As the United Arab Emirates opened its doors to host Expo 2020 in October 2021, during which vaccination rates in the country had reached over 90%, many corporate exhibitions and events have resumed alongside social occasions. Although with regulations in place, the opening up of the country has encouraged consumers to be more confident about visiting shopping centres and return to social occasions which foster the use of beauty and personal care products more frequently such as fragrances and colour cosmetics.
As the pandemic emerged, masstige beauty and personal care brands benefited from home-based self-care routines. In the United Arab Emirates, Sephora offered skin care exclusives such as Drunk Elephant Break, a kit exclusively designed for night and day “smoothies” to be used as the skin as an indulgence, including Virgin Marula luxury facial oil for moisturising and C-Tango multivitamin eye cream.
The pandemic has led to the establishment of home self-care routines, and super premium beauty and personal care lends itself well to this trend. Skin care and hair care maintenance routines shifted to the home where consumers treated themselves to facials, hair masks and oiling routines as they were unable to visit beauty salons.
From small-sized packaging which can be easily carried in a bag as well as allowing consumers to test a product without having to commit to purchasing a full-sized skin care item for instance, a wide variety of super premium beauty and personal care products is also available in different sizes to suit consumer preferences. This trend is likely to continue due to its multiple benefits, especially encouraging consumers such as millennials and Generation Z to try small sizes, sets and kits before going on to purchase full-sized options.
Revenge spending, to compensate for pent-up demand as a result of the pandemic and consumers being unable to enjoy in-store shopping, is expected to continue over the forecast period. While residents have resumed in-person shopping, the return of international tourism is yet to boost sales further, driving up demand for super premium beauty and personal care, as the United Arab Emirates is a country known for shopping and offering a wide variety of products.
The pandemic has led to a wider range of super premium beauty and personal care products being made available online through websites such as Sephora.ae, and Ounass.
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This is an aggregation of super premium colour cosmetics, super premium fragrances, super premium skin care and other super premium beauty and personal care.
See All of Our DefinitionsThis report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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