The Middle East has emerged as one of the most digitally connected regions in the world, with the UAE and Saudi Arabia leading the charge. 

According to Global Media Insight, an impressive 99% of the population in both countries are internet users, amounting to 10.14 million individuals in the UAE and 37.10 million in Saudi Arabia. 

This widespread connectivity has driven substantial engagement with social media platforms, reshaping consumer behaviors, especially within the beauty and lifestyle sectors. In the UAE, platforms like Facebook, Instagram, and TikTok dominate, with usage rates of 80.3%, 80.1%, and 71.8%, respectively. Meanwhile, in Saudi Arabia, Instagram leads with 72.7% of users, closely followed by TikTok at 71.8% and Snapchat at 70.5%.

“The UAE and Saudi Arabia are at the forefront when it comes to social media’s influence on the beauty industry,” says Christian Kiefer, CEO and Founder of Spa Wellness Project Management, noting the large, digitally connected populations that have become trendsetters for the wider Gulf region. “While countries like Qatar, Bahrain, and Kuwait are also seeing growing social media-driven demand, the scale and speed of adoption are not quite the same,” he says. 

Social media platforms have revolutionized consumer behavior, says Dr. Nisreen Ameen, Associate Professor in Digital Marketing at Royal Holloway, University of London and Director of the Digital Organisation and Society research center, adding that it has also changed how brands communicate with consumers. “The priorities of Gen Z are very different,” she says. “They know they can push the brands in a certain direction, leading to consumer-driven product strategies. The power of social media is evident in whether a brand is successful, especially in the region.”

This trend is not merely confined to products. Social media has also had a veritable effect in shaping cosmetic services and procedure trends. Kiefer highlights how digital platforms have created a space where people can instantly access the latest procedures. This allows for a rapid rise in demand for personalized beauty and wellness services. “At Wellbeings Holistic Healing, we have seen firsthand how consumer behavior is influenced by what they see on social platforms, with clients asking for treatments they’ve discovered online.” 

ROLE OF INFLUENCERS

Undeniably, social media’s impact on brands and consumers is primarily driven by the rise of influencers in the region. As such, it is no surprise that influencer marketing has become a driving force in the beauty industry. “In a region like the UAE, where beauty and wellness are viewed as essential lifestyle components, influencers hold immense power to promote specific services or products,” says Kiefer. 

Many brands and service providers understand that it has become indispensable to their business. Emily Booroff, founder and CEO of Social Climbers, says that reviews, tagged posts, and working with influencers have become critical to developing communities and driving a subtle solution-selling strategy for organizations in this sector. 

However, even within the influencer landscape, changes are underway owing to technological advancements. “An interesting innovation in the area, which is common in Asia but also growing in Europe, is the move away from human influencers to virtual influencers,” says Dr. Ameen.  

“These human-like influencers, controlled by AI and managed by a team of designers, have been gaining momentum and interest in Asia, and now in Saudi Arabia,” adds Dr. Ameen, noting that some virtual influencers have amassed followers of up to 30-40 million. 

“I would expect the GCC region to witness the rise of virtual influencers in the future, though human influencers would consistently outrank them in terms of engagement.” 

DARKER SIDE OF INFLUENCER MARKETING

Whether human or AI-operated, social media undeniably carries a darker side. A 2021 study found a link between how often people compare their looks to others on social media and overall body dissatisfaction. “The heavy use of filters, photoshopped images, and the portrayal of unattainable perfection put immense pressure on individuals, leading to body image issues,” says Kiefer. 

There is also concern that the tremendous earnings that can be achieved can lead to prioritizing profits over principles, especially within an easily manipulated digital façade. “One of the biggest issues is the portrayal of beauty treatments as quick-fix solutions, where results are shown as instant and flawless, with little to no mention of the potential side effects, recovery time, or necessary aftercare,” says Kiefer, “We see this, especially with injectables, laser treatments, or even advanced wellness therapies that require expert guidance.” 

The issue of misinformation also circulates around the use of unregulated products, especially in DIY beauty hacks that go viral. 

Dr. Ameen says the darker side of social media has seen young people jump into cosmetic procedures “at the wrong age, wrong time, and for the wrong reasons. “This highlights beauty and healthcare providers’ role in educating audiences to ensure the right message is sent to the right audience.” 

AUTHENTICITY AND ACCOUNTABILITY

For Kiefer, the onus is on influencers to promote authenticity and educate their followers on the importance of safe, accredited services, highlighting the importance for consumers to look beyond glamorous social media profiles and dig deeper into reviews, credentials, and certifications. 

Booroff also advocates for audiences to exercise caution when interacting with the social media platforms of the brands themselves, as not everything is what it seems. “It’s so easy to buy followers; we always look at the number of likes and comments,” she says. “If they have 10k + but only 20 likes, chances are they have bought their following.” 

In addition to ensuring one clearly understands all the treatments they are considering, she recommends considering accreditation and verifying service providers using government websites like the DHA to confirm registered practitioners. 

For Dr. Ameen, while technology can be the source of the issues, it can also be a solution, which is why authenticity and accountability are paramount. “From an audience perspective, we have a collective responsibility to help young people hear from the right experts to get the best out of this technology and to help us bring about a better world.”