Russian cosmetic and beauty brands are entering the Middle Eastern market, aiming to establish a presence in a highly competitive region known for its discerning consumers and rapidly growing demand for luxury products.
Russian Beauty Brands Make Their Mark in the Competitive Middle Eastern Market.
The beauty and skincare market in the United Arab Emirates presents unique challenges and opportunities for international brands, particularly those coming from regions with vastly different climates. The UAE’s climate is defined by its intense, year-round sunshine and extreme temperatures outdoors, contrasted sharply with the cool, often heavily air-conditioned environments indoors. These conditions create a distinct set of needs for skincare and cosmetic products. Consumers in the region look for formulations that not only provide visible and lasting results but also offer comfort and resilience under the dual pressures of heat and artificial indoor cooling. Lightweight textures that absorb easily, stable ingredients that maintain their effectiveness, and products designed for cumulative, long-term benefits are particularly prized. Simply put, the climate shapes both the expectations and daily routines of Middle Eastern consumers, making the demand for high-performance, reliable skincare solutions exceptionally high.
Recognizing these market demands, several Russian brands are strategically entering the UAE, seeking to establish a foothold in a sophisticated and discerning beauty market. Brands such as Geltek, LIBREDERM, and ResedaOdor have tailored their product offerings to meet the specific needs of Middle Eastern consumers. Their formulations emphasize lightness, comfort, and efficacy, ensuring that products can withstand the challenges posed by both the intense heat outdoors and the dryness caused by indoor air-conditioning. By focusing on these functional requirements, these brands position themselves as solutions that are practical for everyday use while also delivering visible benefits, such as hydration, protection, and rejuvenation, which consumers in the UAE increasingly expect from skincare products.
A significant factor contributing to the initial acceptance of these Russian brands is the “Made in Russia” certification. This national branding serves as an indicator of quality and reliability, reassuring distributors, regulators, and consumers about the origins and standards of the products. In the context of the Middle Eastern market, where product authenticity and compliance with local regulations are closely scrutinized, this certification becomes a strategic asset. It not only builds trust at the early stages of market entry but also facilitates smoother cooperation with local distributors and authorities, helping to accelerate adoption and visibility in the market. The endorsement implicitly communicates that these brands adhere to rigorous quality controls, further strengthening consumer confidence in unfamiliar international products.
The entry of Russian brands into the UAE reflects a broader trend in the Middle Eastern beauty market, where consumers are increasingly knowledgeable, selective, and result-driven. Success in this market requires understanding the interplay between local climate conditions, lifestyle factors, and consumer expectations. By addressing these unique conditions with thoughtfully formulated products and leveraging certifications that convey trust, Russian beauty brands are effectively positioning themselves to compete in one of the most demanding cosmetic markets in the world. Their ability to combine functionality, visible results, and credibility illustrates how international players can adapt to local realities while delivering products that resonate with regional consumers.
Geltek: Climate-Adapted Skincare and Expanding Presence in Strategic Markets
Geltek has positioned itself as a skincare brand designed to meet the challenges of demanding climates, including the intense heat and high levels of sun exposure characteristic of regions like the UAE. The brand’s product portfolio emphasizes formulations that protect, nourish, and revitalize the skin under extreme environmental conditions. This includes sunscreens, lightweight creams, and serums enriched with antioxidants, all designed to maintain skin health and resilience while delivering a comfortable, non-greasy experience suitable for daily use. Among its notable offerings is the retinol line, which has garnered recognition from leading Russian beauty media, underscoring Geltek’s commitment to scientific research, innovation, and effective results. Every product is developed in the brand’s own laboratory, ensuring rigorous quality control and consistent performance, reflecting Geltek’s emphasis on combining science-driven formulations with practical skincare solutions.
The company has strategically expanded its reach into international markets, with the United Arab Emirates representing a key focus for growth. Geltek has successfully completed product registration with UAE regulatory authorities, allowing the brand to meet local compliance standards and demonstrate its credibility in a market known for high-quality expectations. In addition, the brand has secured its trademark under the Madrid Protocol, a critical step for protecting intellectual property and establishing a recognized identity across multiple countries. Geltek has also been showcased at major exhibitions in Abu Dhabi under the “Made in Russia” banner, a designation that enhances consumer trust by signaling the origin and quality of the products.
