Beauty brands must embed inclusivity into every stage of the product journey, from concept and formulation to packaging, retail and consumer experience, to serve diverse consumers.

This was according to a Tones of Beauty panel discussion with Sephora UK VP of merchandising Jill Stutzbach, Skin Cupid founder and CEO Melody Yuan, Enkos Developments Limited founder and managing director Lorna Radford and Ruby Hammer cosmetics founder and director Ruby Hammer.

Intention

Hammer, who launched Ruby & Millie in partnership with Boots in 1998 following a two-year product development stage, argued that inclusivity should be an inherent part of a brand’s culture rather than something imposed from the outside. She said brands should naturally consider the needs of all consumers throughout product development, adding that inclusivity extends beyond skin tone to encompass age, disability, income and accessibility.

She said: “I think one of the most important things that you can have is your intention. Is it your intent to make it inclusive? Are you thinking that way? It has to be within you.”

Yuan also highlighted the need for intentionality when it comes to audience messaging around skin type, skin concern, skin tone, target consumers and the appropriate age group for each product.

Yuan said: “I think what’s really important for us when it comes to inclusivity is how you message the products and how you market all of these different products in the right way, so when you’re kind of talking about a serum or a cleanser or sunscreen.”

Radford, whose company creates bespoke beauty and personal care formulations, added that inclusivity isn’t a tick box.

She added: “We see a difference between brands who are leading with inclusivity, they’re leading with intention to target, solve a particular problem for a particular demographic compared to someone who might go, ‘Oh, by the way, it needs to be inclusive.’ What does that mean?.”

Consumer needs

Radford argued that inclusivity comes from designing products for specific consumer needs rather than attempting to create a one-size-fits-all solution.

She said: “For me the inclusivity is in diversity, so it’s making a really specific niche product where you know what your community is rather than trying to get a one size fits all, where actually everyone just feels a bit like.”

Yuan echoed this, stressing that brands should clearly communicate who their products are designed for, including the intended skin type, concern, skin tone and age group, rather than relying on generic marketing claims.

She said: “Don’t just kind of say, ‘Oh, this is a great serum,’ but what kind of skin type, skin concern, skin tone does this target?. I think it is really being intentional in how you’re messaging it.”

Hammer agreed, adding that brands should focus on delivering products with a clear purpose rather than trying to meet every possible need.

She said: “There isn’t one holy grail product that can tick every single box. You can’t be all things for people.”

Community feedback

The panellists also highlighted the importance of listening to consumers but at the same time, staying true to the brand’s vision. Yuan explained that customer feedback informs every buying decision at Skin Cupid. The retailer regularly communicates with its community before introducing new brands and products.

She said: “Every single one of those interactions feeds into our buying decision. We actually sent an email to our community for their opinion. Our community plays a massive part in how we bring out new brands and new products.”

Hammer agreed that feedback is invaluable but warned founders against simply giving consumers exactly what they ask for.

She said: “Every bit of feedback is important, but if I only gave them exactly what they want, they’d never see the part of the creative where my perspective differs from theirs. You have to be very brave and stand true to who you are.”

Radford noted that having a clear product brief helps founders stay focused on their original vision rather than becoming distracted by conflicting opinions.

She said: “It’s quite nice having that product brief to look back on. Why have I started this to begin with, to not get lost in the noise?”

Retail’s role

Stutzbach, a merchant, said she reminds herself that she is not always the customer or the demographic, and instead focuses on catering to certain demographics that feel marginalised. She mentioned that she had previously been evaluating a brand to launch in the market, but the feedback from her team wasn’t positive.

She said: “It doesn’t matter if I would use them or not use them. There’s a myriad of products that are available for me that are accessible for me and easy for me. I already have the privilege of having a broad assortment to choose from, so sometimes we need to think as merchants about picking products that aren’t for us, but for somebody else, especially certain demographics that feel marginalised that don’t have very broad assortment available for them.”

She also said that Sephora stocks over 3,000 shades of foundation that we carry but do not sell. She reiterates that retailers must intentionally choose to carry that range, and for Sephora, she emphasises that “it’s super important that anybody that comes into Sephora can find a shade that works.”

She added: “Representation really matters. It matters at every level of the organisation.”

Progress

Hammer said today’s beauty market offers consumers an “overwhelming choice”, fuelled by social media and ecommerce, making it harder than ever to know “where do I actually want to put my money?”

She urged brands to move beyond lip service and instead build genuine inclusivity into every aspect of product development, education and retail. Hammer also argued that the industry’s focus should remain on creating equal opportunities and ensuring beauty professionals are equipped to serve all consumers, regardless of skin tone, hair type or age.

The panel agreed that the industry has made significant progress on inclusivity, but that there is still considerable work to do. Yuan said success would come when inclusivity is so embedded in product development that it no longer needs to be singled out as a discussion point, while Hammer said the industry must continue to pass on its knowledge to future generations to keep driving progress.

Stutzbach added: “Success looks like everybody feeling included, everybody feeling that sense of belonging, and everybody feeling beautiful.”

Brands that can demonstrate value, innovate effectively and create engaging experiences, both online and in-store, will be best placed to win consumers.

This was the main takeaway from a Tones of Beauty 2026 presentation by Circana VP and head of UK beauty June Jensen-Mills and Circana senior commercial and account manager Elizabeth Watson, which opened the two-day event.

Human connection

Jensen-Mills argued that consumers want to see “humans behind the brands,” pointing to platforms like TikTok as evidence of this shift towards authenticity and relational engagement.

She noted: “There was a stage where we were away from those connections, and I see that this is coming back. We’ve seen that we are definitely prioritising our health and wellness, so we are in line with our European consumers.”

She described beauty as becoming a form of escapism, suggesting that consumers are using beauty products as a way to express creativity but also temporarily stepping away from external pressures.

“We have a war on our doorstep, we have the cost of living crisis, so as a result people want to have that escapism, and beauty provides that to you.”

Value-led spending

According to Circana’s research, demand for beauty remains resilient despite cost pressures, with consumers prioritising beauty and wellness, but becoming more selective about how and where they spend.

