Makeup makes comeback in Middle East market as the pandemic eases

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DUBAI, United Arab Emirates, Nov 3, (AP): While pandemic style saw people put on pajamas and their hair up in a bun, 2021 is more about mascara and lip liners — and makeup sales in the multi-billiondollar Mideast market are beginning to improve. For women in the region — and particularly the Gulf Arab states — makeup is one of their biggest spends, offering an opportunity for expression even to those who cover their hair and part of their face with black veils. After a pandemic sales slump, analysts now predict the Middle East makeup market will grow by as much as 5% over the next five years, even as sales in some parts of the world continue to slow, such as in Western Europe and North America.

Drawing on those trends, Dubai — the glitzy city state that is part of the United Arab Emirates — has been hosting a number of events and celebrities. Among them was Mario Dedivanovic, known for doing Kim Kardashian’s makeup, who hosted a talk on the future of beauty over the weekend. With more than 9 million followers, Dedivanovic is one of the most infl uential makeup artists currently on the scene. Mask-less women donning designer shoes and bags and wearing the latest makeup trends, gathered at Mirdif City Center Mall to listen to him. Dedovanovic said Dubai is on par with global beauty hubs. “Dubai is such a cosmopolitan city. Everywhere in the world, you know, everybody knows about Dubai,” Dedovanovic told The Associated Press. He said makeup artists in Dubai are “doing everything at the same pace that … it is being done in Paris and Milan and London.”

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