Key discussions highlight the need for increased skin care education and consumer engagement in the Middle Eastern beauty market.

Day 2 of Hia Hub, Saudi Arabia’s premier fashion, beauty, and lifestyle conference, brought together prominent industry leaders to discuss the evolution of skincare and the untapped market opportunities within the regional beauty sector. The session, titled “The Current Landscape of Beauty and the Evolution of Skin Care,” was moderated by Lynn Al-Khatib, Vice President of Communications at Chalhoub Group, and featured an esteemed panel that included Patrick Chalhoub of the Chalhoub Group, Franck Marilly from Shiseido EMEA, Hasmik Panossian of Sephora Middle East, Laurent Duffier from L’Oréal Middle East, and Henk van der Mark of Estée Lauder Companies EMEA.

Patrick Chalhoub emphasised the responsibility that comes with being a market leader in the Gulf Cooperation Council (GCC) and Saudi Arabia, noting that “we carry a significant responsibility to grow the beauty market.” Despite the booming fragrance market in the region, skin care remains an underdeveloped segment, with usage at just 10 per cent—far below the 35 per cent global average and the 50 per cent seen in Asia. This discrepancy signifies a substantial opportunity for expansion, as highlighted by Chalhoub, who pointed out that many consumers, particularly men, often engage minimally with skincare routines, typically using only one or two products daily.

Franck Marilly added depth to the conversation by discussing cultural variances in skin care practices, stating, “In Asia, skincare accounts for 50 per cent of a $35 billion market. While the Middle East represents a smaller segment, we have ambitious goals.” He also stressed the critical role of education, advocating for the incorporation of advanced technologies, such as skin analysis and DNA testing, to enhance consumer understanding of their skin care needs.

Laurent Duffier reinforced this perspective by discussing how L’Oréal leverages scientific formulas and cutting-edge technology to achieve superior results. He cited the rising interest in cosmetic procedures among younger demographics as an indicator of a robust demand for effective solutions, further illustrating the evolving landscape of beauty.

Henk van der Mark also touched on the cultural gaps in skin care knowledge and usage in the Middle East. He noted, “In Europe and Asia, skin care is deeply embedded in cultural practices. In contrast, the Middle East shows a gap in skin care education and usage.” With 60 per cent of the population in the Middle East, North Africa, and Pakistan under 30, there is significant potential to engage younger consumers who prioritise health and wellness.

Hasmik Panossian emphasised the importance of understanding customer needs and preferences. With over 3,000 Sephora stores worldwide, the company gathers invaluable feedback on product ingredients. She highlighted the growing consumer demand for transparency and authenticity in communications, underlining that today’s customers are increasingly ingredient-conscious.

The discussions at Hia Hub underscored a collective commitment among industry leaders to enhance skincare knowledge and practices throughout the Middle East. There was a consensus on the necessity for collaboration, education, and innovation to stimulate growth in the skincare market. As the beauty landscape evolves, these initiatives will be crucial in developing a more informed and engaged consumer base, paving the way for a prosperous future in the regional beauty industry.

As Hia Hub continues until November 3, industry stakeholders remain optimistic about the potential for meaningful advancements in skin care, reflecting a broader shift towards greater awareness and sophistication in beauty routines.