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R R E E P P O O R R T T

Boutiqaat: Influencer-Driven
Beauty Platform
Kuwait-based Boutiqaat has pioneered
an innovative approach to beauty
e-commerce built around influencer
curation. The platform allows users to shop
virtual “boutiques” curated by popular
social media personalities from across the
region, creating a discovery experience
that leverages the strong influence of
content creators on beauty purchasing decisions in MENA. projected to grow from 23% of e-commerce transaction value
This influencer-centric model has proven particularly effective in 2023 to 34% by 2027, while credit card usage is expected to
for reaching younger consumers, with Boutiqaat reporting decline from 24% to 18% during the same period. This shift toward
significantly higher engagement metrics among Gen Z shoppers mobile-based payment solutions aligns with broader smartphone
compared to traditional e-commerce models. The company’s adoption and reflects growing consumer comfort with digital
expansion across multiple MENA markets demonstrates the financial services. Buy now, pay later (BNPL) services, while still
regional appeal of socially-driven beauty commerce. representing a relatively small share of beauty e-commerce
transactions (2% in 2023 and projected to remain at 2% in 2027),
Evolving Consumer Behaviors: are gaining traction for higher-value beauty purchases such as
The MENA Beauty Shopper in 2025 devices and premium skincare sets. The stability of BNPL share
The beauty e-commerce consumer in MENA has evolved despite overall payment evolution suggests a specific and durable
substantially, with several distinct characteristics emerging by use case for flexible payments in certain beauty segments. Cash
2025. Research indicates that 89% of youth in MENA shop online a on delivery, historically a dominant payment method in many
few times a month as of 2022, a dramatic increase from just 50% MENA markets, is projected to decline from 9% of e-commerce
in 2018. This shift toward frequent online shopping has particular transaction value in 2023 to 5% by 2027. This reduction signals
implications for beauty categories, which often involve repeat growing consumer trust in prepayment methods and creates
purchases and routine replenishment. Mobile dominance is opportunities for beauty retailers to reduce the operational
another defining characteristic, with approximately 67% of beauty complications associated with cash handling.
and personal care e-commerce revenue in MENA generated
through mobile devices. This mobile-first behavior influences Market Entry Strategies: Capturing MENA
everything from product discovery to payment preferences, with Beauty E-commerce Opportunities
successful beauty platforms optimizing for smartphone-based For beauty brands considering entry or expansion in MENA
shopping journeys. Cross-border shopping remains significant e-commerce, several strategic approaches have demonstrated
in MENA beauty e-commerce, though with varying importance effectiveness:
across markets. In Saudi Arabia, “product quality and authenticity”
(57%) and “access to products not available locally” (55%) are the Marketplace-First Expansion
primary factors encouraging cross-border e-commerce. This For brands new to the region, establishing presence on established
highlights the opportunity for international beauty brands to marketplaces like Noon, Amazon, or category-specific platforms like
serve MENA consumers directly, particularly for products not yet Sephora and Namshi provides immediate access to existing traffic
available through local retail channels. The online beauty shopper and fulfillment infrastructure. This approach allows brands to test
in MENA also demonstrates strong interest in sustainability, product-market fit before investing in standalone e-commerce
with 72% of Middle Eastern shoppers considering sustainable operations. The marketplace landscape varies significantly by
products important when shopping online, compared to 52% in country, with different platforms dominating in different markets.
North America. This heightened environmental consciousness In Saudi Arabia, Noon and Amazon.sa have established strong
creates opportunities for beauty brands with strong sustainability positions, while in Morocco and Algeria, Jumia maintains significant
credentials to connect meaningfully with MENA consumers. market share. Selecting marketplace partners aligned with target
demographics and product positioning is critical for initial success.
Payment Evolution:
Financing Beauty Purchases Localized Direct-to-Consumer Presence
The payment landscape for beauty e-commerce in MENA For brands with established recognition or those targeting specific
is undergoing significant transformation. Digital wallets are consumer segments, direct-to-consumer (DTC) e-commerce

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