UAE-based marketplace aggregator YallaHub entered into a partnership deal with popular international beauty brand Rada Russkikh to bring its wide range of products to the UAE – and also in the wider MENA market – a move which is expected to further accelerate the online shopping drive in the region’s over $12 billion beauty products market.
The deal assumes added significance as it comes at a time when beauty products take the lead in Dubai’s non-grocery express delivery sales.
“It [the partnership deal] means that UAE residents will now have access to more unique high-end global brands,” Leonid Dovbenko, Founder and CEO of YallaHub, told Arabian Business.
Dovbenko said YallaHub’s vision is to create the first e-commerce platform in the GCC market that will help thousands of brands scale up in the region and offer quick delivery.
“Therefore, we’re excited to announce our partnership with sustainable and natural cosmetics brand Rada Russkikh,” he added.
The Rada Russkikh brand, known for its unique skincare method, offers a comprehensive range of natural products, claims to be made using only organic ingredients and advanced technologies to enable restore the skin’s natural balance, irrespective of various skin conditions.
The brand also claims that its products are truly natural as they do not use sulfates, silicones and mineral oils.
All packaging is also made of recyclable and eco-friendly materials.
“With YallaHub’s support, we can now offer our skincare solutions to our Arabian audience,” said Rada Russkikh, Founder and CEO of the beauty brand.
“It allows us to change the game and show other small and local brands that it is possible to conquer new markets quickly and with a small amount of investments,” Russkikh said.
YallaHub fuels online beauty shopping
YallaHub executives attributed the fast rising trend for online beauty shopping in the UAE – as also in the wider region – to customers’ desire to delegate chores and focus on more important things like work, family, or friends.
As the MENA market experiences increasing demand for beauty and natural cosmetics, YallaHub’s infrastructure and logistics empower brands such as Rada Russkikh to expand their reach and meet customer expectations, they said.
A recent McKinsey research showed that over 30 percent of customers expect same-day delivery for beauty products delivery, while a majority of customers expect two- to three-day delivery as the baseline.
Middle East beauty market on the rise
Industry experts said the partnership between YallaHub and Rada Russkikh is expected to lead to a surge in demand for online beauty shopping in the UAE and in the wider region, as it could meet a whole set of rising customer expectations – quick delivery, natural products and innovative sustainable solutions.
According to a recent report by UnivDatos, the beauty market in the Middle East reached close to $12 billion in 2022, and continues to grow rapidly.
E-commerce sales channels already are estimated to contribute 27.5 percent of the sector’s revenue, demonstrating the accelerating demand for online beauty shopping in the region.
The region’s beauty and personal care market, projected to reach $1.14 billion in revenues by 2023, is expected to see a compound annual growth rate (CAGR) of 6.2 percent over the next five years, according to Statista.
The most popular beauty brands among Dubai customers currently, according to YallaHub’s data, are Rada Russkikh, Romanovamakeup, Just Care, Pusy, Laruzel, and m.21.
“These are independent brands for the UAE market, and their popularity allows new personal brands to enter the UAE market,” Dovbenko said.