DUBAI: The beauty landscape in the Gulf is shifting, driven by a new generation of consumers who see skincare, self-care and digital discovery as part of their everyday lives. According to Nicole Nitschke, managing director of FACES Beauty Middle East, the region has moved far beyond simply buying products.

“Beauty in the GCC (Gulf Cooperation Council) has evolved from being product-focused to increasingly experience-driven, with consumers seeking solutions that combine effectiveness, self-care and personalization,” she told Arab News. 

Shoppers today may browse online, but many still want to touch, test and experience products in-store, creating what she describes as a balance between digital inspiration and physical retail.

That evolution is being led by Gen Z — those born between the late 1990s and early 2010s. “Gen Z in the GCC is informed, experimental and digitally connected,” Nitschke said. “Social media plays a major role in how young consumers discover and engage with beauty trends, and routines that support both appearance and wellbeing have become especially important to them.”

One of the most powerful trends shaping this generation is the rise of Asian and Korean beauty. Nitschke said: “The success of Korean beauty in the GCC is driven by a convergence of product excellence and innovation, accessible pricing and cultural influence. K-beauty is not just about products; it represents a broader lifestyle movement.”

From K-pop to K-dramas, Korean pop culture has created an aspirational pull that resonates strongly with young consumers in the region. But it is also about results, Nitschke said: “Its products deliver high quality and visible results.” 

In the Gulf’s climate, skincare routines have also become more purposeful. “GCC consumers are gravitating toward hydration-focused and barrier-supporting products, including essences, serums, ampoules and lightweight creams,” she said, adding that multi-step routines centered on skin health and self-care are especially popular.

Shoppers in the region are also highly aware of what they are putting on their skin, she says: “They are highly ingredient-conscious, value education and seek guidance that combines expertise with accessibility.”

Looking ahead, Nitschke believes Korean beauty is here to stay: “Korean beauty has become structurally integrated into the GCC market, influencing routines, expectations, and retail offerings.” It is no longer a passing trend, but a permanent part of how beauty is understood in the region.