Wellness is becoming a key feature for beauty consumers as they seek products and services that have stronger alignment with their self-care and overall wellbeing goals, with both physical and mental health forming an integral part of that journey. Brands that show empathy and engage through genuine storytelling and endorse the relationship between ingredient transparency and effectiveness are set to benefit. Establishing the right channel mix in context of ‘new normal’ priorities, as well as complementing governmental initiatives and vision will be key prerequisites for successful strategy implementation. The Middle East presents a new frontier of ample opportunities as beauty consumers opt for self-investment, companies evolve dynamically through continuous innovation, and governmental policies encourage a safe, competitive and world class culture for businesses, residents and tourists alike.