The Middle East is witnessing significant expansion due to the growing purchasing power of local consumers. Fuelled by digitalisation, the region, especially the Gulf countries, offer ample opportunities for growth, owing in large part to untapped per-capital potential. Rising disposable incomes and overall rising wealth, particularly among the rising younger urban middle class, also bring opportunities for value-added beauty products that emphasize health and well-being. A Cosmotalk session titled "Health & Beauty in Sync" was held during the last edition of Cosmoprof Worldwide Bologna in March 2023. The conference, organized in collaboration with EUROMONITOR INTERNATIONAL explored the combination of beauty and health in the region.

Nazih Hamad, Founder of Nazih Group, attended Cosmoprof Worldwide Bologna 2023 and was awarded the Cosmoprof LIFE ACHIEVEMENT AWARD for his contribution to the development of the beauty sector in the Middle East. For Nazih, digitization and social media, in particular, are strategic tools where brands can interact with customers, giving advice and share information to satisfy their requests and curiosities.

The talk highlighted the fundamental role of the Middle East for the cosmetics industry: it is a rapidly growing market, with a high per capita income. Local authorities have enacted policies to prevent counterfeiting and illegal trade. Another key element is the young average age of the population: 50% are under the age of 35-40, meaning that young and well-educated consumers are playing a distinctive role. Tourism is also growing, and the area is a strategic market for purchases, as prices are lower in Dubai than in Europe. International brands and suppliers can find new opportunities in the Middle East, however, attention must be paid to the differences between regions. The Middle East is not a homogeneous market: Saudi Arabia is the region with the most demanding consumers, Lebanon is the country that pays the greatest attention to innovation, Dubai is the trendiest metropolis, and Bahrain registers the highest purchase power.