The beauty market across the GCC continues to expand, fuelled by rising disposable incomes and a growing focus on beauty and wellness. But beneath this growth lies a powerful shift in consumer behaviour: a widening divide in how people choose to spend on beauty.
Today’s beauty market is increasingly polarising. On the one hand, consumers are trading up to products that deliver visible and credible results, while on the other, they are trading down to trusted essentials that feel reliable and offer good value.
What is inevitably shrinking is the middle – products that sit at a higher price point without offering consumers clear value in terms of benefit, meaning or proof. This shift transcen
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