Our Middle East Beauty Market Report is a deepening of the research arm of BeautyMatter, demonstrating our commitment to data, intelligence, and storytelling. Commissioned by Messe Frankfurt Middle East, organizers of Beautyworld, we explore the intersection of history, culture, and economic dynamics to unpack why the Middle East is a hotbed for growth in the global beauty and wellness ecosystem. As distribution paradigms around the world shift to embrace omnichannel strategies that serve consumers who are not constrained by borders, the Middle East is emerging as a hotspot for beauty brands to expand their footprints. With its rich history and rapidly evolving society, the Middle Eastern beauty market is one of the most lucrative beauty and wellness markets in the world, according to Euromonitor International, which values the beauty and personal care market in the broader Middle East and North Africa (MENA) region at over $46 billion and estimates it will reach around $60 billion by 2025. The Middle East is a flexible geographic term that shifts depending on the user and the era.
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