The UAE in general - and Dubai in particular - pulls no punches when it comes to looking good. Makeup, skincare and hair care are sectors that have been growing in leaps and bounds, with more and more brands opening shop here, and many more slated to over the next few months. A recent Euromonitor report says that, last year, the UAE spent US$1.64 billion - over Dh6 billion - on beauty products - which is a growth of close to Dh1 billion over 2014. Shoppers spent $423 million (Dh1.55 billion) on fragrances, $258 million (close to Dh950 million) on haircare, $168 million (Dh617 million) on colour cosmetics, and $165 million (Dh600 million) on skincare. What is it about looking your best and this country? We find out. Rima Soni, beauty consultant for 37 years, who has been in Dubai since 1982, says "Everyone in Dubai wants to look beautiful. The entire focus is on looking good, buying the most expensive products and keeping up with the Joneses." Huda Kattan of HudaBeauty.com is a celebrity makeup artist in Dubai who believes social media has contributed to the evolution of the make up-savvy consumer. "Beauty has become so much more accessible now from all over the world," she points out. "Skincare influences from Asia, eye make up techniques from the Middle East and contouring from Hollywood have all made their way into the UAE." Huda herself uses at least five to six products on her face when she's in a rush, but anything between 20 and 25 - a figure that sometimes even goes up to 50 - when she's serious about looking her absolute best. Huda's sister, Mona Kattan, partner, strategy and business relations, of Huda Beauty, adds that people have become braver in experimenting and using make up thanks to the readily available make up tutorials online. "We see that is a growing trend. People are less scared and they can be their own stylists." Freelance writer and stylist Ujala Ali Khan who's been in the UAE for 13 years - and who "cannot think of leaving the house without wearing at least six products" - says Arabs wear a lot more make up than Westerners and Europeans. She says she sees both extremes - the natural bare-face look, and also the ones wearing false eyelashes and heavily drawn eyebrows - everyday. "If you spend wisely, you can build a decent make up kit for Dh1,000, and then spend around Dh100 each month on replenishing supplies. I'd say I spend maybe Dh5,000 spread across the year on make up." For an evening party look, Ujala says you need at least 10 products, including foundation and contouring. An advocate of the kitchen being the best source of beauty products - almonds and strawberries and milk and oils - Rima Soni says, "People's social calendars leave them looking like mannequins for the whole day". Personally, she says, "it is ridiculous to spend so much money on make up. Beauty is not a quick fix. I have maintained what you eat is your cosmetics. Beauty is a long-term affair. Grooming has to be head to toe, and it's not just about your face." That may be a point to ponder over, but for the time being, beauty products are flying off the shelves as the UAE gears for yet another boom time in the sector. All projections indicate that sales this year will easily exceed the 2015 figures. news@khaleejtimes.com Watch: Dubai speaks on leaving home without makeup (Video by Kymberlee Fernandes)
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