The UAE’s beauty industry has experienced a substantial increase in revenue during the holy month of Ramadan. Sales of cosmetics and personal care products have surged as consumers focus on festive glamour for nightly iftars and Eid celebrations.

This year, UAE Ramadan sales are projected to reach $10 billion, with beauty products contributing significantly to this figure, growing over 20 percent year on year, according to Redseer Middle East, a management consultancy. The report highlights two key factors driving this growth: retailers enhancing promotions to adapt to changing shopping behaviors and brands introducing exclusive Ramadan collections to meet rising demand.

Sheglam.com, a global beauty brand with an office in Dubai, reported a remarkable 40 percent increase in sales in March alone, with eyeliner sales skyrocketing by 200 percent. Sylvia Fu, the CEO of Sheglam, emphasized the importance of the Middle Eastern market for their business, noting the significant growth they are experiencing.

Retailers attribute the rise in cosmetics sales to a combination of cultural traditions and targeted marketing campaigns, which align with the heightened number of social gatherings during Ramadan. Nima Pourian, the founder of UKLash.com, shared that his online business has recorded an impressive annualized 86 percent increase in sales, particularly noting a higher demand for hair growth serums during Ramadan due to the impact of nutrition and diet on hair and lashes.

Pourian explained that beauty brands capitalize on this period by offering limited-edition releases, exclusive promotions, and discounts, encouraging consumers to stock up on their favorite products.