Forget cakey foundations and mattifying powders – glass skin is the beauty standard everyone wants. This hydration-driven trend, fine-tuned by the K-Beauty industry, focuses on plump, dewy, healthy-looking skin. And in the UAE’s dry climate, hydration isn’t optional. Here’s how retailers can position and sell hydration-focused skincare the right way.
Hydration is the cornerstone of healthy, glowing skin. Consumers increasingly prioritise skin barrier health, seeking ingredients like ceramides, hyaluronic acid and squalane. The global hyaluronic acid market is projected to reach $15.2 billion by 2028, reflecting its soaring popularity. Similarly, the ceramide market is expected to grow at a 6.8% CAGR from 2024 to 2030, indicating a rising demand for products that support the skin's natural barrier. Squalane, known for its moisturising properties, is also gaining traction, with the market projected to reach $202 million by 2028. This shift towards hydration-focused skincare aligns with the glass-skin trend, emphasizing a dewy, luminous complexion achieved through optimal moisture levels.
Customers don’t buy hyaluronic acid or ceramides. They buy softer, healthier, glowing skin. The key to selling hydration-focused skincare is positioning the ingredients as solutions to their problems.
In the UAE’s dry climate, dehydration, irritation and post-sun sensitivity are daily struggles. Effective marketing taps into this by framing hydration as a necessity, not a luxury. Instead of vague claims, use direct, solution-based messaging:
Before-and-after visuals work wonders here. Show, don’t tell – customers trust results over promises. Whether it’s a TikTok time-lapse of a hydration serum in action or a side-by-side image of improved skin texture, positioning hydration products as instant skin refreshers drives conversions.
The glass-skin trend is a TikTok-fueled phenomenon, with #GlassSkin amassing over 2 billion views. That level of organic interest presents a massive opportunity for retailers: social proof sells skincare faster than any ad.
Collaborating with beauty influencers – especially those known for skincare routines and ingredient breakdowns – helps create trust. But authenticity is key. Instead of scripted endorsements, encourage creators to document their real experience using hydration products over time.
Beyond influencers, customer reviews and dermatologist approvals reinforce credibility. Highlight ratings, clinical testing results and real-user testimonials in marketing materials. Transparency matters – consumers today actively read labels, research ingredients and seek validation from trusted voices.
The formula is simple: viral trends + effective products = skyrocketing sales. Retailers who master social proof turn trending skincare into consistent bestsellers.
Since skincare is part of a routine, bundling hydration-focused products makes it easier for customers to commit. Instead of selling standalone serums, curate hydration sets that take the guesswork out of layering:
Positioning is everything. Highlight how each product works together for max hydration – from prepping the skin barrier to locking in moisture. Promotions like “Dewy Skin in 7 Days” give customers a reason to invest in the full set rather than just one item.
In-store and online, bundles boost AOV (average order value) while simplifying skincare for customers. It’s a win-win for both retailers and shoppers.
Beyond being ultra-trendy with a Gen-Z audience, glass skin represents a fundamental shift in how consumers approach skincare. Hydration is now a non-negotiable step in beauty routines, and retailers who market it effectively will win repeat customers and drive strong sales.
Need help curating the best hydration-focused K-Beauty lineup? We’ve got you covered.