China was the largest supplier to the main importing countries.
What this market covers
Handheld electric tools for skin and hair care such as light masks, cleansing brushes and microcurrent devices. Consumers and clinics buy them.
Typical segments
- Facial cleansing brushes
- LED light masks
- Microcurrent devices
- Hair removal devices
Top importing countries
Customs import value under HS 854370 in each country's latest reported year (in brackets), USD million.
GCC and Africa
Import value by country group, latest reported year per country, USD million.
Source: UN Comtrade
Why this market is moving now
- Import value for the 11 countries reporting every year rose 92% from 2020 to 2025.
- EU exports of the matching CN code to the region rose 124% from 2020 to 2025.
- Demand is concentrated: one country took a large share of the region's reported imports.
About the data
Figures are customs import values (CIF, US dollars) that 19 countries reported to UN Comtrade for HS code 854370 (Electrical machines and apparatus, having individual functions, n.e.s. in chapter 85). Each country's latest reported year is used: Algeria 2024, Bahrain 2024, Cote d'Ivoire 2025, Egypt 2025, Ethiopia 2023, Ghana 2025, Israel 2025, Jordan 2024, Kenya 2025, Kuwait 2025, Morocco 2025, Nigeria 2025, Oman 2025, Qatar 2024, Saudi Arabia 2025, South Africa 2025, Tanzania 2025, Tunisia 2024, United Arab Emirates 2023.
South Africa reports import values FOB (free on board) rather than CIF.
Supplier figures add up the partner breakdown that the largest importing countries reported for their latest year. Partner areas that the reporters did not specify are left out of the list.
EU export figures are Eurostat Comext values in euros for CN code 85437090 (Electrical machines and apparatus, having individual functions, n.e.s. in chap. 85), the code used on the EU page for this market. Shares, changes and per-kilogram values are calculated from these figures. No figure on this page is a forecast.
Key figures
Each figure names the source it came from. Open the source list below to read the quoted line.
| Figure | Value | Year | Source |
|---|---|---|---|
| Customs data from 19 Middle East and Africa countries shows imports of $1.38 billion under HS code 854370 (Electrical machines and apparatus, having individual functions, n.e.s. in chapter 85) in their latest year with data (2025 for 12 countries, 2024 for 5 and 2023 for 2). | 1.38 USD billion | 2025 | UN Comtrade |
| Imports under HS 854370 by the 11 countries that reported every year from 2020 to 2025 were up 92% in 2025 compared with 2020, from $417.6 million to $802.9 million, calculated from UN Comtrade values. | +92 % since 2020 | 2025 | UN Comtrade |
| The United Arab Emirates was the largest importer among the countries covered, with $491.4 million in 2023, or 36% of the total. | 491.4 USD million | 2023 | UN Comtrade |
| South Africa followed with $236.4 million in 2025. | 236.4 USD million | 2025 | UN Comtrade |
| The six GCC (Gulf Cooperation Council) countries accounted for $738.0 million, or 53% of the total, in their latest reported years. | 738.0 USD million | 2025 | UN Comtrade |
| The 11 African countries with data accounted for $445.7 million, or 32% of the total. | 445.7 USD million | 2025 | UN Comtrade |
| China was the largest supplier to the 5 largest importing countries in the region, which took 84% of its reported imports, with $393.9 million, or 34% of their imports under HS 854370 (partner data for each country's latest year). | 393.9 USD million | 2025 | UN Comtrade |
| The average import value under HS 854370 was $35.63 per kilogram across the 17 countries that reported net weight, calculated from UN Comtrade value and weight. | 35.63 USD per kg | 2025 | UN Comtrade |
| EU exports of CN 85437090 (Electrical machines and apparatus, having individual functions, n.e.s. in chap. 85) to the 19 Middle East and Africa countries covered were worth €318.0 million in 2025. | 318.0 EUR million | 2025 | Eurostat |
| EU exports of CN 85437090 to these countries were up 124% in 2025 compared with 2020, when they were €142.0 million, calculated from Eurostat values. | +124 % since 2020 | 2025 | Eurostat |
| The United Arab Emirates was the largest of these destinations for EU exports of CN 85437090 in 2025, at €79.3 million. | 79.3 EUR million | 2025 | Eurostat |
Sources and method
The figures on this page come from the public sources listed below. Read how we work.