Beyond the UAE, Geltek has gained valuable international experience in markets such as India, where it successfully launched on local e-commerce platforms. The brand quickly attracted a significant online following, demonstrating strong market demand for its climate-adapted formulas. This success not only validated the appeal of Geltek’s products in diverse regions but also provided the company with insights into consumer preferences, purchasing behavior, and marketing strategies that could be applied to future expansions.
In the UAE, Geltek has established an online presence through Amazon, making its products accessible to a wide consumer base. Looking ahead, the brand is preparing to enter the “Gold Apple” retail chain, which will further strengthen its visibility and availability in the region. Alongside retail expansion, Geltek is actively cultivating relationships with distributors and professional cosmetologists, leveraging both online and offline channels to create a comprehensive distribution network. This multi-channel approach allows the brand to engage with customers directly, provide professional recommendations, and reinforce trust among skincare professionals and consumers alike.
Through its science-driven, climate-responsive products and carefully planned market entry strategies, Geltek demonstrates a clear understanding of the needs of international consumers while building a strong foundation in key growth markets. By combining innovative formulations with strategic partnerships, brand certification, and a focus on accessibility, Geltek is steadily expanding its footprint and positioning itself as a trusted skincare brand in regions with challenging climates and discerning consumers.
LIBREDERM: Combining Pharmaceutical Expertise with Climate-Specific Skincare Solutions
LIBREDERM, a brand renowned for its pharmaceutical approach to skincare, is actively expanding its footprint in the United Arab Emirates by offering products that are specifically designed to meet the challenges of hot, sunny climates. Recognizing the unique environmental conditions of the region—intense sunlight, high temperatures, and dry indoor air—LIBREDERM has developed a range of formulations that provide intensive hydration, lightweight textures, and effective daily sun protection. These products are designed to maintain skin health and resilience, delivering noticeable results while ensuring comfort for everyday use. Particular emphasis is placed on ingredients such as ceramides and peptides, which are scientifically recognized for their ability to strengthen the skin barrier, prevent moisture loss, and protect against the damaging effects of UV exposure and arid conditions.
The brand’s product formats, including fluids and emulsions, are carefully engineered to absorb quickly and feel weightless on the skin. Their design allows for effortless layering with other skincare products, a feature highly valued by consumers in the UAE who seek convenience, comfort, and visible performance under extreme heat. By focusing on formulas that are light, effective, and easy to use, LIBREDERM meets the growing demand for skincare that not only protects but also enhances the overall health and appearance of the skin in challenging climates.
To ensure its products are widely accessible, LIBREDERM has established strong relationships with local distributors, who manage logistics, marketing, and supply chain operations within the UAE. These partnerships enable the brand to maintain a consistent presence in the region while ensuring that products reach both retail and e-commerce channels efficiently. Currently, LIBREDERM is available through major online platforms such as wee.ae, amazon.ae, letoile.ae, and noon.com, which collectively represent a substantial share of the UAE’s beauty and skincare market. By leveraging these platforms, the brand is able to connect with a broad and digitally-savvy audience that increasingly seeks quality international skincare.
The strategy behind LIBREDERM’s growth in the GCC rests on three core pillars. The first is climate-adapted assortments, which ensure that product offerings are specifically tailored to the needs of consumers in hot, sunny, and dry environments. The second is educational initiatives, which aim to inform both professionals and consumers about the benefits of specific ingredients and skincare routines designed for the region’s conditions. Finally, the third pillar is partnerships with retail, including both online marketplaces and physical stores, which facilitate accessibility and visibility for the brand’s products.
Looking ahead, LIBREDERM plans to continue expanding its portfolio of products tailored to extreme climates, introducing new lines that combine scientific innovation with practical benefits for consumers in the UAE and the wider GCC. In parallel, the brand is pursuing additional collaborations with local distributors and retailers to strengthen its presence across both online and offline channels. By combining pharmaceutical expertise with an understanding of local environmental challenges, LIBREDERM is successfully positioning itself as a trusted and innovative skincare solution for the Middle Eastern market.
ResedaOdor: Professional Cosmeceuticals with a Clinical Focus for the GCC Market
ResedaOdor is another Russian brand that has successfully expanded its reach into the Gulf Cooperation Council (GCC) region, offering professional-grade skincare and haircare solutions specifically adapted to the environmental and lifestyle challenges of the Middle East. Like other prominent Russian brands entering this market, ResedaOdor carries the “Made in Russia” certification, a designation that not only reflects the high quality of its products but also reinforces trust among distributors, clinicians, and consumers when entering international markets. This certification signals adherence to rigorous manufacturing standards and scientific research, providing reassurance to regional partners about the brand’s commitment to excellence.
