Finnish Beauty Brands Make Grand UAE Debut

Dubai, UAE : Finnish and Nordic beauty brands are making a remarkable entrance into the United Arab Emirates following their sweeping success at the European Natural Beauty Awards 2025 in Paris. Finland emerged as the standout country, claiming seven of the fourteen main awards and six Excellence subcategory prizes, highlighting its leadership in innovation, sustainability, and natural beauty.

The international recognition now serves as a springboard for these brands in the Middle East. Nordic Beauty Inc. (NBI), the parent company of multi-award-winning brands NOBE Nordic Beauty and Scandy, will present its portfolio to UAE distributors at Beautyworld Middle East 2025, held from 27–29 October at Dubai World Trade Centre. Meanwhile, Scandy has already debuted across the GCC through an exclusive launch in Watsons stores, marking a significant milestone for Nordic clean beauty in the region.

The European Natural Beauty Awards celebrate excellence across the natural cosmetics industry, including e-commerce, retail, innovation, and ingredient sourcing. Finland’s award-winning companies include Ruohonjuuri for E-Commerce of the Year, PUR-kauppa for Independent Shop of the Year, Miraz for Distributor of the Year, CosmEthics (Katariina Rantanen) for Voice of the Year, BLANK& for New Brand of the Year, Origin by Ocean – OCEANTHIX™ LV for Innovative Natural Raw Ingredient of the Year, and Frantsila for the Lifetime Achievement Award.

In addition, NBI garnered the highest number of Excellence Awards among European brands, with five for NOBE and one for Scandy, reaffirming Finland’s prominence in modern, nature-based cosmetics.

Johanna Rönkkö, CEO of NBI, commented: “The Finnish natural cosmetics sector blends science, design, and sustainability—values that resonate deeply with UAE consumers. This market is forward-looking and quality-driven, making it an ideal environment for Nordic beauty to thrive. We are thrilled that Scandy has already found a home with Watsons across the GCC, signaling an exciting beginning for Nordic beauty in the region.”

The UAE cosmetics market is projected to exceed US$395 million in 2025, growing at over 4% annually, while the clean and natural beauty segment is expected to expand nearly 7.9% by 2030, according to Mordor Intelligence. Increasing demand for transparency, sustainable practices, and high-quality formulations makes the UAE a natural next step for Nordic brands, renowned for their minimalist design and ingredient integrity.

Mika Rönkkö, Executive Director of the Finnish Health Product Retailers Association, added: “Nordic beauty is defined by authenticity, performance, and sustainability. These universal values are increasingly sought after in the Middle East, making this region a perfect fit for Finland’s clean beauty innovations.”

With this strategic expansion, Finnish brands aim to reshape the Middle Eastern beauty landscape, offering consumers products that combine efficacy, elegance, and environmental responsibility.