The Middle East is rapidly emerging as one of the world’s most dynamic beauty markets. According to the Middle East Beauty Market Report the industry is now valued at more than $40 billion and continues to grow at an impressive rate of over 10% annually. Beauty is an intricate part of daily life, tradition, and self-expression, and today’s female consumer is entering the industry with cultural pride, global awareness, and an appetite for innovation.
With more than two decades of industry expertise and five years of hands-on collaboration with salons across the region, we at VR Beauty Consulting know exactly who the modern female consumer is and what she expects from the beauty salons she visits. We believe that understanding her mindset is the key to building lasting relationships and driving sustainable business growth in the region. To deepen this understanding, we conduct continuous market research, and the findings below provide a summary of the consumer trends we have uncovered.
So, join us as we share more about the motivations and customer behaviour of your most discerning customer – the Middle Eastern female.
She is connected, and influential. Her approach to beauty is not based on appearance only, but is also about finding confidence, wellbeing, and reflecting her identity. This move away from the western ideals of beauty and more towards embracing a new-found pride in her Arabic beauty is a trend across the region, as women have been increasingly empowered by higher levels of education, career participation, and financial independence.
According to recent statistics, more than 50% of university graduates in the GCC are female, and women are representing a growing share of the workforce. This new reality has created a consumer who is confident in making purchasing decisions and eager to invest in products and services that align with her lifestyle.
She sees beauty as inseparable from self-care and overall wellbeing and does not define luxury by price or exclusivity, but by experiences that nourish both body and mind. She is also willing to pay a premium for treatments that combine results with relaxation, such as facials that deliver hydration while using aromatherapy techniques.
Beauty treatments are a standard part of her routine. Around 65% of GCC women visit a salon at least once a month, with many considering it a core part of their lifestyle and a space for self-expression.
The service experience itself matters as much as the result. Key differentiators in customer experience of a salon are ambience, privacy, personalised touches, and customer service. Whereas she would traditionally walk in or call on the day of her appointment, we are now seeing a clear shift, with a growing number of women choosing to book online, valuing seamless convenience as part of the luxury experience.
Where Western beauty icons once defined her aspiration, she now wants to celebrate her Middle Eastern features.More than 70% of women describe their ideal beauty look in terms of thick, glossy hair, sculpted brows, defined jawlines, expressive eyes, and full lips. Regional celebrities and influencers now hold greater influence than international figures, reflecting a strong sense of cultural pride.
She is looking for health and simplicity. More than 60% of women say they prefer multipurpose skincare products, and lightweight foundations or tinted moisturisers with SPF are increasingly replacing heavier make-up. Healthy, hydrated, glowing skin is becoming the gold standard. There is a strong demand for advanced skin and scalp treatments that focus on prevention, nourishment, and long-term health.
Product safety and integrity remain important to her, with two-thirds of women actively seeking natural or “clean” beauty products. Ingredient awareness is rising fast, with a demand for transparency and authenticity from brands.
Hair health is one of her most pressing concerns. Nearly 80% of women report struggling with hair fall, dryness, or damage, making scalp and hair-strengthening treatments among the most sought-after services. In addition, hair colouring is gradually declining as women prioritise scalp health and shine-restoring treatments.
Social media is central to her daily life. The GCC has one of the world’s highest smartphone usage levels, with over 90% of women active on social platforms.. Instagram, TikTok, Snapchat, and WhatsApp are seen as channels for inspiration and trusted sources of reviews and recommendations. Younger consumers, particularly Gen Z, are especially trend-driven: while they may show less brand loyalty, they consume more products and services than any other generation.
“The evolving GCC female consumer offers tremendous opportunities for salon owners in the region. By incorporating the elements she is looking for and is interested in, they can take their salons to new levels of success,” says VRBC founder Valerie Reynaert.
Ways in which this can be achieved is to:
The Middle Eastern woman is redefining beauty consumption. She is digitally savvy, globally influenced yet locally proud, and motivated by both personal confidence and cultural expression. Her choices are reshaping salons, driving innovation, and demanding new levels of service and transparency from brands.
“For those who understand her needs and values, the region represents one of the most exciting and rewarding beauty markets in the world. We work with our clients to make sure they are responding to these trends, and positioning themselves to enjoy future success as a result” says Valerie.
AT VRBC we are uniquely positioned to assist you in growing your business to meet the needs of the market. Contact us today to book a consultation.
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