Jensen-Mills said: “We’ve seen that consumers are more likely to go on fewer shopping trips, and they buy less. 10 years ago, you had that big shopping trolley, and people were running around in the store. Now it’s a little basket and much more considerate purchases.”

Prestige beauty is the go-to category in a cost-of-living economy at 10%, according Circana’s research, compared to mass beauty and fragrance at 2% and 1%, respectively.

Watson explained that beauty purchasing behaviour differs across segments. She said that mass-market consumers are more likely to trade down to lower-priced alternatives, while prestige shoppers are choosing to be more selective without compromising on quality.

Meanwhile, younger consumers face tighter budgets and therefore prioritise value and brands that are culturally relevant to them. On the other hand, millennials look for product quality and performance, while older consumers care about practicality and convenience.

Watson explained that younger shoppers are influenced by digital content, creators and social commerce, while older consumers continue to value familiarity, personal service and the in-store experience.

She said brands must adapt their strategies to reflect different consumer behaviours across age groups, with successful brands offering a combination of both approaches.

Innovation and ingredients

The presentation highlighted innovation as one of the industry’s most effective tools for maintaining consumer engagement. Watson pointed out the surge in fragrance and premium foundation launches, arguing that continuously innovating gives consumers a reason to keep buying.

There is also a focus on overall health and wellness, which is reshaping purchasing decisions across the beauty industry, as consumers make healthier lifestyle changes.

Jensen-Mills explained: “It’s a great opportunity for those who are thinking about either setting up a brand, having an idea, or having already established a brand: how can you rejuvenate those messages?

“We saw how Unilever, as an example, has done a great job in rejuvenating Vaseline and Dove, in terms of body and hand care. That’s a really good example of how they have established brands and made a really rejuvenated journey across various channels, from TikTok to retail”

At the same time, consumers are becoming more knowledgeable about ingredients and expect makeup to deliver skincare benefits. Watson noted that skincare claims and natural ingredients have become influential, with consumers looking for scientifically backed formulations.

She said: “We’ve seen more sophisticated ingredients being listed on products like ectoin. I feel like 20 years ago people wouldn’t have had any idea what that was, but now consumers are becoming more educated.”

According to Circana’s research, azelaic acid searches peaked in April with an average of 66% of peak searches across the last year, Indicating a growing interest.

Online vs brick and mortar

Online has now overtaken as the largest beauty sales channel, mainly due to more product choice, promotions and convenience.

According to research from Circana, better prices in the key driver for online beauty purchases in Europe at 37% followed bt discounts & promotions at 31% and a wide selection at 30%.

TikTok Shop, in particular, was noted as a key sales and marketing channel, successfully launching products exclusively before seeing traditional online and in-store retail demand.

However, Watson stressed that physical stores remain vital for product discovery and trial, particularly in department stores, which remain destinations for fragrance, while health and beauty retailers perform strongly in skincare and haircare.

Watson added: “Shoppers are understanding how you can try something in store, but know that often there are lots of online promotions and discounts.”

She argued that different retail environments continue to play distinct roles across beauty categories. In the UK, there has been a renewed focus on physical retail, particularly in categories like haircare, where in-store trial remains key.

There is particular value in retail operatives who educate and guide customers through products and complex ingredients to help them decide on their purchases.

Watson added that a combination of loyalty schemes, price-matching initiatives and being able to find value at a single retailer has reduced the need to visit multiple stores. She said that brands should focus on increasing basket value rather than simply driving footfall.

“The promotion periods are becoming longer and much more extended as retailers try to engage that shop out earlier.”

Beauty is expected to remain resilient despite prolonged cost-of-living pressures, but brands should be watching closely to see how spending habits continue to evolve.

Shanghai-based fragrance trade show Notes is expanding into the Middle East, launching in Dubai in partnership with Beautyworld organisers Messe Frankfurt Middle East.

The trade show, focused on niche fragrances, will take place from 21-23 January 2027 at the Dubai Mall Exhibition Centre.

It serves as the sister event to Notes Shanghai, which Messe Frankfurt began co-organising following a partnership agreement in May 2025.

The launch was announced during the Esxence exhibition in Milan.

Messe Frankfurt said Notes Dubai will be positioned as a global platform for the niche fragrance sector while Notes Shanghai will continue to focus on the Asian market.

Organisers expect the inaugural event to attract between 150 and 180 exhibitors.

Notes Dubai event director Ravi Ramchandani says: “Notes Dubai has been built around the idea that niche perfumery deserves a different kind of platform, one defined not by scale alone, but by curation, discovery and emotional resonance.

“The GCC has stopped being a market the fragrance world simply sells into; it now shapes it. Brands born here are sold around the world, and international houses want to be in Dubai because this is where East and West meet. Notes Dubai is built to work both ways, a launchpad for regional brands and a route for international ones.”

Notes Shanghai founder Alex Wu says: “When we launched Notes Shanghai, our goal was to change how niche perfumery connects with the market by prioritising artistic integrity over sheer volume. The response in Asia proved the independent fragrance community was waiting for this shift. Expanding this vision to Dubai is a natural evolution. By linking these two dynamic markets, we are creating a global axis that helps independent creators cross borders seamlessly.”

Kuwaiti beauty and lifestyle platform Boutiqaat is exploring an initial public offering (IPO) that could value the business at more than $1bn.

This comes after Bloomberg reported that Goldman Sachs is working on a potential listing with the platform, which could take place as early as the first quarter of 2027. If completed, it would rank among the largest private-sector IPOs in Kuwait’s history.

The company, founded in 2015 by entrepreneur Abdulwahab Alessa, operates an online marketplace for beauty, fragrance, fashion and lifestyle products and has built partnerships with international brands across Europe, North America and Asia.

Boutiqaat said the proposed flotation reflects its continued growth and plans to expand both regionally and internationally.

According to the company, a key part of its growth strategy is expanding its international footprint and strengthening relationships with global brands to support long-term growth and innovation.

