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Makeup makes comeback in Mideast market as pandemic eases

Makeup makes comeback in Mideast market as pandemic eases
Last year’s pandemic style saw people put on pajamas and their hair up in a bun

While pandemic style saw people put on pajamas and their hair up in a bun, 2021 is more about mascara and lip liners — and makeup sales in the multi-billion-dollar Mideast market are beginning to improve.

For women in the region — and particularly the Gulf Arab states — makeup is one of their biggest spends, offering an opportunity for expression even to those who cover their hair and part of their face with black veils.

After a pandemic sales slump, analysts now predict the Middle East makeup market will grow by as much as 5% over the next five years, even as sales in some parts of the world continue to slow, など Western Europe そして 北米

Drawing on those trends, ドバイ — the glitzy city state that is part of the United Arab Emirates — has been hosting a number of events and celebrities. Among them was Mario Dedivanovic, known for doing Kim Kardashian’s makeup, who hosted a talk on the future of beauty over the weekend. 以上で 9 百万人のフォロワー, Dedivanovic is one of the most influential makeup artists currently on the scene.

Mask-less women donning designer shoes and bags and wearing the latest makeup trends, gathered at Mirdif City Center Mall to listen to him.

Dedovanovic said Dubai is on par with global beauty hubs.

“Dubai is such a cosmopolitan city. Everywhere in the world, ええと, everybody knows about Dubai,” Dedovanovic told The Associated Press. He said makeup artists in Dubai aredoing everything at the same pace thatit is being done in Paris and ミラノ and London.”

The makeup industry was worth $4 billion in the Middle East even during the pandemic, according to market research group Euromonitor International. But the pandemic hit it hard with the surge in working from home and cancellations of many social events such as weddings. Pandemic-related job losses also meant less disposable income, and spending focused more on necessities.

グローバルに, the makeup industry declined by 16% に 2020, Euromonitor said, with the slump slightly less drastic at 10% 中東で.

Amna Abbas, a consultant for beauty and fashion at Euromonitor, said some areas of the Middle East, including the UAE, had shorter lockdown periods. Once markets reopened, “we saw signs of recovery happening immediately," 彼女は言いました.

As people began to go back to offices, socialize more and attend events, makeup sales began improving. Euromonitor said makeup sales growth should hit 6% に 8% in the Mideast this year.

Abbas said the growth has been faster than expected, even though the market is not likely to bounce back to pre-pandemic levels until 2022 または 2023. She added that “recovery is still on.”

Online shopping is also becoming increasingly important and so is the use of social media. 後 2020, more women turned to purchasing their favorite shades of lipstick or foundation online, assisted at times by an augmented reality feature where they could see what they would look like wearing a specific color.

As part of the growing reliance on online shopping, women in the Gulf follow celebrities, インフルエンサー, and makeup brands on social media to find out about trends and beauty tips. Huda Kattan, a Dubai-based Iraqi-American beauty magnate, has built a billion dollar business here on that.

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Follow Malak Harb on Twitter at www.twitter.com/malakharb.