Social media is driving growth of niche beauty brands in the Middle East and retailers in the region are taking note.Â Young and educated, beauty consumers in the Middle East are keen to try new brands, making the region a fertile market for niche companies. For some time now, niche fragrances in the region have been strong, but demand for indie or up-and-coming companies can now also be seen in the fast-growing make-up market.
Indeed, the recent arrival in the region of star brands like…
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Updated July 2021