It noted that a successful IPO would mark a significant milestone for both the business and Kuwait’s private sector, highlighting growing international investor interest in high-growth consumer businesses in the region.

The demand for halal-certified beauty products is expected to drive major growth in the global cosmetics market over the next decade, according to new research from Persistence Market Research.

The research predicts that the global halal cosmetics market will grow from $55.5bn in 2026 to $113.8bn by 2033, representing an annual growth rate of 10.8%.

It suggests that growth is being driven by demand for ethical, vegan and cruelty-free beauty products as well as consumer interest in ingredient transparency and clean-label formulations.

One of the biggest categories in this area is skincare, which is supported by growing demand for alcohol-free and halal-compliant formulations, while online retail has been helping expand access globally.

Interestingly, Asia Pacific accounts for the largest share of the market due to its large Muslim populations in countries such as Indonesia and Malaysia. It is also reflective of those nations’ rising disposable incomes and investment in beauty manufacturing. The Middle East is another key growth market for premium skincare, fragrance and personal care products.

The report highlights opportunities linked to the popularity of clean beauty, vegan products and sustainable packaging, as well as the continued expansion of e-commerce and social media-led beauty discovery.

But challenges remain, including differing halal certification standards across markets, higher production costs and competition from conventional beauty brands offering natural and organic alternatives.

Persistence Market Research says increasing awareness of ethical beauty products, combined with innovation in formulations and distribution, will support continued growth in the halal cosmetics sector over the coming years.

Omani fragrance house Amouage emerged as the biggest winner at The Fragrance Foundation UK Awards 2026, taking home three awards in total.

The event was held on 11 June at the Grosvenor House Hotel and brought together over 700 industry leaders, brands, creators, retailers and fragrance experts. It was supported by headline sponsors Jo Malone London, L’Oréal Luxe, Puig and LVMH, while gold sponsors included Coty, Space NK and other industry partners.

Amouage led the pack, winning awards including two for Purpose 50, which won both the Perfume Extraordinaire and Best Luxury categories. Amouage also secured the Best Emerging Brand award.

Purpose 50 is a concentrated version of Amouage’s original Purpose fragrance, which contains a 50% perfume oil concentration, higher than the 20–30% typically found in luxury perfumes. It has woody and earthy notes and includes frankincense, sandalwood, papyrus, vetiver and vanilla.

The brand says the fragrance undergoes a four-week ageing process, comprising two weeks of maceration and two weeks of maturation.

The panel that judged in the categories include fragrance journalists, editors and industry experts such as Jo Fairley, Suzy Nightingale, Alice du Parcq, Amanda Carr, Haydn Williams and Dariush Alavi.

Last year’s Perfume Extraordinaire award was won by Marc-Antoine Barrois for Tillia, created in collaboration with perfumer Quentin Bisch while the other two categories Amouage won in are new for this year.

Middle Eastern beauty and fragrance brands will have a major presence at Tones of Beauty 2026 as the UK trade event returns to ExCeL London on 1-2 July.

Organisers say the show will feature its largest-ever representation from the region, reflecting growing global demand for Arabian beauty and fragrance products. Arabian perfumier Dkhoni has signed as the title sponsor, while Al Haramain, ARMAF and Fragrance World will sponsor the fragrance category.

More than 100 fragrance brands from the UAE, Saudi Arabia, Turkey and other international markets are expected to exhibit, making it the largest fragrance showcase at the event to date.

Launched in 2025, Tones of Beauty focuses on multicultural beauty and has grown significantly since its debut. The 2026 event is expected to attract more than 4,000 beauty professionals and over 200 exhibitors.

Fragrance will be a key focus of this year’s exhibition, with organisers citing continued growth in the UK fragrance market. Exhibitors will showcase a range of luxury, niche, wellness and culturally inspired fragrance concepts, including products influenced by traditional Arabian perfumery.

Alongside the expanded fragrance offering, the event will introduce several new features, including a UK Discovery Hub for emerging British beauty brands, a K-Beauty Showcase, and a dedicated Textures of Hair Zone.

A conference programme will run alongside the exhibition, featuring more than 80 speakers discussing trends, consumer behaviour, regulation and business growth across the beauty, hair and fragrance sectors.

Georgina Lloyd, beauty portfolio manager at BtoB Events, said fragrance continues to be one of the fastest-growing categories in beauty, with buyers increasingly looking for brands that offer innovation, storytelling and differentiation.

The event will also feature contributions from organisations including Circana, CEW, TikTok Shop, Nielsen IQ and the Department for Business and Trade.

Arabian Beauty Business will be attending Tones of Beauty 2026 and will be covering key panel discussions, industry insights and market trends from the event. Subscribe to receive the latest articles and analysis from the show.

Saudi Arabia’s fragrance market is expected to grow by 8% to 10% annually between 2026 and 2035, mainly driven by high luxury spending, gifting culture and a demand rise from younger consumers.

According to a new market report from Indexbox, Saudi Arabia remains one of the highest per-capita fragrance markets globally, with fine fragrances such as parfum and eau de parfum accounting for 55% to 65% of total market value.

The report highlights that luxury and prestige retail channels generate more than half of fragrance sales, which suggests a strong consumer demand for premium and niche products.

But the market is heavily reliant on imports, with around 80% to 90% of finished fragrance products supplied by international brands and specialist importers. Meanwhile, local production remains limited, mainly focused on blending, filling and private-label products, particularly oud-based and oriental scents.

Additionally, gifting remains a major driver of demand, with an estimated 40% to 50% of fragrance purchases made as gifts, particularly during Ramadan, Eid and wedding seasons.

Another key driver is demand from younger Saudi consumers, which indicates increased fragrance purchases for daily use.

Meanwhile, niche and artisanal fragrances are expected to outperform the wider market, growing by an estimated 10%-12% annually as consumers seek more personalised and exclusive products.

Elsewhere, online sales are also growing, with e-commerce accounting for an estimated 20% to 25% of fragrance transactions as digital retail and influencer-led launches gain traction.

However, the market faces supply chain and regulatory pressures, including sourcing challenges for high-value ingredients such as oud, sandalwood and rose, as well as product registration requirements linked to Saudi and GCC cosmetic regulations.

