The beauty and personal care sector across the Middle East and North Africa (MENA) region is increasingly driven by sustainability, ethical values and innovation. According to the article, that transformation is being shaped by younger consumers, stricter regulations and evolving product standards. 

Millennials and Gen Z consumers in Gulf countries such as United Arab Emirates and Saudi Arabia are placing greater emphasis on transparency, cruelty-free certification, natural ingredients and eco-friendly packaging. 

The article notes that ethical certifications, including halal, vegan and cruelty-free credentials, are becoming important differentiators for brands in the region. 

Regulatory Landscape and Market Size

Cosmetics entering the region must comply with standards such as GSO 1943/2016 (product safety) and GSO 2528/2016 (marketing claims) which align closely with the EU’s Cosmetics Regulation 1223/2009. Each country still maintains its own notifications process. Halal certification is also increasingly mandatory, particularly in GCC markets.
A report from Euromonitor estimated the MENA beauty & personal care market to reach approximately USD 60 billion by 2025. 

According to industry voices in the article, the “clean & conscious” category is shifting from niche trend to industry standard. Ingredients, sourcing, packaging, and claims are under scrutiny, and consumers now expect authenticity and credible proof of claims. 

Despite the strong luxury heritage in many Middle East markets, the definition of luxury is evolving. Premium consumers still seek indulgence, but increasingly expect that indulgence to sit alongside ethical production, sustainability, and cultural respect. 

Original Article:

CosmeticsDesign-Europe. (2025, October 29). Middle East beauty market embraces clean, conscious innovation. Retrieved from https://www.cosmeticsdesign-europe.com/Article/2025/09/15/middle-east-beauty-market-embraces-clean-conscious-innovation/