A defining characteristic of ResedaOdor’s approach is its emphasis on professional cosmeceuticals and clinical formulations. The brand’s product lines address a range of concerns that are particularly relevant to the Gulf region’s climate and conditions. For example, haircare products are designed to strengthen strands and reduce hair loss caused by extreme heat, humidity, and sun exposure. Central to these formulations is the SCC5 complex, which incorporates Capixyl™ technology. This clinically tested component stimulates hair growth, fortifies follicles, and improves scalp health, offering a tangible solution to one of the most common beauty concerns in hot climates.
In addition to haircare, ResedaOdor’s portfolio includes skincare solutions for acne-prone and sensitive skin, as well as sun protection products tailored to the Gulf region. Recognizing that heavy ingredients can aggravate delicate skin under harsh conditions, the company’s products are deliberately formulated without dyes, fragrances, mineral oils, or heavy silicones. Instead, the focus is on active ingredients that support and reinforce the skin barrier, ensuring comfort even with frequent cleansing or prolonged exposure to the sun. This careful selection of components is particularly valuable in high-temperature and high-humidity environments, where skin can be easily stressed and prone to dehydration, irritation, or sensitivity.
Sun protection is a cornerstone of ResedaOdor’s climate-specific offering. The brand employs new-generation, photostable filters, ensuring that its sunscreens provide long-lasting protection from both UVA and UVB rays. The formulations are lightweight and fast-absorbing, characteristics that are critical in hot and humid climates, as they prevent the sticky or greasy feeling that can deter consistent use. By combining high-level protection with comfort, ResedaOdor ensures that consumers can maintain healthy skin without sacrificing ease of application or everyday practicality.
ResedaOdor’s presence in the UAE is also reinforced through regulatory compliance and Halal certification, reflecting the brand’s commitment to meeting local market standards. In addition to consumer-focused efforts, the company has developed a strong B2B strategy, partnering with medical clinics, dermatology schools, industry specialists, and key opinion leaders (KOLs). Through these collaborations, ResedaOdor provides professional training programs, standardized protocols, and guidance for integrating its products with aesthetic treatments or clinical procedures. This approach not only builds credibility within the professional community but also facilitates the adoption of the brand in clinical skincare and aesthetic medicine settings, a segment that is rapidly growing across the Gulf region.
The combination of clinical-grade formulations, professional training, and regulatory alignment positions ResedaOdor as a high-tech cosmeceutical manufacturer capable of addressing complex skincare and haircare needs. By focusing on efficacy, safety, and comfort in challenging climates, the brand appeals to both professionals and consumers seeking reliable solutions backed by science. Moreover, the “Made in Russia” certification enhances its international profile, highlighting the brand as a producer of advanced, research-driven cosmeceuticals.
Through this integrated strategy, ResedaOdor is successfully establishing itself in the GCC market as a trusted provider of innovative skincare and haircare solutions. Its focus on climate-specific formulations, professional partnerships, and scientific credibility ensures that it meets the unique demands of the region while building lasting relationships with distributors, clinics, and end-users. By combining cosmeceutical expertise with clinical rigor, ResedaOdor exemplifies how Russian beauty brands can adapt to new markets and expand their global presence, positioning themselves as leaders in high-performance, professional skincare tailored to the Middle Eastern environment.
“Made in Russia”: A Trusted Path for Russian Skincare Brands in the Middle East
In recent years, the Middle Eastern skincare and beauty market has become one of the most dynamic and competitive regions globally. Consumers in the Gulf countries, particularly in the UAE, are discerning, knowledgeable, and have high expectations regarding product quality, efficacy, and safety. In such a demanding environment, establishing trust and credibility is paramount for any international brand seeking to enter the market. For Russian companies such as Geltek, LIBREDERM, and ResedaOdor, the national “Made in Russia” certification has emerged as a powerful tool to build that trust and create a competitive advantage.
The “Made in Russia” program is a government-backed initiative designed to promote Russian products and manufacturers in international markets. It provides a recognizable and respected stamp of authenticity, quality, and reliability. For companies entering foreign markets, particularly ones as discerning as the UAE and the broader Gulf region, this certification serves multiple critical functions. First and foremost, it confirms that products meet high-quality standards, including strict manufacturing protocols, ingredient control, and safety regulations. For beauty and skincare brands, which are subject to intense scrutiny regarding efficacy and skin safety, this validation can be the deciding factor in winning over distributors, professional partners, and consumers.
