The Middle East and North Africa (MENA) personal care market will be worth $95.2 billion by 2030, according to a report by BCC Research.
Regional Analysis of the Beauty and Personal Care Market: Middle East and North Africa forecasts an annual compound growth rate (CAGR) of 9% from 2025-2030.
The report expects Saudi Arabia to dominate the market with a CAGR of 9.8%, reaching $13.4 billion by 2030.
An increasing demand for luxury and premium cosmetics products and growing awareness about self-care and personal hygiene products drive the Saudi Arabian market for beauty and personal care.
The report found the factors driving the wider MENA market's growth include an increasing younger population; the MENA region has a large and expanding youth demographic that is highly receptive to beauty trends and new product innovations.
This younger generation is more image-conscious and willing to spend lavishly on personal care, driving demand for skin care, cosmetics, and grooming products.
Another factor is widespread internet access and the popularity of platforms like Instagram and TikTok, which have transformed how beauty products are marketed and used.
Social media influencers and digital campaigns play a major role in shaping consumer preferences and boosting online sales.
Also, there is a rising number of working women, especially in urban centres; there is growing demand for beauty products that support professional lifestyles.
Financial independence and changing social norms are encouraging women to invest more in personal grooming and self-care.
“This report is particularly relevant today as investment and funding in the MENA beauty and personal care market are accelerating, supported by government efforts to boost local production and reduce imports,” said BCC Research.
“Rising demand for quality products, social media influence, evolving fashion trends, and interest in natural and organic solutions are driving the market's growth,” it added.
“Collaborations among governments, regulators, and research institutions are fostering innovation and aligning the industry with global standards for sustainable development.”
The report excludes Turkey and Israel, whose markets were said to be more mature.
