The Middle Eastern beauty industry is undergoing a technological renaissance, blending age-old beauty traditions with futuristic technology. Currently valued at over £36 billion (approximately $46 billion) and projected to grow to £47 billion ($60 billion) by 2025, the beauty market in the region is on a rapid growth trajectory. This surge is fuelled by young, tech-savvy consumers, increased urbanisation, and rising disposable incomes. Cities like Dubai and Riyadh are emerging as global beauty hotspots, where beauty represents both personal expression and cultural identity. Artificial intelligence (AI) is revolutionising the experience, offering hyper-personalisation and convenience to consumers in this dynamic market.
Sephora has been at the forefront of AI and AR integration in beauty retail, enhancing the shopping experience through personalised technology. Its Color IQ service scans and matches skin tones for precise foundation recommendations, helping customers find the perfect shade effortlessly. The Skincare IQ tool suggests skincare products based on individual needs, while Virtual Artist allows users to try on makeup digitally. These innovations reflect Sephora’s commitment to personalisation, blending technology and beauty seamlessly.
Kaya Skin Clinic takes AI a step further, addressing local skincare concerns uniquely relevant to the Middle Eastern climate, like sun damage and dehydration. Its AI-powered app allows users to scan their skin via smartphone cameras, receiving real-time insights on issues like pigmentation, acne, or fine lines. Based on the scan results, the app offers tailored treatment options that users can implement through Kaya’s in-clinic or at-home skincare solutions.
At Sephora Middle East, the AI trend integrates recommendation engines within their online and in-store experiences. AI-powered algorithms analyse a user’s previous purchases and browsing behaviour to offer suggestions specifically tailored to their preferences. These systems can recommend products based on skin type, undertones and even local beauty ideals—creating a seamless shopping experience that feels both modern and culturally resonant. According to research by McKinsey & Company, 75% of consumers globally prefer shopping with personalised recommendations, highlighting how these AI-driven platforms resonate with Middle Eastern shoppers looking for luxury and relevance in their purchases.
Luxury Spa Consultations are another example of AI integration into the beauty industry. In high-end spas like Talise Spa at the Burj Al Arab in Dubai, AI-driven skin and wellness consultations are transforming how customers select spa treatments. The technology assesses skin health, hydration levels and environmental factors, allowing clients to choose treatments most suited to their needs. This personalised approach not only elevates the customer experience but also reinforces the connection between advanced technology and luxury beauty practices.
AI-Driven fragrance recommendations are another emerging trend in the Middle Eastern beauty space. Given the region’s deep affinity for fine fragrances, brands like Givaudan are integrating AI to recommend perfumes based on a consumer's preferences, scent profiles and cultural fragrance trends. Although a Swiss company, Givaudan’s technology-driven approach resonates deeply in the Middle East by addressing the region’s demand for personalised, luxury fragrances. Through partnerships and its AI-powered Carto system, Givaudan connects with regional traditions by allowing perfumers to craft scents that incorporate local favourites like oud and musk, offering a fusion of innovation and cultural reverence. By using AI to analyse scent compatibility with individual tastes, these platforms help consumers find fragrances more intuitively, tapping into a centuries-old tradition of perfumery with cutting-edge technology.
Social media platforms are further enhancing the AI-driven beauty experience. Through platforms like Instagram, influencers and brands alike are promoting interactive AI try-ons, allowing followers to "try before they buy" through augmented reality filters. Influencers such as Mona Kattan and Najla Gun are harnessing this technology to share real-time tutorials with their followers, who can simultaneously experiment with the looks themselves, blurring the line between influencer content and personal application. Platforms like TikTok now offer interactive beauty filters that guide users in applying makeup with precision, simulating techniques to match contour lines, eye shadow placement, and even eyebrow shaping. These filters allow beauty enthusiasts to practice makeup application virtually, helping them achieve professional-looking results with ease.
In a region where tradition and innovation coexist, the future of beauty is bright. As AI tools continue to evolve, beauty brands in the Middle East are crafting experiences that are at once luxurious, high-tech, and deeply rooted in local culture. Technology is not just enhancing the beauty experience here—it’s becoming essential, elevating Middle Eastern beauty to the global stage.
