In this edition of Qatar 365, we explore the booming beauty care industry, meet the entrepreneurs and social media influencers, and how it’s breaking down social barriers.
Skincare, perfumes, makeup and haircare are expected to generate more than €500 billion in sales by the end of this year and are growing rapidly in Qatar.
Fashion trends may come and go, but a flawless complexion is always in season. The beauty industry has seen dramatic growth in recent years. Factors such as the pandemic, working from home and social media have pushed more people to invest in their appearance, making it a multi-billion dollar global industry.
Entrepreneur Shaikha Al Mudahka, CEO of Malathii Skin Care, has always been passionate about skincare. The mom of three launched her own line in search of an effortless routine.
“What pushed me to get into skincare was that I wanted simplicity. I wanted to have a perfect, pleasant and very simple routine. So I started my skincare with my first three serums. I am very proud of the name Malathii. It means ‘sanctuary’ in Arabic and it is meant for every girl to have a sanctuary of skincare products. Explains Shaikha.
Sheikha is a scuba diving enthusiast. Thus, the range it has developed is also environmentally friendly. She attributes her success to her loyal customers.
“Word of mouth has been an important factor for us and for our niche market. It is very difficult to cater for all skin types, however, we focus on simplicity and you will find everything you need in our range of care products.” Said Sheikha.
The beauty industry in Qatar is booming and experts predict exponential growth for the future. Luxury brands like these are always popular. However, the demand for organic natural products is also increasing.
Beauty with a conscience and empowerment of women farmers
Atlaad is the brainchild of co-founders Amna al Muhannadi and Rawan al Fares.
This dynamic duo found a gap in the market and created natural products that were cruelty-free and focused on healing.
“The name Atlaad in the Arabic dictionary also means glory, heritage and authenticity. The reason why I decided to create Atlaad is the love and passion not only for beauty, but also for well-being and health.” Explains Amna, co-founder of Atlaad.
With organic skincare products that are redefining the beauty industry, Amna and Rawan aim to be more than just a natural brand.
In addition to educating their customers and promoting sustainable beauty practices, a core part of their business model is giving back, empowering women farmers in developing countries.
“We believe that supporting women in other countries is a core value of our brand. Because we are women, and being a woman and having your own business is not easy. So what we do at Atlaad, it’s about supporting women by purchasing our raw materials in countries like Africa, India and the Middle East. And I encourage anyone who wants to source their raw materials to turn towards these women who need these types of businesses in order to support their families and you are really supporting the community by doing this. Said Rawan, co-founder of Atlaad.
From luxury products to ‘beauty with a conscience,’ these Qatar entrepreneurs are proving that ethical skincare matters, as more people prioritize a regular skincare routine.
Social Media Influencers
In the age of social media, there is no denying that mastering the art of online marketing is the key to brand success. People are looking for products that work well, social media has become a powerful tool: more engagement, more followers, more business.
One of Qatar’s most followed influencers, Haneen Alsaifywent from blogging about beauty and fashion to launching her own brand, which quickly grew into a business empire.
She told Euronews that her background in chemical engineering helped her get into the beauty industry.
“It’s kind of the same thing, because in chemical engineering we study the process of everything. So whatever you have in mind, you want to turn it into a product. It’s chemical engineering, and it This is what I do in the beauty industry. Because I believe when I started I wanted girls to feel beautiful, to try new products, to try new things, that they give them news, let’s say, inventions in the beauty sector.”
Her ‘By Haneen’ eyelash range has become a staple in every Qatari woman’s beauty box and Haneen explains what makes them different and what inspired her to make them.
“The main thing or the game changer with these lashes is that they’re magnetic. So they’re not the normal lashes that people use, and they stick them on with glue. So when you stick with glue, many of them, get damaged easily. So, it’s like one time use. So, the whole concept has been changed through magnets, of course, because when we use the magnet , it’s a little magnetic strip. And let’s say, (it’s) the revolution that happened in the eyelash industry.
Middle Eastern beauty and skincare brands are becoming increasingly popular internationally. Entrepreneurs and influencers like Haneen become crucially important when it comes to reaching a target market and also when marketing a brand.
“Initially, before I became an entrepreneur, I wanted to show people that (the) Muslim woman can be modest and successful and that she can do everything people say she can’t do. My career changed to becoming an entrepreneur and a businesswoman. And of course, this platform has helped me a lot in my businesses. But I’m not saying it’s the only thing because, you know, business and entrepreneurship anyway , it means a lot of work. So even though I rely on my social media platforms, my project will not be as successful if I don’t have the other party supporting me.”
Haneen said she wanted to inspire every girl to be beautiful and stylish from the inside out. So Euronews asked her exactly what beauty means to her and how difficult it is to stay “real” in the age of social media.
“I used to make sure that the Haneen behind the camera was the same person as in front of the camera, which is… sometimes very difficult. I keep reminding myself that I have a message to convey. And this message will influence many teenagers. and young women. I always use my platform to spread a good message. For example, I encourage women to educate themselves, read more books and do good things for themselves True beauty for me, I believe, above all, is being yourself, because if we all want to look like someone or be someone else, or have a specific shape or character , that’s not beauty. It’s like we copy each other. see beauty in everything. I mean the differences between us, that’s beauty and that’s real beauty. Explain Haneen.
The multi-billion dollar men’s beauty industry
Gone are the days when men’s skincare routine consisted of just soap, water and a bottle of 2-in-1 shampoo and conditioner. Men’s beauty products are now part of a multi-billion dollar industry. In fact, statistics predict that the men’s grooming market will exceed €100 billion in the next five years.
Abdallah Al Abdallah is not only passionate about the beauty industry, he is a part of it. The entrepreneur and social media influencer launched his own unisex luxury skincare line two years ago. He believes that basic skin care products should be high quality, but also reasonably priced.
“My original goal was to simplify skincare for everyday people, so we started with a facial cleanser and a moisturizer. So there are, for me, two essential products that everyone should use. Here in the Middle East, we don’t have a male-led skincare brand. Everything is very feminine, very geared toward that, so I kind of wanted to create genderless products.” Abdallah explains.
When it comes to personal care, he believes that more and more men in the region are more open-minded about using skincare products.
“I think everyone should have access to skincare, I think it’s something very essential. Just like water you hydrate from the inside out but with skincare you hydrate outside.” Said Abdullah.
There used to be a stigma attached to manicures, pedicures and facials that were considered just for women, but that is slowly but surely changing.
“Taking care of myself makes me feel good about myself. Taking 10-15 minutes to get ready in the morning, following my skincare routine, you know, taking the time to give myself a facial or go to the spa or, you know, lay down.” The beach. It really makes me feel good about myself. So, it’s a bit like a moment of pause, especially when the days are so busy and it’s really important to have that moment of peace in your day. “Explains Abdallah.
From skincare to makeup to men’s grooming, it’s clear that the beauty industry in Qatar is thriving and doing more than just keeping up with global trends.