MENA personal care is on track for about US$25.6 billion by 2028, growing at a 10.4% CAGR, while hair care accelerates even faster toward roughly US$7.8 billion by 2032. Yet the picture changes fast by country, from Egypt’s 8.5% cosmetics growth to the logistics pressure retailers felt when Red Sea disruptions hit shipping costs in late 2023 and early 2024. We gathered the market, trade, regulation, and consumer behavior signals behind these trends to make sense of where demand is heading next.
Key Takeaways
- 10.4% compound annual growth rate (CAGR) for the Middle East & Africa personal care market from 2023 to 2028, reaching about US$25.6 billion by 2028
- 12.2% CAGR for the Middle East & Africa hair care market from 2024 to 2032, projected to reach about US$7.8 billion by 2032
- 5.0% CAGR for the Middle East & Africa skincare market from 2023 to 2030, projected to reach about US$21.0 billion by 2030
- Instagram was the second most used social platform for beauty discovery in MENA according to a 2023 consumer survey by a digital advertising industry study
- TikTok advertising reach in MENA was reported at hundreds of millions of users in 2024 in a major ad-platform audience report
- Retail beauty brands increasingly use influencer marketing; influencer-led campaigns were cited as a top acquisition channel in MENA by a leading marketing analytics vendor’s 2024 report
- In Saudi Arabia, mobile connections exceeded the population in 2024 (about 1.1 mobile connections per person), supporting mobile shopping adoption for beauty
- In the UAE, mobile connections were around 1.4 per person in 2024, supporting app-based beauty shopping adoption
- Egypt had mobile connections above 1.0 per person in 2024, enabling mobile checkout for beauty e-commerce
- The UAE’s cosmetics imports were among the highest in the region; UN Comtrade trade flows show substantial import volumes for HS 3304 (beauty preparations) into the UAE
- Saudi Arabia imported large quantities of HS 3304 beauty preparations; UN Comtrade provides annual import values and quantities for HS 3304 into Saudi Arabia
- Egypt imports of HS 3304 beauty preparations are tracked annually via UN Comtrade for import values/quantities
- The EU’s REACH regulation requires registration and risk management for substances; compliance affects MENA beauty importers sourcing from EU manufacturers, with REACH’s authorization process covering substances of very high concern
- International labeling rules for cosmetics under EU law require listing ingredients using INCI names and clear labeling; the regulation sets formatting requirements
- Egypt’s cosmetics import approval and regulation are administered through the Egyptian Drug Authority (EDA), which oversees product registration and licensing
MENA beauty markets are surging, with double digit growth in personal care and skincare alongside rising influencer led discovery and tighter compliance.
Related reading
01 · Category
Market Size8 stats
01
10.4% compound annual growth rate (CAGR) for the Middle East & Africa personal care market from 2023 to 2028, reaching about US$25.6 billion by 2028
02
12.2% CAGR for the Middle East & Africa hair care market from 2024 to 2032, projected to reach about US$7.8 billion by 2032
03
5.0% CAGR for the Middle East & Africa skincare market from 2023 to 2030, projected to reach about US$21.0 billion by 2030
04
Saudi Arabia’s cosmetics market is expected to grow at about 5.7% CAGR from 2024 to 2030 to reach roughly US$1.6 billion
05
UAE’s cosmetics market is expected to grow at about 7.3% CAGR from 2024 to 2030 to reach roughly US$2.9 billion
06
Morocco’s cosmetics market is expected to grow at about 6.1% CAGR from 2024 to 2030 to reach roughly US$1.1 billion
07
Egypt’s cosmetics market is expected to grow at about 8.5% CAGR from 2024 to 2030 to reach roughly US$3.0 billion
08
Iran’s cosmetics and personal care market was valued at roughly US$2.0 billion in 2023 and is projected to reach about US$3.2 billion by 2030
Interpretation
Market Size Interpretation
The Middle East and Africa beauty market is set for steady expansion with skincare projected to reach about US$21.0 billion by 2030 at a 5.0% CAGR and personal care rising to around US$25.6 billion by 2028 at 10.4% CAGR, underscoring how the region’s market size growth is broad based across key categories.
02 · Category
Industry Trends3 stats
01
Instagram was the second most used social platform for beauty discovery in MENA according to a 2023 consumer survey by a digital advertising industry study
02
TikTok advertising reach in MENA was reported at hundreds of millions of users in 2024 in a major ad-platform audience report
03
Retail beauty brands increasingly use influencer marketing; influencer-led campaigns were cited as a top acquisition channel in MENA by a leading marketing analytics vendor’s 2024 report
Interpretation
Industry Trends Interpretation
For Industry Trends in MENA, beauty discovery is increasingly driven by social and creator channels, with Instagram ranking as the second most used platform in a 2023 consumer survey and TikTok advertising reaching hundreds of millions of users in 2024, while 2024 reporting also points to influencer-led campaigns as a leading acquisition channel.
