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The UAE is the Middle East’s biggest consumer of cosmetics despite its small population, according to Al Hikma FZCO, a Dubai-based company specializing in import, export, distribution and promotion of premium skincare solutions and health products.
The company, which represents Vitia Floris, Vinoderm, TOITBEL and SWISSCODE amongst other globally reputable skincare brands, says that more than 35 percent sales of skincare products in the UAE are generated from supermarkets and hypermarkets, followed by salons (15 percent).
“The prevalence of supermarkets and hypermarkets is driven by consumers’ preference for buying in malls, complemented by the ‘do it at home’ trend among UAE consumers, which reduces the importance of salons as generators of sales of cosmetics,” says Dr Ali. F. Abdulqader, Managing Director, Al Hikma FZCO.
“Skincare products sales outpace make-up products in the UAE and are even higher than hair care products which stand at 25 percent,” adds Dr Abdulqader. “Consumers in the UAE are known to spend higher amounts of disposable income on cosmetics, with a strong preference for skincare products that are recommended by cosmetics specialists and salons, thus leading to the “do it at home” trend. They also demonstrate growing preference for organic products because they believe that the organic ingredients would bring 100 percent benefits to their skins.”
Dr Abdulqader said that skin care products are emerging as a serious threat to face make-up, such as foundation, blush, liners and shadow, as women in the UAE are more aware of the winning features of skincare products and importance of regular skincare.
He added: “The Skincare is a big driver of the cosmetics market in the UAE backed with a strong beauty culture prevailing here.”
Beauty and personal care products recorded overall healthy growth in recent years, due to the higher disposable incomes in the UAE, aided by a strong shopping culture.
Ratiba Ayad, Brand Manager, Al Hikma, adds: “The high awareness levels among UAE consumers for skincare products that were earlier exclusively used in spas and salons is further igniting the retail sales of these products.”
She adds: “We cater to both mass and premium segments of skincare. There is high awareness today about the damage that might be caused to the skin. The aim is not just to keep the skin fair but also to protect it due to climatic factors and ageing.”
Al Hikma FZCO distributes natural health products, cosmeceuticals, dietary supplements, pharmaceuticals, hospital supplies, medical health care devices and self-diagnostic devices.
Al Hikma FZCO markets and promotes health products in the Middle East, Asia, Africa, Europe, Canada and Australia through a highly qualified team of pharmacists and doctors through medical bureaus and drug stores, distributed all over these territories.
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