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R E P O R T

offers greater control over brand experience and customer urban areas of the UAE, Saudi Arabia, and Egypt, creating new
relationships. Successful DTC beauty operations in MENA typically distribution channels for fast-moving beauty categories.
feature Arabic-language options, localized content addressing
regional beauty concerns and preferences, and multiple payment Cross-Border Streamlining
options. The regulatory landscape for DTC e-commerce varies Regulatory harmonization efforts and logistics innovations
substantially across MENA markets, with Gulf Cooperation Council are reducing friction for cross-border beauty e-commerce in
(GCC) countries generally offering more streamlined processes for MENA. Developments like the UAE’s e-commerce free zones
establishing e-commerce operations compared to North African and Saudi Arabia’s streamlined customs processes for low-value
markets. These regulatory considerations should factor into e-commerce shipments are facilitating greater international
market prioritization and entry sequencing. selection for beauty consumers.

Social Commerce Integration Voice and Visual Search Adoption
Given the region’s high social media engagement (users spend The increasing sophistication of Arabic-language voice
an average of 143 minutes daily on social platforms), integrating recognition and visual search technologies is creating new
social commerce elements is increasingly essential for beauty discovery pathways for beauty products. Early implementations
brands in MENA. This includes shoppable Instagram content, of visual search—allowing consumers to find products by
TikTok partnerships, and influencer collaborations with direct uploading images—have shown particularly strong results in
purchase pathways. color cosmetics and dupe-finding use cases.
The effectiveness of social commerce varies by beauty category,
with color cosmetics and trending skincare ingredients showing Personalization Sophistication
particularly strong results through social-driven discovery. Beauty e-commerce platforms in MENA are increasingly
For more technical products or those requiring significant leveraging AI and machine learning to deliver highly personalized
education, social commerce often functions best as an initial experiences. These range from skin analysis tools that
discovery channel connected to more detailed e-commerce recommend appropriate products to virtual consultations that
experiences. mimic in-store beauty advisor interactions.

Mobile App Investment From Tradition to Transformation

Given that two-thirds of beauty e-commerce transactions The e-commerce transformation of MENA’s beauty industry
occur on mobile devices, investment in optimized mobile represents a fundamental reshaping of how consumers discover,
experiences—particularly dedicated apps for brands with evaluate, and purchase beauty products across the region.
frequent repeat purchases—can create significant competitive From the luxury-oriented markets of the Gulf to the emerging
advantage. Beauty apps that incorporate features like AR try- digital economies of North Africa, e-commerce is creating
on, personalized recommendations based on skin analysis, and unprecedented opportunities for beauty brands to connect with
simplified reordering functionality have demonstrated higher consumers seeking everything from global trends to products
retention and purchase frequency. addressing region-specific preferences.
The return on investment for dedicated app development varies As we progress through 2025, the continued evolution of
substantially based on market focus and customer lifetime value. payment ecosystems, logistics networks, and consumer digital
In high-ARPU (Average Revenue Per User) markets like Saudi behaviors will further accelerate beauty e-commerce growth
Arabia, Qatar, and UAE, app investments typically demonstrate across MENA. Brands that approach the region with nuanced
stronger returns compared to markets with lower average understanding of its diversity—adapting strategies for different
transaction values. markets rather than treating MENA as a monolithic entity—will
be best positioned to capture the substantial opportunities of
Future Outlook: Beauty E-commerce this digital beauty transformation.
in MENA Beyond 2025 What once took place in traditional marketplaces—where beauty
Several emerging trends will likely shape MENA’s beauty rituals were passed down, and products were discovered through
e-commerce landscape in the coming years: conversation and trust—has now found a new expression
online. MENA’s evolving beauty e-commerce landscape blends
Quick Commerce Acceleration the intimacy and personal touch of heritage retail with the
The rapid growth of quick commerce (delivery within 60 minutes) speed, convenience, and scale of digital platforms. The result is
in major MENA cities is expanding to include beauty and personal a uniquely regional model of beauty commerce, where tradition
care essentials. This trend is particularly pronounced in dense and technology converge to shape the future.

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