More people than ever are looking to enjoy self-care in their own space, with consumers eager to try out the latest skincare devices and technology at home.
We saw search interest for “skincare wand” grow by 165% for example, with LED masks, face lift devices, and facial toning devices also ranking high.3
2. Consumers are embracing minimalism and nature
Beauty fans are waving goodbye to over-the-top make-up to embrace a more minimal, barely-there look. And minimalism is creeping into ingredients too.
For example, search interest for the term “skin-scent” — meaning clean, more minimal smelling scents — saw 51% year-on-year growth.4
Taking a more nature-based approach to beauty is also popular.
YouTube search interest for “clean makeup” in Saudi Arabia increased by 13X5, with topics like “skin cycling” — a skin regimen that alternates between using active ingredients and letting the skin rest — also trending on YouTube.6
3. Clean beauty is on the rise, as well as new trends
Clean beauty — products made without ingredients shown or suspected to harm human health — is on the rise in MENA. In fact the clean beauty industry is said to be worth USD $2.6 billion by 2025.
It makes sense then that regional consumers are spending more time looking into beauty product ingredients. A recent Google survey asked UAE consumers what the deciding factor was for their last luxury beauty product purchase, and 34% said it was quality.7
With that in mind, beauty consumers are curious about both ‘established’ and newly trending ingredients. They search for what they are, what they do, how to use them, and product reviews.