Consumers in the Middle East love beauty. This love has shaped the industry into what it is today, pampering is just part of the contemporary culture. Known to spend big bucks on everything from fragrance to skincare and pampering, it comes as no surprise that global brands are setting their sights on the region.

In beauty, there’s always something new on the horizon. Every week there seems to be a brand entering the Middle East or an exclusive launch. Even mid-pandemic, the beauty industry reached new heights, with Rihanna projected onto Dubai’s Burj Khalifa for the launch of Fenty Skin. Added to this is the line-up of Middle East-inspired collections. Take for example, perfumer Frederic Malle‘s Desert Gems fragrances that pay homage to the Middle East, but that are loved worldwide.

Quintessentially French

Luxury French skincare brand Sisley has laid roots in the region, launching its first Sisley Spa in the GCC located in W Doha and is enjoying great success. The spa also happens to be the globally renowned brand’s largest. “Middle Eastern consumers have always been very passionate about beauty. So, our objective was to set up a luxurious escape, offering a truly unforgettable experience with a treatment menu uniquely curated for Doha,” explains Antoine Bonvin, the General Manager for Sisley Middle East.

The W hotel, located in the heart of West Bay in Doha, offers the brand a central location where they have created a modern sanctuary above the city. It is also just a stone’s throw away from the other cosmopolitan cities of the Arab world. “Middle Easterners travel a lot, so they have a chance to try all types of brands and concepts of spas all around the world. They generally know what they want and appreciate a good brand and good service,” explains Burcu Duzguner, the Director of the Sisley Spa in W Doha.

To cater to their needs, the spa, which looks out over the Arabian Gulf, has considered every detail. The interiors are quintessentially French, with a feeling of elegance, but feature an added touch of Arabian opulence with marble and gold detailing. Treatment rooms feature private relaxation areas, and of course, there are VIP couples’ rooms. Sisley have understood their customers’ wants for a complete package with a full-service hairdresser who uses its award-winning Hair Rituel by Sisley formulas and a boutique that carries its full line of skincare, makeup, fragrance, and haircare products.

Rosewater

Another key to their success is the team at Sisley understanding the need to keep up with their clients’ changing needs. “The market is ever-evolving,” notes Bonvin, adding, “We see more and more interest in skincare and haircare, while historically, it has always been about fragrances and makeup. Sisley Paris was, is, and will be close to its consumer’s requests.” The spa meets these needs and takes it one step further, diving into the history of Arabian beauty and curating unique treatments around for an even more personalized experience.

An example is rosewater, which plays a massive role in Arab beauty. “Rosewater has been a trusted beauty ingredient since ancient times for Arabian women. Even the beautiful queen Cleopatra used rosewater to combat signs of ageing,” explains Duzguner. Added to this, Duzguner notes its ability to balance the skin’s pH, reduce inflammation and redness, control oil and heal scars. For this reason, the team created its Phyto – Aromatic Replumping Youth Facial with Rose. “It’s a true beauty facial to re-plump the face and smooth the signs of fatigue and ageing,” says Duzguner.

Celebrating its one-year anniversary in Doha, Sisley offers a case study on how global brands can flourish in the region’s beauty scene. With the region’s spending power set to continue to grow year on year, there’s never been a better time to invest in the Middle East.