Skip to content Skip to Search
Skip navigation

UK body spray maker Confetti maps Gulf expansion

Confetti's 'perfume in a can' is entering the UAE and Saudi market
  • Confetti’s ‘perfume in a can’ aimed at budget-conscious consumers 
  • Company launched in Dubai in January, Saudi is next 
  • GCC personal care market set to be worth $1.8bn by 2027

Gulf countries may be synonymous with luxury but there’s a gap in the fragrances market for lower cost products, according to Ori Leslau, founder and chief executive of Confetti Group.

The UK company is about to launch in the UAE, then in Saudi Arabia later this year. 

Marketed as “perfume in a can”, Confetti’s products save on the expensive packaging of high-end scents but contain the “highest concentration of fragrance of all products in their price category”, Leslau told AGBI.

They retail for between $3 and $5 a piece and are more akin to body sprays, placing Confetti in the personal care segment alongside bigger brands like Unilever’s Dove or Lynx, rather than in perfume. But they’re not antiperspirants or deodorants, Leslau emphasised. 

The group was set up in 2016 and has three brands – Confetti London, fragranced body sprays for women; Riggs London, sprays for men; and EnGarde, a range of antibacterial skincare products.

They sells across 25 countries through duty free shops, onboard airlines, and in a limited number of stores, and its target demographic is aged between 16 and 40.  

Confetti is launching in the UAE in the coming weeks, targeting budget-conscious consumers by selling its products in one of the country’s best-known international supermarket chains. Leslau said he is not allowed to name the company until closer to the launch. 

Ori Leslau, founder and CEO of Confetti Group

Confetti then plans to expand into Saudi Arabia, the Gulf’s biggest market, through a similar deal with a large supermarket retailer.

Other GCC markets may follow depending on success in the UAE and Saudi, but Qatar and Kuwait are less interesting for the group because consumer demand there is focussed on luxury, said Leslau.

The Middle East and Africa’s beauty and personal care market was worth around $33 billion in 2021 and is expected to reach $39 billion by 2025, according to Euromonitor research.

In the GCC, total revenues in the beauty and personal care segment reached $1.2 billion in 2022 and are projected to grow at a compound annual growth rate (CAGR) of 10 percent between 2023 and 2027 to exceed $1.8 billion, with personal care the largest segment, according to data from Statista. 

Leslau believes the personal care segment needs more choice in fragrance format and price – and the UAE, with its diverse mix of nationalities, cultures and demographics, is a perfect “launchpad” for new products in the region.

He said: “Open trading laws in the UAE make it easy for companies to export their products, targeting all these types of consumer, but the market is cluttered.

Leslau added that tighter import and export laws in Saudi Arabia resulted in a lower penetration of fewer, better quality options, and a bigger market opportunity.

Confetti’s body spray range contains both fresh and fruity fragrance notes to appeal to Western consumers, and more traditional Arabic scents such as its maple spray for women, and the Riggs oud sprays for men. 

Leslau plans to create products that straddle both worlds.

“The GCC is well served for the mid-to-high end of the fragrance market but lacks options at the lower end,” he said.

“I see opportunities to carry out granular analysis of what is trending in the region, take those ‘notes’ and create something new.” 

Latest articles

Qatar Rwandair

South African Airways denies talks with Qatar Airways

South African Airways has denied it is talking to Qatar Airways about an equity injection, as observers suggest RwandAir is the Qatari carrier’s most likely target. Qatar Airways’ CEO Badr Mohammed Al Meer set rumours racing earlier this month when he revealed that the state-owned airline was “at the final stage of an equity investment” […]

The twisted Cayan Tower in Dubai Marina is among Drake & Scull's projects

Drake & Scull International shares up by 24% as trading resumes

Shares in Drake & Scull International rose by 24 percent on Wednesday as the troubled contractor resumed trading on Dubai Financial Market following a six-year suspension. DSI stock ended Wednesday at AED0.31, having started the day at AED0.25 – the price at which it sold AED450 million ($123 million) of shares earlier this month as […]

Emirates Airline cabin crew. The Investment Corporation of Dubai owns the airline and has a significant stake in Dubai's biggest bank Emirates NBD

Dubai wealth fund reports record net profit for second year running

Investment Corporation of Dubai, the Dubai government’s main investment unit, has reported a record annual net profit. Earnings were bolstered by higher interest rates and a resurgent aviation sector. ICD owns Emirates and FlyDubai airlines, travel agency Dnata, Emirates National Oil Company (Enoc) and stock exchange operator Borse Dubai.  It also holds sizeable stakes in […]

United Arab Emirates President Sheikh Mohamed bin Zayed Al Nahyan, South Korean President Yoon Suk Yeol and his wife Kim Keon Hee watch the Black Eagles, the aerobatic team of T-50 jets belonging to South Korea's air force, during a welcoming ceremony at the Presidential Office in Seoul on May 29, 2024. JUNG YEON-JE/Pool via REUTERS

Trade deal signed during UAE state visit to South Korea

The UAE has signed a trade agreement with South Korea during a two-day state visit by the Emirati president, Sheikh Mohamed bin Zayed Al Nahyan, that has resulted in deals worth billions of dollars being struck between the two countries. The UAE has become the first Arab country to formally sign a comprehensive economic partnership […]