Impact of Arab Women in the Beauty Industry
Written by Norhan Zouak
There is a remarkable emphasis on beauty and wellness deeply embedded in Arab culture, dating back to ancient times. The Middle East, Egypt, and North Africa pioneered numerous beauty rituals and items. The ancient Egyptians dyed their nails orange and red from henna powder as an early form of nail polish. Kohl, a mineral similar to charcoal, was traditionally used as eyeliner and mascara as it was believed that darkening around the eyes would help protect them from the sun rays in the desert. Some of the first frangrances were first made from a tree resin called oud, which holds immence importance and prestige in Arab culture and in Islam. Rose water as toner, argan oil for the hair and skin, shea butter to moisturize and hydrate—the list of beauty practices stemming from Arab culture is endless.
The beauty industry is prevalent in the Arab world, making the Middle East and North Africa (or often referred to as MENA) major players in the global beauty market. Statista reports that the cosmetics industry was valued at about $25.61 billion in 2016 in the MENA region. That increased by about 60% in 2021, making the beauty market valued at around $41 billion.
There are countless female entrepreneurs in the Arab world making tremendous strides in the beauty industry, using natural, quality ingredients sourced regionally and instilling rituals passed down through generations in their practice and products.
Helen Bannayan, Emulsion Cosmetics
With degrees in environmental and civil engineering, the Jordan native used her scientific background to launch her skincare brand in 2018. The brand’s model allows individuals to customize their products to accommodate everyone’s unique skin requirements. Bannayan attests that “creating a personal blend means that my products will suit your needs every single day.” Furthermore, Emulsion uses only natural, renewable, and cruelty ingredients—which can all be laid out on the company’s webpage along with their beneficial properties—as well as recyclable packing.
DUBAI, UNITED ARAB EMIRATES - DECEMBER 17:Huda Kattan attends the "The Global Gift Gala Dubai" presented by Huda Beauty at The Waldorf Astoria Dubai Palm Jumeirah on December 17, 2019 in Dubai, United Arab Emirates. (Photo by Cedric Ribeiro/Getty Images for Global Gift Foundation)
Huda Kattan, Huda Beauty
In 2010, the Iraqi-American beauty mogul launched her blog “Huda Beauty”. She later founded a beauty line—with the help of her two sisters Alya and Mona—in 2013 with the same name in which she produced faux eyelashes that were sold at Sephora. What started as just false lashes turned into a billion-dollar company that sells over 140 products that brings in at least $200 million in annual sales as of 2021 according to Forbes.
Dr. Lamees Hamdan, Shiffa Beauty
The Emirati physician used her science background and interest in dermatology to launch her company in 2004. Shiffa, which translates to “healing” in Arabic, came about from Dr. Hamdan’s personal struggle to find natural beauty products that were actually beneficial and healing for the skin among the “paradox” in the cosmetic industry “between scientific concepts that tend to be highly sophisticated and a quest for simplicity.” Dr. Hamdan carefully curated her products, at least 80% of which are organic, to ensure that only ingredients she is certain will make a difference are used.
Sheikha Intisar Al Sabeh and Seikha Fatime Al Sabeh, Prismologie
Prismologie implements color therapy in their ideology and practice, believing that color and mood are closely interwoven. The company began from a “shared goal of helping people by providing them with tools they can use daily to empower themselves and enhance their lives,” the royal Kuwaiti mother-daughter duo told Azyaa Mode. Products contain and are divided among 6 gemstones, each reflecting a vibrant color that carries unique sensations and properties: white (Diamond) for clarity, yellow (Citrine) for confidence, pink (Rose Quartz) for comfort, green (Jade) for serenity, red (Ruby) for vigor, and indigo (Sapphire) for stillness. The brand is so innovative in that it “harnesses the power of color psychology” through its products to enhance one’s mood and wellbeing, while simultaneously nourishing the skin and body.
Mouna Abbassy, Izil Beauty
Izil means “pure” in the ancient Amazigh language, which is the basis of the brand’s motive. “Our products are inspired by traditional recipes and employ the secrets of Moroccan wellness and beauty transmitted from generation to generation,” Abbassy told Vogue Arabia. Its founder’s Moroccan heritage and desire for the “simple, pure, natural beauty rituals” led her to launch her own company in 2013, in which all of the products are free of parabens, synthetic colors and preservatives. Ingredients frequently used include argan oil, prickly pear seed oil, and rose water. As her company aims to deliver products only of natural ingredients and high quality, she explains that the beauty industry “is being challenged to be more transparent and offer products which are natural.”
Although the beauty industry is primarily geared towards women, the businesses and boardrooms are dominated by men. According to the LedBetter’s Gender Equality Index in 2021, women made up just 34% of board seats and 24% of executive positions at personal care companies in the United States. In essence, men are making decisions and spewing ideas and products that directly affect women’s health and wellness. This is not to say men are not affected by these decisions as well, as men are increasingly embracing cosmetic and personal care products. Yet, women continue to be the primary target of the beauty industry. A 2016 report by The National Bureau of Economic Research found that 40% of women say that having women in leadership positions would positively impact the lives of all women. Additionally, the report found that when a female CEO oversees a workforce that consists of at least 20% women, sales per employee increase by 14%. Essentially, women want more women in leadership roles, especially when the decisions directly impact women’s lives and health, and a company’s profitability increases when a woman is in charge.
The need for more female leadership in beauty is undeniable. In 2022, men should not make up as large of a majority as they do in companies’ that aim to better women’s health and self-care. And these Arab women are helping to combat just that. They pioneers in translating their struggles to find adequate, quality products into successful businesses that adhere to their heritage and traditions passed through generations. ❀
