The Science of Beauty trend is not limited to Europe, North America or the Asia Pacific region.
The Middle East is emerging as one of the world's most exciting beauty innovation hubs, driven by rising consumer sophistication, premiumisation and rapid market growth. According to BCC Research, the Middle East and North Africa beauty and personal care market is forecast to reach US$95.2 billion by 2030.
One of the strongest regional examples is Asteri Beauty, founded by Sara Alrashid.
The brand demonstrates how Middle Eastern beauty companies are creating globally relevant innovation rather than simply adapting Western concepts. Developed with Gulf climate conditions and regional beauty needs in mind, Asteri combines skincare ingredients, SPF protection and colour cosmetics within multifunctional formulations tailored to regional lifestyles and skin tones.
Products such as Noorish Tinted Serum SPF 30 reflect demand for hybrid beauty solutions that combine performance, protection and convenience.
The brand illustrates how science-led beauty is increasingly being adapted to local needs while remaining globally relevant.