Beauty in the Middle East: The L'Oréal Playbook | BoF CROSSROADS 2025

Few industries require as much localisation as beauty. From UV indices to beauty standards to price points, what people want from their beauty products changes dramatically from one country to its neighbour, and often across different communities within a country. . The Gulf, in particular, is known for being a lucrative region across beauty categories: according to Euromonitor International, the Middle East and North Africa markets were valued at $46 billion last year and are forecasted to reach $60 billion this year, with Gulf Cooperation Council countries driving much of that growth. The GCC comprises Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates. As the world’s largest beauty company, L’Oréal has a rare perspective on how to operate global brands in local markets, running nearly 40 across 150 countries. In a conversation with The Business of Beauty’s executive editor, Priya Rao, L’Oréal’s managing director for the Middle East, Laurent Duffier, discussed the group’s approach, from product development to marketing to distribution. Subscribe to BoF’s YouTube channel to never miss a video. CONNECT WITH THE BUSINESS OF FASHION: Web: https://www.businessoffashion.com Twitter: https://www.twitter.com/BoF Facebook: https://www.facebook.com/businessoffa... Instagram: https://www.instagram.com/BoF LinkedIn: https://www.linkedin.com/company/the-... Pinterest: https://www.pinterest.co.uk/fashionbu... Newsletter: https://www.businessoffashion.com/