- Homegrown, women-led brands shine alongside global players
- Clean beauty leads UAE consumer demand, with top ratings driving loyalty
- UAE cements its role as a clean beauty innovation hub.
GlowTerra Clean Beauty, the region’s first all-clean beauty retailer, today unveils the findings of its inaugural UAE Clean Icons 2025 Report, a first-of-its-kind look at what UAE consumers are truly embracing when it comes to clean beauty. Built on real consumer trials, repeat purchases, and in-store sales data across more than 40 brands, the report offers a data-driven snapshot of shifting beauty behaviours in the UAE. The report underscores the growing appetite for toxin-free beauty and the wider cultural shift towards wellness and conscious living.
Here’s what the UAE Clean Icons 2025 Report tells us about the future of clean beauty in the region:
1. The Cleaner the Product, the Stronger the Loyalty
Products rated Elevated Clean and Ultimate Clean make up a disproportionately high share of this year’s winners compared to their presence in GlowTerra Clean Beauty’s overall assortment. This points to a clear consumer preference for purity and transparency and is a major shift from the days when “natural” was niche.
2. K-Beauty Leads the Skincare Revolution
Korean brands such as Hanskin, Medicube, CosRX, and Beauty of Joseon dominate the cleansing and hydration categories with their gentle yet powerful formulations. Affordable pricing and innovative ingredient science have made K-beauty a top choice for skincare lovers across the UAE.
3. Homegrown Brands Are on the Rise
UAE-born brands are emerging as some of the strongest performers in the clean beauty category. Passion Labs, Kamira, and IFMNS lead the pack, demonstrating strong performance across multiple subcategories from skincare to body care. This versatility and depth signals the growing sophistication of the region’s beauty industry.
Many of these brands are women-led, a defining feature of the regional clean beauty landscape. Two clear founder archetypes have emerged:
- Science-driven formulators: often developed by trained pharmacists or chemists, deeply involved in product development (e.g. Passion Labs, SKN).
- Visionary founders: focused on global execution and international partnerships to ensure world-class quality (e.g. IFMNS products made in the UK, Kamira in Korea, GOOU in Hong Kong).
Notably, local body care brands are holding their own against global giants, with consumers increasingly willing to experiment with UAE brands in this category. On the other hand, facial skincare remains a more discerning space, where heritage, perceived quality, and high clean ratings play a bigger role in purchase decisions.
4. A Melting Pot of Beauty Innovation
This year’s winners span over a dozen countries, from the UK to Australia, Belgium to South Korea, cementing the UAE’s reputation as a global clean beauty hub. International leaders such as Medicube, Rahua, Ere Perez, and Hanskin sit alongside homegrown heroes like Passion Labs, Izil, Kamira, Clean Rebel, and GLOSSIC, showcasing the UAE’s unique blend of local innovation and global influence.
5. Sensorial Fragrance Profiles Drive Consumer Affinity
In a region with deep cultural ties to perfume and scent, brands that nail the sensorial experience through carefully selected essential oils have a clear competitive edge. Hair and body care brands such as Zaphira Nature and Sarazine exemplify how fragrance profiles can transform a product from “nice to have” into a ritual consumers return to.
“When we launched GlowTerra Clean Beauty a year ago, our vision was to make clean beauty the standard, not the exception, in the Middle East. This report proves that consumers are not just embracing clean beauty but driving the movement. The rise of homegrown, women-led brands alongside global players reflects the UAE’s position as a true innovation hub for conscious beauty. It’s a powerful signal of where the future of the region’s beauty industry is headed,” said Ranjeet Laungani, Co-Founder of GlowTerra Clean Beauty.
This report doesn’t just reflect GlowTerra Clean Beauty’s top sellers, it reflects a consumer shift that’s reshaping the UAE beauty market. Trust in clean formulations is rising, with purity and transparency becoming non-negotiables. Homegrown innovation is also thriving, driven largely by women founders who are blending scientific rigour with global ambition, cementing the UAE as a regional clean beauty leader, with both local and international brands finding strong traction.
Full GlowTerra Clean Icons 2025 report HERE.
For more information or to shop the collections, visit www.glowterra.com and @GlowTerraBeauty.
