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Aramex UK ‘highlights’ Middle East as hot spot For British beauty brands

15 Oct 24

Aramex UK ‘highlights’ Middle East as hot spot For British beauty brands

Western beauty and cosmetic products in the Middle East are becoming increasingly popular as consumers in the region gravitate towards more familiar European brands.

Western beauty and cosmetic products in the Middle East are becoming increasingly popular as consumers in the region gravitate towards more familiar European brands.

For global logistics specialists Aramex UK, which stores, handles and distributes beauty products on behalf of clients across the globe, this trend represents a significant opportunity for cosmetic brands in the UK to extend their presence into this bustling market that is expected to skyrocket in the coming years.

The British Beauty Council estimate that the beauty and personal care market in the MENA (Middle East and North Africa) will reach $60 billion by next year.

The Middle East has a long and rich history of rigorous beauty rituals, traditionally using natural remedies, comprising of oils, herbs, and spices, which have been passed down through the generations.

While these time-honoured practices have for hundreds of years placed significant emphasis on the use of ingredients with deep cultural and geographic significance, times are rapidly changing.

The population’s younger demographic, the emergence of social media and global commerce as well as a rise in disposable incomes, has shifted attitudes towards a more hybrid approach, where ancient tradition and modern-day consumer-based cosmetics are blended to create a unique beauty culture that resonates with contemporary consumers.

As such, Umar Butt, Regional CEO of the UK and Europe at Aramex has tipped the Middle East as a significant growth market for UK brands, after witnessing a seismic shift in MENA consumers opting for Western cosmetic items in recent years.

Umar commented: “From our own analysis we’re seeing first-hand a strong appetite from Middle Eastern consumers to purchase premium and luxury beauty products from Europe, particularly the UK.

“Consumers across this region are exceptionally status driven and their buying habits tend to reflect this. Following the rise of digitalisation and social media, MENA consumers, especially those who are younger, have become progressively exposed to ads featuring influencers and celebrities using luxury cosmetic products, and therefore naturally they’re going to want to mirror these trends in their own beauty routines by purchasing and using these same brands.”

Umar Butt has called on cosmetic brands to prioritise careful handling and the temperature-controlled element during shipping to ensure product and packaging integrity, especially when exporting to warmer climates, such as that of the Middle East.

The company, which holds its headquarters in Dubai and has been listed on the Dubai Financial market for nearly 20 years has seen first-hand how the region presents a unique opportunity for UK brands to expand their reach.

Umar continued: “This swelling demand ultimately presents a potentially lucrative opportunity for UK brands to further penetrate the Middle Eastern market, as all the signs point towards significant growth. For instance, data shows that 85% of MENA consumers have made online purchases from international brands and retailers in the past 12 months. The UK stands out as one of the top countries from which UAE consumers shop, with beauty and personal care products ranking high among their preferred choices.

“While this presents an exciting opportunity, meeting demand within the region will in part hinge on the ability of UK brands to adapt their logistics and supply chain strategies to the unique challenges of the Middle Eastern market.

“Shipping to the Middle East is a unique undertaking which requires a deep understanding of a multitude of variables, therefore if brands are indeed intent on establishing a strong foothold in the region they need to make sure that intricacies such as the temperature-controlled element of the shipping process is managed appropriately, preventing any degradation of product quality during transit, while also ensuring strict adherence to appropriate handling measures and the evolving landscape of regulatory compliance.”

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