OMORFIA GROUP PREDICTS THE BEAUTY AND WELLNESS TRENDS THAT WILL SHAPE THE UAE MARKET IN 2025
The UAE beauty and wellness market is predicted to focus more on bespoke beauty, sustainable products and practices, non-invasive treatments, and self-expression, driven by evolving consumer preferences and social media influence.
The UAE’s beauty and wellness industry is known for its focus on luxury, innovation, and the unique blend of global and local influences. From high-tech beauty treatments to a surge in wellness tourism, 2025 is poised to introduce more dynamic shifts to meet the needs of a growing, sophisticated consumer base.
As experts in the industry, Omorfia Group’s team has identified key trends that will dominate the market, offering insights into a future defined by personalisation, sustainability, and cutting-edge technology.
‘Skinimalism’ and Demand for tailor-made beauty solutions will soar
Skincare, wellness treatments, and haircare are seeing a significant rise in investment, with the market increasingly focusing on personalisation and advanced technology. Consumers are demanding more customised experiences and will expect brands to deliver products tailored to their individual needs by 2025.
In 2024, trends such as minimally invasive cosmetic procedures and Korean beauty (K-beauty), known for its lightweight makeup and clean beauty, gained substantial popularity. These trends are expected to continue into 2025, with a growing emphasis on hybrid products that combine skincare with makeup—such as tinted moisturisers with SPF or multi-functional skincare products that simplify routines and offer anti-ageing benefits.
“Consumers in the UAE are placing greater importance on personalised experiences,” said Nadia Rahpaima, Marketing Director of Omorfia Group. “From AI-driven skincare consultations to virtual beauty try-ons, the demand for bespoke beauty solutions is soaring.”
Sustainability will continue to shape the industry
Consumers are becoming more conscious of how their choices affect the planet and are choosing to buy purpose-driven brands that advocate sustainability. Omorfia Group predicts that more brands will embrace cruelty-free practices, eco-friendly packaging, more transparency on where the ingredients are sourced, and waterless formulations to reduce resource consumption.
Additionally, consumers’ passion for wellness activities and retreats, such as yoga and breathwork, will undoubtedly continue to grow in 2025. This shift towards holistic well-being is expected to fuel the demand for clean beauty products further and encourage a greater embrace of natural, effortless beauty.
Non-invasive procedures and soft glam are in. Heavy make-up and high-maintenance haircuts are out.
In 2025, there will be a growing emphasis on non-invasive procedures, including skin-tightening lasers, microneedling, scalp detox treatments, and lymphatic drainage massages. Haircuts will highlight natural textures with shaggy layers, sleek bobs, and styles that celebrate individual hair types. For hair colour, expect mushroom brown, warm copper tones, and soft balayage to be the go-to colour.
Meanwhile, effortless, natural, and easy-to-maintain looks will lead the way, and over-contoured looks and heavy makeup are on their way out.
Self-expression and authenticity will define the beauty trends of 2025
The UAE’s rich cultural diversity will continue to shape beauty trends in 2025. Omorfia Group predicts an ongoing blend of traditional Arabian beauty rituals with global trends. Modest beauty will remain a staple, characterised by soft glam makeup and nude palettes. However, there will be a growing embrace of bolder, more experimental looks, especially with younger consumers looking to express their individuality.
“Self-expression and authenticity will define the beauty trends in 2025,” said Nadia Rahpaima, Marketing Director of Omorfia Group. “Expect a shift towards bold, creative eye makeup paired with subtle, natural lip colours.”
Lastly, social media will continue to drive consumer behaviour
Social media platforms will continue to drive beauty trends in 2025, with Instagram, TikTok, and YouTube leading the way in product discovery and influencer-driven content. Viral challenges, tutorial-based videos, and influencer partnerships will remain a powerful tool in shaping consumer preferences and brand visibility.
As the market shifts towards more tailor-made beauty, tech-driven solutions, and eco-conscious practices, Omorfia Group and its beauty and wellness brands under its belt are ready to lead the way and offer bespoke and innovative products and services to the discerning UAE consumers.
To learn more about Omorfia Group and its brand portfolio, visit https://omorfiagroup.com/.
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