The UAE beauty industry is always evolving, with new styles, techniques, and products emerging each year.
However, while it is impossible to say for sure what will catch on, some expected makeup and skincare trends for 2024 include a continued focus on natural looks, vibrant pops of colour, and techniques that emphasise healthy and clean skin.
“The aesthetic in 2024 is likely to be dynamic, multifaceted, and influenced by a combination of technological innovation, cultural diversity, sustainability, well-being, and self-expression. It may evolve organically in response to emerging trends, and individual creativity,” Dr. Keyana Emamian MD, ND at Roxana Aesthetics told Arabian Business.
Injectable fillers, Botox, customised beauty treatments to rise to popularity in 2024
According to the Dubai Healthcare Authority’s (DHA) Annual Health Statistic Book 2022, a total of 49,349 non-Emirati men and women and 19,311 Emirati men and women conducted out-patient visits for plastic surgery that year.
DHA figures also showed that people seeking cosmetic procedures have increased following Covid-19, rising from 223,507 in 2020 to 583,909 in 2022 with men accounting for a quarter of the statistics.
When asked what aesthetic procedures are expected to be trending in 2024, Dr. Emamian said these include injectable treatments for facial rejuvenation, “which remain highly sought-after for smoothing wrinkles, restoring volume, and enhancing facial features with minimal downtime.”
Another procedure expected to be trending is regenerative medicine. “Exosomes, bio stimulator fillers, stem cell therapy and platelet-rich plasma (PRP) treatments are gaining traction for their potential to stimulate collagen production, promote tissue regeneration, and enhance skin quality and for giving a more natural look,” Dr. Emamian said.
In addition, non-invasive body contouring and customised beauty treatments are also expected to become popular this year.
“Techniques such as Alma Primex, EMS, Morpheus 8 pro continue to gain popularity for reducing stubborn fat and sculpting the body without surgery. Personalised approaches to aesthetics, including tailor-made skincare regimens and bespoke cosmetic procedures, are on the rise as individuals seek treatments that address their specific concerns and goals,” she added.
Clean beauty movement to continue
According to a blog post by the Dubai World Trade Centre, people in the GCC are more interested in environmentally-friendly beauty products.
The post said that many customers want brands that take climate change seriously. Independent beauty companies are popular because they care about sustainability at every step. They consider things like ethical sourcing, recyclable packaging, and low-emission shipping. Customers care not just about the product itself, but also how brands operate in an eco-friendly way overall. More people are looking for beauty options that protect the environment now and in the future.
In addition, many individuals are also switching to ‘clean beauty’, a term first introduced in the US, UK, Australia and Southeast Asia from 2010. However, it is still a fairly new concept in the UAE.
Clean beauty refers to personal care and beauty products that are formulated using natural, non-toxic ingredients while avoiding potentially harmful chemicals.
These products are transparent about their ingredients, using simpler formulations without questionable additives like parabens, phthalates, sulfates, or synthetic fragrances that have raised health concerns.

The goals of clean beauty are to create skincare and cosmetic items that are safer for both users and the environment through minimal use of toxins and synthetic ingredients, replacing them where possible with plant-derived oils, herb and plant extracts.
Clean brands also aim for sustainable packaging and disclosure of full ingredient lists so customers understand exactly what they are applying and can make informed choices.
“Clean beauty and natural skincare products are gaining popularity for several reasons,” Dr. Emamian said, adding that consumers are “increasingly concerned” about health risks associated with synthetic chemical substances often found in traditional skincare and cosmetic products.
“The environmental impact of conventional beauty products, including pollution, resource depletion, and plastic waste, has raised awareness among consumers. Many individuals experience skin sensitivities, allergies, or dermatological conditions aggravated by harsh chemicals and synthetic additives in traditional skincare products,” she explained, adding that the Asia-Pacific region, particularly countries like China, Japan, South Korea, and India, has seen “exponential growth” in the beauty and cosmetics market in recent years.
According to a report by the United States International Trade Administration, South Korea is one among the top 10 beauty markets in the world in terms of global market share.
South Korea, in 2022, had a market size estimated at $3.9 billion; the total local production and total exports decreased approximately by 18.4 percent and 2.2 percent respectively from the previous year, the report said, adding that the country was the fourth largest exporter of cosmetics after France, the US and Germany.

“The country is known for setting trends in skincare, makeup, and beauty technology, influencing global beauty standards and product development. Asian beauty trends, such as the ‘glass skin’ trend and K-beauty routines, have gained popularity worldwide. Consumers around the globe look to Asian beauty influencers, brands, and techniques for inspiration, leading to the adoption of Asian beauty trends in various markets,” Dr Emamian said adding that the region is responding to this demand be including eco-friendly practices, natural ingredients and wellness-oriented formulations into their product offerings, influencing global cosmetic trends towards sustainability and holistic well-being.
She further explained that there is also a “growing emphasis” on wellness and self-care.
“[This] has led consumers to adopt holistic approaches to skincare that prioritises nourishing the skin from the inside out. Natural skincare products, enriched with antioxidants, vitamins, and botanical extracts, offer holistic benefits for overall skin health and well-being,” she said.
Consumers are also expected to opt for personalised product recommendations that are based on individual skin type, concerns and preferences, according to Roxana Aesthetics’ Dr. Emamian. This is mainly due to the influence of social media and online beauty communities.
“Cosmetic brands leverage social media to engage directly with consumers, gather feedback, and address inquiries in real-time. This direct communication fosters brand loyalty, builds trust, and enables brands to adapt quickly to evolving consumer preferences and market trends,” she said.

The importance of customisation and personalisation in the cosmetic industry
According to Dr. Emamian, cosmetic brands will prioritise diverse representation in their marketing campaigns, featuring models and influencers from various ethnicities, ages, body types, and gender identities.
“Brands will develop product formulations that address the specific skincare needs of diverse skin types and concerns, including dryness, acne, hyperpigmentation, and sensitivity,” she said.
Customised skincare solutions and multi-functional products will become more prevalent to meet the individual needs of consumers.
The brands will adopt inclusive packaging designs and branding strategies that resonate with a diverse audience. This may include gender-neutral packaging, accessible language and imagery, and designs that cater to individuals with disabilities or sensory sensitivities.
“Cosmetic brands will actively engage with diverse communities, seeking input and feedback to co-create products that meet their needs and preferences,” she concluded.