In this exclusive interview with TimelessME, Cosmetic scientist and Co-founder and Head of Research & Product Innovation at Melanin-inclusive brand NEX Skincare, Faiza Hussain talks to us about the unique needs of the Middle East consumer.
Faiza is a trusted consultant to beauty brands worldwide with in-depth knowledge of regional regulations and laws and has contributed to the launch of hundreds of products.
TimelessME: What unique skincare challenges do Middle Eastern consumers face compared to Western markets?
Faiza Hussain: Middle Eastern consumers often face extreme climate conditions such as intense heat, high humidity, pollution and significant UV exposure that can significantly impact skin health. This leads to long-term issues such as dehydration, hyperpigmentation and premature ageing, which require targeted and advanced formulations. 72% of young consumers actively seek science-backed skincare that addresses the region’s extreme climates and their harsh environmental realities, such as heat, humidity, sand, overexposure to air-conditioning and year-round UV (index 9–12) exposure[1]. Middle Eastern consumers’ top priorities are hydration, radiance and even tone. SPF, once neglected, is now a daily staple, particularly as awareness grows of long-term hyperpigmentation risks for sun-kissed melanin-rich complexions.
These factors contribute to dehydration, hyperpigmentation, and premature ageing, which require targeted, advanced formulations. According to the Gen Z GCC Skincare Report 2024, 72% of young consumers actively seek science-backed products tailored to the Middle East’s environmental realities- heat, humidity, sand, overexposure to air conditioning, and year-round UV levels of 9-12. Hydration, radiance, and even skin tone rank as top skincare priorities. SPF, once overlooked, is now becoming a daily essential as awareness grows around hyperpigmentation risks in sun-kissed, melanin-rich complexions.
The Middle East is also home to one of the youngest and most beauty-conscious demographics in the world. Over 60% of the population in the United Arab Emirates (UAE) and the Kingdom of Saudi Arabia (KSA) is under 30. They are not just consumers; they are trendsetters. Beauty content creators in the region influence up to 80% of skincare purchase decisions.[2] Engagement here is high and it translates directly into conversions.
TimelessME: How do environmental factors (heat, humidity, dust, UV) influence your formulation approach?
Faiza Hussain: Environmental stressors play a central role in shaping my formulation strategies. Living in the Middle East, I see firsthand, how heat, humidity, dust and intense UV exposure affect the skin’s resilience and health. My focus is always on the consumer, developing products that not only protect against these elements but also enhance skin longevity, through clinical research and claims that are always substantiated. That means formulating with ingredients with advanced capabilities such as antioxidants, humectants, technologies and advanced UV filters that work synergistically to support the skin barrier, defend against oxidative stress and promote cellular health. It’s not just about surface-level results; it’s about designing smarter formulations that work with the skin to optimise long-term skin function and vitality.
TimelessME: What specific ingredients or techniques do you prioritise when formulating for this region?
Faiza Hussain: When formulating for the Middle East, techniques and technologies that emphasise lightweight, breathable textures are essential for comfortable daily wear in extreme climates. The region presents a unique opportunity for science-led and climate-adapted skincare: consumers prefer lightweight, non-comedogenic formulations designed for melanin-rich skin tones. There is also a growing demand for broad-spectrum SPF 30-50 that not only effectively protects but works seamlessly with abayas and hijabs.
Successful formulation for this market and its extreme climate means designing textures that are lightweight and melanin-friendly with no white cast, acknowledging cultural touchpoints such as Eid and National Day in product storytelling, and building trust through science-backed education rather than empty claims. It also requires going beyond simple translation by adapting messaging to Arabic language nuances, local customs, and sensitivities, while collaborating with regional creators and influencers to connect authentically with consumers.
TimelessME: How do you balance traditional Middle Eastern beauty ingredients with modern skincare science?
Faiza Hussain: Thoughtfully formulating for the traditional Middle Eastern consumer by combining plant-derived, holistic ingredients with advanced skincare technologies. This approach honours cultural heritage while delivering scientifically proven results. Our formulations are Vegan Society certified, meaning they contain no animal byproducts, aligning with halal values and ensuring high efficacy, transparency and broad appeal.
TimelessME: What are the biggest misconceptions about Middle Eastern skin types in the beauty industry?
Faiza Hussain: Outdated misconceptions assume Middle Eastern consumers lack interest in beauty or aspire to Western beauty norms. In reality, they are highly invested in self-care, proud of their beautiful cultural identity, and represent diverse skin types, including sensitive and combination. With expats making up 80% of the population, personalised skincare is essential. Notably, men in the region lead fragrance consumption, highlighting their strong grooming preferences and pride in looking their best.
If you’re eyeing the region, here’s the message: you can’t cut and paste your global strategy here. You need to localise, not just in language, but in relevance.
TimelessME: How has the Middle Eastern beauty market evolved, and what trends are emerging?
Faiza Hussain: The Middle Eastern beauty market has rapidly evolved, embracing greater inclusivity, innovation and personalisation. Emerging trends include a rise in digitally informed purchasing decisions where less is more, multifunctional products with fewer steps and products, as well as a growing consumer awareness around ingredient efficacy, safety and transparency backed by clinical studies.