The report also predicts the growth will be supported by population increase, rising disposable incomes and continued premiumisation.

L’Oréal is expanding its investment in AI-powered commerce and the creator economy through its 2026 Big Bang Beauty Tech Innovation Program, with the Middle East positioned as a key growth market.

The programme is now in its third year and targets startups developing solutions in AI-powered commerce, creator-led ecosystems and circular beauty.

Selected startups will receive a fully funded commercial pilot with one of L’Oréal’s 40 brands, access to 35 markets across South Asia Pacific, the Middle East and North Africa, and a year of mentorship from senior leaders.

L’Oréal described the wider SAPMENA region as a global “Silicon Valley for Beauty Tech”, citing strong digital commerce growth and a young, digitally native consumer base.

Seven startups have already progressed to commercial pilots through the programme, including UAE-based Halo AI, which develops AI-powered influencer discovery tools for beauty brands.

Some of the previous winners include startups from India, Singapore and Australia, which reflects L’Oréal’s push to scale innovation across high-growth markets.

This year’s programme will focus on AI-powered commerce, creator and affiliate ecosystems and circular economy solutions.

L'Oréal SAPMENA Zone president Vismay Sharma says: "SAPMENA is fast becoming a global epicentre for tech innovation. Millions of young, digitally native consumers are fuelling a rapid rise in digital commerce and redefining brand interaction. We believe this region is an important incubator for the future of beauty - a 'Silicon Valley' for Beauty Tech. As AI, the creator economy, and circularity reshape our industry, we are committed to discovering and nurturing the pioneers who will co-lead this transformation."

Hybrid beauty is reshaping the personal care market as consumers increasingly favour multifunctional products that combine skincare and make-up, according to research from GlobalData.

The shift is being driven by growing ingredient awareness, decision fatigue and demand for simpler, high-performance beauty routines.

GlobalData found that 85% of consumers pay at least medium attention to ingredients in beauty and grooming products, reflecting a stronger consumer focus on product efficacy and transparency.

The research suggests post-pandemic behaviour has accelerated a move away from complex beauty routines towards multifunctional, skin-first products that incorporate ingredients such as peptides, niacinamide, hyaluronic acid, collagen, ceramides and SPF into make-up products.

Meanwhile, consumer demand for active ingredients remains strong, with 55% saying collagen is appealing and 46% saying the same for hyaluronic acid.

At the same time, product choice remains a challenge, with around 48% of consumers saying choosing the right beauty and grooming products is confusing, while 27% said simpler ingredients are now an essential purchasing factor.

Additionally, digital influence is also shaping the market, with 48% of consumers saying they are likely to purchase products based on social media influencer recommendations.

GlobalData said the trend signals a broader shift in beauty towards ingredient-led products, scientific credibility and simplified routines.

GlobalData practice head, consumer and foodservice Shagun Sachdeva says: “This shift goes beyond convenience, fundamentally reimagining of the vanity. The traditional boundary between skincare and color cosmetics has dissolved, with consumers no longer willing to compromise skin integrity for a flawless finish. As cosmetics and dermatology converge, the future of the industry will be shaped as much by educating consumers as by product innovation.

“Many consumers struggle to identify the right products, creating a clear whitespace for hybrid beauty to simplify choices through recognisable, multifunctional formulations. And brands that can translate complex science into clear, trustworthy messaging will win consumer confidence.

“The convergence of clinical credibility and digital storytelling is what is propelling hybrid beauty into the mainstream. Brands that successfully bridge the gap between scientific efficacy and social storytelling will be the ones that win long-term loyalty in an increasingly crowded digital marketplace.”

Topical Skin’s Phyto AOX Facial Oil No 10 received “Skincare Product of the Year” at the 2025 Beautyworld Middle East Awards, an event that attracts a broad range of entries across the global beauty sector.

The award-winning product is a medical-grade facial oil developed by founder Ewelina Aiossa. The formula combines ten oils, including Tsubaki oil, holy basil and frankincense, with eight broad-spectrum antioxidants such as turmeric and quercetin. It also contains Bakuchiol, a plant-based retinol alternative, intended to support firming and skin rejuvenation. The oil can be used in spa treatments, including facial massages or as part of a home skincare routine.

According to Aiossa, the development of her skincare products is shaped by a focus on routine use and practical application.

Brand identity & hero product

Topical Skin positions itself between clean beauty and medical-grade skincare, drawing on its founder’s background in professional dermatology-led brands. As Aiossa explains: “I call it a clean dermaceutical. I’m bridging the two worlds. Before, clean beauty wasn’t necessarily efficacious, and derm beauty was efficacious, but it wasn’t necessarily clean.”

The approach combines clinically recognised actives at effective concentrations with careful ingredient selection and formulation choices to minimise irritation. This includes choices around emulsifiers, solvents and antioxidant systems, applying medical-grade standards while keeping to clean beauty principles.

Aiossa describes the brand as the result of a long career in professional skincare rather than a pivot into beauty. She says: “I’ve spent 15 years in this medical-grade, professional-grade skincare. I was the head of SkinCeuticals for the US market for four years, and I worked on Obagi, Avène and many medical-grade beauty brands.”

Aiossa was also previously assistant vice president of marketing at L’Oréal. Drawing on that experience, she says launching her own line allowed her to move faster and retain control over formulation decisions.

She notes: “At SkinCeuticals we would work on a three- to five-year pipeline. Here I can just say, ‘I want to make this formula happen,’ and bring it to market within six months to a year.”

She adds that the brand reflects both her technical background and personal motivation, noting: “This is my passion project. I’m not just another founder who one day woke up and said, ‘I want to have a skincare line.’ This is years of experience in this niche category.”

Consumer challenges

Aiossa notes that consumers often struggle to navigate the large volume of products and information available in the skincare market.

She says: “Consumers can be quite lost today. They don’t know what to use. They don’t know what products are good for them. There’s just so much choice. You feel very lost.”