- UN Comtrade: UN Comtrade database, annual imports by HS code (public preview API) (2026-11-06)
Quoted lines
- Figure 1
cmdCode=854370 flowCode=M partnerCode=0 primaryValue: ARE2023=491391282; BHR2024=6189079; CIV2025=6771836; DZA2024=30974076; EGY2025=51901865; ETH2023=4327152; GHA2025=4947572; ISR2025=191562000; JOR2024=8500005; KEN2025=6115783; KWT2025=10823825; MAR2025=67587558; NGA2025=19397348; OMN2025=27191355; QAT2024=22323594; SAU2025=180108173; TUN2024=12257643; TZA2025=4964233; ZAF2025=236437456; sum=1383771836
- Figure 2
cmdCode 854370, flowCode M, partnerCode 0, sum of primaryValue for CIV EGY ISR KEN KWT MAR NGA OMN SAU TZA ZAF: 2020 = 417560090; 2025 = 802861434; change +92%
- Figure 4
reporterCode 710, period 2025, cmdCode 854370, flowCode M, partnerCode 0, primaryValue 236437456
- Figure 5
cmdCode 854370, flowCode M, partnerCode 0, sum of primaryValue for ARE BHR KWT OMN QAT SAU = 738027309; share 53%
- Figure 6
cmdCode 854370, flowCode M, partnerCode 0, sum of primaryValue for CIV DZA EGY ETH GHA KEN MAR NGA TUN TZA ZAF = 445682522; share 32% (shown as 445.7 USD million)
- Figure 8
cmdCode 854370, flowCode M, partnerCode 0, sum of primaryValue 1142386807 / sum of netWgt 32063410 kg = 35.63 USD per kg
- Figure 1
- UN Comtrade: UN Comtrade database, annual imports by HS code (public preview API) (2026-11-06)
Quoted lines
- Figure 3
reporterCode 784, period 2023, cmdCode 854370, flowCode M, partnerCode 0, primaryValue 491391282; share of 1383771836 = 36% (shown as 491.4 USD million)
- Figure 3
- UN Comtrade: UN Comtrade database, annual imports by HS code (public preview API) (2026-11-06)
Quoted lines
- Figure 7
cmdCode 854370, flowCode M, partnerCode 156, primaryValue summed over reporters = 393866700; world 1167086469; share 34% (shown as 393.9 USD million)
- Figure 7
- Eurostat: EU trade since 1988 by HS2-4-6 and CN8 (DS-045409) (2026-11-06)
Quoted lines
- Figure 9
DS-045409, reporter EU27_2020, product 85437090, flow export, VALUE_IN_EUROS, 2025: AE=79330360; BH=1232584; CI=3662296; DZ=8941173; EG=32697307; ET=1192990; GH=869951; IL=46864408; JO=2835529; KE=1057163; KW=3563591; MA=37870831; NG=3643061; OM=2597907; QA=7413086; SA=30220019; TN=10682891; TZ=887864; ZA=42413527; sum 317976538 (shown as 318.0 EUR million)
- Figure 10
DS-045409, reporter EU27_2020, product 85437090, flow export, VALUE_IN_EUROS, sum over the same partners: 2020 = 142026177; 2025 = 317976538; change +124%
- Figure 11
DS-045409, reporter EU27_2020, product 85437090, partner AE, flow export, 2025, VALUE_IN_EUROS 79330360
- Figure 9
Buyers and suppliers
Who buys
- Online shoppers
- Beauty retailers
- Salons and clinics
Large suppliers to the countries covered
EU exports to the largest destinations in the region, 2025
Eurostat Comext, CN 85437090, EUR million.
What the full report covers
- 01Executive summary
The answer in one page: size, direction and what moves it - 02Market definition and scope
What is in and out of the Middle East and Africa market - 03Market size, 2021 to 2025
Historical series and growth rates - 04Outlook to 2031
Base, low and high scenarios with stated assumptions - 05Rules, policy and deadlines
Regulation and programmes that change demand - 06Drivers and barriers
What accelerates or slows adoption, by customer segment - 07Prices, costs and margins
Unit economics where public data allows - 08Competitive landscape
8 to 12 company profiles with recent moves - 09Opportunities and risks
For new entrants, suppliers and investors - 10Method and sources
Every assumption and source, listed
Included with the full report
- PDF report, 40 to 60 pages
- Excel data pack
- Ready-to-use charts
- Method note and assumptions
- Written to order in 5 working days
Frequently asked questions
How big is the Middle East and Africa beauty device market?
There is no single official market total. Customs data reported to UN Comtrade shows imports of $1.38 billion under HS code 854370 by 19 countries in the region, using the latest year each one reported.
Which Middle East and Africa countries import the most beauty device?
The United Arab Emirates was the largest importer, followed by South Africa and Israel.
Where does the Middle East and Africa import beauty device from?
China was the largest supplier to the largest importing countries in the region. Other large suppliers included Malaysia, the United States and Germany.
How do GCC and African imports of beauty device compare?
The GCC countries with data took $738.0 million, or 53% of the total, and the African countries with data took $445.7 million, or 32%, each in its latest reported year.
How much beauty device does the EU export to the Middle East and Africa?
Eurostat shows EU exports of CN 85437090 to the countries covered of €318.0 million in 2025. The United Arab Emirates was the largest destination.
What is the average import price of beauty device in the Middle East and Africa?
Dividing UN Comtrade import value by net weight gives about $35.63 per kilogram for HS 854370, across the countries that reported weight.
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