Beyond signaling quality, the “Made in Russia” certification also simplifies cooperation with partners. International distributors, retailers, and regulatory bodies often require detailed documentation and assurances regarding the origin, manufacturing processes, and safety of imported products. By participating in the “Made in Russia” program, companies can provide these assurances in a standardized and credible way. This streamlines market entry, reduces administrative hurdles, and accelerates the approval and adoption of products in foreign markets. Moreover, the certification facilitates access to a variety of export platforms, exhibitions, and B2B networks, connecting Russian brands with potential partners and clients across the globe. In a highly competitive market like the Middle East, where multiple international brands are vying for consumer attention, these advantages can be decisive.
According to Alexey Shilov, head of the Export Supplies Department at LIBREDERM, the certification is more than a formality—it is a tangible competitive edge. He explains, “Participation in the ‘Made in Russia’ program 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.” Shilov’s words highlight the dual value of the program: it assures consumers and partners about product quality while simultaneously associating the brand with the broader reputation of Russian technological and industrial standards. For new entrants, particularly those in sectors such as skincare and cosmeceuticals where credibility is crucial, this dual impact cannot be understated.
The experiences of Geltek, LIBREDERM, and ResedaOdor illustrate how this certification functions in practice. All three brands have successfully navigated the Middle Eastern market by leveraging climate-adapted formulas, scientific expertise, and professional-grade solutions. Geltek, for instance, has developed sunscreens, antioxidant serums, and retinol products optimized for hot, sunny conditions, ensuring both efficacy and comfort. LIBREDERM focuses on lightweight hydrating formulas enriched with ceramides and peptides, providing protection and reinforcement for the skin barrier under high temperatures and arid indoor environments. Meanwhile, ResedaOdor has specialized in professional cosmeceuticals, combining haircare solutions and clinical skincare lines that integrate advanced technologies, such as the SCC5 complex for hair growth, and photostable sun filters for durable sun protection.
In all three cases, the “Made in Russia” certification not only signals quality but also enhances professional credibility. For products that are distributed through clinics, spas, and aesthetic centers, professional trust is as crucial as consumer recognition. ResedaOdor, for example, relies on partnerships with clinics, medical schools, and key opinion leaders to integrate its products into clinical and aesthetic protocols. By carrying the national certification, the brand reinforces confidence among professionals who must rely on the efficacy and safety of every product used with patients or clients. Similarly, LIBREDERM’s partnerships with distributors and online platforms in the UAE benefit from the assurance that certified products meet rigorous quality standards, simplifying negotiations and approvals with professional and retail partners alike.
The success of these brands also demonstrates that Russian skincare companies can compete effectively in highly sophisticated markets by combining innovation, scientific rigor, and strategic certification. Products tailored to local climatic conditions—lightweight formulas, photostable sunscreens, and barrier-supporting ingredients—address the specific needs of Middle Eastern consumers. Meanwhile, the “Made in Russia” certification communicates the reliability of the manufacturing process, the transparency of ingredient sourcing, and the overall integrity of the brand. Together, these factors enable Russian brands to stand out in a crowded marketplace while establishing a foundation of trust that encourages both professional endorsement and consumer adoption.
Najibullo Jabbori, Chief Representative of the Russian national brand “Made in Russia,” emphasizes that these experiences reflect broader trends in Russian international trade: “The combination of innovative, scientifically driven products and the credibility provided by national certification allows Russian brands to compete successfully in some of the world’s most demanding markets. Certification is not just a label; it is a bridge of trust connecting Russian industry to global consumers and partners.” Indeed, for brands entering regions like the GCC, where consumers are highly informed and professional standards are rigorous, the ability to communicate both quality and authenticity is crucial to achieving long-term success.
In summary, the “Made in Russia” certification has become an invaluable asset for Russian skincare brands seeking international growth. For Geltek, LIBREDERM, and ResedaOdor, the certification confirms quality, simplifies collaboration with partners, and opens doors to export opportunities in highly competitive markets. At the same time, climate-adapted formulations, technological innovation, and clinical-grade approaches enable these brands to meet the specific demands of consumers in the UAE and broader Gulf region. By combining scientific expertise with strategic national branding, Russian skincare companies are demonstrating that they can not only enter but thrive in sophisticated international markets, establishing credibility, visibility, and long-term presence.
Disclaimer: The views expressed in this article are for informational purposes only and do not constitute professional advice. They do not reflect the policies or positions of any newspaper or media organization.