A central theme in her approach is that skin responses vary between individuals, which can affect product suitability.

She says: “Not everything is going to work with your skin, even if someone’s telling you that this is the best thing ever. They only know their skin. They don’t know your skin.”

Aiossa adds that skincare results usually require long-term use. She emphasises: “You’re not going see the difference in three to six weeks. It’s about the ongoing commitment, reviewing your skin regularly and using products that actually feel right for you.”

She adds: “I love talking about skincare with my clients because they feel like they don’t know much, and I enjoy guiding them through the science and the choices in a way that’s approachable and empowering.”

Research-driven products

Aiossa designs her formulations with attention not only to performance but also to the overall sensory and emotional experience of using the product. She uses natural essential oils rather than synthetic fragrances and cites research suggesting that skin olfactory receptors may respond to aromatic compounds.

She notes that her approach to product development emphasises unique formulations. She states: “Newness always sells. You cannot just be a copycat. It has to be unique, a new ingredient, a new molecule or a new delivery system.”

Aiossa is currently developing a moisturiser designed to support skin volume and barrier function and a peptide-rich serum intended to enhance skin firmness and hydration.

She has described the brand as a long-term project and that outside investment could help scale and expand internationally. However, her focus now remains on formulation and research-based development.

Aiossa’s approach to skincare focuses on practicality, consistency and individual skin needs. Her “clean dermaceutical” approach combines clinically recognised ingredients with formulations designed to reduce irritation. She also emphasises helping consumers make clear choices and bringing products to market efficiently.

Moonglaze, founded by Saudi influencer Yara Alnamlah, has launched in Sephora Middle East.

The launch makes Moonglaze the first Saudi beauty brand to be stocked by Sephora Middle East. It is already sold internationally, including at UK department store Selfridges since late 2024.

In Sephora Middle East, Moonglaze’s full product range will be available, including blush sticks, bronze pods, highlighter sticks and brushes. The launch also includes the FEELS lip liners and MOODS water lip tints, which are debuting exclusively as part of the Sephora rollout.

Alnamlah says: “This move show­cases the grow­ing influ­ence, cre­ativ­ity, and excel­lence of Saudi and regional beauty innov­at­ors, and opens the door for local brands to shine along­side inter­na­tional lead­ers.

“Moonglaze’s debut at Seph­ora reflects a cel­eb­ra­tion of cul­tural pride, vis­ion­ary entre­pren­eur­ship, and a renewed spot­light on beauty that res­on­ates with diverse iden­tit­ies from Riy­adh to the world.”

The Estée Lauder Companies has appointed Ossama Ogla as general manager.

He will hold full P&L (Profit and Loss) responsibility, meaning he oversees the region’s complete financial performance, from revenue and costs to overall profitability. He will lead the strategic growth and transformation of the business across the Middle East, focusing on accelerating brand penetration, strengthening market presence and shaping long-term business priorities.

He leads the implementation of the company’s Beauty Reimagined strategy, a transformation plan designed to restore sustainable growth, enhance profitability and create a leaner, faster and more agile operating model.

He oversees a diverse portfolio of more than 20 iconic brands spanning skin care, makeup, fragrance, and hair care, including Estée Lauder, Aramis, Clinique, Lab Series, Origins, M·A·C, La Mer, Bobbi Brown Cosmetics, Aveda, Jo Malone London, Bumble and bumble, Darphin Paris, Tom Ford, Smashbox, AERIN Beauty, Le Labo, Editions de Parfums Frédéric Malle, GlamGlow, KILIAN PARIS, Too Faced, Dr.Jart+, the Deciem family of brands (including The Ordinary and NIOD) and Balmain Beauty.

He joined The Estée Lauder Companies in September from Dyson, where he served as managing director. At Dyson, Ogla held regional leadership and full P&L accountability for the Middle East and Africa, overseeing the region’s financial performance from revenue and cost management to overall profitability. He drove the strategic direction and transformation of the business while leading and developing a passionate and highly engaged team. He first joined Dyson in 2020 as senior marketing director before moving to L’Oréal for two years in a general manager role.

CJ Olive Young has entered a long-term strategic partnership with UAE-based Life Healthcare Group (LHG) to expand Korean beauty distribution across the Gulf region, according to several media reports.

The agreement, formalised through a memorandum of understanding (MOU), which is a formal agreement that outlines cooperation between two parties, was signed in Abu Dhabi and aims to accelerate the growth of K-Beauty in the UAE and the wider GCC.

The signing ceremony was attended by senior government representatives from both countries, including Dr Thani bin Ahmed Al Zeyoudi, UAE Minister of State for Foreign Trade and Yeo Han-koo, South Korea’s Minister for Trade. The MOU was signed by Adam Abdul Nazar, Deputy CEO of LHG and Lee Suk Joon, Vice Chairman of CJ Corporation, the parent company of CJ Olive Young.

CJ Olive Young and LHG will work together to expand and structure the K-Beauty category across Life Pharmacy’s 580-store network. The partnership will focus on category development, portfolio growth, experiential retail, onboarding established and emerging Korean brands and joint marketing and consumer engagement initiatives.

CJ Olive Young said the arrangement strengthens its regional distribution platform and offers additional support for domestic brands seeking entry into one of the world’s fastest-growing beauty markets. Meanwhile, LHG said the collaboration will enhance the consumer experience and reinforce the UAE’s position as a regional centre for beauty trends and product innovation.

CJ Olive Young already distributes its own brands, including Bring Green, WakeMake and Colorgram, through retailers in the UAE and Saudi Arabia and also sells internationally through its cross-border e-commerce platform Olive Young Global.

The company expects the partnership to create broader market access and long-term growth opportunities for Korean SMEs across the GCC.

Mintel is predicting a shift in the global beauty and personal care market from 2026, highlighting that products will increasingly function as wellness diagnostics, support emotional wellbeing and incorporate human creativity alongside cosmetic benefits.

The firm says consumers are expected to look for solutions that provide insight into health, influence mood and treat imperfection as part of the product experience.

The analysis suggests that by 2030, serums, moisturisers and supplements may provide information on metabolic wellbeing as well as aesthetic effects.

The beauty experience is also expected to change, as emotional impact becomes an important factor in purchase decisions and sensory design gains prominence.

Mintel identifies three themes driving this change: Metabolic Beauty, Sensorial Synergy and a Human Touch Revolution. These trends reflect developments in health technology, increasing focus on emotional wellbeing and a reaction against hyper-polished digital content.

Metabolic Beauty is highlighting the growing link between aesthetics and overall wellness. Biomarker testing, cellular health technologies, and bio-intelligent tools are becoming more accessible, paving the way for personalised, wellness-led beauty. By 2026, metabolic and hydration monitoring are expected to be part of everyday routines, with products supporting energy, repair, and prevention. Skin and hair may increasingly serve as biomarkers, positioning beauty products alongside preventative health solutions.

Sensorial Synergy is putting emotional wellbeing at the centre of the consumer experience. Fragrance, texture, and other sensory elements are becoming key differentiators, while functional fragrance, neuroscience, and immersive technology are turning routines into mood-shaping experiences. As a result, products are increasingly judged on emotional impact as well as physical results.

The Human Touch Revolution signals a shift towards products and brands that feel genuinely human. As a result, algorithm-driven content and overly polished digital messaging are giving way to more visible creativity and transparent processes.

Brands that showcase the people behind their products, their production methods and even imperfections are resonating with consumers, as authenticity becomes a key market currency. According to Mintel, the beauty and personal care sector is shifting towards products that combine wellness, emotional impact and human creativity in both design and consumer experience.

Coty has introduced the Jawhara Collection, a line of five unisex eau de parfums inspired by Middle Eastern scents.

The collection, which launched on 1 October, is priced under $25 and is available at select European retailers and on Amazon in the US, with a phased rollout to additional markets planned through early 2026.

The collection is part of Coty’s broader portfolio, which spans price points from $5 to $500.

Jawhara uses a mix of traditional ingredients, including oud, rose, ylang-ylang, musk, vanilla, dates, and labdanum. Each fragrance is designed to offer a distinct character and range of intensity, from subtle to more pronounced.

The collection features uniquely tinted bottles and bilingual labelling in English and Arabic. It includes Oud Velvet, a woody ambery scent with coriander, saffron and vanilla; Sultan Rose, a woody floral rose accord with saffron and peony; Golden Nectar, an ambery white blend with ylang-ylang, bergamot and musk; Sweet Dates, a fruity ambery fragrance with vanilla and date and Amberwood Nomad, an ambery fougère with cardamom, myrrh and cedarwood.

Coty SVP of mass fragrance Sarah Al Shohaib says: “The response to the Jawhara Collection reflects a growing passion for premium fragrances that tell a story; rich, expressive scents that connect through emotion and memory. Each creation is a jewel, crafted to honour its ingredients and reimagine them in unexpected ways to create scents that are modern, elegant, and unforgettable.”

Duck & Dry founder Yulia Rorstrom has grown the business from a single London salon into an international brand, opening its first Middle East location in Doha a month ago.

The new site is part of an exclusive partnership with Rosewood Hotels and is located within Asaya, the hotel’s private members’ wellness club.

Rorstrom told Arabian Beauty Business: “They have a spa, and in Doha, they’re creating a private members’ social wellness club. You have to be part of the membership to use it. It’s gorgeous, nails, hair, paddle waters, and they’re passionate about quality.”

Meanwhile, existing clients will have first access to the new Doha salon without needing to sign up for the Asaya membership.

Rorstrom said training the team to meet Rosewood’s standards was a significant part of the project.

She said: “We’ve been training our team for so long. They really wanted to bring other brands to Doha, and that’s how it came about. It’s a joint venture between ourselves and Rosewood.”

The Doha salon will officially launch in January, which marks the beginning of a broader regional expansion.

She confirmed: “They’ve got quite a few launches planned for Saudi Arabia and the UAE. We’re hoping there will be a partnership wherever they expand their wellness clubs.”

Early days

Reflecting on her career journey so far, Rorstrom explained that she came from a finance background and previously worked as a management consultant.

“I found the right niche for opening in the market and something that I felt was missing in London, where I could bring something to the table. So it happened to be Duck & Dry — my life could have taken a completely different turn had I come up with a different idea.”

She launched the first Duck & Dry salon on King’s Road, Chelsea, over a decade ago. At the time, she noted that the UK salon market was still highly traditional compared to the US.

Blow-dry bars, popularised by American salon chains and television shows, were virtually unknown in the UK then.

She added: “It was still quite traditional hairstyling, full salon experiences. Now we have nail bars, massage parlours, clinics and blow dry bars everywhere. But back then, it was a completely different market.

“My idea was bringing that US concept, but making it British, making it London, adapting it to the local market. Why not start with Chelsea?”

Taking the leap

Rorstrom said her decision to start a business was driven by the desire for independence as much as innovation.

She said: “People often ask me, do you have to have a passion in a specific sphere, or do you need to have a skill set in that? My point of view is no. It’s great if you do, but sometimes drive to be your own boss is enough. You can always gain the skills you need through consultants or fractional CEOs who help you fill the gaps.”

Rorstrom, who wasn’t a professional hairstylist, launched the business without ever having met with a salon owner, something she advises new business owners to do.

“Looking back, that could have been useful, just understanding the day-to-day running of the business. On our first day in the salon, I didn’t have any petty cash. I was like, what is petty cash and change?”

She reflected that early missteps highlighted the importance of preparation and building connections. She emphasised seeking advice from people working directly in your field, being clear about your unique strengths and reaching out to other businesses you admire.

“It’s really useful to talk to people in that exact space, not somewhere in the periphery. Nine times out of ten people will give you the time if you just ask. I would say think about your USP and reach out to other businesses you’re looking up to. Say, ‘Can I pick your brains?’ Everyone hates that phrase, but most of the time they’ll say yes.”

But she warned that the beauty and wellness sector is highly competitive. She said: “Every space is busy and filled, but that doesn’t mean there isn’t room for another brand. It doesn’t have to be a reinvention of the wheel.

