The male grooming industry in the GCC is undergoing a significant transformation — one that presents a compelling opportunity for investors, entrepreneurs, and distributors alike.
What was once considered a mass market segment has rapidly evolved into a dynamic and high-growth opportunity. Today’s Middle Eastern man is discerning, informed, and increasingly invested in his personal care. Selfcare and grooming is no longer a luxury — it’s a statement of self-respect, cultural pride, and modern masculinity.
A new generation of consumers, influenced by global trends and empowered by higher disposable incomes, is driving this shift. Social media has played a central role — introducing men to skincare, wellness routines, and elevated grooming standards. As a result, services such as facials, massages, manicures, and advanced skincare for men are now in growing demand.
Despite this rising interest, the current market offering is lagging behind. Men are often forced to choose between barbers who offer a limited range of services at a relatively low cost or expensive luxury spas — with very little in the mid-market space. This gap represents a major opportunity for growth.
Over the past year, the GCC salon industry has expanded more than tenfold — a reflection of deeper economic and cultural shifts. The COVID-19 pandemic catalysed long-term changes in consumer behaviour, and today we’re seeing a consistent rise in new salon openings, particularly in markets like Saudi Arabia.
Although women’s salons still dominate in terms of volume, male grooming is quickly catching up. Established brands such as 1847 and Wafic Saab are bringing full-service concepts to Riyadh, while leaders like Aurora Men’s Spa and Ocean Spa are setting new standards for quality and experience. In Dubai, we see high end barbers opening and existing barber shops rebranding and repositioning. But this progress is slow.
Equally important is the growing demand for convenience. Online booking platforms, for example, are fast becoming an expectation, particularly among younger consumers and men are likely to use this booking channel at higher rates than female consumers.
Yet, the market remains saturated with undifferentiated barber services. This presents an opportunity for businesses to step in with something more refined: a mid-market, full-service grooming destination designed specifically for today’s male consumer.
The ideal men’s salon is more than a barbershop. It’s a trusted grooming hub offering a comprehensive menu of services — precision haircuts, scalp and beard care, advanced skincare treatments, manicures and pedicures, and full-body therapies including massage and scrubs. The environment should be modern, masculine, and professional — with a focus on consistency, efficiency, and experience.
At VR Beauty Consulting, we see the modern Middle Eastern man as ambitious, confident, and ready to invest in his appearance and wellbeing. He is not simply looking to get a haircut — he is seeking a place that aligns with his identity and lifestyle.
With the Middle East and Africa men’s personal care market growing at a compound annual rate of 8%, and consumer interest in grooming products and services at an all-time high, the timing for innovation and investment is now.
This is a moment to shape the future of male grooming in the GCC — and to build brands that reflect not only changing expectations, but also a deep cultural evolution already underway.
Get in touch if you want to discuss this opportunity further. We have done extensive market research and have industry insights that will no doubt be of interest to anyone considering this opportunity.
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