The grooming habits of men are changing – globally, radically, and fast. In Seoul, men line bathroom shelves with toners and ampoules. In Sweden, they plunge into ice baths post-sauna. In Kerala, hair is oiled with botanical blends passed down for generations. And in Dubai? You’ll still find a hammam schedule, a barber on speed dial, and oud in the air – but increasingly, a moisturiser with SPF too.
According to Grand View Research, the Middle East and Africa men’s grooming market is projected to reach $21 billion by 2030, growing at a CAGR of 7.2%. The UAE alone is expected to hit $487 million by 2030. That growth isn’t just fuelled by fragrance – although that remains dominant, it’s coming from skincare, body grooming, and a shift in perception: from maintenance to wellness.
The SPF Shift: The New Gold Standard
Despite year-round intense UV exposure across much of the Middle East, daily sunscreen use among men remains surprisingly low. Yet dermatologists unanimously agree that consistent sunscreen application is the single most effective way to prevent premature skin ageing, hyperpigmentation, and long-term sun damage – including the risk of skin cancer. This gap between awareness and action is starting to close as more men embrace skincare beyond shaving and fragrance.
Globally, the men’s SPF market is booming: according to Market Growth Reports, moisturiser-SPF hybrids saw a remarkable 22% growth in 2023 alone, signaling a shift toward more multifunctional, user-friendly products. For men looking to upgrade their routine, swapping a traditional post-shave balm for a lightweight, non-greasy SPF30 moisturiser is an easy first step.
Korean skincare brands like Laneige Homme offer moisturisers with refreshing textures designed for hot, humid climates, while French brands such as La Roche-Posay Anthelios UVMUNE SPF50+ provide high protection tailored for sensitive skin and harsh sun exposure typical of the Gulf region. The key is to find formulas that absorb quickly without leaving a white cast or greasy residue — because when sunscreen feels good on the skin, men are far more likely to wear it daily.
Beard Oils Aren’t Just for Shine – They’re Skincare
In India, amla and neem oils are long-standing staples; in the Middle East, black seed and oud oils have been used for centuries for their scent and healing properties. But beard oil today has evolved beyond fragrance – it’s become an essential part of skin health. One of the most common complaints among men with facial hair is ingrown hairs: when a trimmed or shaved hair curls back into the skin, causing painful bumps, redness, or even infection. Using a good beard oil can help prevent this. It softens the hair shaft, making it less likely to pierce the skin, while hydrating the skin underneath to reduce dryness – a key contributor to irritation.
Oils like argan, black seed, and jojoba also have anti-inflammatory properties, helping to soothe any post-trim inflammation. The trick is in the application: massage two to three drops of oil into the beard and the skin beneath it, ideally after a warm shower when pores are open. This not only nourishes the follicles but creates a healthier surface for hair to grow through. Any leftover oil can double as a natural, subtle cologne – press it onto pulse points like the neck or wrists.
For men prone to ingrown hairs, exfoliating under the beard twice a week with a gentle acid toner or scrub can clear dead skin and keep follicles open. One popular option trusted globally is The Groomed Man Co. Beard Oil, which combines argan and jojoba oils with a subtle woody fragrance, balancing nourishment with scent. Think of beard oil less as a finishing touch, and more as maintenance for the skin you can’t see.
Cold Therapy: Not Just a TikTok Trend
The age-old Scandinavian ritual of alternating between a hot sauna and a plunge into snow or icy water has captured the world’s attention – and for good reason. Beyond the invigorating shock, cold exposure offers tangible skincare benefits. When cold hits the skin, blood vessels constrict, which temporarily improves circulation by encouraging blood flow once the cold subsides. This process tightens pores, reduces inflammation, and helps diminish puffiness – especially around the eyes and jawline.
While plunging into a snowbank might be out of reach for men living in the Middle East’s warmer climates, the benefits of cold therapy don’t require extreme conditions. Even a quick cold water rinse at the end of a shower can stimulate these effects, leaving skin feeling refreshed and resilient against heat and pollution. For an added boost, metal facial rollers – such as the Jade Roller or Rose Quartz Roller, widely available at pharmacies and beauty stores across the UAE and all over the world, can be stored in the fridge and used before applying serums or moisturisers.
These chilled tools promote better absorption of skincare products while providing a soothing, cooling sensation that calms irritation and reduces puffiness. Simple cold therapy techniques like these can be an easy, affordable way for Middle Eastern men to help their skin recover from harsh sun exposure and urban environmental stressors.
Manscaping Goes Mainstream – Hair Removal in the Middle East
Hair removal is deeply rooted in Middle Eastern culture, with traditional methods like sugaring, waxing, and hammam exfoliation practiced for centuries. Today, the region is experiencing a surge in male grooming, with hair removal services growing rapidly. According to a 2023 report by Research and Markets, the Middle East’s male hair removal market is projected to grow at a compound annual growth rate (CAGR) of around 18% through 2027, driven by increasing awareness of personal grooming and wellness among men.
In urban hubs like Dubai and Riyadh, clinics offering laser hair removal and professional waxing for men have multiplied, reflecting a shift toward more permanent and hygienic grooming solutions. Younger men are embracing these treatments openly, seeing hair removal not just as tradition but as part of a modern self-care routine suited to the region’s hot climate and cultural preferences. For those starting out, using a quality trimmer combined with regular exfoliation helps prevent irritation and ingrown hairs, making hair removal a comfortable and manageable part of daily grooming.
