User‑generated content (UGC) has become the gold standard for authenticity. In a landscape where many consumers trust influencer recommendations over brand advertising and the vast majority of Gen Z users follow at least one influencer, peer‑to‑peer storytelling is indispensable. For beauty and lifestyle brands, UGC humanises products and fosters community.
Why is UGC so effective? First, it signals social proof. Customers want to see real people with similar skin tones, styles or lifestyles using products in their everyday routines. Second, UGC scales trust—many marketers report that influencer‑created content drives more engagement and conversions than branded posts. Third, it provides rich creative assets: videos, photos, testimonials and tutorials can be repurposed across social channels, websites and paid ads.
To harness UGC, brands should:
- Empower diverse creators. Work with a mix of customers, micro‑influencers and experts to reflect the region’s multicultural audience. Embrace bilingual content to broaden reach.
- Provide guidelines without scripting. Brief creators on key messages and product benefits, but allow them to share genuine experiences and opinions. Authenticity is paramount.
- Build a UGC library. Batch‑produce content around new launches or campaigns, and organise assets by theme or format for easy reuse.
- Manage rights and attribution. Clearly outline usage rights, credit creators and compensate fairly. Use a CRM to track approvals, follow‑ups and performance.
- Encourage participation. Run challenges, contests and reviews that invite customers to share their stories. Feature the best submissions on brand channels to reward engagement.
As social commerce grows, UGC will play an even bigger role in driving purchases. Brands that integrate UGC into their marketing strategies—and treat creators as partners rather than ad units—will earn the trust of Gen Z and millennial consumers.
Navigating Regulations in the GCC Beauty Market
Entering the Gulf market requires more than a great product; compliance with complex regulations is critical. The Gulf Cooperation Council (GCC) introduced GSO 1943:2024, a standard that sets safety requirements for cosmetics and personal‑care products. In addition to meeting this baseline, brands must follow country‑specific labelling rules and, in many cases, obtain halal certification to avoid prohibited ingredients such as alcohol or pork derivatives.
Before selling in Bahrain, Qatar, Kuwait or Oman, a cosmetic product must be registered or listed with the local Ministry of Health. Registration must be performed through a local agent or distributor, and products are classified into low‑, medium‑ or high‑risk categories based on ingredients and intended use. The registration dossier typically includes product artwork, a Free Sale Certificate, a Certificate of Analysis, an ingredient list and product information file, a GMP certificate, a safety assessment report and laboratory test results. After submission, authorities evaluate the documentation and issue a certificate valid for up to five years. Companies must then comply with post‑market surveillance, reporting adverse effects, updating authorities on formulation changes and executing recalls if necessary.
Timelines and requirements vary by country. In Bahrain, the National Health Regulatory Authority processes registrations in about 30‑40 working days, whereas Qatar’s Ministry of Public Health may take 40‑50 days and requires labelling in both Arabic and English with strict halal compliance. Kuwait’s Food and Drug Authority typically takes 45‑60 days and mandates that expiration dates and usage instructions appear in Arabic and English. Oman’s Ministry of Health and Ministry of Commerce and Industry require 35‑45 days, with mandatory halal compliance for most products. In Saudi Arabia, the Saudi Food and Drug Authority (SFDA) enforces rigorous guidelines; non‑compliance can lead to product recalls or bans.
To navigate this maze, brands should partner with experienced local agents or regulatory consultants. Engage early to assess product eligibility, gather required documents and build realistic timelines. Pay close attention to labelling and ingredient regulations—ensure packaging includes Arabic translations and avoid prohibited substances. Finally, develop a robust post‑market surveillance plan to monitor consumer feedback and respond swiftly to any safety concerns.
By respecting regulatory frameworks and local customs, beauty brands can build credibility and avoid costly delays, paving the way for sustainable growth across the GCC.