Beauty in the Middle East – Trends affecting brand development – By Ana Filipa Calado

Based on the article by Stephane Le Moullec published on COSSMA Magazine – 9 / 2015

Despite adverse political and economic factors within the region, the Middle East is becoming an influential region for global trends in beauty and personal care. Brands have started to focus on this consistently growing market. To succeed in this region and create innovative products that meet consumers’ needs it is important that brands take in consideration five societal facts and trends: