RIYADH: In Saudi Arabia and across the region, skincare has gone from a small part of the beauty industry to a main focus, with new brands appearing in stores, beauty shops, and online far faster than anyone imagined a decade ago.

What’s behind the Gulf’s sudden obsession with this practice?

From pharmacists formulating serums in small labs to social media influencers building their own labels, Saudi Arabia and the wider Gulf are witnessing a surge in homegrown skincare brands.

This boom is driven by a growing appetite for ingredient transparency, locally relevant products, and halal-certified formulations — all while competing in an increasingly sophisticated beauty market.

According to the Chalhoub Group’s “GCC Personal Luxury 2024: Unstoppable” report, the GCC personal luxury market reached $12.8 billion in retail sales over the 12-month period, growing 6 percent year on year despite a 2 percent decline for the sector globally.

The beauty industry increased 12 percent across the region, with skincare leading at 17 percent growth, outpacing all other subcategories.

The report noted a strong start to the first quarter of 2025, with prestige beauty sales up 23 percent year on year, supported by robust consumer demand, new retail openings, and the boost from a favorable Ramadan calendar.

Charlotte Tilbury, founder of Charlotte Tilbury Makeup, told Arab News that the opportunity in the Gulf is as much cultural as it is commercial.

“The skincare market in the UAE and Saudi Arabia has seen extraordinary growth over the past few years and we believe this is only the beginning. There is a clear shift toward skincare becoming a central part of beauty rituals across the region, driven by a digitally savvy audience who value innovation, performance, and glow-boosting results,” she said.

In the Gulf, skincare is often treated as an indulgent, layered ritual rather than a quick routine. Tilbury said her brand has tailored its offerings accordingly. 

Partnering with the right distributor in the region has enabled us to launch with some of the best and the newest spas in the Middle East, most prominently in Saudi Arabia.

Stephen de Heinrich de Omorovicza, CEO and co-founder of luxury skincare house Omorovicza

“Charlotte Tilbury’s skincare strategy in the GCC is deeply rooted in understanding local beauty rituals and skin concerns, such as pigmentation due to prolonged sun exposure, sensitivity to dry climates, and the desire for radiant, glass-like skin even in high heat,” Tilbury said.

Speaking to Arab News, Stephen de Heinrich de Omorovicza, CEO and co-founder of luxury skincare house Omorovicza, said the region had become one of the company’s fastest-growing markets, leading to a focus on the growth of the company’s spa channel.

“Therefore, partnering with the right distributor in the region has enabled us to launch with some of the best and the newest spas in the Middle East, most prominently in Saudi Arabia,” he said.

The brand’s upcoming openings include partnerships with Four Seasons AMAALA, Miraval Red Sea and the Red Sea EDITION, where curated treatment menus are designed for travelers to these new destinations.

A beauty ritual, not just a routine

Tilbury noted that GCC consumers are “incredibly beauty-forward” and embrace multi-step regimens that combine hydration, glow enhancement, anti-aging treatments, and pre-makeup prep in one session.

Omorovicza’s de Heinrich echoed the sentiment, observing that “consumers in Saudi Arabia and the Gulf favor luxurious, results-driven skincare with visible effects.” He added: Unlike the more minimalist, ingredient-focused approach seen in the UK or US, Gulf customers prioritize skin clarity, glow, and enjoy a multi-step routine.”

Adapting to the climate

Tilbury said her product development takes into account harsh summer heat, air-conditioned interiors, and high humidity in coastal cities. “We’ve ensured our product textures and packaging are suitable for travel and daily wear in warm climates,” she told Arab News.

Omorovicza applies similar localization. “When thinking about the GCC, we consider the climate, of course, but also the lifestyle of our target market, their exposure to extreme heat, air conditioning, humidity, etc.,” said de Heinrich. “In turn, we select an appropriate portfolio of products and treatments to ensure that we can address the needs of every GCC customer we meet.”

Economics of a beauty boom

Tilbury’s decision to deepen investment in skincare was influenced by both sales data and community engagement.

“We’ve seen higher interest in our skincare-focused masterclasses and content, from an engaged community of creators and consumers eager to share results,” she said. “These indicators, coupled with a strong appetite for education and expert-driven beauty solutions, confirmed that the region is ready for deeper investment in the skincare category.”

The Chalhoub Group report shows that online sales of luxury goods — including beauty — now account for 13 percent of the GCC market, growing at 13 percent year on year, far outpacing the global average, which saw declines of up to 4 percent.

This signals a significant opportunity for skincare players investing in digital retail.

Omorovicza has also capitalized on the momentum. “Spa is the heart of Omorovicza, and the cornerstone of everything we do,” de Heinrich said. “Partnering with the right distributor in the region has enabled us to launch with some of the best and the newest spas in the Middle East.”

Innovation meets tradition

In the Gulf, beauty shopping now often starts on a smartphone screen.

Platforms like Instagram, TikTok and Snapchat have become the main stage for discovering products, with influencers, dermatologists and beauty creators demonstrating techniques, comparing ingredients, and showcasing results in real time. This has transformed skincare into an interactive, knowledge-driven experience.

Tilbury said that this digital culture has accelerated the region’s appetite for advanced skincare.

“Social media has played a key role in skincare knowledge, and the Gulf audience is highly tuned into global beauty trends,” Tilbury said, adding:

“There has been a huge skincare first shift in the region, with many eager to try layering techniques and glow-boosting ingredients like niacinamide, hyaluronic acid, and salicylic acid, consumers in the region are quick to adopt the best in international skincare.”

This rapid adoption is matched by a preference for luxury, high-performance products.

Omorovicza said the influence of global beauty has pushed the market toward hyper-personalization.

“Customers should not accept generic solutions,” he said, “but insist on products and treatments that target their skin’s needs at the relevant time and in the relevant circumstances.”

For Gulf consumers, this blend of international innovation and regional relevance is now the standard — and social media ensures the conversation never stops.

Looking ahead

With new luxury resorts, retail destinations, and wellness hubs opening across Saudi Arabia and the UAE, industry insiders expect the skincare segment to grow even more competitive. Chalhoub Group projects the GCC personal luxury market — with skincare as a key growth driver — to hit $15 billion by 2027.

As Tilbury summed up: “The region’s skincare journey is just getting started, and the demand for luxurious, high-performance products that deliver both instant glow and lasting results will only grow stronger.”