The Middle East’s beauty sector is rapidly transforming into one of the world’s most influential markets, creating unprecedented expansion opportunities for professional haircare brands. According to industry insights from leading brand It’s a 10, the region demonstrates remarkable resilience and dynamic growth driven by increasingly discerning consumers who prioritize premium, salon-quality products.
Market analysis reveals two significant consumer behavior shifts gaining momentum across the region: a heightened demand for ingredient transparency and a growing emphasis on scalp health as the foundation of overall hair wellness. These evolving preferences are reshaping product development and marketing strategies throughout the GCC nations.
The professional salon segment remains the cornerstone of market penetration strategies, with hairdressers continuing to serve as crucial brand ambassadors. This channel’s importance is particularly pronounced in the Middle East, where consumers exhibit strong financial readiness to invest in high-performance beauty solutions.
Distribution partnerships are proving vital to successful market expansion. The Nazih Group, It’s a 10’s regional distributor for the past five years, exemplifies the critical role local partners play in navigating import regulations, compliance requirements, and logistical challenges while simultaneously building brand presence.
Looking toward 2026, major beauty brands are preparing significant market investments including expansion into all Ulta stores scheduled to open across the GCC. The upcoming year will also see the introduction of two new brands—FAST Haircare and Rewind It 10—specifically designed to address regional consumer needs while maintaining global quality standards.
Brands are balancing international consistency with local relevance by maintaining uncompromising product quality while developing tailored marketing approaches and region-specific messaging that resonates with Middle Eastern professionals and consumers alike.