The global beauty industry is experiencing a dynamic shift, with Middle Eastern beauty brands emerging as influential players. As the UK market continues to evolve, now is an exciting moment for these brands to expand their reach. Projected to reach £31.5 billion in 2025, and supported by nearly 700,000 jobs that contribute £9.4 billion in tax revenue, this growth is driven by increasing consumer demand for diverse and high-quality beauty products.
Rising Demand for Halal and Ethical Beauty Products
The UK’s beauty market is no longer just about aesthetics, consumers are increasingly conscious about what goes into their products, how they are sourced, and whether they align with ethical, religious, or environmental standards. This shift has created a unique opportunity for Middle Eastern beauty brands, who often combine halal compliance with natural, ethical ingredients. The UK Halal Cosmetics market is projected to grow at a compound annual growth rate (CAGR) of 12.5% between 2025 and 2032, valued at USD 550 million in 2025 and is projected to grow by USD 1.2 billion by 2032 the end of the forecast period.
UK consumers, including the growing Muslim population of around 3.9 million, are actively seeking beauty products that are halal-certified, ensuring they are free from prohibited ingredients (like alcohol and pork derivatives) and produced following strict ethical standards.
Halal certification is increasingly seen not only as a religious necessity but also as a mark of quality, safety, and purity, appealing even to non-Muslim consumers who prioritize clean beauty.
Cultural Appreciation and Consumer Interest
The UK is one of the most culturally diverse and cosmopolitan markets in the world, with consumers who are increasingly open to exploring international beauty trends. This creates a unique opportunity for Middle Eastern beauty brands to differentiate themselves by leveraging heritage, storytelling, and authentic ingredients. There is growing interest in global beauty rituals, such as Moroccan hammam treatments, Arabian perfumery, or Middle Eastern skincare regimes combinging natural oils and botanical extracts.
Middle Eastern beauty products blend centuries-old wellness rituals with modern formulations, such as argan oil-based serums, rose water toners, or frankincense-infused skincare. Consumers perceive them to be luxurious, exotic, and effective, giving Middle Eastern brands an advantage in storytelling and positioning.
Platforms like Instagram, TikTok, and YouTube have made UK consumers more receptive to international beauty trends. Collaborating with UK-based influencers who focus on skincare, luxury beauty, or ethical products can bridge cultural gaps and translate Middle Eastern beauty stories into relatable experiences.
Strategic Retail Opportunities
Entering the UK market requires a multi-channel approach, combining e-commerce, brickS-and-mortar retail, and strategic partnerships. Middle Eastern beauty brands can leverage their unique heritage, luxury positioning, and ethical credentials to find the right retail mix. Platforms like Lookfantastic, Cult Beauty and Amazon UK provide immediate access to a wide consumer base without the need for a large upfront investment in physical stores.
Benefits for Middle Eastern brands:
- Direct consumer engagement through social media-driven campaigns.
- Data-driven insights on consumer preferences, repeat purchases, and popular SKUs.
- Ability to launch limited edition or small-batch products to test market response before scaling.
We have explored brands that have entered the market which include Huda Beauty and Al Haramain Perfumes, established in the UAE and one of the largest perfume manufacturers in the Middle East. The brand operates a dedicated UK online store, offering a wide range of traditional and contemporary Arabic perfumes. With over 50 years of experience, Al Haramain has established themself as a reputable name in the fragrance industry, appealing to a diverse customer base.
The union of a thriving beauty market, increasing demand for ethical products, cultural appreciation, strategic retail opportunities, digital engagement, and a supportive regulatory environment makes this an ideal time for Middle Eastern beauty brands to enter the UK market. By aligning with these trends, brands can establish a strong presence and cater to the ever-evolving preferences of UK consumers.
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.
