The wellness industry in the Middle East is growing fast—and women are both its driving force and its primary market. What started with boutique gyms and diet plans has expanded to include mental health platforms, mindfulness coaching, nutritional services, and even luxury retreats.
This growth reflects both rising income levels and changing cultural norms. In the Gulf, particularly the UAE and Saudi Arabia, younger generations of women are increasingly vocal about self-care, mental health, and physical wellness. Social media has helped normalize these topics, creating influencers and entrepreneurs who now run businesses ranging from wellness apps to plant-based food brands.
Homegrown ventures are gaining traction. In Dubai, brands like The Hundred Wellness Center offer integrative health services rooted in local culture. In Riyadh, yoga studios that were once underground now operate openly, with government approval and public marketing. In Egypt and Lebanon, nutrition and coaching services tailored to women’s hormonal health are gaining popularity.
Women entrepreneurs are leading this shift, often starting businesses after facing burnout or unmet health needs. Many focus on personalization and education, aiming to demystify wellness without relying on imported trends.
Though the market remains fragmented and often inaccessible to lower-income groups, the direction is clear: women are not only consumers of wellness—they are shaping what it means for the region
