The UK beauty and lifestyle market is one of the most competitive in the world, sophisticated, diverse, and driven by authenticity. GCC beauty brands are renowned for luxury, innovation, and bold aesthetics, entering this market requires more than product excellence; it demands connection.
The bridge between the GCC and British consumers lies in authentic storytelling, influencer collaboration, and social media localisation. Executed correctly these elements can transform regional success stories into global brands.
The Power of Storytelling
British consumers are curious, informed, and highly sensitive to authenticity. They want to know the why behind a brand, its heritage, people, and purpose. GCC beauty and lifestyle brands have an incredible foundation to build on: rich cultural heritage, craftsmanship, and luxury. The key is translating these values into a story that is aspirational and relatable.
Influencer Collaborations
We are very aware of how important and powerful influencers are especially when collaborations are intentional and authentic.UK influencers play a dual role for GCC brands as they act as cultural translators and trust builders. Their endorsement helps introduce a new brand to British consumers through voices they already trust. Brands needs to share their product experience rather than pushing scripted content. This will help with building long term relationships and authenticity grows over time – consider onboarding brand ambassadors or creating collaborations rather than one-off posts.
Social Media Localisation
Social media localisation goes far beyond translating captions, it’s about cultural fluency. What resonates in the Middle Eastern luxury aesthetic may not automatically click with the UK. British audiences tend to favour natural unfiltered imagery and understated sophistication over high-gloss campaigns. Instagram and TikTok remain essential, but UK audiences also engage through YouTube tutorials, influencer “unboxings,” and even live shopping. The Gen Z audience are very particular when it comes to social platforms.
For GCC brands expanding into the UK, success lies in balance, preserving the essence of Emirati luxury whilst embracing British authenticity. Through heartfelt storytelling, thoughtful influencer partnerships, and culturally attuned social media strategies, brands can build meaningful connections — not just awareness.
UK consumers aren’t just buying beauty or lifestyle products; they’re buying stories, values, and belonging. The brands that bridge cultures, rather than blend them, will be the ones that thrive.
We have designed a FREE Guide for you to download, when considering your market entry for the UK. Download it here.
Working with Bespoke Advantage
Bespoke Advantage is a London based international beauty brand consultancy. We are a team of experts, associates and business partners specialising in supporting our clients – award-winning entrepreneurs, well established beauty and wellness businesses, retailers, investors, trade bodies and embassies – in developing and growing their brands across the beauty and wellness marketplace. If you are looking to launch a beauty or wellness brand or you are looking for support in expanding your brand across markets, get in touch, we would love to hear from you – GET IN TOUCH.
