Over the past four months, we’ve had the pleasure of working with California Governor’s Office of Business and Economic Development (GO-Biz) and with eight well-established Californian beauty brands, to deliver a training programme focused on how to enter the GCC beauty sector.
From fragrance to skincare and haircare, it’s been exciting to collaborate with brands at different stages of their GCC journey – including those who have already launched into the region and are now exploring opportunities to scale across the region.
We conducted market research to develop training materials specific to the market and are delivering the material via Live training sessions and workbooks, providing an in-depth overview of the region and key considerations for market entry. The programme centred on the region and trends driving growth, routes to market, marketing and PR and operational considerations when launching a brand in the GCC region.
The GCC is a fascinating and fast-evolving market, home to a young, tech-savvy consumer base, spanning 19–27 countries. In recent years, the region has undergone significant transformation driven by:
✨ Rapid e-commerce growth
✨ Rising disposable incomes
✨ A young, entrepreneurial population
Why the Middle East?
The GCC region is one of the world’s fastest-growing beauty hubs, offering access to young, affluent consumers and a gateway to Asia and Europe. Together, these factors are making the GCC increasingly attractive to both global and regional brands, supported by a thriving and expanding retail landscape. Retail remains one of the strongest sectors in the GCC, contributing US$310bn in 2023 and forecast to reach US$387bn by 2028. The market is highly fragmented, offering multiple routes to market from department stores and prestige retailers to DTC and e-commerce.
Are you looking to expand into the GCC market in 2026? We can help you. We work with well-established brands and with embassies to support them with market expansion. Get in touch on request@thebespokeadvantage.com.
