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UK cosmetic firms can cash in on Middle East demand – but be careful, says Aramex chief

[ October 15, 2024   //   ]

The Middle East has a long and rich history of beauty rituals, using natural oils, herbs, and spices, passed down through the generations but now the younger generation are blending these with modern-day consumer cosmetics are blended to create a unique beauty culture that resonates with contemporary consumers.

This is turning the region into a significant growth market for UK brands, says Umar Butt, regional chief executive for the UK and Europe at freight forwarder, Aramex.

He is calling on cosmetic brands to prioritise careful handling and the temperature-controlled element during shipping to ensure product and packaging integrity, especially when exporting to warmer climates.

He says: “This swelling demand ultimately presents a potentially lucrative opportunity for UK brands to further penetrate the Middle Eastern market, as all the signs point towards significant growth. While this presents an exciting opportunity, meeting demand within the region will in part hinge on the ability of UK brands to adapt their logistics and supply chain strategies to the unique challenges of the Middle Eastern market.”

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