A-beauty rises amid push for identity and indigenous ingredients – Euromonitor reports
This move reshapes global perceptions of authenticity in the African and Middle Eastern beauty space.
MEA – The Middle East and Africa are witnessing a profound transformation in the beauty and personal care industry, as the region increasingly prioritizes cultural identity over global beauty trends.
According to the Euromonitor International report, Arab and African Beauty: The Story of Identity, Innovation and Opportunities, the market is projected to reach USD 44 billion by the end of 2025.
This growth is fueled by the rise of A-Beauty, a movement that celebrates local heritage, regional beauty customs, and indigenous ingredients such as shea butter, baobab oil, and marula oil, which are valued for both their efficacy and cultural significance.
Hair care has led the sector, growing by 17% from 2024 to 2025 and expected to reach USD 17 billion by 2029.
Young consumers, who make up 48% of the region’s population, are at the forefront of this shift, actively seeking products that reflect their unique cultural identities and cater to local skin tones and hair types.
Arab beauty ideals, including striking eyes and bold brows, are celebrated, while Middle Eastern consumers prefer natural, hydrating, and halal-certified products that address specific concerns like dryness and uneven tone.
Fragrances such as oud, frankincense, and rose are integral to both daily routines and luxury offerings.
Euromonitor’s Voice of the Consumer: Beauty Survey 2025 found that 56% of South African and 40% of UAE consumers view beauty as being comfortable in their own skin, surpassing the global average of 38%.
Nearly 79% of consumers in the UAE and South Africa are satisfied with the available beauty products, indicating strong alignment between local needs and market offerings.
African brands are leveraging traditional knowledge and authentic storytelling to address concerns like hyperpigmentation, dryness, and textured hair care, further strengthening the A-Beauty movement.
This shift is supported by economic diversification, rising incomes, and greater female workforce participation, all of which are driving demand for personal care products and changing lifestyle preferences.
The A-Beauty trend marks a clear departure from global beauty influences, emphasizing the celebration of diversity, local innovation, and the unique cultural narratives that define beauty in the Middle East and Africa.
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