The beauty and personal care industry in the United Arab Emirates experienced major shifts over the review period. In a reversal of historical and global trends, premium growth rates were being outpaced by the mass segment.
In 2021, there was increased appetite for experiential beauty, with Rhianna notably launching her skin care line for Fenty, offering consumers games and opportunities to try the products in concessions located at the Fenty Skin Island at The Dubai Mall promenade. The celebrity’s image was also projected on the side of the Burj Khalifa as she introduced her new line to the United Arab Emirates.
During the review period, there was a palpable shift in environmental awareness among consumers in the United Arab Emirates, a market comprising a variety of different nationalities. Many of these consumers are becoming increasingly conscious regarding the environmental impact of colour cosmetics.
Premium colour cosmetics is predicted to recover to pre-pandemic value sales levels (at constant 2021 prices) by 2022, as tourist numbers significantly improve since the majority of this category’s spend is driven by inbound tourism. From a domestic consumer point of view, challenges remain for this category due to ongoing remote or hybrid working measures, thereby limiting occasions for use.
Consumers are becoming increasingly comfortable purchasing premium colour cosmetics online, a trend that the pandemic accelerated and shows no signs of reversal. Premium brands will also continue to expand their digital presence, with an ever-increasing presence on social media to engage with younger generations.
Over the forecast period, premium consumers will be willing to spend money on higher-priced, discretionary goods and will be increasingly attracted to companies with an emphasis on social consciousness, diversity and social justice. While knowledge is growing, there is still a lack of education around how to understand and read labels.
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Premium Beauty and Personal Care
This is the aggregation of premium colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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