The business of beauty in Qatar is the norm

Be it hands, feet, hair, nails or even any of the hidden bits, there’s much self-care and pampering in Qatar, thanks to a culture that values good grooming.

In fact, in the Middle East, having your brows plucked (threaded), your feet pummeled, nails painted, your face polished and some, is as commonplace as dipping a rusk or turning a chop is in South Africa.

Almost everyone who can, takes advantage of the booming beauty business.

I mean, even I go to the salon regularly, something I only ever did on high days or holidays in the Land of Green and Gold.

In Qatar, according to Statistica, the personal grooming industry is expected to continue with an annual growth rate of 4.53% over the next few years.

But why?

Why does Doha, Qatar’s capital, have more than 750 salons vying for your patronage and riyals?

Yes, it is because the Qataris take great pride in looking good, but it’s also because of:

• Wealth
• Social media, and
• The limited bits you can see (this, as you will learn, is my own personal theory).

Before we explore further, spoiler alert!

I am no beauty expert. I am just a regular hands-and-feet kind of gal. I have neither the money, nor the desire to nip and tuck, lift or de-wrinkle anything. I have earned my “character lines” (and lumps). And, if I am really honest, I am a wuss when it comes to pain.

So, I will not be going behind the veil again as I did with the Qatari wedding. So, there will be no Middle Eastern body-beautiful exposes or personal sharing of morning shedding processes (yes, “morning shedding” is a thing).

No hair transplants either. You will need to go to Istanbul, Turkey, instead, since they specialise in medical and cosmetic surgery. Mind you, one natty Uber driver, who is obviously not sending his money home like all the others, proudly showed off his growing implants after his cosmetic work in Doha.

“If something goes wrong at least I am here and they can fix it,” he reasoned.

Affluence in Qatar

The US may lead the beauty care market, where US$100 billion was generated last year, but Qatar is right up there with other Middle Eastern countries, expecting to earn US$609.10m this year.

Its affluent local population, renowned for their emphasis on appearance and grooming, continue to invest significantly in beauty and personal care products and treatments.

While I might enjoy a monthly hands or feet treat, other women, particularly well-heeled Qatari women pop into their local spas for any variety of treatments on a weekly or more frequent basis.

By way of example, the award-winning Zulal Wellness Resort which is part of the Chiva-Som group, is the largest and most immersive wellness retreat in the Middle East and is a popular destination for Arabic women. From time to time, the resort offers specials, like a “rejuvenating daycation” for QAR700 (about R3500), inclusive of a “body composition analysis”, a full-body Tadlek (a traditional massage) and access to the serenity hydrothermal area.

Statistics show that in terms of per person revenues for the personal care market, Qatar is expected to generate close to US$221 (about R4000) as compared to South Africa’s expected “lipstick effect” figure of US$73s (R1300).

I have yet to see a scruffy-looking local – that’s both the women in their traditional black abayas or the men, and even young boys, in their whiter-than-white thobes.

They take such pride in their appearance. I am told the men will rush home to change should they spill coffee, karak or anything else on their thobes.

Social media influence on the business of beauty

Social media has had a massive impact on life – and all the more so when it comes to our need to look good.

With everyone putting their pouting selves out there, we are consistently reminded of our own physical shortcomings.

Social media has also shaped cosmetic services and procedure trends. This is how I came to learn about “morning shedding”, “vajacials” and “dermaplaning”.

Nowadays, we can instantly access the latest procedures, the best deals and make online bookings.

It’s all so convenient. And here, salons stay open till late in the evening since Qatar dances to a different daily rhythm. This rhythm changes again during Ramadan.

But beware when exploring self-care on social media lest you wish to be reminded of your apparent physical failings. In doing so, you will be bombarded with body-beautiful solution posts and supporting special offers!

The reshaping of consumer beauty behaviours is further assisted by influencers, especially in the Middle East where beauty and wellness are part-and-pout of the lifestyle.

The bits you can see

I personally – and very possibly naively – think the reason why there is also such support for the beauty business in the Middle East is because of the dress code. My theory is that traditional long flowing robes worn provide little scope for expression. So, if you cannot easily show off the latest clothing fashions, you naturally gravitate to “the bits you can see” – the face, hands and feet.

These areas become the pampered play areas.

The face is privy hydration treatments, collagen, make overs, peels, fillers, lifts and tucks, eyelash extensions, Botox, eyebrow lamination, microblading or tinting, hair laser removal and many more treatments that I have yet to discover.

The same goes for those hands and feet.

All the bits you can see are further indulged with the best brands of eyewear and footwear, exquisite jewellery and sort-after handbags.

His and hers

The grooming industry extends to both sexes in Qatar, but never the twain shall meet.

In our early days in Qatar, the H learnt this to his detriment. He tried to bring me cash as this hair salon does not take card payment.

Let’s just say being shooed away by five flapping Filipino women left an indelible mark on my poor Mark.

However, grooming support for the metrosexual male is alive and well in Qatar.

Barbers and spas for “masculine refinement” with everything from a traditional shave (QAR60 which is about R300) to anti-aging facial treatments (from QAR430/R2150) are available. And, they are popular, too.

And, as shared, salon and other wellness facilities are open long after traditional South African and Western business hours, mainly because of the weather.  This is perfect for those who work from 9-to-5.

What services are available

As shared, there are more than 700 registered salons listed in Doha, Qatar. They are in every shopping centre, every suburb and there are technicians and therapists who will also happily come to your home.

Some offer everything from manicures to full-body laser treatments, but most concentrate on everyday maintenance, inclusive of hair options. (I am keeping a scary hairy post for later).

There are high-end salons, spas and a number of luxury wellness resorts where highly qualified practitioners offer a range of treatments right through to services offered by individuals who work on a freelance basis.

 

These women come from around the globe, although the majority appear to be from the Philippines. Well, this has been my experience at “my local”.

My personal experience

While I call it “my local” – it’s not a local “where everyone knows your name”. Rather, it’s a highly efficient, well-run set-up with customers of every shape and hue coming and going.

No, chummy chit-chats or passing “I love your hair” or “that colour really suits you”. It may be different elsewhere. But at my spot, chosen for convenience and cost, it’s all about quick and effective service. They do this well.

There’s free tea, coffee or water, lovely laid-back music and free WiFi, too.

The staff are friendly, but rarely indulge in conversation, possibly because of the language barrier or because it’s company policy to allow clients to completely relax.

There are practitioners, sometimes two, working at every “beauty station” available. As soon as one client leaves, the next arrives. The place is busy and especially so on Thursdays, when the weekend begins.

Initially, visiting the salon was an eye-opener – all these women indulging in so much self-care – but now it’s the norm, part of my routine for life in Qatar.

Which reminds me, with the daily temperatures just nudging up to the 30Cs, summer is all but here, it’s time for another toe-time treat.