DUBAI, United Arab Emirates (October 22, 2024) Schwan Cosmetics, German color cosmetics manufacturer and supplier to many of the world’s biggest beauty brands, unveils Lipbloss and BrowFix at BeautyWorld Middle East. The launch reflects the ongoing shift towards multifunctional products and minimalistic makeup trends while simultaneously meeting specific local needs in the Middle East.
The Middle East is fast becoming a hot spot for rising trends and brands. Emerging premium brands like Armaf Beauté, along with many strong indie brands, are driving these developments and setting new standards in the region. One key trend is combining high-performing products with care ingredients, fueled by socially and environmentally conscious young consumers, who are leading the shift towards more responsible beauty products without compromising performance.
“No region implements innovation as fast as Dubai. The beauty market in the Middle East is at the forefront, where innovations are recognized and adopted faster due to shorter decision-making processes. This is not about fast beauty but about sustainable and ground-breaking innovation without compromising on performance. The innovation quotient in the Middle East is extremely high, making it a strong market for cutting-edge advancements and real opportunity for growing beauty brands,” says Tobias Friedrich, Vice President of Sales EMEA at Schwan Cosmetics.
Globally, the skinification of makeup has made lip care an essential and popular part of the daily skincare routine, and the Y2K nostalgia has made lip gloss a lifestyle accessory. Earlier this year, Cult Beauty reported a 73% increase in searches for lip gloss.
Schwan Cosmetics’ extra-tingly new lipbloss – a hybrid of a gloss and balm – combines the hydrating properties of a lip balm with the shine of a gloss. Lipbloss contains 17% jojoba oil and 0.2% peptide-hyaloron blend to achieve a high-gloss plumped finish without a sticky feeling on the lips.
For the Middle East, peppermint, ginger, and chili can be added to the formula, creating a more intense tingling effect on the lips. These ingredients stimulate blood circulation in the lips and bring a spicy or refreshing scent. Peppermint delivers a refreshing and slightly cooling effect and has skin-soothing properties. Ginger oil creates a more intense tingling and plumping effect, bringing a warm sensation to the skin.
Chili creates the most intense tingling effect and plumping effect with an intense warming sensation and an energizing, spicy scent. Chili and ginger can also be blended for more custom formulations.
“Key feedback we’ve received from our clients in the Middle East has been to increase the sensorial effects of products. Quite simply – if the consumers don’t feel the products working, they don’t believe they work at all. The current strong desire to combine trendy looks with skincare benefits is also a great match for Schwan Cosmetics’ Color & Care strategy, which aims to bring a range of products developed to combine the latest trending looks and colors with the added benefits of scientifically proven skincare ingredients,” says Stefanie Strittmatter, Director Global Product Management LIP at Schwan Cosmetics.
Natural, statement brows continue to be a sought-after feature, and TikToks hashtagging brow growth have accumulated over 40 million views. To meet the growing demand for growth-supporting brow makeup, Schwan Cosmetics launches the 3-in-1 BrowFix that strengthens, colors, and fixes eyebrows in place.
94% of the clean and vegan formula is made of natural ingredients and contains 3.95% boosting care ingredients, such as eriobotrya japonica leaf extract, which reduces the time needed for hair growth and boosts its speed, and panax ginseng root extract, which activates intercellular communication, improving the physiology of hair growth. Altogether, the formula has six ingredients combined to promote healthy brow hairs.
Hair growth is a complex cycle involving four main stages: active growth, transition, resting, and shedding. This cycle operates similarly in eyebrows, though with a shorter growth phase.
“Balancing ingredients to address each stage of this cycle and simultaneously ensuring follicle and skin health is a significant challenge. Our carefully selected blend of active ingredients is designed to maximize results. For example, caffeine helps extend the growth phase, while ginseng, eriobotrya, and pistacia provide phytochemicals that support the growth stages. L-arginine acts as a hair anchor, reducing hair loss, and oils like castor oil not only enhance hair health but also protect the skin and follicles from irritation and other disorders,” says Leonardo Luce, Head of Competence Color and Care Formula Research & Development.
Schwan Cosmetics will be present at BeautyWorld Middle East from October 28–30, located at booth B28.
