In today’s climate of global uncertainty, the Middle East stands at the intersection of economic opportunity and geopolitical tension. From regional conflicts and supply chain disruptions to changing trade dynamics and consumer sentiment, instability has become part of the business landscape. Yet amid these challenges, one sector continues to prove remarkably resilient: beauty.
Driven by social media, celebrity influence, and viral cultural moments, beauty trends are famously fickle on the global stage. What’s “in” can shift almost overnight, following a blink-and-you’ll-miss-it rhythm. As a manufacturer, we see that those brands able to anticipate or quickly react to emerging preferences can reap quick wins.
However, long-term trust requires more than speed; a reactive approach doesn’t always translate into strong consumer loyalty or sustained, long-term business success. In some parts of the world, beauty preferences move to a different rhythm, more anchored in tradition, climate, and cultural meaning, driven by the unique geopolitical specifics of the area.
Despite its reputation as a whimsical escape from daily life, beauty is far from immune to economic uncertainty. In our conversations with customers, we see that economic downturns and global turbulence highlight which products truly endure – the trusted essentials consumers return to time and again.
So, where does the Middle East fit into this picture? From a manufacturer’s perspective, we observe that the region mirrors global patterns: certain product categories consistently perform well across cultures and economic conditions. Eyeliner pencils, liquid liners, and classic red lipsticks have near-universal appeal. They are, in many ways, comfort products that have earned a permanent place in beauty routines worldwide.
According to Euromonitor International, the beauty and personal care market across the Middle East and North Africa (MENA) was valued at over USD 46 billion in 2023, expecting to reach around USD 60 billion by 2025. Within that, the cosmetics segment alone, covering makeup, color, skin, and sun products, represents roughly USD 18.5 billion in 2024, according to IMARC Group. These figures underscore the scale and resilience of a market that continues to grow despite global economic uncertainty.
But the Middle East offers an arena unlike any other to test products for performance, cultural relevance, and trust – all at once. Local indie brands in particular excel at leveraging these factors, often in ways that Western brands could learn from. Bestsellers in the region remain remarkably consistent: eyeliners, brow products, and lip liners. These items are must-haves, helping to frame the face and accentuate the eyes. Culturally, it is common for parts of the face to be covered. This makes eye and brow products reliable revenue drivers, even in times of economic uncertainty. From a manufacturer’s perspective, we see that innovations in these categories are constantly required in this region. Our customers value consistency and reliability as equally as novelty, so product development must move to align accordingly.
Seasonal dynamics also play a role. The holy month of Ramadan, for example, drives an annual surge in beauty sales, particularly for hero products and shades. Manufacturers must work closely with brands to prepare months in advance, aligning production timelines and product availability to meet these seasonal demand peaks and capture the moment.
Uncompromising product performance is another defining feature of the region’s beauty market, and one that presents a formidable challenge for manufacturers’ product development. Formulations that perform flawlessly in European climates often reach their limits in the hot and humid Gulf conditions. Waterproof, transfer-proof, smudge-proof, and long-lasting claims are not nice-to-haves – they are essentials, so region-specific stability and durability testing pays off by building long-term trust. Products must withstand both the climate and consumers’ high expectations for quality. This expectation of durability has made the region a benchmark for performance claims globally; if a product can withstand Gulf heat, it can withstand anything.
Color preferences are also tailored to local tastes rather than following Western seasonal trends. Therefore, rather than following seasonal cycles, manufacturers must focus on what resonates culturally and emotionally with consumers. The right shades for lips and liners are well established, and brands focus on delivering exactly what works, rather than experimenting for the sake of novelty.
Cultural relevance extends beyond climate and customs. The region has played a distinctive role in shaping global beauty trends. One of the most famous brands to emerge in the region, Huda Beauty transformed perceptions by proving that a woman-led, locally grown brand could dominate the regional market and successfully expand into the United States and Europe. This success story challenged Western stereotypes and highlighted the global potential of brands built on authentic regional insight. Today, the continued rise of women-led indie beauty brands in the Gulf signals a growing entrepreneurial confidence that transcends borders and geopolitical uncertainty.
For consumers, trusted products provide the confidence that “I can rely on this to get me through the day.” For brands, they deliver steady performance, even when global trends and economic conditions shift.
Brands and consumers alike live in a world defined by volatility, from shifting trends to supply chain disruptions, the Middle Eastern beauty market offers a lesson in resilience. Success here depends equally on novelty as it does on consistent reliability: performance, quality, and cultural alignment are key. For brands and manufacturers alike, trust is not built overnight but earned daily; one perfectly drawn line, one smudge-proof finish at a time.
