Middle East & Africa Skin Care Market Outlook, 2028

Many people in the Middle East and Africa value natural skincare ingredients and rely on traditional remedies that use natural resources like herbs, oils, and clays. For example, black seed oil, argan oil, rose water, and shea butter are commonly used in skincare products for their perceived benefits in nourishing and moisturising the skin. Due to the dry and desert-like climates in some regions of the Middle East and Africa, hydration and moisturization are often emphasised in skincare routines. Products like moisturisers, hydrating masks, and facial oils are commonly used to keep the skin moisturised and prevent dryness. The Middle East and Africa are home to diverse cultures with unique beauty practises that have been passed down through generations. For example, practises like Hammam (a traditional Middle Eastern steam bath), Ghassoul clay masks, and henna treatments are popular for skincare and beauty purposes. Skincare culture in the Middle East and Africa is often influenced by cultural and religious practises. For example, in some countries with predominantly Muslim populations, skincare practises may align with Islamic principles, such as using halal-certified products or incorporating religiously prescribed ingredients like rose water or sandalwood. With increasing globalisation and exposure to global beauty trends, there is also a growing interest in western skincare practises and products in some parts of the Middle East and Africa. Many international skincare brands and products are gaining popularity, and consumers may incorporate Western skincare practises like double cleansing or using serums into their routines. The region’s young population is the primary contributor to the growth of skincare, as nearly 60% of the population was below 25 years old in 2022. The increasing awareness among this demographic has led to the growth of the skincare sector in the region.

According to the research report, Middle East and Africa Skincare (Facial Care, Body Care & Lip Care) Market Outlook, 2028 the market is anticipated to cross USD 14 billion by 2028. The key elements driving the market in the region are rising skincare trends among the youthful population, expanding distribution channels, and high purchasing power. As they became the most prominent users, the concentration of internet user penetration expanded in the region. Convenience, the availability of numerous brands, and savings provided by online retailers have all contributed to an increase in online sales. E-commerce is becoming a reality, reinventing the path to purchase for customers, shaping new user interactions, disrupting business models, and creating new growth opportunities for both single- and multi-brand stores of beauty and personal care products across the region. The practise of social media influencers presenting their beauty regimens has grown in recent years, and both local and international beauty brands have turned to influencers to improve brand recognition and attract potential consumers. This is notably obvious with large skincare and personal care businesses operating in the region, which have seen the most development owing to the trend of contouring, highlighting, and strobing techniques, which has been fuelled mostly by makeup tutorials on social media. Consumers in the country spend a lot of money on their personal appearance, which helps the country's cosmetics and fragrances sector flourish. An increasing number of self-conscious consumers, penetration of organised retail channels, an ageing population, and increased demand for male grooming goods are some of the factors driving growth.

Based on the report, South Africa is expected to lead the market in 2022. Many South Africans are looking for skincare products that help address issues related to hyperpigmentation, uneven skin tone, and dark spots. Skin brightening and anti-pigmentation products that contain ingredients such as vitamin C, kojic acid, and niacinamide are popular choices to help achieve a more even and radiant complexion. The demand for skincare products that cater to a wide range of skin tones and types is growing in South Africa. Inclusive skincare brands that offer diverse shade ranges for different skin tones as well as products specifically formulated for different skin types, such as oily, dry, and sensitive skin, are gaining popularity. The idea of taking a holistic approach to skincare, which focuses on overall skin health rather than just targeting specific skin concerns, is gaining traction in South Africa. This includes using skincare products that contain nourishing ingredients as well as incorporating healthy lifestyle habits such as proper nutrition, hydration, and sleep to promote overall skin wellness. Sun protection is a crucial part of skincare in South Africa, where the sun can be harsh and UV radiation is a concern. Sunscreen and sunblock products with high SPF (Sun Protection Factor) ratings are in demand as people become more aware of the importance of protecting their skin from the damaging effects of the sun, including sunburn, premature ageing, and skin cancer. Skincare products that offer multiple benefits in one are becoming increasingly popular in South Africa. For example, moisturisers with built-in sun protection, tinted moisturisers that provide coverage and skincare benefits, and serums that offer hydration and anti-ageing properties are gaining popularity among time-conscious consumers who want effective and efficient skincare routines.

The United Arab Emirates has seen changes in beauty concepts, with a more holistic approach being adopted. This is a widespread viewpoint among Generation Y and millennials. There is also a growing trend towards skin care as health,' which drives the rise of organic and natural products even further. As a result, anti-ageing, anti-pollution, and anti-stress products are becoming increasingly popular. Furthermore, the UAE has a large expatriate community and relies significantly on tourism for its retail industry. As a result, sector prospects are expected to be variable because they are linked to macroeconomic factors such as tourist arrivals and population. In addition, there is a growing 'conscious' beauty trend, with clean beauty brands expanding their skin care product lines. Furthermore, an increase in awareness of exterior beauty, combined with an individual's internal intellect, has become one of the key motivators for the usage of skin care products in the Middle East region. Men, like women, are increasingly using skin care products in their daily lives, which contributes to the growth of the Middle East skin care products market. As a result of such shifting lifestyles, the market has grown. Rising internet penetration and an increase in the number of active social media users are helping to raise consumer awareness of beauty and personal care products and routines in Saudi Arabia. Pharma and therapeutic brands continue to evolve in the KSA market, covering most categories in beauty and personal care.

