All of us want that perfect smile, smooth skin, and lustrous hair. You will be surprised to know that on average a woman spends about $313 a month on her appearance and young men spend more on beauty than women.

In today’s world, looking and feeling good is not an option anymore, it’s a way of living. People have come to believe that it’s better to maintain one’s self during the youth years than getting numerous treatments done as you age. The demand for aesthetic devices has also seen an upsurge given the need to look appealing while you make an online appearance.

Did you know that the Middle East population dedicates close to 60 percent of its budget to beauty, makeup, and skincare?

The Middle East and Africa Aesthetics Devices Market has been worth USD 0.55 billion in 2021 and is estimated to be growing at a CAGR of 10.46% to reach 0.90 billion by 2026.

The growth of the market is driven by certain aspects such as

  • Increasing disposable income of consumers

  • More awareness about the benefits of procedures

  • Their long-term sustainability

  • Increasing outbound medical tourism

  • The mounting number of customer-oriented aesthetic associations

  • Ease of availability

  • Multinational brands investing in the market

  • Increased demand by all genders and across multiple age-groups.

In fact, according to various studies by the Global Wellness Institute, the Middle East and the MENA region are classified as one of the world’s fastest-growing wellness travel markets.

Currently, with multiple procedures, trends, and their benefits coming into the light, the sky is the limit when it comes to aesthetics and its business in the MENA region. From surgical solutions to therapies, to cosmetics to using energy-based modalities, people across the region are willing and actively seeking out procedures which makes it a great industry to invest in or start a business in. From organic products to therapies, people are seeking body enhancement treatments, skin-whitening procedures, and purchasing speciality and premium cosmetic products.

Why the aesthetic cosmetic marketing is booming in the MENA region?

In the Middle East, taking care of one’s body, grooming it has always been a significant part of the culture. With the region’s opening to international brands, everyone is very attentive to the emerging trends and practices when it comes to aesthetic cosmetics. Manufacturers too are investing in these rapidly evolving markets and many activities for pricing, promotion, and distribution of these products are being undertaken. The markets are classified in to the following brackets

Product Type

  • Energy based devices

  • Implants

  • Anti-Wrinkle and Skin Care products

Procedural Categorization

  • Cosmetic Procedures

  • Reconstruction Procedures

Based on Country

  • Kingdom of Saudi Arabia

  • The United Arab Emirates

  • Israel

  • Rest of GCC Countries

  • South Africa

  • Ethiopia

  • Kenya

  • Egypt

  • Sudan

  • Rest of MEA

There is an increase in the requirement for minimally invasive as well as non-invasive equipment. Treatments that support the age reversal process are widely preferred. Men too are trying the non-surgical aesthetic procedures.

The aesthetic cosmetic market continues to flourish

Medical and cosmetic aesthetics devices and products are a booming market in the Middle East both for buyers and sellers, owing to multiple benefits of providing youthful experience, painless procedures, non-invasive beauty treatments, and easy maintenance of skin that remains smooth and lustrous without many efforts.

Given the advancement of technology and information in the field of branding, marketing, social media usage, financial skills and exceptional clinical skills, as a business or an investor, the market for cosmetic aesthetics is highly profitable.

From salon-inspired hair care to diverse skincare products offering anti-aging and an array of benefits and oral care with whitening effects, the industry is increasingly moving towards a concept of solution-orientated sustainable products.

It’s an industry that is dynamic, is bringing in reforms, has a lot of growth opportunities, and is focused on the transformation of the lifestyle of people. The cosmetic products are now more tailored to suit your changing needs. Increased availability, extended portfolios of products, including halal products, standardization, and domination of the landscape by multinationals, are all responsible for the uprise of aesthetic cosmetics in the Middle Eastern Region.

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