Why is Beauty e-commerce Growing in the MENA region?

The MENA region or the Middle East and North Africa consist of countries that are witnessing the highest growth rates for beauty products compared to anywhere in the world. Among these countries, UAE and Saudi Arabia are the ones with the highest internet penetration and are closely followed by Egypt as the country with inhabitants spending the maximum time online.

Generally speaking, people in the MENA region happen to be the most tech-savvy people in the world. And they are known to spend enough time researching products before buying. Therefore, brands here are dealing with a sophisticated and well-informed audience, who are not easily swayed by the marketing tactics of brands.

Already there are estimates which suggest that the cosmetics market in this region is likely to touch $5 billion by 2022. The region’s consumers are known to spend $247 per capita on cosmetics and other personal care products. This notwithstanding, there are also reports that the COVID situation has played a catalytic role in enhancing the growth of beauty e-commerce. This blog seeks to explain underlying factors which are contributing to the stupendous growth of beauty e-commerce in the MENA region. Here we go:

Rise of Beauty as Therapy: With the worsening pandemic situation, more people are getting restricted at their homes. This is brought into sharp focus, the need for holistic solutions for the improved wellbeing of the body. It has enhanced the demand for natural beauty products. Presently, there is a whole segment of consumers who are gravitating towards beauty products and are buying them online for their overall wellbeing of the body and mind. This rising trend can be mainly attributed to the post-pandemic situation where people are seeking a “way-out” to destress by available means.

Social Media: Celebrities especially Hollywood personalities and their presence on social media platforms has propelled the demand on beauty e-commerce platforms ( https://www.yourretailcoach.ae/salonand-beauty-industry ). These celebrities run active accounts on social media where they post their brand endorsements and urge their followers to follow suit. The “pull” of celebrity endorsements is a significant contributing factor to the growth of beauty e-commerce.

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Regional Influencers: Apart from A-list celebrities from Hollywood, there are also regional social influencers who are playing a pivotal role in enhancing beauty e-commerce. Although Hollywood personalities are famous here, there are cultural barriers that prevent women from emulating them. This is where regional influencers particularly become relatable to women in the region. Most often, women who follow such influencers end up buying the same beauty brands and adopting similar beauty regimes.

“Conscious Beauty” Movement: This is a global movement that women are taking quite seriously. And it has an impact on the beauty e-commerce in this region. More women are opting for beauty products that are not only safe but are also safe for plants, animals, and planet earth. The emphasis is on “fewer chemicals” and more natural ingredients. This is spawning a whole new segment of beauty products and brands. These are in great demand even when they are pricier than regular beauty products. This also bringing “new customers” to beauty products, who find it satisfying to do their good for the planet and life in general.

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Multiculturalism: Many countries in the MENA region are home to ex-pats, making it a multi-cultural society. These inhabitants come with a different set of cultural values and exhibit different purchase behaviors for beauty products. Such consumers have altered and enhanced beauty-e-commerce by a significant margin.

Salons at Home: With restrictions on in-person beauty services and social distancing have compelled women to adapt accordingly. There has been a steep rise in beauty products that give “salon-like” results at home. Sales of skincare, nail care, and hair care products have risen by about 300% during the prevailing pandemic situation.

Conclusion:
While it may be the “new normal” for customers, there are enough indications already that the developments taking place presently are here to stay. Most consumers are going to get habituated to ordering beauty products even after the pandemic ends. Going forward, women in the MENA region with disposable income are going to be inclined towards getting their salon sessions at home by beauty service providers ( https://www.yourretailcoach.ae/salonand-beauty-industry ). Overall, the beauty e-commerce in the MENA region is going to remain on the upswing in the coming years.

Contact:
Rupal Agarwal
+91-9860-426-700
consult@mindamend.net
https://www.yourretailcoach.ae/

YRC is a Management Consulting Firm with its presence across India & Dubai.
We help our clients build robust management systems which shall help to reduce their involvement in daily operations. We act as "Growth Partners" to our clients and help our clients grow in an organised manner. We have served more than 100 brands till date and are associated with 85% of them.
We are a boutique retail consulting firm ( https://www.yourretailcoach.ae/fashion-retail ) delivering specialized and dedicated services to retail (brick and mortar) and eCommerce businesses.

This release was published on openPR.