As growth slowed across parts of Europe, the US and China, and capital became more selective, all eyes once again turned to the Middle East—and Dubai in particular—as beauty’s most dynamic convergence point for investment, expansion and ambition. In 2025, the emirate cemented its position not just as a regional hub, but as a global launchpad where capital, culture and consumer demand collided.
Few moments captured that confidence better than Nice One Beauty’s blockbuster IPO debut in Riyadh. The Saudi beauty and e-commerce player surged 30% on listing, raising US$320 million and reaffirming investor appetite for scaled, tech-enabled beauty platforms across the Gulf. The listing underscored Saudi Arabia’s growing dominance in regional capital markets and sent a clear signal that beauty is no longer peripheral—but central—to the region’s growth story.
Dubai, meanwhile, continued to attract brands across every price tier and category. Prestige made its presence felt with Dior’s spa opening atop The Lana hotel, reinforcing the emirate’s role as a luxury wellness destination, while Charlotte Tilbury’s debut at Dubai Duty Free highlighted the enduring strength of travel retail. Indeed, Dubai Duty Free posted record first-half sales of Dh4.1 billion, with perfumes and cosmetics once again among the top-performing categories as international travel rebounded.
Global brands doubled down on physical retail and partnerships. Ulta Beauty signed a landmark deal with Alshaya Group, setting the stage for its first Middle East stores in late 2025. Tower 28 entered the region through Sephora, rolling out across 55 Gulf stores, while e.l.f. Beauty also tapped Sephora to launch into GCC markets. Russian chain L’Etoile opened a flagship at Dubai Festival City Mall, and Lush expanded with both a new experiential concept at Dubai Hills Mall and deeper sustainability initiatives through waste management partnerships.
Fragrance emerged as a particularly powerful growth driver. Deliveroo UAE’s exclusive partnership with Mona Kattan’s Kayali blurred the lines between beauty, convenience and lifestyle, while Dubai’s Hala taxis infused everyday mobility with Rituals’ Amsterdam Collection scent. Istituto Marangoni Dubai debuted a dedicated fragrances and cosmetics degree, signalling growing demand not just for products—but for professional talent to serve the region’s expanding industry.
Founders and independents also reclaimed centre stage. Huda Kattan took back full ownership of Huda Beauty, restoring the brand to founder-led independence and reinforcing Dubai’s role as a base for globally relevant beauty empires. Avon returned to the UAE with a renewed focus on women’s empowerment through direct selling, while Asteri Beauty expanded into skincare with desert-climate formulations designed specifically for regional needs.
Investment and infrastructure followed close behind. Waldencast opened a Dubai office to accelerate growth for Obagi, Milk Makeup and Whind, while L’Oréal Middle East partnered with BinSina Pharmacy to advance sustainable beauty initiatives in the UAE. Drybar announced plans to roll out 26 salons across Qatar, Kuwait and the UAE, and Korea Town set its sights on opening 50 stores across the Gulf by 2027.
Sustainability and innovation also featured prominently. SunKiss unveiled its ‘Forever’ aluminium bottles to tackle plastic waste in the Middle East, while Lush UAE collaborated with The Waste Lab to manage compostable waste from its Dubai manufacturing facility—highlighting how environmental priorities are increasingly shaping brand strategies in the region.
Beyond retail and branding, aesthetics and clinical beauty added another layer to Dubai’s allure. Hugel closed 2024 with record results driven by toxins and fillers and is now targeting the US and MENA markets, reinforcing the region’s importance not just for cosmetics, but for high-growth medical aesthetics.
Taken together, 2025 confirmed what many in the industry already suspected: Dubai is no longer simply a gateway to the Middle East—it is one of beauty’s most important global arenas for capital deployment, brand-building and innovation. In a year marked by caution elsewhere, dollars continued to flow into Dubai, attracted by scale, speed and a consumer base eager to spend. For beauty, the emirate remains where ambition meets opportunity.
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