“Sometimes it’s enough for it to be a little better, a little cheaper, or with a stronger brand or experience.”

Building confidence and a team

Rorstrom admitted that confidence and self-awareness are just as important as business planning.

She said: “I was quite young and confident, and it takes that naivety to take the leap. Over time, I’ve learned to understand what I’m good at and which bits other people are better at. It’s so important to recognise what you can excel in, and where you need help.”

When it came to finding her first employee, the process was organic. “My first hire was back in the day when you were allowed to not have paid interns — you could just do lunches and travel expenses. She’s still on board with me 11 years later on full pay!”

At the time, Rorstrom was researching the market and looking for a physical location. She recalled that it took nearly a year from deciding to start the business to officially opening.

She said: “It took almost 12 months from deciding ‘I’m going to do this’ to actually opening doors. I’m quite self-motivated, but there were days when you were just drifting. I realised I needed someone else, someone I could show up for. So it doesn’t have to be huge; it can start with just one person.

“We rented a shared office, nothing big. It was about being consistent day in and day out — setting tasks and having someone alongside you to throw ideas at.”

As the business expanded, she noted that her understanding of management deepened. She emphasised that not everyone will be a perfect fit and it’s important to attract a team that aligns with your style and values. Rorstrom said that while some adaptation is necessary, founders benefit from surrounding themselves with people who complement the way they work.

Looking back on more than a decade of growth, Rorstrom said the same principles that helped her launch her first salon remain central today.

She stressed: “Be honest with yourself about what you’re good at, critical of your skill set, but believe in the end result. It’s about finding the right people, staying adaptable and building something that lasts.”

Galeries Lafayette Dubai has reflected on the success of its collaboration with the Museum of Candy, an immersive in-store experience that ran from October 22 to November 2.

The initiative, which transformed sections of the department store into a colourful, interactive environment, was part of Galeries Lafayette Dubai’s wider strategy to evolve beyond traditional retail and position itself as what the company described as “a destination for discovery and cultural connection.”

Customers were greeted by staff and were given “passports” that guided them through the store to arcade-style games where they could win prizes such as giant teddy bears, canvas bags, or mini cosmetics, and could enjoy free treats from the ice cream and candy floss stands. They also joined other in-store activities, including live makeup and fragrance sessions in partnership with Giorgio Armani, as well as soap-making and hairstyling experiences.

Senior PR and events executive for Galeries Lafayette Dubai Haya Alyasin told Arabian Beauty Business: “Our strategic goal behind the collaboration with the Museum of Candy was to create a joyful, immersive experience that celebrates creativity, fashion, and indulgence which are all pillars of our brand identity. The initiative was part of our broader vision to position Galeries Lafayette not only as a department store but as a destination for discovery and cultural connection.

“For us, this collaboration reflected our ongoing commitment to redefining the retail experience in the UAE and the wider MENA region.”

She explained that the concept was chosen for its alignment with the store’s Parisian heritage.

“We are continuously exploring new ways to blend art, lifestyle and fashion in order to engage our audience in meaningful and memorable ways. The Museum of Candy concept, with its playful visual language and nostalgic charm, was a perfect fit for this ambition.”

The activation targeted Gen Z and Millennial consumers who value creativity and self-expression, while also appealing to families, tourists and social media content creators visiting Dubai Mall.

Alyasin said: “Our aim was to create a space that felt both aspirational and accessible, where visitors could explore, interact, and share their experience digitally.”

She noted that the collaboration achieved strong engagement both in-store and online. She said: “We saw fantastic engagement both in-store and online, with a notable increase in social media activity, footfall and cross-department visits.”

Alyasin added that the event attracted new audiences while also deepening relationships with existing customers. She also noted that the partnership reflected the company’s continued emphasis on experiential innovation.

She said: “Experiential retail has always been at the heart of Galeries Lafayette’s DNA, from our flagship in Paris to our expansion in Dubai. The collaboration with the Museum of Candy was a natural continuation of our focus on innovation through experience.

“In a market as dynamic and competitive as Dubai Mall, we knew it was essential to offer something truly distinctive — an environment that sparks curiosity, inspires creativity and encourages emotional connection.”

Alyasin described the installation as “an environment that sparks curiosity, inspires creativity, and encourages emotional connection,” highlighting how its colourful design, interactive features and social appeal contributed to its popularity among visitors.

In evaluating the impact of the event, Alyasin cited several key outcomes, including a rise in footfall, particularly among younger visitors and families, high levels of social media engagement and a measurable uplift in sales within the beauty category.

According to Alyasin, the campaign sparked thousands of organic shares and user-generated posts and also attracted positive brand sentiment and media coverage.

She added: “The collaboration strengthened our positioning as a creative leader in Dubai’s retail landscape, and it has opened the door for future partnerships that continue to merge fashion, culture, and experience in exciting new ways.”

Ulta Beauty has opened its first Middle East store (November 7) at The Avenues Mall in Kuwait, showcasing regional brands including Nadine Njeim Beauty, Atyab Al Marshoud, Bex Beauty, Asteri and 38 brands from Wesams Group.

The 15,000 sq ft store also features the Ulta Beauty Collection, Ôrəbella, Morphe, Polite Society, LolaVie, Sacheu, Better World Fragrance House, Snif, as well as Peter Thomas Roth and Kiko Milano.

Ulta Beauty will also open soon with a location in the Mall of the Emirates in Dubai.

Ulta Beauty senior vice president of enterprise strategy and new growth Kristin Wolf says the launch marks the beginning of a new phase for the business and credits the partnership with Alshaya Group for helping to establish the store.

Wolf says: “Today marks the beginning of a new and exciting journey as Ulta Beauty launched our first store in the Middle East.

“Many thanks to our incredible Ulta Beauty team and to Alshaya Group, our fantastic partner in the region, who brought this vision to life! I could not be more excited about the path ahead. The global possibilities are beautiful!”

