K-Beauty in Dubai - Episode 99
On this episode Lauren reports on the status of K-Beauty in Dubai, the top trending products, categories and beauty trends and some predictions for the future.
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Apart from a handful of online beauty stores and smaller selections of K-Beauty in offline stores it seems that K-Beauty in Dubai is still very much in its infancy. The Face Shop (a subsidiary of LG Household & Health Care) has an offline presence.
The brand is rarely talked about in Korea these days but their most recognisable line is the Dr Belmeur collection.
The beauty market in the Middle East was valued at $10.2B in 2019 and is projected to reach $13.9B by 2027, growing at a CAGR of 9.0% from 2021 to 2027, according to Allied Market Research. Middle East consumers having one of the largest per capita expenditures on beauty worldwide.
Korean Institute of Halal Industry (KIHI) figures indicate exports to Organisation of Islamic Cooperation (OIC) countries grew by 14% in 2020 to $308M and 28% in 2021 to $395M.
This is a 42% growth in two years.
In 2020 imports of Korean cosmetics to UAE grew to 62.7% from 2019. Dubai is regarded as one of the leading driver of Korean Beauty's growth in the Middle East. This is in part because it is a a key destination for both sales and re-exports of K-Beauty products.
Cosmetics Design Asia reports that the UAE (which encompasses Dubai) is characterized by:
In addition to offline brands like the Face Shop, there are K-Beauty brands stocked in a variety of different offline stores.
It goes without saying that Huda Beauty (owned by influencer Huda Kattan) is one of the most popular. Huda herself is of Iraqi descent and previously lived in Dubai. She is now based in the States.
Other popular labels include Anastasia Beverley Hills and Tarte.
The key categories for beauty in the UAE include body care, depilatories, facial care, hand care and make-up remover. Facial care was the largest category in 2021, while make-up remover is forecast to register the fastest value growth during 2021-2026. The make-up remover category is also expected to gain the maximum market share in value terms during the forecast period.
Pure and natural ingredients
Personalised beauty care
Natural is beautiful - more people sporting i.e. grey hair
Permanent rather than short term solutions (for things like hair loss)
Source: Khaleej Times
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"Dubai is regarded as one of the leading driver of Korean Beauty's growth in the Middle East"Lauren Lee, Kbeauty Expert
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