The pandemic not only adversely impacted demand for men’s grooming in 2020 due to home seclusion, but also niche brands, while consolidating the presence of multinationals such as Nivea Men, adidas, Gillette and Axe. This is due to the fact that niche brands in the United Arab Emirates tend to be higher priced, and there are fewer lower priced counterpoints other than mass players.
Healthy lifestyle habits are becoming a more normal way of life as concerns over obesity, food sensitivity and the number of people affected by different types of disease continue to rise. Men’s journals and men’s blogs have exploded in the United Arab Emirates, as local males engage with health and wellness for the first time.
Hair health is one of the features that consumers of men’s grooming looked for in 2021. Concern regarding hair loss was on the rise during the pandemic and local media reports linked this to increasing anxiety levels over health, family and financial position.
Male consumers are becoming increasingly conscious of their appearance and this is having a positive impact on beauty and personal care, including men’s grooming. Advice, community engagement, and entertainment lead digitalisation campaigns.
Online platform The Grooming Lab offers a wide range of premium products including “bro masks”, which is a facial sheet mask originally designed for women. The Jaxon Lane Bro Mask, (a Korean skin care clean beauty brand) was first available in the United Arab Emirates in 2019 and has since exploded in popularity.
Growth of men’s grooming over the forecast period could be accelerated if cultural and social norms around masculinity continue to evolve. Social taboos linked to men being interested in personal grooming remain a major barrier preventing an explosion of this category.
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Understand the latest market trends and future growth opportunities for the Men's Grooming 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 is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
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