Gen Z emerges as key driver of GCC Skincare market growth: Chalhoub report

Chalhoub Group, in collaboration with Meta, has unveiled comprehensive research highlighting Gen Z’s growing influence on the GCC’s skincare market, with their personal care spending projected to increase by up to 1.6 times by 2030.

The report, “Gen Z’s Skincare Evolution in GCC: Unfiltered,” launched at The Skincare Edition summit in Riyadh, draws insights from over 3,600 respondents across the UAE and KSA, revealing significant shifts in consumer behaviour and market dynamics.

According to the research, Gen Z will constitute 22 per cent of the total GCC population and represent 30 per cent of the workforce by 2030. This demographic spends over seven hours daily online and demonstrates sophisticated skincare habits, with 60 per cent citing skincare as their primary motivation for beauty purchases.

Jasmina Banda, Chief Strategy Officer and SVP Fashion JVs at Chalhoub Group, noted that nearly 50 per cent of Gen Z enters the beauty world through skincare rather than makeup. “Gen Z is the generation shaping the future of the beauty industry, particularly in skincare. They are driven not just by trends but by a goal-oriented approach that reflects their desire for self-expression and skin health,” she said.

The research reveals a complex relationship between Gen Z and skincare routines. While 43 per cent of Gen Z females claim to follow a simple three-step routine, the data shows they actually use an average of 4.7 products daily, incorporating additional elements such as eye creams, lip care, and targeted body treatments.

Trust and authenticity emerge as crucial factors, with 83 per cent of Gen Z consumers prioritising transparent and credible brands, while 69 per cent seek brands that are on-trend and aesthetically engaging. The report identifies several leading brands in the region, including La Roche-Posay, Rhode, and Glow Recipe, which have successfully aligned with these preferences.

Social media plays a distinct role in Gen Z’s skincare journey, with different platforms serving specific purposes:

• Instagram functions as a hub for detailed brand research
• TikTok drives product discovery and trend-driven content
• YouTube provides in-depth tutorials and educational content
• Snapchat facilitates peer-to-peer recommendations

The research also highlights Gen Z’s preference for hybrid products that combine skincare and makeup benefits, reflecting a shift toward a “skin-first” philosophy that emphasises natural, healthy-looking skin.

The findings were presented at The Skincare Edition: Unfiltered summit in Riyadh, which brought together major industry players including L’Oréal, Faces Beauty, Estée Lauder Companies, Shiseido, Waldencast, L’OCCITANE Group, Dior, Guerlain, Patyka and Benefit Cosmetics.

This inaugural summit, coinciding with the HIA Hub event, focused on promoting open conversations about industry standards and removing barriers in the skincare sector, reflecting the current #nofilter trend.

The research identifies five key strategic areas for brands targeting Gen Z in the GCC:

• Personalised, positive messaging emphasising skin health
• Trust and transparency in product formulations
• Strategic engagement across key social platforms
• Development of hybrid products with functional appeal
• Focus on sustainability and social responsibility

The report highlighted popular brands known for strong digital presence and peer endorsements, with companies like Caudalie, Sol de Janeiro, and Summer Fridays leading Chalhoub Group’s GCC Gen Z Hottest Brand Index.