Middle East and Africa Beauty and Personal Care Products Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Middle East and Africa Beauty and Personal Care Product is segmented by Category (Premium Products and Mass Products), Product Type (Personal Care Products, Cosmetics/Make-up Products); Distribution Channel (Specialist Retail Stores, Supermarkets/Hypermarkets, Convenience Stores, Pharmacies/Drug Stores, Online Retail Channels and Others), and Geography (United Arab Emirates, Saudi Arabia, South Africa, and Rest of Middle East and Africa). The report offers market size and forecasts in value (USD million) for the above segments.

Market Snapshot

MEA Beauty and Personal Care Products Market Size
Study Period: 2016 -2027
Base Year: 2021
CAGR: 3.1 %
MEA Beauty and Personal Care Products Market Major Players

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Market Overview

The Middle East and Africa beauty and personal care product market is projected to grow at a CAGR of 3.1% during the forecast period (2022 - 2027).

During the COVID-19 pandemic, manufacturers and exporters were facing high competition to export their goods. Individuals have been using social distancing techniques and avoiding gatherings and outings, which has resulted in a decrease in on-premise sales through supermarkets and convenience stores as a result of the ensuing lockdowns and the closing of retail stores. With some of the world's highest smartphone usage rates, Gulf visitors, particularly the tech-savvy younger population, are increasingly using mobile apps to order hair care products. Companies that invest in cutting-edge technology like mobile ordering apps, self-service kiosks, and predictive analytics are more likely to grow their market share than those relying solely on foot traffic in the current and post-pandemic scenarios. 

Over the medium term, the improving quality of life, the positive effects of beauty and personal care on self-esteem and social interaction, and the gradual consumer shift toward premium and luxury cosmetic brands are a few factors that are likely to propel the market growth during the forecast period. 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 globally. 

Furhter, with the growing demand for organic ingredients, consumers across the world are inclined toward organic personal care products, which is expected to drive the market growth during the study period. Furthermore, the rising awareness about the harmful effects of chemicals and synthetic products is another factor augmenting the growth of the market. Most of the consumers tend to buy products with natural or organic labeling, which is driving the market growth.

Scope of the Report

Beauty and personal care is an art field that addresses the looks and health of someone's hair, nails, and skin. Middle East and Africa beauty and personal care products market report is segmented based on category, product type, distribution channel, and geography. The segmentation based on category includes premium products and mass products. The product type is segmented as personal care products and cosmetics/make-up products. The distribution channel is segmented as specialist retail stores, supermarkets/hypermarkets, convenience stores, pharmacies/drug stores, online retail channels, and others. By geography, the market is segmented as United Arab Emirates, Saudi Arabia, South Africa, and Rest of Middle East and Africa. For each segment, the market sizing and forecasts have been done on the basis of the value (in USD million).

By Category
Premium Products
Mass Products
By Product Type
Personal Care
Hair Care
Hair Oil
Skin Care
Facial Care
Body Care
Lip Care
Bath and Shower
Shower Gels
Bath Salts
Bathing Accessories
Oral Care
Toothbrushes and Replacements
Mouthwashes and Rinses
Men's Grooming
Deodrants and Antiperspirants
Cosmetics/Make-up Products
Colour Cosmetics
Facial Make-up Products
Eye Make-up Products
Lip and Nail Make-up Products
Hair styling and coloring products
By Distribution Channel
Specialist Retail Stores
Convenience Stores
Pharmacies/Drug Stores
Online Retail Channels
United Arab Emirates
Saudi Arabia
South Africa
Rest of Middle East and Africa

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Key Market Trends

Increasing Internet, Social Media Platform, Driving the Demand of Personal and Beauty Care Products

Rising skincare trends among the young population, expanding distribution channels, and high purchasing power is the primary factor driving the market in the region. The concentration of internet user penetration increased in the region as the most prominent users. Convenience, availability of multiple brands, and discounts offered by online retailers have further fueled online sales. With the increasing digital adoption, e-commerce is becoming a reality, reinventing the road 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 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. This is especially visible with major skincare and personal care brands operating in the region who have been experiencing the highest growth, attributed to the trend of contouring, highlighting, and strobing techniques, primarily driven by make-up tutorials on social media. 

