The beauty landscape in the Middle East continues to evolve rapidly in 2025. Driven by a young, beauty-savvy population and a growing preference for high-performance products, the region presents major opportunities for wholesalers and professional suppliers. Below are the top 10 trends shaping the region’s beauty and cosmetics market—trends wholesale partners should be watching closely to stock the right products and support growing demand. 1. Skin-First Beauty Middle Eastern consumers are prioritizing skincare over heavy makeup. Clean, glowing, hydrated skin is the new luxury, pushing demand for serums, masks, and moisturizers with high-performance actives. 2. Long-Wear & Heat-Proof Formulas Given the region’s climate, products that are sweat-resistant, humidity-proof, and long-lasting are essential—especially for foundations, eyeliners, and lip products. 3. Hijab-Friendly Haircare Haircare products tailored for covered hair—scalp-balancing, anti-breakage, and moisture-locking—are gaining traction, especially among professional salons. 4. Customizable Beauty From mixable pigments to adjustable skincare boosters, consumers and salons are seeking customizable products that cater to unique needs and skin tones. 5. Lip Care is the New Must-Have Lip care has emerged as its own category in 2025. Consumers are investing in nourishing products enriched with ingredients like shea butter, hyaluronic acid, and natural oils. From hydrating balms and overnight masks to exfoliating scrubs and plumping treatments, healthy lips have become a key focus in beauty routines—and a high-demand retail opportunity for salons and resellers. 6. Minimalist Glam Clean makeup looks with bold brows, nude lips, and soft contouring dominate social media—driving the popularity of lightweight, natural-finish products. 7. Express Salon Services Clients are seeking faster beauty solutions—think quick hair masks, 15-minute facials, and on-the-go brow and lash services. Wholesale buyers should look for compact, efficient product lines. 8. Men’s Grooming Boom Men in the region are investing more in skincare, beard care, and grooming products. This fast-growing segment presents an untapped opportunity for resellers. 9. Clean & Halal-Certified Beauty Transparency and ethical formulation matter. Products that are vegan, cruelty-free, or halal-certified are in growing demand from both retailers and consumers. 10. Advanced Salon Technology From scalp scanners to LED facials and oxygen-based treatments, salons are investing in tech-enhanced beauty services—creating space for wholesalers to supply supporting tools and systems. “For wholesale partners, staying ahead of trends means being prepared to meet the region’s evolving beauty standards—with curated, smart, and future-focused product selections.”