A youthful, digitally savvy population – especially in the UAE and KSA – drives trends via social media, with “skinfluencers” influencing up to 80% of purchases. Climate-adapted formulations, including lightweight, non-comedogenic products and high-SPF solutions suitable for abayas or hijabs, are essential. Consumers are ingredient-literate, seeking science-backed actives like niacinamide, hyaluronic acid, vitamin C, and liquorice root, while traditional ingredients such as rose water, oud, black seed, frankincense, and camel milk are being modernised. Rising disposable incomes, Saudi Vision 2030, and a diverse expat population boost demand for premium and globally recognised brands. Halal compliance, bilingual labelling, and culturally sensitive advertising are increasingly important.
TimelessME: What role does sustainability play in Middle Eastern consumer preferences?
Faiza Hussain: Middle Eastern consumers are increasingly drawn to brands that prioritise transparency, evidence-based claims and ethical sourcing. Sustainable packaging, especially recyclable, minimalistic or refillable options, is gaining importance in the region. Responsibility and traceability throughout the supply chain are also becoming an important decision-making factor.
Halal certification is not obligatory, but it is a quick trust builder for the region. In the UAE, halal certification is voluntary, but halal-compliant formulations (alcohol-free, halal-sourced animal derivatives) are increasingly expected in mass and masstige segments.
TimelessME: Where do you see the Middle Eastern beauty industry heading in the next 5 years?
Faiza Hussain: The industry is set for significant growth, particularly in personalised skincare driven by tech-enabled diagnostics and customisation. With a young, digitally savvy population, Middle Eastern consumers are increasingly demanding science-backed products that deliver proven results.
What’s happening in the Middle East is not a trend, but a seismic shift. Skincare is viewed as an investment in long-term skin health and has become a form of self-expression, wellness and cultural identity. For formulators, innovators, manufacturers and brands, this is one of the most dynamic and innovation-ready beauty markets in the world, and if the past few years have shown us anything, it’s that the next big formulation opportunity is happening right here, in the Middle East.
TimelessME: What’s your top skincare advice for consumers in the Middle East?
Faiza Hussain:
- Prioritise daily use of broad-spectrum SPF and invest in products that deliver deep hydration and antioxidant protection. Free radicals triggered by UV and pollution can damage skin cells, accelerating ageing and pigmentation.
- Understanding your skin type and environmental stressors is essential. Be cautious with trendy ingredients like hyaluronic acid, which may worsen dehydration in dry climates. Higher concentrations of ingredients don’t necessarily mean better for the skin; it can be irritating for the skin, especially in drier climates.
TimelessME: Your journey of The Skin Shrink and NEX Skincare – what drives your focus on Middle Eastern skincare?
Faiza Hussain: My journey with The Skin Shrink and NEX Skincare is driven by a deep passion for the beauty industry. Although they are two distinct businesses, they are complementary. Through The Skin Shrink I consult extensively across both B2B and B2C markets. While NEX Skincare is my venture as co-founder and head of product development with research, where I draw on over a decade of experience from the industry as an MSc Cosmetic Scientist. Having developed formulations for some of the world’s leading beauty brands, I now focus on applying advanced science and technology to meet the specific skincare needs of Middle Eastern consumers and set new standards for performance and innovation. At NEX, we go beyond trend-led beauty, delivering clinically backed, culturally relevant formulations that are redefining skincare.
The Middle East is entering a skincare revolution. For formulators, product innovators, and everyone in between, a truly extraordinary opportunity is unfolding. This is a region where beauty has always been celebrated, but now, skincare is stepping into the spotlight in a way that is reshaping the market and demanding innovation.
TimelessME: Can you share an example of a product you’ve developed for a uniquely Middle Eastern concern?
Faiza Hussain: The NEX Moisturiser addresses the region’s top concerns: hyperpigmentation, premature ageing and dehydration in a single lightweight product. With a patented delivery system to transport plant-based actives targeting pigment production pathways and cells to boost collagen and increase skin health. It combines deeply hydrating ingredients with antioxidants, tripeptides and polyphenols, advanced anti-ageing ingredients providing both long-term protection and rejuvenation.
TimelessME: What’s next for your innovation pipeline at NEX Skincare?
Faiza Hussain: At NEX Skincare, we’re excited about incorporating cutting-edge technology to create personalised skincare solutions. Our pipeline includes the advancements of AI and product personalisation tailored explicitly for Middle Eastern environmental conditions and consumer preferences.
Faiza Hussain, Director of The Skin Shrink & Head of Research and Product Innovation at NEX Skincare, will be speaking in the Marketing Trends theatre at in-cosmetics Asia being held in Bangkok, on Wednesday, 5 November from 12:30 – 13:15, in a session entitled: ‘Beauty in the Middle East – Formulating for the Middle Eastern Consumer.’ She will also be leading the panel discussion: ‘How to Launch a Beauty Brand: Successful Strategies & Problem Solving’ on Tuesday, 4th November, 14:00-14:45. Find all the Marketing Trends Theatre sessions here.
in-cosmetics Asia, organised by RX, returns to BITEC, Bangkok, 4-6 November 2025. To register to attend, please visit the website here.