MEA Beauty and Personal Care Products Market Share

Saudi Arabia Holds the Prominent Share

Saudi Arabia is one of the prominent markets for cosmetics 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, halal products, and innovative and eco-friendly packaging designs are attributed to the market growth in the country. Moreover, harsh climatic conditions, poor water quality, and increased focus on personal wellbeing are factors driving the need for increasingly sophisticated beauty and personal care routines and regular treatments. 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. 

MEA Beauty and Personal Care Products Market Growth

Competitive Landscape

The Middle East & Personal Care beauty and personal care market is highly competitive, with a strong presence of regional and global players in the market, where demand is mostly driven by more adaptation toward skincare routines and consumer awareness about brand know-how. Major emerging market players targeting leading brands are making strategic acquisitions of the market leaders in more mature and sophisticated markets. Companies 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. Key players of the market are Procter and Gamble, Revlon, Inc., Oriflame Holding AG, and Unilever PLC.

Recent Developments

  • In May 2021-Aussie has launched a range of variants for different hair problems in Dubai which includes Aussie Repair Miracle Shampoo, Aussie Miracle Moist Shampoo, Aussie Mega Shampoo, Aussie Color Mate Shampoo, and Aussie SOS Kiss of Life. The products are all PETA-certified and cruelty-free.
  • In April 2021-Colgate launched its recyclable toothpaste tube in South Africa. The new tube is made from number two high-density polyethylene (HDPE). The new tube is one of Colgate’s endeavors to move to recyclable and reusable plastic toothpaste packaging by 2025 as part of its sustainability commitments.
  • In February 2021, Revlon Inc. had partnered with MDR brand management to create a brand expansion strategy that takes it into new spaces and drives deeper consumer engagement across the Middle East and Africa region.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Category

      1. 5.1.1 Premium Products

      2. 5.1.2 Mass Products

    2. 5.2 By Product Type

      1. 5.2.1 Personal Care

        1. Hair Care

          1. Shampoo

          2. Conditioner

          3. Hair Oil

          4. Others

        2. Skin Care

          1. Facial Care

          2. Body Care

          3. Lip Care

        3. Bath and Shower

          1. Soaps

          2. Shower Gels

          3. Bath Salts

          4. Bathing Accessories

          5. Others

        4. Oral Care

          1. Toothbrushes and Replacements

          2. Toothpaste

          3. Mouthwashes and Rinses

          4. Others

        5. Men's Grooming

        6. Deodrants and Antiperspirants

      2. 5.2.2 Cosmetics/Make-up Products

        1. Colour Cosmetics

          1. Facial Make-up Products

          2. Eye Make-up Products

          3. Lip and Nail Make-up Products

          4. Hair styling and coloring products

    3. 5.3 By Distribution Channel

      1. 5.3.1 Specialist Retail Stores

      2. 5.3.2 Supermarkets/Hypermarkets

      3. 5.3.3 Convenience Stores

      4. 5.3.4 Pharmacies/Drug Stores

      5. 5.3.5 Online Retail Channels

      6. 5.3.6 Others

    4. 5.4 Country

      1. 5.4.1 United Arab Emirates

      2. 5.4.2 Saudi Arabia

      3. 5.4.3 South Africa

      4. 5.4.4 Rest of Middle East and Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Procter and Gamble

      2. 6.4.2 Revlon Inc

      3. 6.4.3 Oriflame Holding AG

      4. 6.4.4 Avon Products, Inc

      5. 6.4.5 Unilever PLC

      6. 6.4.6 Beiersdorf AG

      7. 6.4.7 Estee Lauder Inc.

      8. 6.4.8 Amway Corporation

      9. 6.4.9 Shiseido Company

      10. 6.4.10 Cosnova GmbH

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Middle East and Africa Beauty and Personal Care Products Market market is studied from 2016 - 2027.

The Middle East and Africa Beauty and Personal Care Products Market is growing at a CAGR of 3.1% over the next 5 years.

Procter and Gamble, Revlon Inc, Oriflame Holding AG, Avon Products, Inc., Unilever PLC are the major companies operating in Middle East and Africa Beauty and Personal Care Products Market.

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