The beauty industry in the Gulf region is undergoing a significant transformation, with a new generation of consumers prioritizing skincare, self-care, and digital engagement. Shoppers are increasingly seeking personalized experiences that blend online inspiration with in-store product testing, reflecting a shift from product-focused purchases to holistic routines. Gen Z is at the forefront of this change, using social media to discover trends and embracing routines that support both appearance and wellbeing.

A major influence in the region is the rise of Asian and Korean beauty, which offers innovative products, accessible pricing, and a lifestyle appeal driven by pop culture. Korean beauty is now deeply integrated into the Gulf market, shaping consumer expectations and retail offerings. Skincare routines have become more purposeful, with a focus on hydration, barrier support, and ingredient transparency, as consumers seek education and expertise in their choices.