Body care will dominate the market in 2022. Many countries in the MEA region have cultural practises that involve body care, such as the use of traditional oils, scrubs, and rituals for skin cleansing, exfoliation, and moisturization. These practises have been passed down through generations and are considered important for maintaining skin health and beauty. People in the MEA region, like people in other parts of the world, may experience various skin concerns such as dryness, roughness, uneven skin tone, and hyperpigmentation. Body care products that address concerns, such as body scrubs, body masks, and skin brightening creams, are important across the region. Also, in many cultures in the MEA region, there is a high emphasis on physical appearance and beauty standards. Taking care of the body, including the skin, is considered an important part of grooming and self-care. Body care products are used to enhance the appearance of the skin, maintain a youthful look, and boost confidence and self-esteem. However, lip moisturization is a key lip care trend in the MEA region, as dry and chapped lips can be a common issue due to the hot climate, dry air, and exposure to sunlight. Lip balms, lip masks, and lip oils that provide intense hydration and nourishment to the lips are in demand to keep the lips soft, smooth, and supple. Long-lasting and smudge-proof lip care products, such as lip stains and lip tints, are in demand in the MEA region as they offer durability and stay put even in hot weather conditions. These products provide all-day lip colours without the need for frequent touch-ups, making them convenient for busy lifestyles. Mass-priced products are generating higher revenues across the region.

According to the report, specialist retail stores will dominate the overall market in 2022. Retail stores, including specialty beauty stores, pharmacies, and department stores, are popular distribution channels for skincare products in the MEA region. Many consumers prefer to purchase skincare products in person, where they can see, touch, and try the products before making a purchase. Retail stores also provide opportunities for brand visibility through attractive displays and promotions. Beauty salons and spas are another significant distribution channel for skincare products in the Middle East and Africa region, especially for professional and specialised skincare products. Skincare products are used during facial treatments and other spa services, and consumers often purchase these products from the salons or spas for at-home use to maintain their skincare routine. In some parts of the MEA region, traditional markets, such as local souks or bazaars, are popular distribution channels for skincare products. These markets are known for their vibrant and bustling atmosphere, and consumers can find a wide range of skincare products, including traditional or herbal skincare products, from local vendors. However, e-commerce is growing rapidly in the region, and online platforms are becoming popular distribution channels for skincare products. Consumers can conveniently browse and purchase skincare products online from e-commerce websites or through mobile apps, with the option for home delivery. E-commerce platforms also provide opportunities for international brands to reach consumers in countries where they may not have a physical retail presence.

Recent Developments:

• Unilever announced the acquisition of Paula's Choice, the digital-led beauty care brand, in August 2021. The company is well-known for its industry-leading innovation, jargon-free science, high-performance ingredients, and cruelty-free products. The corporation integrated the band into its product offering and enhanced the brand's visibility to a larger consumer base with the acquisition. This was in line with the company's strategic goals of increasing its array of premium skin care products in the cosmetics sector.
• It was announced in June 2021 that a consortium of multinational, regional, and local cosmetic brand distributors and service providers is planning to introduce a wide range of new-to-market cosmetic and wellness products at 2021 Beautyworld Middle East (the Arab world's leading international beauty and wellness trade exhibition). The three-day event took place from October 5 to October 7, 2021, at the Dubai World Trade Centre (DWTC).
• Huda Beauty, a major cosmetic brand, announced a massive investment in the UAE-based luxury resale market place 'The Luxury Closet' in September 2020. The Luxury Closed has raised a total of USD 11 million from all of its investors. Huda Beauty is a cosmetic company developed by Huda Kattan, an American-Iraqi makeup artist. This investment was undertaken to encourage the buying of second-hand items and to better understand consumer fashion behaviour.

Major Companies present in the market:

L'Oreal S.A, Unilever Public Limited Company, Beiersdorf AG, The Estee Lauder Companies Inc., Johnson & Johnson , Shiseido Company Limited, Procter & Gamble, Revlon, Inc., Clarins Group, Oriflame Cosmetics AG, Kao Corporation, Colgate-Palmolive Company

Considered in this report

• Geography: Middle East & Africa
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• Middle East & Africa Skincare market with its value and forecast along with its segments
• Country-wise Skincare market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report:

• United Arab Emirates
• Saudi Arabia
• South Africa

By Category

• Facial care
• Body Care
• Lip Care

By Facial care

• Face cream
• Face Wash and Cleanser
• Sun Care (Sunscreen (SPF) Products)
• Facial Masks (sheet mask, Leave in & wash off)
• Toners
• Serums
• Shaving Lotions & Creams
• Others (Exfoliators, Eye Creams, scrub, bleach)

By Body care

• Body Lotions
• Body wash
• Others (Body Oil, Body Powder)

By Lip care

• Lip Balms
• Lip Scrubs
• Lip Masks
• Lip oil
• Others

By Pricing Range

• Mass
• Premium

By End User

• Men
• Women
• Unisex

By Distribution channel

• Specialist Retail Stores
• Supermarkets/Hypermarkets
• Convenience Stores
• Online Retail Channels
• Other Distribution Channel

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this; the author has started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Skincare industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.