Alongside personalisation, brands are also recognising the commercial importance of localisation.
Consumers increasingly expect products to reflect local climates, cultural traditions, fragrance preferences, skin tones and beauty rituals while maintaining global quality and credibility.
One of the strongest examples is Huda Beauty, which has successfully built an international business while remaining firmly rooted in Middle Eastern beauty culture. Its ability to combine regional authenticity with global appeal demonstrates how localisation can become a powerful growth strategy rather than simply a regional marketing tactic.
This trend is particularly significant across the GCC, where demand for fragrance, premium beauty, climate-adapted skincare and culturally relevant innovation continues to influence purchasing decisions.