Middle East and Africa Beauty Facial Mask Market Outlook, 2028

In the MEA region, consumers place a high priority on preserving healthy, glowing skin. The region's climate, which can be hot and dry in many places, frequently calls for additional care and hydration for the skin. In order to address particular issues and improve the overall complexion, facial masks are considered a crucial component of skincare regimens. Using facial masks is often seen as a form of self-care and relaxation in the MEA region. Many consumers incorporate facial mask application into their regular skincare routines, creating a ritualistic experience. It provides an opportunity to unwind, pamper oneself, and take a break from the demands of daily life. Traditional beauty rituals and practises play a significant role in the beauty culture of the MEA region. For instance, hammam, a traditional Turkish bath, is a popular spa treatment that often includes the use of facial masks. Traditional herbal remedies and natural ingredients passed down through generations are also integrated into facial mask formulations, reflecting the cultural heritage of the region. In many parts of the MEA region, there is a strong emphasis on achieving a bright and luminous complexion. Facial masks that target skin brightening, reducing hyperpigmentation, and enhancing radiance are particularly sought-after. Ingredients like vitamin C, licorice extract, and pearl powder are commonly used in such masks. The region is culturally diverse, and consumer preferences for facial masks can vary across different countries and communities. Local preferences, regional climate considerations, and cultural beauty standards influence the types of facial masks that are popular in specific areas. According to the research report "Middle East and Africa Beauty Facial Mask Market Outlook, 2028," published by Bonafide Research, the market is expected to witness significant growth during the forecast period. Sheet masks have gained significant popularity worldwide and are commonly used in the MEA region as well. Their convenience, ease of use, and availability in various formulations make them a popular choice among consumers. Sheet masks are pre-cut masks made of fabric or hydrogel sheets soaked in a concentrated serum or essence. They are easy to use and come in various formulations targeting different skin concerns such as hydration, brightening, anti-ageing, and soothing. Clay masks are also quite popular in the MEA region, particularly due to their ability to deeply cleanse the skin and control excess oil. The region's hot and arid climate, which can contribute to oiliness and clogged pores, makes clay masks a sought-after option for purifying the skin. Black seed oil, also known as Nigella sativa oil, is highly regarded for its medicinal and cosmetic properties in the Middle East. Masks containing black seed oil are believed to have antioxidant, anti-inflammatory, and nourishing benefits for the skin. They are used to promote a healthy complexion and address various skin concerns. Smart masks are technologically advanced masks that utilise various features such as sensors, LED lights, and smartphone connectivity to provide personalised skincare treatments. These masks can track skin conditions, adjust treatment settings, and provide real-time feedback to users. Physical retail stores such as supermarkets, drugstores, and beauty specialty stores play a significant role in the distribution of beauty facial masks. These stores provide a wide range of skincare products, including facial masks, allowing consumers to browse and purchase them directly. Carrefour, Boots, Sephora, Superdrug, and Lulu Hypermarket are some of the prominent physical retail stores where beauty facial masks can be found. E-commerce has experienced significant growth in the MEA region, and online retailers play a crucial role in the sales of beauty facial masks. Consumers can purchase facial masks through dedicated beauty websites, online marketplaces, and brand websites. Online platforms provide convenience, a wide range of product options, and the ability to compare prices and read reviews. Souq.com (now Amazon.ae), Noon, Namshi, LookFantastic, BasharaCare, and BeautySolutions are different e-commerce platforms. In regions with a significant tourist presence, such as Dubai and other popular travel destinations in the MEA region, duty-free shops can be a common sales channel for beauty facial masks. Travellers often purchase skincare products, including facial masks, as souvenirs or for personal use during their trip. In the MEA (Middle East and Africa) region, government regulations regarding the beauty facial market can vary from country to country. Each country may have its own set of regulations and standards to ensure the safety, quality, and efficacy of beauty facial masks. Traditional skincare practises and remedies have deep roots in the MEA region. Some consumers may prefer traditional methods or natural ingredients for their skincare needs, which can impact the demand for beauty facial masks that contain synthetic or chemical ingredients. Companies need to find ways to bridge the gap between traditional and modern skincare preferences. Socioeconomic factors, such as income disparities and varying levels of disposable income, can influence purchasing decisions in the MEA region. Companies need to consider pricing strategies and product affordability to cater to different consumer segments and ensure their products are accessible to a wider customer base. The MEA region attracts a significant number of tourists, including those seeking beauty and wellness experiences. Tourists often look for local beauty products, including facial masks, as souvenirs or to incorporate into their skincare routines. This tourism-driven demand contributes to the growth of the beauty facial mask market. Rapid urbanisation and changing lifestyles in the MEA region have resulted in increased exposure to environmental factors such as pollution and stress. These factors contribute to various skin concerns, driving the demand for skincare products, including facial masks, to address specific skin issues and maintain healthy-looking skin. Rising disposable income in certain countries within the MEA region has led to increased consumer spending on beauty and personal care products. As consumers have more purchasing power, they are more likely to invest in skincare products, including beauty facial masks. Considered in this report • Geography: Middle East and Africa • Historic year: 2017 • Base year: 2022 • Estimated year: 2023 • Forecast year: 2028

Aspects covered in this report • Middle East and Africa beauty facial mask market with its value and forecast along with its segments • Country-wise Beauty Facial Mask Market analysis • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation Countries covered in the report: • UAE • Saudi Arabia • South Africa By Product Type • Clay Mask • Cream Mask • Sheet Mask • Gel Mask • Peel off mask • Other

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Manmayi Raval

Research Consultant

By End-Use Industry • Individual • Commercial By Ingredients : • Conventional • Organic The approach of the report: This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analysing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

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Intended audience This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Beauty Facial Mask industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.