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Clean beauty is here to stay & it’s transforming the Middle East’s beauty landscape

by Madaline Dunn

The beauty industry in the Middle East is witnessing a shift towards clean beauty. The trend started in the US a few years ago and has now caught on in the region. It is fueled by a collective desire for clean and safe ingredients and a renewed focus on wellness and sustainability.

Globally, the UAE’s ambitions for becoming carbon-neutral by 2050 are well known. Hosting COP28 is indicative of the journey that the country is on. This mindset is evident across various industries in the UAE and the beauty sector is no different.

From sustainable production and innovation to responsible ingredient sourcing and curation, there are several ways the UAE’s beauty industry is playing a larger role and supporting the goals of COP28 while championing sustainability. Many local and regional players are rising to the challenge and showcasing that conscious and slow beauty is the way forward, for both our individual and collective good.

Love for the all-natural

Today, the clean beauty movement is influencing consumer choices. Clean beauty includes products formulated with non-toxic, ethically sourced, and environmentally friendly ingredients. It represents a departure from brands synthetic chemicals and additives commonly found in traditional cosmetics and personal care products that harm the body and the world we live in. The global pandemic accelerated this trend and encouraged individuals to reevaluate their priorities about health, wellness, and self-care.

Consumers are saying ‘yes!’ to themselves

Clean beauty’s rise has coincided with another trend defining the culturescape. Consumers across the board are embracing their natural selves and gaining more awareness about realistic beauty standards. Hundreds of influencers around the world are using their platforms to generate awareness regarding this issue.

Therefore, clean beauty has become a reflection of this shift in mindset and underpins a more holistic approach to wellness – both mental and physical. It emphasises self-acceptance and embracing one’s natural beauty.

What the numbers are saying

The demand for clean beauty products is on the rise in the region. The Middle East and Africa’s beauty and personal care market is projected to reach an impressive $39 billion by 2025. Notably, consumers in the region spend an average of $247 per capita on cosmetics and personal care products, ranking ninth globally. Research confirms that clean or green beauty is on its way to becoming one of the key areas of growth. This surge in spending reflects the emphasis on self-care.

Young people want more transparency

The changing winds in the beauty industry are particularly evident among the younger generation. This demographic is more aware of what they use and demands greater transparency regarding the products and their development processes.

While big-name brands once dominated the market, there is a noticeable shift towards smaller, niche players who are redefining what it means to be ‘clean’ and conscious. Skincare, in particular, has emerged as the frontrunner in this space, with consumers prioritising products that nourish and enhance their skin’s natural radiance.

As a result, many players are redefining the beauty industry, particularly the slow and conscious beauty segment of the market. This market trend points towards a broader shift where both customers and businesses are leaning towards sustainability and ethical practices within the beauty industry.

Final word

Despite the rising popularity of clean beauty, it’s essential to note that this movement does not signify the decline of conventional beauty products in the region. Women are increasingly integrating natural and clean products into their beauty routines, utilising conventional as well as more natural products. It is yet to be seen which direction the market will go over the next 5 to 10 years. But one thing is certain; clean, conscious, slow, and sustainable beauty is here to stay.

MissPalettable, with its commitment to intentional curation and promotion of conscious beauty, is leading the charge. As consumers embrace the principles of clean beauty, the industry is poised for a future where sustainability and self-acceptance shape the narrative of beauty in the Middle East.

By Mukta Purain – Co-Founder of MissPalettable

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