UAE beauty industry benefits from Ramadan sales bump

• Cosmetics retail sales to hit $10bn
• Brands launch Ramadan collections
• Eyeliner sales up 200%

The UAE’s beauty industry has posted a major increase in revenue during the holy month of Ramadan.

Cosmetics and personal care product sales have soared as consumers prioritise festive glamour for nightly iftars and Eid celebrations.

UAE Ramadan sales are expected to hit $10 billion this year, with beauty products leading growth at over 20 percent year on year, according to management consultancy Redseer Middle East. 

It has identified two main drivers of growth: retailers extending promotions to match evolving shopping patterns and brands launching exclusive Ramadan collections to capitalise on demand.

Sheglam.com, a global brand with a Dubai office, recorded a 40 percent annual sales jump in March alone, with eyeliner sales surging 200 percent.

“The Middle Eastern market is incredibly important for us,” Sylvia Fu, CEO of Sheglam, told AGBI. 

Cosmetics sales have risen as cultural traditions and targeted marketing campaigns align with the increased number of social gatherings during Ramadan, retailers said.

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Nima Pourian, founder of UKLash.com, said his online business had recorded an annualised 86 percent increase in sales. 

“We have noticed an even greater demand for our hair growth serums during Ramadan as nutrition and diet have a huge impact on hair, lashes and brows,” he said.

“Beauty brands take full advantage of this opportunity by offering limited-edition releases, exclusive promotions and discounts, enticing consumers to stock up on their favourite products.”