As part of the launch, which was hosted by Bella Hadid, Nadine Njeim Beauty announced a partnership with Ulta Beauty to expand its retail presence across the GCC. The brand’s products are now available in Kuwait, with further rollouts planned in the UAE and other markets.

In a LinkedIn post, a company spokesperson said: “We are thrilled to announce a strategic partnership between Nadine Njeim Beauty and Ulta Beauty.

“This collaboration marks a significant milestone in our journey to expand our retail presence across the GCC. We are immensely proud to join forces with a powerhouse like Ulta Beauty to bring our products closer to you.

“This means greater accessibility to your favourite products and an elevated in-store experience.”

Nadine Njeim Beauty CEO Layal Akouri also notes the collaboration between Alshaya Group and Ulta Beauty in establishing the store.

Akouri says: “Yesterday, I witnessed the opening of Ulta Beauty in Kuwait the Avenues, such a beautiful location, energy and professionalism from all Alshaya Group and Ulta Beauty.

“This is the beginning of a new journey for Nadine Njeim Beauty, lots of credit goes to our team, Ali Bazzi Ayat Habib and all Alshaya Group team for their amazing support. We are now available in Kuwait and soon in the UAE and so on.”

Meanwhile, Wesams Group has announced that 38 brands from its global and Korean portfolios are now available at the store.

The launch is part of Wesams Group’s regional expansion, with further collaboration planned as Ulta Beauty grows in the Middle East.

Wesams Group commercial & operations lead Qamar Yacoub says: “This incredible achievement marks a new chapter in our journey — a true record-breaking moment that reflects the vision, passion, and commitment of every single member of the Wesams family. From planning to execution, the collective hard work has truly paid off, bringing this dream to life in the most remarkable way.

“Our heartfelt appreciation goes to our inspiring leaders, Fawaz Alsharidah, Wesams Chairman, and Asem Alshalfi, Wesams CEO, for their unwavering support and leadership that continue to drive our success.

“A special thank you as well to our esteemed partners at ULTA Beauty — especially Ali Bazzi (VP), Carl Fisher, Ayat Habib, Clara Duenas and Aya Ezldeen — for their outstanding collaboration and shared vision in making this launch a reality.”

Elsewhere, Atyab Al Marshoud has also partnered with Ulta Beauty Middle East.

The partnership forms part of Atyab Al Marshoud’s regional expansion strategy, introducing its fragrance collections through Ulta Beauty’s retail network. Additional launches are planned as Ulta Beauty Middle East opens further locations across the region.

In a LinkedIn post, a company spokesperson said: “ We are proud to announce that Atyab Al Marshoud is now available at Ulta Beauty Middle East in Kuwait, beginning with the store’s grand opening on November 7, 2025.

“This partnership marks an important milestone in our regional journey, bringing together Atyab Al Marshoud’s heritage of luxury perfumery with Ulta Beauty’s world-class retail experience. Together, we aim to offer customers an elevated and immersive beauty destination that blends tradition with innovation.

“As part of our strategic expansion plan, Atyab Al Marshoud will continue to grow its presence through upcoming Ulta Beauty Middle East locations across the world, reinforcing our commitment to making our signature fragrances accessible to a wider audience across the region.”

Ulta Beauty President and CEO Kecia Steelman says: “Opening our first Ulta Beauty store in the Middle East is a proud moment for our brand and our partnership with Alshaya Group—and an important step in our global growth journey.

“The Kuwait store brings to life the unmatched experience our guests, associates, and brand partners have cherished for decades in the U.S., while incorporating unique elements that are important to the local consumer. We’re honoured to share our expertise for beauty with this vibrant and passionate new community through the hard work of the teams bringing it to life.”

Alshaya Group CEO John Hadden says: “Our fantastic new partnership with Ulta Beauty is another step forward for Alshaya Group as we bring the very best brands to the region.

“We know that beauty shoppers are excited for Ulta Beauty and can now experience the unique store environment and exclusive access to many brands for the first time in the region.”

Beautyworld Middle East 2025 attracted over 2,500 exhibitors and 85,297 visitors from 178 countries, representing a nearly 20% increase compared to 2024.

This year, the event, held from 27 to 29 October 2025 at the Dubai World Trade Centre and organised by Messe Frankfurt Middle East, expanded to six additional halls, bringing the total to 22. The event featured a broad range of sectors, including fragrance, skincare, beauty technology, packaging, personal care, and salon services.

Exhibitor participation rose by more than 30% compared with the previous year, reflecting wider industry engagement across the beauty and personal care sectors.

Beautyworld Middle East 2025 debuted Next in Fragrance and Next in Beauty conferences, which brought together more than 150 speakers and brands to discuss topics including innovation, sustainability and consumer trends.

New zones included Natural Notes, dedicated to sustainable fragrance ingredients, and an expanded Quintessence – the Art of Perfume, which featured over 100 niche and luxury perfume houses.

Additionally, BeautyLIVE by Fresha returned with live demonstrations while the newly launched Makeup Studio hosted masterclasses by Hung Vanngo, Nikki Wolff and Bassam Fattouh.

Beauty Beginnings and First Editions, both developed in collaboration with the International Luxury Brand Consultancy (ILBC), featured 24 emerging and start-up beauty brands making their regional debut.

Meanwhile, the Beautyworld Middle East Awards 2025 recognised achievements across packaging, sustainability, fragrance creation and salon excellence. The Signature Scent competition saw 16 fragrance houses create bespoke scents for the event, with Spanish fragrance house EMSA named winner for Lumière D’Orient through the AirParfum® voting experience.

The next edition of Beautyworld Middle East will take place from 6–8 October 2026 at the same venue.

Beautyworld Middle East event director Ravi Ramchandani says: “This year’s edition wasn’t just about size — it was about international reach. We’ve truly crossed borders. The 2025 show united beauty professionals, innovators, and creators from every corner of the world, confirming Dubai’s status as the global meeting point for the beauty industry.

“We’ve seen extraordinary momentum — not just from the Middle East but globally. From fragrance to packaging to emerging tech, Beautyworld Middle East 2025 has shown that Dubai is now the global heartbeat of beauty innovation.”