Important information:
- Beauty is expected to be more sustainable than luxury, supported by the strong penetration of e-commerce.
- Ramadan demand continues, but shifts to key areas such as fragrances and skin care.
- In a climate of uncertainty, brands thrive by prioritizing a sense of culture, community and quiet performance.
Ramadan is one of the busiest beauty seasons in the Middle East. But this year, the gloomy atmosphere settled in the spring as brands faced tougher sentiment and economic conditions.
Since January 28, the American and Israeli attacks against Iran, and the subsequent retaliation targeting US bases and allies, have left the Gulf States in the middle of the war. Canceled flights, closed stores, rising food prices, shipping delays and canceled events have left many businesses and consumers stranded.
According to a recent report by Bernstein Research, Bahrain has emerged as the most volatile market for retail operations, followed by Qatar and Kuwait. Saudi Arabia’s shopping scene remains undisturbed, while UAE shops remain open despite carrying the highest arsenal of Iranian missiles and artillery of any country in the war.
The luxury sector has been hit particularly hard, and Bernstein analysts estimate that local sales in March will halve overall, largely due to disruptions to tourist traffic and airport shopping. Beauty will not emerge unscathed, with the Chalhoub Group, Sephora’s Middle East maker, closing stores in Bahrain and operating voluntarily in other markets in early March.
That said, beauty appears to be in a better position than luxury fashion to weather the storm.
“We need to think that beauty has a very high online performance – Internet sales will not be negatively affected by low traffic in the store; on the contrary,” Luca Solca, a Bernstein analyst and the main author of the report, told BeautyMatter. In addition, if, due to the fear of war, people spend more time indoors, that means more time to use the internet, which will facilitate the consumption of more beauty as shown by COVID.
Why Ramadan Is So Important For Beauty
Despite these challenges, beauty products continued to emerge for Ramadan—and for good reason. The Muslim holy month, when Muslims fast from sunset to sunset, and Eid al-Fitr, the festival that marks its end, are culturally and commercially important. It is a time to reflect on spirituality, social gatherings, charities, and gifts, with the beauty rituals that are often included in these processes.
By 2025, Ramadan sales in the UAE alone were estimated to reach $10 billion. Beauty products are expected to grow by more than 20% year-on-year, driven by growing self-care and gifting trends, according to Redseer Strategy Consultants. In Saudi Arabia, spending rose 34.7% to $4.6 billion in the week leading up to Ramadan, according to data from the Saudi Central Bank.
In 2026, spending plans remain positive but more selective. A study by the market research company Toluna (collected in late January, before the war) finds that half of the UAE and Saudi citizens expect to spend more money on shopping than they did in 2025. However, the report notes that this trend “is still clearly focused on functional and festive essentials instead of being widely promoted across all groups,” and consumers who love cosmetics perfumes and cosmetics.
After the war, this choice deepened, and spending became more deliberate.
“There is a noticeable move towards better consumption,” said Sayed Jaafar Shubber, a Bahrain-based marketer and co-founder of Octo Fusion Creative Hub. “People are spending more time researching the quality of products they support. We’re seeing lower prices and more determination, especially for local products that feel close to home.”
Creating Value Campaigns
Among these changes, what remains constant is the central role of beauty in grooming, gifting and celebrating. As a result, Arab beauty brands did not retreat from Ramadan advertising but moved forward, albeit in a more limited manner.
This year’s standout ads focus on serious topics like self-care and culture. For example, the Emirati luxury brand Aïza is partnering with local content creators to show how its products, based on the ingredients of delicious Arabic food, can be seamlessly incorporated into evening skin care routines and Eid morning preparations to restore hydration and radiance.
Lebanon-based skincare brand Antati similarly stayed focused on self-care, releasing the Ramadan Essential Pouch Set. This includes its new Safa Renewal Lip Oil, designed to nourish and restore the lip cavity, a useful product during the month of hydration. The brand also shared a statement on Instagram in March about “choosing humanity over hostility,” a notable move at a time when many brands avoided overt political commentary.
“While Aïza focuses on improving dehydration from fasting during the day, Antati talks about reducing inflammation from long nights,” said Reiting Lee, founder of The Oriental Hybrid, a specialist in cross-cultural dialogue that supports Arab and Chinese products. “This Ramadan, skin care is more important than ever as many consumers have the stress of war and worry about their loved ones.” In countries like the UAE, Lebanon and Bahrain, consumers are also required to spend more time at home for safety.
Some brands like Kayali have highlighted the connection between society and culture. On February 18, the fragrance brand founded by Mona Kattan launched a month-long, unique Kayali Majlis (majlis is a traditional place in Arab homes for hosting guests) at The Lana Dubai, which continued until March 19.
“Kayali’s Majlis operation in Dubai is a brilliant example of how to moonrise without turning it into an operation,” said Taqua Malik, founder and CEO of Freedomvisory Ltd., a consultancy dedicated to helping businesses navigate the Middle East. “Instead of relying on the usual seasonal trends or presenting a superior product message, it was based on something that has real weight here: hospitality.”
Meanwhile, Saudi cosmetics brand Moon glaze celebrated Ramadan by launching Sephora Middle East on February 6, which the brand says “couldn’t have come at a more meaningful time.”
“In these difficult times, showing up for our community feels more important than ever. Beauty is a small but meaningful way to bring joy to everyday life,” said a spokesperson for the network.
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