The UAE beauty industry is an exciting place to be in 2025! The industry is a fast-moving, trend-sensitive environment that is ever-changing to meet the needs of consumers more closely. The best way to be sure your salon is not getting lost in the fray is to tap into the power of social media. Gone are the days when your social media accounts were just branding tools – now they are your direct line to customer demand, trend discovery, and sales.
The statistics prove it. According to the Digital 2025 Global Overview Report (for Dubai specifically) 98.8% of Internet users aged 16 years and older use the Internet to access social networking sites. These users spend an average of just under three hours each day on social media, accessing an average of 8.6 platforms each month.
Furthermore, the report states that 77.6% of Internet users use social media channels to find information about brands and products, 20.9% of them follow beauty experts, 28.6% follow influencers, and 45.2% of them use social media as their primary source of information when researching brands. Total annual spend in beauty and personal care on e-commerce sites, in the region, is estimated at $460m.
With 11.3 million social media user identities in the region, who are deeply influenced by digital platforms, if you are not online, you are missing out in a big way.
VRBC Strategic Marketing Partner, Carol Holdsworth, says the importance of social media cannot be stressed enough.
“Social media plays a crucial role in whatever phase of your business you find yourself in. Whether you are just launching a salon, scaling up, or repositioning, social media holds more value than you realise. To illustrate, at the end of 2024, we helped a VRBC client who had recently repositioned their salon, launch a micro-influencer campaign for their brand. This exercise brought in more clients and more profits, with 40% of their revenue in the months following the campaign, coming in from new business. Efforts like these, when done properly, help your business grow. Harnessing the strength of social media is a powerful tool that you need in your toolkit.”
The best way to ensure that you are on the right track is to respond to consumer trends. A closer look at these trends reveals a growing regional appetite for integrative, health-forward beauty where non-invasive, science-backed treatments are paired with inner wellness and sustainability.
Our founder and CEO, Valerie Reynaert, says that global trends are making a definite impact on salon service menus and product ranges in the region.
“Korean beauty trends are still where the UAE consumers are looking for inspiration. However, what started out as trends are now staying as new services and product extensions. The K Beauty space is rich with innovation and new product development and we are working with several clients to incorporate these into their businesses.”
One such popular treatment in the hair care industry is the Japanese Head Spa – a scalp-focused treatment that combines traditional Japanese techniques, like Shiatsu massage, with modern scalp care. The outcome is deep cleansing and exfoliation, as well as improved circulation to hair follicles that promote healthy hair.
Glass Hair is another trend that has been popularised by celebrities and influencers. Through the use of targeted products and hair care techniques, glass hair is about obtaining ultra-smooth, shiny, and straight hair that reflects light like a mirror, creating a “glass-like” appearance.
Once you’ve identified a trend that’s gaining momentum, the next step is to translate that insight into action. For salons in the UAE, this is a chance to position your business as both current and customer-focused.
The most immediate way to capitalise on a trend is through your content. Use your social media platforms to highlight how your services align with what’s popular. This could mean creating tutorials using trending audio, showcasing treatment results that reflect the latest aesthetic, or sharing expert advice on how to achieve the look using your products or services.
Behind the scenes, ensure your team is equipped to deliver on the trend. If a particular service is gaining interest, offer training or refresher sessions for staff. Create treatment bundles that reflect the trend and promote them as limited-time offers to generate interest and urgency.
In today’s beauty landscape, trends and social media aren’t separate forces – they’re deeply connected and constantly reinforcing each other. What’s popular online shapes client expectations in real life, and what’s happening in salons often gains traction through social sharing. For salon owners in the UAE, understanding both is key. When you stay close to what’s trending and use social platforms to communicate your expertise, you don’t just stay relevant – you build trust, attract the right audience, and position your business for long-term success.
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