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Middle East and K-Beauty

Entering the Middle East beauty market can be difficult and challenging, and many people give up. Despite this, the Middle East beauty market is hotter than ever. Women in the Middle East are younger and more interested in makeup than ever before.

Muslim consumers' perceptions of Korean cosmetics are influenced by the fair skin of Korean actors in dramas, which leads them to believe that Koreans have beautiful skin; second, the use of natural ingredients; and third, the innovative technology of cosmetics.


The first perception is the use of natural ingredients, the second is the use of innovative technology, and the third is the desire to purchase cosmetics that are trendy and cost-effective, stimulating local Muslim consumers' desire to buy.


Among them, 60% of the population of the GCC countries, which stands for Saudi Arabia, the UAE, and Bahrain, is dominated by women in their 20s and 40s, the age group with the highest cosmetics consumption. They are informed about cosmetics and are very selective, but their high purchasing power makes them a market that cannot be ignored. In particular, Saudi women prefer expensive cosmetics, love to spend and show off, and are highly socialized.


In the Middle East, the market in the GCC countries accounts for more than 60% of the Middle East region. In particular, Saudi Arabia's cosmetics market is the largest in the Middle East, followed by Turkey and Iran. The UAE is also present, but Iran has relatively free economic activities for women and high consumption of cosmetics, making it easier to access universal cosmetics.

Muslim consumers' perceptions of Korean cosmetics are influenced by the fair skin of Korean actors in dramas, which leads them to believe that Koreans have beautiful skin; second, the use of natural ingredients; and third, the innovative technology of cosmetics.


The first perception is the use of natural ingredients, the second is the use of innovative technology, and the third is the desire to purchase cosmetics that are trendy and cost-effective, stimulating local Muslim consumers' desire to buy.


Among them, 60% of the population of the GCC countries, which stands for Saudi Arabia, the UAE, and Bahrain, is dominated by women in their 20s and 40s, the age group with the highest cosmetics consumption. They are informed about cosmetics and are very selective, but their high purchasing power makes them a market that cannot be ignored. In particular, Saudi women prefer expensive cosmetics, love to spend and show off, and are highly socialized.


In the Middle East, the market in the GCC countries accounts for more than 60% of the Middle East region. In particular, Saudi Arabia's cosmetics market is the largest in the Middle East, followed by Turkey and Iran. The UAE is also present, but Iran has relatively free economic activities for women and high consumption of cosmetics, making it easier to access universal cosmetics.

In terms of marketing, the Middle East, like Korea, has a strong influence from influencers that leads to consumer purchases. In particular, influencer marketing in the beauty and fashion sector is active in beauty e-commerce, Instagram and Snapchat. For example, Boutiqaat, a Kuwaiti beauty platform, is a representative success site that utilizes influencers and has a separate 'Korean beauty' section at the top.

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