Beauty in the Middle East: Russian brands enter a demanding market

How the UAE climate and expectations for skincare and beauty shape the demand that Russian brands are seeking to meet

A new reality of the Middle Eastern market: climate, expectations, and “Made in Russia”

The climate of the UAE is characterised by abundant sunshine and a noticeable contrast between the warm outdoor weather and the coolness of air-conditioned interiors. In such conditions, skincare products with stable formulas, cumulative effects, light textures and reliable performance are in demand. Consumers expect noticeable results and comfort in daily use.

Three Russian brands — Geltek, LIBREDERM and ResedaOdor — are responding to this demand. The products of these companies are certified by the national brand “Made in Russia”, which strengthens trust at the entry stage and facilitates cooperation with distributors and regulators in the region. For the Middle Eastern market, this certification serves as an important indicator confirming quality and product origin.

Geltek: climate-responsive skincare and a strengthened footprint in key markets

Geltek develops skincare products adapted to heat and high sun exposure: sunscreens, lightweight formulas and antioxidant solutions. All developments are carried out in the brand’s own laboratory; the retinol line has been recognised by one of the leading Russian beauty media outlets.

The company completed product registration in the UAE, secured its trademark under the Madrid Protocol and was presented at the exhibition in Abu Dhabi under “Made in Russia”. An additional advantage for Geltek was its successful entry into India: on local e-commerce platforms the brand gained a notable audience and confirmed market demand for its formulas.

In the UAE Geltek is available on Amazon and is preparing to enter the “Gold Apple” retail chain, while simultaneously expanding partnerships with distributors and cosmetologists across online and offline channels in the region.

LIBREDERM: pharmaceutical expertise and climate-relevant formulas

A brand such as LIBREDERM is also strengthening its presence in the UAE with formulas suitable for hot climates: intensive hydration, lightweight textures and sunscreens designed for daily use. Special attention is given to products containing ceramides and peptides, which help maintain the skin barrier under strong sun and dry air.

Fluids and emulsions absorb quickly, do not weigh down the skin and are suitable for layering. This format is in demand among consumers seeking comfort and a visible result in conditions of heat and high sun exposure.

The brand builds its presence in the UAE through local distributors who ensure optimised logistics and marketing. LIBREDERM products are available on wee.ae, amazon.ae, letoile.ae and noon.com - platforms that form a significant part of the region’s beauty market.

The development of LIBREDERM in the GCC is based on three pillars: climate-adapted assortments, educational initiatives and partnerships with retail. The brand plans to expand lines created specifically for hot climates and develop new partnerships in the region.

ResedaOdor: professional cosmeceuticals and a clinical approach for the GCC

Another company whose products are certified under the national brand “Made in Russia” is ResedaOdor. It offers professional skincare and haircare lines adapted to the climate of Gulf countries. In hot conditions, formulas designed to strengthen hair and reduce hair loss are particularly relevant; the key solution of the brand is the SCC5 complex, based on Capixyl™, aimed to stimulate hair growth and strengthen follicles.

ResedaOdor also develops anti-acne products, skincare for sensitive skin and sunscreens. The formulas are created without dyes, fragrances, mineral oils or heavy silicones, which reduce the risk of overburdening the skin. The company focuses on components that support the skin barrier and comfort during frequent cleansing and sun exposure.

The brand’s sun protection products utilise new-generation, photostable filters (providing long-lasting sun protection), whilst their lightweight and fast-absorbing textures ensure comfort even in high humidity - a key climatic factor for the Middle East.

ResedaOdor's products are certified in the UAE, comply with Halal standards, and are marketed using a B2B model. The brand's strategy involeves collaborating with clinics, medical schools, industry specialists and KOL experts. It provides training programmes and professional protocols compatible with aesthetic device treatment, thereby building trust within the professional community and expanding its presence in the clinical skincare segment.

Certification under the national brand “Made in Russia” reinforces the position of ResedaOdor brand products on international platforms and promotes it as a manufacturer of high-tech cosmeceuticals.

“Made in Russia” as a unifying vector

For all three companies certifying their products under the national brand “Made in Russia” has become a tool of trust. It confirms quality standards, simplifies cooperation with partners and provides access to export platforms - an important advantage in a highly competitive market with demanding consumers.

“Participation in “Made in Russia” programme is a significant competitive advantage. For international partners and consumers, this mark is a sign of quality, control and transparency of product origin. It increases trust in the brand when entering a new market and allows us to position ourselves as part of a strong and modern Russian industry,” emphasises Alexey Shilov, head of Export Supplies Department, LIBREDERM.

The experience of Geltek, LIBREDERM and ResedaOdor demonstrates that Russian skincare can compete in one of the region’s most dynamic markets thanks to climate-adapted formulas, technological expertise and a clinical approach.

- Najibullo Jabbori, Chief Representative of the Russian national brand “Made in Russia”.

Disclaimer: The views in this article must not be considered as an advice and do not reflect the policy of the newspaper.