VisualGPS Creative Trends Culture UAE’s Beauty Visuals

Getty Images' latest VisualGPS research offers fresh insights into how beauty brands can craft visuals that truly resonate with UAE consumers. Discover how you can leverage these insights to create more meaningful and inspiring beauty stories that empower self‑expression.  

Getty Images’ VisualGPS research reveals that social media serves as a primary source of inspiration for 85% of UAE users. Social media has long been the birthplace for many viral microtrends, where terms like "siren eyes" are distinct from “puppy eyes” and "dolphin skin” is not to be confused with “glass skin”. However, these platforms also provide a space for more authentic beauty experiences, such as “Get Ready With Me” videos, which resonate with millions due to their relatable, accessible and unfiltered visual approach. This creates a paradox. While 93% of consumers in the UAE feel that social media exposes them to new perspectives, three in 10 believe it promotes unrealistic body types and standards. While UAE’s aesthetic surgery industry value is expected to rise 87% by 2030,¹ UAE consumers are also increasingly interested in the connection between internal health and external beauty, with 94% of UAE consumers believing that mental wellbeing enhances their physical appearance and 88% seeking science‑backed personal care products to support their mental health. 

This is an opportunity for beauty brands to embrace more authentic visual approaches to beauty by focusing on holistic health, inner wellbeing and relatable scenarios. Brands can redefine beauty visuals by showing individuals from diverse backgrounds engaging in self‑care beauty routines in real bathrooms and homes. Don’t forget to explore the communal aspects of self‑care by showing how beauty routines connect families and friendship groups.  

Getty Images' VisualGPS research shows that 51% of consumers in the UAE fear changes in physical appearance when it comes to ageing. In fact, it is the second biggest concern after health decline. Our VisualGPS research also reveals a 50% increase of visuals showing women aged 40+ in the most popular beauty visuals with UAE customers over the last five years, most often shown as glamorous, slim and with smooth skin. The beauty industry has a significant opportunity to expand beyond this, showcasing diverse bodies and faces, skin tones and hair textures. By adopting a more inclusive lens, brands can explore the positives of ageing and self‑care with visuals that reflect real‑life settings, vibrant colours and dynamism showing ageing as continuous personal growth. And let’s not forget men in beauty visuals.

Male beauty standards have historically been associated with muscles and physical strength.² Multiple Dubai‑based clinics warn of the commonness of muscle dysmorphia cases in men when men obsessively try to replace being skinny with being muscular through exaggerated diet and exercise plans.³ But in recent years, traditional male beauty standards in the UAE have been altered to include more focus on skin, face and hair as more men tend to beauty treatments and self‑care. For example, the grooming market is growing significantly, with its value expected to increase by 47% by 2030.⁴ Getty Images' VisualGPS research reveals that recent visuals most popular with UAE customers depict men as tall and with beards and that women are shown 13 times more than men in visuals depicting beauty treatments and self‑care rituals. 

Brands can help close this visibility gap and cultivate more inclusive narratives around masculine beauty. Explore visuals that show the social aspect of male beauty rituals and self‑care whilst being inclusive of various body types. 

Beauty brands have a great opportunity to redefine what beauty looks like by challenging visual stereotypes. By bringing a more inclusive lens to ageing, closing the visibility gap on masculine beauty and ultimately leaning into playful, social self‑care, beauty visuals become more relatable and help beauty brands connect with today’s UAE consumers.  

Sources
[1]  The National
[2] Frontiers Media
[3]  Gulf News
[4] TechSci Research