EXCLUSIVE: Unilever boosts UAE investment, plans major push into premium beauty business
- Gulf
- May 14, 2025
The International Giant of Consumer Products Unilever will present an important investment plan in the EAU and in the broader Middle East to boost growth in its beauty business, said its high regional executive.
The global company will also launch a great expansion in its innovation pipe, launching premium beauty products and hybrids to address the aspirations of consumers that change rapidly in the region.
Will also undertake a great
The plans follow Unilever by identifying the EAU and the widest region of Middle East, together with Turkey, Pakistan and Bangladesh, as a ‘region of high potential’ to grow their beauty business to the “next level”.
“The vision is clear: to grow the Unilever beauty business making our brands more desirable, more premium and more digitally connected than ever,” said Gupta, the newly appointed general manager of Beauty & Wellbeing of Unilever in the Middle East, Pakistan, Turkey and Bangladesh, he had Bangladesh. Arab business.
“All this [will be] Supported by a strong execution and talent, “he said.
Gupta revealed that the company will invest in digital trade, building more receptive platforms and customization engines so that consumers can interact with their brands more significantly.
“At the same time, I want to train our teams through the PTAB region to move with speed, take possession and lead from the front. This is a region of high potential, and we have all the basic components to shape the future of beauty, Saida.
Significantly, Unilever’s plans arrive at a time when the beauty industry in the region, estimated to be valued at $ 7.5 billion, reaches a solid growth trajectory following the increase in disposable income and changes in aspirational lifestyle.
Expanding the beauty innovation pipe
Gupta, based in Dubai, said the company will expand its innovation pipe, attracting premium beauty and hybrid products that reflect the changing aspirations of the consumer.
“These are new formats, or skin/hair care technologies, we are focused on staying ahead of the curve using the power of science to create desire,” he said.
He said the company will continue to lead hair and skin care by combining avant -garde science with a strong brand purpose.
“We are expanding innovations that offer superior consumer experiences, while making our market models more agile and receptive.”
Gupta said that looking towards the future, the region combines strong macroconomic tail winds, such as urbanization and a young population, with consumer trends that are ahead of the curve in many ways.
“Some of these markets, such as EAU, are a metaphorical doenen between the East and West on trends.
“The cultural diversity of the region also means that we can prove and climb innovations in real world conditions that reflect a broad spectrum or beauty needs and preferences,” he said.
“From Türkiye to Bangladesh, each market is unique, and our ability to adapt the power of the global brand to local relevance is what is separating us.”
Unilever aggressive beauty expansion
Gupta said that the company’s aggressive growth plans follow him when they see a significant change in consumer behavior in the region, especially among the youngest and digitally native public that redefines how beauty is consumed.
This impacts most industry levers to give life to the experience for beauty, he said.
According to the Regional Chief of Unilever, two trends that are secular in this region are the premiumization and increase of electronic commerce.
He said that consumers continue to seek more and more products that combine performance with customization and are willing to invest more in differentiated high quality experiences around the subject.
In electronic commerce, especially in the markets of the CCG and Türkiye, he said that today’s consumers want an endless digital shelf to discover the “new” in beauty, personalized recommendations and instant access.
“In Unilever, we are responding to this with acute actions throughout the consumer trip, from the consumer portfolio to all the way of building digital capabilities first in our offers.”
Gupta said they are also seeing a strong impulse in markets such as Pakistan and Bangladesh, where the increase in income and the increase in internet penetration are unlocking new growth opportunities in massive segments and premium.
“These markets are mature for the next round of category construction, where a connected and conscious consumer is the best in the world for Heralf,” he said.
Gupta said the Region of the Middle East, Turkey, Pakistan and Bangladesh houses some of the strongest brand positions on the market and is one of the fastest growing units for the global beauty and well -being business of Unilever.
