Surge in Middle East Cosmetics Exports in the 3rd Quarter… Popularity Driven by Luxury Skincare and Color Cosmetics
In the third quarter of this year, Korean cosmetics marked a notable increase in exports to the Middle Eastern market. The export strength of skincare and makeup categories, especially centered around the United Arab Emirates (UAE) and Saudi Arabia, reaffirmed K-Beauty’s global presence. As the premium masstige strategy resonates with Middle Eastern consumers, we explore the changes happening locally.
Export Rise Focused on GCC and Levant… UAE Emerges as 9th Largest Export Market
According to the Middle East Regional Office of the Korea International Trade Association, cosmetics exports to the Middle East, including the six Gulf Cooperation Council (GCC) countries, the five Levant countries, and Iraq, showed a two-digit growth rate, indicating a favorable trend. The export volume to GCC countries reached 101.49 million dollars, up 43.9% from the same period last year, while exports to the Levant and Iraq regions increased by 62.6%, reaching 17.64 million dollars.
By individual countries, UAE recorded the largest export value within the GCC with 68.84 million dollars, followed by Saudi Arabia (22.14 million dollars) and Kuwait (7.16 million dollars). In these countries, Korean cosmetics have established themselves as one of the top export items.
“UAE rose to the 9th spot among our country’s cosmetics export markets, solidifying its position as a hub for K-Beauty in the Middle East.”
Dubai, a Gateway to the Middle East Beauty Industry
Dubai has already established itself as a central city in the MENA (Middle East and North Africa) region’s beauty and personal care industry. KOTRA’s Dubai Trade Center predicts that the market size in this region will reach about 60 billion dollars by 2025. The combination of high income levels, high urbanization rates, and a large number of young digital generations is fueling the growth of the beauty industry.
In fact, most of the population in UAE is under 30, indicating a high receptiveness to new products and trends. This means a consumer group that is sensitive to the innovation and brand diversity of makeup and skincare products, making it an ideal testing ground for K-Beauty.
The UAE’s health and beauty market is expected to grow from 2.864 billion dollars in 2025 to 3.544 billion dollars in 2029, with an expected annual growth rate of 5.5%. However, it is projected that instead of mere growth, product premiumization, brand reliability, and distribution strategies will become increasingly important.
Saudi Arabia and UAE Driven by Color Cosmetics Boom Powered by K-Beauty
Another key driver behind the increase in K-Beauty exports is the dramatic rise in the popularity of makeup and basic skincare products. As of the third quarter of 2025, UAE makeup exports amounted to 11.93 million dollars, almost matching last year’s total, and the export growth rate compared to 2024 was an impressive 508%.
Likewise, lipsticks in Saudi Arabia saw an 833% increase in exports, and basic skincare products like essence have increased by 173%, showing fast growth this year following last year. This is interpreted as a continuous market expansion and brand recognition improvement in the local market, rather than a simple trend.
“The brand awareness of Korean cosmetics in Saudi Arabia has risen to 6th place, signaling a clear establishment of presence.”
K-Beauty and Localization Strategy: Consumer Customized Approach as the Key
Post-pandemic, the return of foreign workers, an increase in tourists, and the rise of Saudi women’s social participation have been decisive factors in expanding cosmetics demand. Custom moisturizing and anti-aging products that reflect the local hot and dry climate have gained consumer trust and secured competitiveness.
The market is showing a strong preference for products that combine not only functional features but also premium image, local characteristics, and religious considerations. Among them, demand for halal-certified cosmetics is steadily increasing.
“Products with moisture and wrinkle improvement functions, as well as cultural acceptance like halal certification, are becoming essential elements in the Middle Eastern market.”
Local Status of K-Beauty Reaffirmed Through ‘Beautyworld Dubai 2025’
‘Beautyworld Dubai 2025’, held last month, became an important stage for K-Beauty brands. Particularly in the makeup segment, local consumers responded enthusiastically, with many Korean brands achieving overwhelming results that surpassed global leading brands.
Korean cosmetics are securing high recognition in the Middle Eastern market and strengthening their global presence. Yuricos is identifying these trends and continuing efforts to ensure consumer satisfaction through reliable product development.
