The Middle East’s beauty market is undergoing a transformation, and Korean beauty brands are riding the wave. One reason is sheer scale: analysts estimate that the region’s beauty and personal‑care sector will exceed US$60 billion by 2025, driven by high spending power in countries like Saudi Arabia and the UAE and a surge in digital engagement among young, tech‑savvy consumers. In the GCC, around 60 % of residents are under 25, making it a youthful demographic eager to explore new trends.
This climate aligns perfectly with K‑Beauty’s core strengths—emphasis on skincare, natural ingredients and innovative, gentle formulations. The region’s harsh desert environment and intense sun mean consumers prioritise hydration and skin health; K‑Beauty’s multi‑step routines and focus on dewy, healthy skin answer these needs. Meanwhile, the global proliferation of K‑pop and Korean dramas has fostered cultural familiarity. As Middle Eastern consumers look to celebrities and influencers for inspiration, Korean brands feel both aspirational and approachable.
Preferences vary across markets. Saudi Arabia and the UAE favour premium products and luxury experiences, while Egypt remains price‑sensitive, focusing on mass‑market items. Kuwait and other Gulf countries balance tradition with modern influences and show strong interest in halal‑certified products and clean beauty. K‑Beauty’s versatility allows it to flex across these segments—high‑end lines cater to affluent shoppers, while affordable collections serve value‑oriented consumers. Brands that localise messaging, offer bilingual packaging and adapt marketing to cultural norms see the greatest traction.
Trends such as A‑Beauty (Arab Beauty), which emphasises native ingredients and products suited to the region’s climate, highlight growing pride in local heritage. At the same time, consumers continue to embrace global innovations. K‑Beauty brands that blend Korean technology with Middle Eastern ingredients—like dates, rosewater or oud—demonstrate sensitivity to regional tastes while offering something fresh. The convergence of global pop culture, digital connectivity, rising disposable incomes and a desire for wellness makes the Middle East a fertile ground for K‑Beauty’s next chapter.