Italian beauty brands are strengthening their presence in the Middle East and North Africa (MENA) region, coming fourth as the largest cosmetic exporter to the UAE. The Italian Trade Agency (ITA) is playing an important role in facilitating this expansion, connecting Italian brands with distributors and retailers in the region.
Valerio Soldani, Italian Trade Commissioner to the UAE says, “As one of the wealthiest regions in the Middle East, the UAE boasts a high demand for luxury and premium beauty products, with consumers willing to invest in high-quality skincare, cosmetics, and fragrances.”
He continues, “The contribution of Italian cosmetics and personal care industry to the UAE market economy is growing at a very high rate. The country’s beauty market was valued at AED 10 billion in 2023 and is anticipated to project a consistent growth with a CAGR of 4 per cent through 2028 according to Euromonitor.”
This begs the question: why are Italian beauty brands targeting MENA buyers, and what does this mean for the beauty industry?
Why Italian beauty brands are targeting MENA
The UAE cosmetics market, valued at $1.5 billion USD in 2023, is projected to reach $2.4 billion USD by 2032. The demand for luxury and premium beauty products continues to rise, as consumers in the region seek high-end skincare, professional haircare, and fine fragrances. Where there is demand, there are opportunities for brands.
According to The Data Monitor, Italian cosmetics exports as of October 2024 reached €271,279 a +26.19 per cent increase from the same period of 2024. Italy holds an 8.02 per cent of the market share to the UAE.
“The Italian Trade Agency (ITA) plays an active role in supporting the globalisation of Italian beauty brands in the UAE by providing a range of services and initiatives designed to increase the visibility and success of Italian products in the local market,” says Soldani.
The UAE serves as a strategic hub for Italian beauty brands, offering strong retail infrastructure and an expanding e-commerce sector. With its central location and trade agreements spanning over 70 countries, the UAE is a key gateway for brands looking to enter and connect with the wider Middle Eastern and African markets.
Soldani believes that, the MENA region presents significant opportunities for Italian brands, with strong demand for premium and innovative beauty products and ITA initiatives aim to strengthen these trade ties and create long-term partnerships in the region.
He says, “Emirati based business are always on the lookout for the latest and best Italian cosmetic and beauty innovations. In March 2024, 14 top Emirati industry players selected and invited by our team at ITA Dubai, attended the Cosmoprof in Bologna where they were introduced to the best and latest Italian Cosmetics and beauty sectors.
A unique opportunity ITA offers to foreign buyers, companies, journalists, and influencer to have a direct experience in the industrial district where the Beauty of Made in Italy is made.”
Expanding trade ties
Earlier this year, the Italian Ministry of Foreign Affairs and International Cooperation, along with ITA, hosted a total of 15 industry players as part of their Buyer’s Program. In partnership with Cosmetica Italia and Cosmoprof, the event featured Italian beauty brands such as KIKO Milano, Diego Dalla Palma, Teaology, Nashi, KEMO, Quattro, and Rudy Profumi, which presented their ‘Made in Italy’ beauty products.
“We will be hosting a total of 15 top industry players from the UAE, selected and invited by ITA Dubai to be part of the Buyer’s Program that allows them to experience and meet the best Italian brands that are looking to grow and expand in the UAE,” says Soldani, “The event is a step-up in our promotional investment in the market and a further acknowledgment of the UAE’s key role in the global market when it comes to style and lifestyle”
Supporting Italian brands in a competitive market and understanding regional trends
To assist in the globalisation of Italian beauty brands and help them navigate the UAE market, ITA will provide brands with detailed market insights, enabling them to understand local consumer trends and preferences. The organisation also facilitates connections between Italian companies and key distributors, retailers, and sales networks.
“Some of the key ways ITA helps Italian beauty brands expand in the UAE include providing valuable market intelligence, helping Italian beauty brands understand consumer preferences, trends, and potential challenges,” says Soldani.
Smaller Italian brands, however, may struggle with visibility in the competitive UAE market. “By connecting these brands with key local distributors, ITA ensures they have access to established networks for wider reach,” Soldani explains. The organisation also helps them identify niche segments, facilitates group participation in trade events, and supports their online presence through local e-commerce platforms, enabling them to tap into the region’s growing digital consumer base.”
Soldani adds that Italian beauty brands aiming to enter the UAE market must align with key regional consumer trends to succeed. While luxury and high-quality products remain in high demand, sustainability is becoming increasingly important, with a preference for natural ingredients, recyclable packaging, and cruelty-free certifications.
Personalisation is also a growing trend, as buyers seek beauty solutions tailored to their specific needs. “Clean beauty is on the rise, making transparency in ingredient sourcing essential, while halal beauty products continue to be a priority for many consumers,” says Soldani.
Beauty tech is gaining traction, with consumers embracing innovative tools and devices, and wellness-focused beauty products are also seeing increased demand, promoting both outer beauty and overall well-being.
Additionally, Soldani highlights the significant influence of social media and digital creators on beauty trends and purchasing decisions, making them key channels for Italian brands to strengthen their presence in the UAE.
The future of Italian beauty in MENA
With Italy’s beauty exports to the UAE increasing by 26.19 per cent in 2024, demand for Italian products continues to grow.
“As a significant market for Italian goods, the UAE also plays a crucial role as a regional hub for Italian companies expanding their business across the Middle East, Africa, and South Asia. With its dynamic economy, openness to international trade, and prime location as a gateway to the region, the UAE offers valuable opportunities for Italian exporters,” says Soldani.
The UAE’s strategic location, growing consumer interest in high-quality products, and strong retail infrastructure make it an ideal hub for entering the MENA market. However, to succeed, Italian beauty brands must align with key regional trends such as sustainability, personalisation, and the increasing demand for innovative, halal beauty technologies.
