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THE E-COMMERCE
R R E E P P O O R R T T

SHIFT IN MENA

BEAUTY

VALÉRIE KAMINOV – BIOGRAPHY
Trailblazer, entrepreneur, advisor and business
strategist are just some of the ways to describe
Valérie Kaminov, Founder & Managing Director
of International Luxury Brand Consultancy.
Valérie’s enviable reputation in the world
of international beauty, stems from her highly
effective approach to developing brands.
Her forward-thinking acumen and smart strategies
are based on an innate insight into global markets,
an ability that has led her to take brands to up-and-
coming beauty destinations before others.
This deep understanding of the industry, how to The Middle East and North Africa (MENA) region has undergone a remarkable digital
position products, where to go, who to speak to and transformation in recent years, with e-commerce emerging as a pivotal force reshaping
how to get results has made IL Brand Consultancy traditional retail paradigms. As we navigate through 2025, the beauty industry stands
the go-to company for beauty brands looking at the forefront of this digital revolution, capitalizing on the region’s growing internet
to grow their business around the world. penetration, evolving payment ecosystems, and shifting consumer preferences. This
Since establishing her influential consultancy, comprehensive analysis explores how e-commerce is transforming the beauty sector
Valérie has successfully steered emerging talents to across key MENA markets, offering valuable insights for brands seeking to establish
global recognition, re-established well-known names, or expand their digital footprint in this diverse and dynamic region.
advised on growth plans and introduced a host
of beauty brands to new distribution channels. The Digital Landscape: MENA E-commerce in 2025
She has been instrumental in the transformation The e-commerce ecosystem in MENA has matured significantly, evolving from a
of many businesses around the world and always nascent market to a sophisticated digital marketplace characterized by specialized
on the belief that profitable market entry platforms, robust logistics networks, and innovative financial technologies. As of
and sustained growth require the right partners. 2025, the region’s e-commerce infrastructure comprises multiple interconnected
It is why she is regarded as one of the most segments, from marketing and customer experience solutions to advanced logistics
well-connected people in the industry. networks, diverse marketplaces, and secure fintech services.
Having been at the forefront of the global The e-commerce market in MENA is projected to reach substantial value by 2025, with
cosmetics industry for over 25 years, Saudi Arabia leading at approximately $27.5 billion, followed by the UAE at $20 billion,
Valerie’s thought leadership and knowledge have led and Egypt at $8 billion. These figures represent the culmination of consistent growth
her to be a regular contributor to Export Magazine, trajectories that began accelerating during the pandemic years and have maintained
creator of Connect Beauty, host
at the IMF Convention, developer of the Cannes momentum through digital adoption across broader segments of the population.
Duty Free programme as well as author of the In terms of payment methods, a significant shift is underway in the region. While
informative market-focused Inside Cosmetics credit cards dominated with 24% of transaction value in 2023, they are expected to
Collection that have become required reading decline to 18% by 2027. Conversely, digital wallets are projected to increase from 23%
for brands looking at global expansion. to 34%, becoming the preferred payment method for online transactions. Account-to-
From launching brands on the international account transfers are also gaining traction, expected to rise from 16% to 21% by 2027.
stage to being a business intelligence resource, Perhaps most notably, cash on delivery—once a staple of MENA e-commerce—is
150
Valérie’s rare combination of skills make her declining rapidly, projected to fall from 9% to just 5% of transactions by 2027, signaling
an exceptional consultant and advisor. growing consumer confidence in digital payment systems.