingredients continues to grow. Consumer awareness of the detrimental effects of specific chemicals that could be contained in the products they use on a daily basis continues to increase, with sulphates and parbens high on the list of ingredients to avoid.
Even pre-pandemic, the dominant channel for the distribution of hair care was modern grocery retailers, and this has only grown as more United Arab Emirates residents start to shop online for their groceries and hygiene essentials like hair care. Moreover, the wide availability of a wide range of products under the leading mass hair care brands through grocery retailers means that e-commerce is set to remain a major distribution channel for mass hair care throughout forecast period.
Hair care has been subject to two countervailing trends as a result of the pandemic. On the negative side, spending on what are more likely to be viewed as non-essential hair products, such as styling agents, has fallen.
In 2020 consumers spent much more time on social media and because of this, became more aware of how to correctly apply hair care products during quarantine. Indeed, many new niche products, such as Bisou hair oil and leave in masks, have grown in popularity because of this combined influence of social media, brand engagement and home seclusion.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in United Arab Emirates with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Hair Care research and analysis database.
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