Glamour goes green as global beauty brands target latent Middle East demand for organic products

DUBAI, UAE - March 29, 2015 - PRLog -- Dubai, UAE: The growing global demand for natural and organic beauty products is taking root in the Middle East, as international manufacturers scramble to cater to an untapped niche market with huge growth potential.

Once perceived as functional but uninspiring, the rejuvenated offerings of organics has led to the double digit growth of the organic personal care market, with global sales reaching nearly US$30 billion in 2013, according to research firm Kline & Company.

With this trend now influencing the entire industry, a dedicated Organic and Natural Pavilion will feature for the first time at Beautyworld Middle East 2015, the region’s largest trade fair for beauty products, hair, fragrances, and wellbeing.

The pavilion will function as a unique platform for top global manufacturers to showcase their latest organic products as the business of beauty and glamour takes on an increasingly green tone.

“The demand for the increased use of natural and organic ingredients in products is growing across the world,” said Ahmed Pauwels, CEO of Messe Frankfurt Middle East, organiser of Beautyworld Middle East, which takes place from 26-28 May at the Dubai International Convention and Exhibition Centre.  “This has led to major changes in the way we consume goods and how manufacturers present them as they react to demand.”

“Organic cosmetic manufacturers are increasingly paying attention to ensuring that green products match conventional products in terms of both quality and presentation, which is also adding to their popularity.  Many of these products will be on display at Beautyworld Middle East’s Organic and Natural Pavilion.”

Among the top exhibitors showcasing their latest products at the Organic and Natural Pavilion are Hair O'right International Group; Sahd General Trading; Cholayil; Cosmo Herbal; Rani & Company; Oceanic; and Bademeisterei Kosmetikmanufaktur.

French company Groupe Trianon will also launch its entire range of six skincare, haircare, and nailcare brands made from 90 per cent organic and naturally sourced ingredients.

Didier di Fusco, General Manager of Groupe Trianon, said that while the Middle East market for organic cosmetics is still in its nascent stage, the increasingly sophisticated and educated consumer-base will be the driving force behind its large-scale growth.

“Today the market share for organic cosmetics in the Middle East is only 0.1 per cent of the total cosmetics market, while in Europe, which is a more of a mature market, the share is three per cent,” explained di Fusco.

“While we don’t expect organic cosmetics to grow above three per cent of the overall market, if it grows to even as much as three per cent, then it will be 30 times more than what it is now, so the growth potential is huge, considering its size now.”

di Fusco said he was confident that the Middle East market for organic cosmetics would follow Europe, given the region’s preferred taste for organic foods, while the perception that organic cosmetics are non-glamourous has changed.

“At the beginning of the green cosmetics movement, customers used to complain that they didn’t have a lot of glamour to them”, added di Fusco.

“Consumers used to say that we focused too much on the technical aspects, that organic beauty products didn’t smell nice, and that they just weren’t fun.

“Now customers in Europe are seeing that natural and organic products can be glamorous and not at all boring.  We think that with the UAE leading the way, the Middle East market will share this view.”

Beautyworld Middle East 2015 is the Middle East and Africa’s largest trade fair for beauty products, hair, fragrances, and wellbeing, focusing on the key areas of Cosmetics & Skincare; Hair, Nails, & Accessories; Fragrances; Machinery, Packaging & Raw Materials; and Professional Equipment & Spa.

Celebrating its 20th anniversary this year, the industry’s showpiece event is also introducing for the first time Centre Stage: where beauty begins by Nazih Group, while other popular returning features include the Beautyworld Middle East Boutique; Nail It! by OPI and Nazih Group; Fragrance Station; and the two-day Spa and Salon Summit, taking place from 27-28 May.