Knowledge Report | Building Brand Resonance With Gulf Consumers

The Gulf Cooperation Council (GCC) — which consists of Bahrain, Kuwait, Oman, Qatar, the Kingdom of Saudi Arabia (KSA) and the United Arab Emirates (UAE) — is proving a bright spot for the fashion and beauty industries today.

These countries and their governments are investing heavily and strategically to diversify their economies, with key aspects of spend channelled into creative, retail and tourism industries — and their fashion and beauty markets are benefitting.

Euromonitor International forecasts the apparel and fashion market in the GCC to be worth $51.3 billion by 2027, up from $40.2 billion in 2023. Meanwhile, the beauty and personal care market across the six countries is forecast to be worth $17.1 billion by 2027, up from $12.5 in 2023.

While the global personal luxury market was projected to decline by around 2 percent in 2024, the GCC region’s personal luxury segment grew by over 6 percent year-on-year, reaching USD 12.8 billion, according to Chalhoub Group’s GCC Personal Luxury 2024: Unstoppable report, released in May 2025.

“The GCC has been, over the last decade, one of the most interesting spaces to be in,” Nisha Jagtiani, group director and board member at Landmark Group, a Dubai-based retail and hospitality holding company, told BoF. “The amount of change and the consumer’s ability to change is phenomenal.”

The diverse GCC consumer base has experienced a rapid evolution, from women’s increasing economic freedom to the booming expat community and the influx of millionaires to the region. The consumer is also sophisticated and attentive — quick to recognise when a brand is chasing short-term sales and leveraging generic marketing strategies rather than investing in the communities through meaningful activations and cultural connection.

This attitude, combined with the GCC consumers’digital fluency, makes social media a powerful tool in the region — and a natural space for brand connections and storytelling. Brand narratives can be effortlessly integrated into these platforms, becoming a seamless part of GCC consumers’ daily habits.

One way in which brands seek to authentically connect to, and resonate with, this consumer is through Snapchat — one of the most widely used social platforms in the GCC.

In KSA alone, Snapchat has over 26 million monthly users, with the app reportedly reaching 90 percent of 13 to 34-year-olds in the country, while 64 percent of the affluent population across KSA and UAE are monthly Snapchatters.

Ajit Mohan, chief business officer of Snap Inc., shared at the company’s Crafted for Luxury event in July 2025 that the “next big opportunity” in new markets and geographies includes the Middle East and North Africa (MENA), where “Snap[chat] is a daily habit. Whether Ramadan, Eid or everyday moments, Snapchat is where digital roots meet deeply rooted cultural rituals.”

This knowledge report, published in partnership with Snap Inc. in MENA, combines expert insights from independent consultants, and regional brand and retail executives, to unpack the habits and expectations of the modern GCC consumer.

1. The Gulf’s Evolution and Its Changing Consumer Base

The GCC fashion and beauty markets are growing rapidly, driven by young, digitally savvy consumers and rising affluence. Success depends on understanding local cultures, submarket and consumer behaviours, while adapting to the region’s evolving tastes and expectations.

In this segment, we unpack the infrastructural changes shaping regional markets and the young population driving tech adoption — alongside shopping habits, mall culture and spending power across the six countries.

2. Creating Meaningful Connections With the Gulf Consumer

GCC consumers expect more than products alone — they want cultural relevance, meaningful engagement and a sense of belonging.

Local creators and social platforms like Snapchat provide trusted spaces for discovery and community-building, with successful strategies blending digital and physical touchpoints to build loyalty and relevance.

In this segment, we explore how to appeal to communities and cultures within the diverse region, while creating authentic moments, tapping into the multi-faceted regional calendar to reflect local heritage and values, and the importance of bolstering cultural activations through social touchpoints.

3. Elevating Experiences Through Digital Touchpoints

Brands are unlocking engagement through elevated digital touchpoints, from AR try-ons and gamified filters to chat, geo-targeting, and Snap Spectacles.

These tools drive discovery, foster community and make luxury and beauty experiences more interactive and convenient.

In this segment, we explore how to sustain meaningful consumer dialogue across digital environments, and the power of activating multiple virtual touchpoints — from the engagement-driving gamification of AR, to the brand-building potential of geolocation technology, to the enhancement of retail experiences through emerging wearable tech.

Featuring actionable insights from regional experts:

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This is a sponsored feature paid for by Snap Inc. in MENA as part of a BoF partnership.