03 · Category
User Adoption5 stats
01
In Saudi Arabia, mobile connections exceeded the population in 2024 (about 1.1 mobile connections per person), supporting mobile shopping adoption for beauty
02
In the UAE, mobile connections were around 1.4 per person in 2024, supporting app-based beauty shopping adoption
03
Egypt had mobile connections above 1.0 per person in 2024, enabling mobile checkout for beauty e-commerce
04
Morocco had mobile connections around 1.2 per person in 2024, supporting mobile shopping adoption
05
Digital consumers in the MENA region spend multiple hours per day on social platforms; regional average daily usage is reported as 2+ hours in 2024 by a global media consumption study
Interpretation
User Adoption Interpretation
Across MENA, user adoption for beauty is being accelerated by mobile penetration of roughly 1.1 to 1.4 connections per person in key markets in 2024 alongside 2+ hours daily on social platforms, making mobile and app based shopping channels increasingly reachable.
More related reading
04 · Category
Supply Chain6 stats
01
The UAE’s cosmetics imports were among the highest in the region; UN Comtrade trade flows show substantial import volumes for HS 3304 (beauty preparations) into the UAE
02
Saudi Arabia imported large quantities of HS 3304 beauty preparations; UN Comtrade provides annual import values and quantities for HS 3304 into Saudi Arabia
03
Egypt imports of HS 3304 beauty preparations are tracked annually via UN Comtrade for import values/quantities
04
Morocco imports of HS 3304 beauty preparations are tracked annually via UN Comtrade for import values/quantities
05
MENA consumers rely on global manufacturing for ingredients; fragrance ingredient trade is monitored via UN Comtrade under relevant HS codes, and MENA import demand remains material in recent years
06
The Red Sea shipping disruptions in late 2023/early 2024 increased shipping costs and transit times, affecting import lead times for MENA cosmetics retailers; UNCTAD documented disruption impacts
Interpretation
Supply Chain Interpretation
Across the MENA region, UN Comtrade data show that imports of HS 3304 beauty preparations into key markets like the UAE and Saudi Arabia stay at substantial volumes, while late 2023 and early 2024 Red Sea disruptions pushed up shipping costs and transit times, raising import lead time risk for retailers that depend on these globally sourced supply chains.
05 · Category
Regulation & Compliance8 stats
01
The EU’s REACH regulation requires registration and risk management for substances; compliance affects MENA beauty importers sourcing from EU manufacturers, with REACH’s authorization process covering substances of very high concern
02
International labeling rules for cosmetics under EU law require listing ingredients using INCI names and clear labeling; the regulation sets formatting requirements
03
Egypt’s cosmetics import approval and regulation are administered through the Egyptian Drug Authority (EDA), which oversees product registration and licensing
04
USFDA regulates cosmetics under the FD&C Act and prohibits adulterated/misbranded cosmetics; enforcement is based on legal definitions of adulteration and misbranding
05
The OECD reports that countries increasingly adopt digital product traceability systems, supporting supply chain compliance for consumer goods including cosmetics
06
EU Rapid Alert System (RAPEX) publishes safety notifications and recalls; cosmetics are among the product categories where safety alerts can be issued, informing compliance monitoring
07
The FAO/WHO Codex framework for food-related standards influences safety culture and risk assessment approaches that also affect personal care/ingredient safety expectations across regulated supply chains
08
Microplastics in cosmetic products are regulated and restricted in many jurisdictions; EU cosmetics ingredient restrictions are captured in the CosIng database
Interpretation
Regulation & Compliance Interpretation
Across Regulation & Compliance, the clearest trend is that exporters and importers must continuously manage evolving safety and traceability expectations as frameworks like EU REACH expand authorization requirements, EU labeling rules standardize INCI ingredient disclosure, and RAPEX safety recalls signal that compliance monitoring is tightening in multiple markets.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Daniel Varga. (2026, February 13). Mena Beauty Industry Statistics. Gitnux. https://gitnux.org/mena-beauty-industry-statistics
MLA
Daniel Varga. "Mena Beauty Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/mena-beauty-industry-statistics.
Chicago
Daniel Varga. 2026. "Mena Beauty Industry Statistics." Gitnux. https://gitnux.org/mena-beauty-industry-statistics.
Sources & references
30 datasets cited across this report · attribution is report-level
+15 additional datasets cited (not shown individually)