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UAE Freezones Biz News Updates
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In UAE, there's no business like beauty business
A 'compulsion' to look one's best triggers whopping sales for make up and
cosmetics
 Friends
putting makeup on together
The UAE in general - and Dubai in particular - pulls no punches when it
comes to looking good. Makeup, skincare and hair care are sectors that have
been growing in leaps and bounds, with more and more brands opening shop
here, and many more slated to over the next few months. A recent Euromonitor
report says that, last year, the UAE spent US$1.64 billion - over Dh6
billion - on beauty products - which is a growth of close to Dh1 billion
over 2014. Shoppers spent $423 million (Dh1.55 billion) on fragrances, $258
million (close to Dh950 million) on haircare, $168 million (Dh617 million)
on colour cosmetics, and $165 million (Dh600 million) on skincare.
What is it about looking your best and this country? We find out.
Rima Soni, beauty consultant for 37 years, who has been in Dubai since 1982,
says "Everyone in Dubai wants to look beautiful. The entire focus is on
looking good, buying the most expensive products and keeping up with the
Joneses."
Huda Kattan of HudaBeauty.com is a celebrity makeup artist in Dubai who
believes social media has contributed to the evolution of the make up-savvy
consumer. "Beauty has become so much more accessible now from all over the
world," she points out. "Skincare influences from Asia, eye make up
techniques from the Middle East and contouring from Hollywood have all made
their way into the UAE." Huda herself uses at least five to six products on
her face when she's in a rush, but anything between 20 and 25 - a figure
that sometimes even goes up to 50 - when she's serious about looking her
absolute best.
Huda's sister, Mona Kattan, partner, strategy and business relations, of
Huda Beauty, adds that people have become braver in experimenting and using
make up thanks to the readily available make up tutorials online. "We see
that is a growing trend. People are less scared and they can be their own
stylists."
Freelance writer and stylist Ujala Ali Khan who's been in the UAE for 13
years - and who "cannot think of leaving the house without wearing at least
six products" - says Arabs wear a lot more make up than Westerners and
Europeans. She says she sees both extremes - the natural bare-face look, and
also the ones wearing false eyelashes and heavily drawn eyebrows - everyday.
"If you spend wisely, you can build a decent make up kit for Dh1,000, and
then spend around Dh100 each month on replenishing supplies. I'd say I spend
maybe Dh5,000 spread across the year on make up." For an evening party look,
Ujala says you need at least 10 products, including foundation and
contouring.
An advocate of the kitchen being the best source of beauty products -
almonds and strawberries and milk and oils - Rima Soni says, "People's
social calendars leave them looking like mannequins for the whole day".
Personally, she says, "it is ridiculous to spend so much money on make up.
Beauty is not a quick fix. I have maintained what you eat is your cosmetics.
Beauty is a long-term affair. Grooming has to be head to toe, and it's not
just about your face."
That may be a point to ponder over, but for the time being, beauty products
are flying off the shelves as the UAE gears for yet another boom time in the
sector. All projections indicate that sales this year will easily exceed the
2015 figures.
Jan 26, 2016
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Courtesy Khaleej Times
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