Middle East & Africa Cosmetics Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

Middle East & Africa Cosmetics Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The MEA Beauty And Personal Care Products Market size is expected to grow from USD 23.40 billion in 2023 to USD 28.30 billion by 2028, at a CAGR of 3.88% during the forecast period (2023-2028).

The increasing awareness of customers about their appearance is one of the major reasons driving the market expansion. Millennials are increasingly using beauty and personal care items, such as skin care, color cosmetics, and hair care, as part of their regular grooming routine. The emergence of cosmetics with natural, non-toxic, and organic components has also aided market expansion. The simple accessibility of these cosmetic items through various sales channels, such as online stores and e-commerce players, has aided the market's rise in terms of value sales. Furthermore, the growing focus of male customers on skincare and grooming, in order to improve their physical appearance and take better care of their skin, is expected to provide significant potential prospects. Rising consumer awareness about using cosmetics that are vegan, organic, natural, and, at the same time, good for the planet has encouraged consumers to opt for products with such claims.

The market has witnessed substantial growth in the demand for hair care products, coupled with the rise in hair fall problems, which is likely to contribute to the growth of the market during the forecast period. Shampoos made from natural and organic ingredients are becoming increasingly popular in the Middle East and Africa. A growing number of consumers in the Middle East and Africa are seeking natural hair care solutions to address scalp-related issues and hair loss. Manufacturers are continuously expanding their product portfolio, with evolving consumer needs for shampoo products comprising natural ingredients. The increasing dental problems among children and adults, due to poor eating habits, and the rise in the popularity of herbal oral care products are the factors primarily driving the oral care products market in the region.

Middle East & Africa Beauty and Personal Care Market Trends

Increased Internet Penetration and Social Media Influence

Online beauty shoppers are increasingly moving beyond price and promotion to value the convenience of online shopping, reading product reviews, sharing online makeup tips, and receiving automatic refills of regularly used products. This builds an opportunity for brand owners and retailers to capture this growing market. Also, brand owners and retailers offer ‘an all-encompassing online category approach through online portals. Such factors boost the online penetration of the Middle East and African population for purchasing beauty and personal care products. The factors such as the online availability of a wide range of items, time-saving viewpoint, easy-to-navigate online shopping portals, hassle-free online payments, and in-home delivery are expected to be rising and are expected to boost the sales of the online beauty and personal care market. With the increasing penetration of media, there has been a rising societal pressure to always look good. Furthermore, Middle East and African consumers are spending heavily on grooming products due to the growing influence of celebrities and influencers. Consumers have shifted their preference from synthetic skincare products to organic or natural products. Moreover, the online sales of natural and organic cosmetics products are booming in the region owing to the wide availability of products on the e-commerce platform. Thus, the manufacturers are launching new online stores to meet consumer demand. For instance, in July 2021, Sisley Paris, a luxury French cosmetic brand, launched its e-commerce channel for customers in GCC countries including KSA, UAE, Kuwait, Qatar, Bahrain, and Oman.

Saudi Arabia Holds the Prominent Share

Saudi Arabia is one of the prominent markets for beauty and personal care products in the Middle East and Africa. Consumers in the country tend to spend substantially on their personal appearance, thereby, supplementing the growth of the cosmetic and fragrances market in the country. A growing number of self-conscious users, penetration of organized retail channels, growth in the aging population, and increased demand for male grooming products are a few factors that boosted the growth of the market studied. The contribution of the cosmetics and personal care industry to the Saudi economy is booming exponentially. The growing demand for natural/organic, herbal, and halal products and innovative and eco-friendly packaging designs is attributed to the market growth in the country.

The trend of social media influencers showcasing their beauty regimens has been on the rise over the past few years, and both local and international beauty companies have been turning to influencers to increase their brand awareness and reach potential consumers. Rising skincare trends among the young population, expanding distribution channels, and high purchasing power is the primary factor driving the market in the region. With a growing interest in deliberate and sustainable consumption in Saudi Arabia, there is an increasing demand for transparent communication regarding ingredients listed in beauty and personal care products. This, in turn, raises consumer concern in terms of transparency and security in their beauty shopping experience. Owing to this factor, the key manufacturers or online retailers are focused on innovating new clean products that satisfy consumer demands.

Middle East & Africa Beauty and Personal Care Industry Overview

The Middle East and Africa beauty and personal care products market is highly fragmented owing to the presence of various international, regional, and local players. The key players in the market are Procter and Gamble, Revlon Inc, Oriflame Holding AG, Avon Products, Inc., and Unilever PLC, among others. The market players are increasing their investments in R&D and marketing and expanding their distribution channels, to maintain their position in the market and offer innovative and sustainable beauty and personal care products. The market giants have been expanding their geographical presence by strengthening their distribution channels in the potential countries of the region.

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• The market estimate (ME) sheet in Excel format
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