Luxury Social Commerce in the Middle East

Luxury as Culture, Not Just Category

As we continue Marketing Around the World this September, few markets embody the fusion of culture and luxury as well as the Middle East. Known for its reputation as a luxury capital, the region is not only home to high-end retail but also to new digital behaviors that are shaping global social commerce trends. From the TikTok resale market for Hermès and Chanel to the rise of Huda Beauty, the Middle East shows us how luxury thrives when it is both aspirational and accessible.

TikTok and the Luxury Resale Boom

In the Middle East, platforms like TikTok are redefining luxury’s relationship with social commerce. What was once a highly exclusive retail experience is being reinterpreted through resale content with Hermès bags and luxury watch pieces going viral in real time. These moments are case studies in cross-cultural creative marketing, where social-first storytelling makes luxury feel participatory while maintaining its aspirational pull.

Creators as Global Luxury Founders

Huda Beauty remains the gold standard of the creator economy and creator founded brands. What started as Huda Kattan’s influencer presence has evolved into a globally recognized brand, built on authentic community engagement. In 2017, Huda Kattan was chosen as one of The 25 Most Influential People on the Internet by Time, and she was listed as one of The Richest Self-Made Women and one of the Top Three Beauty Influencers by Forbes.

The brand’s journey reflects a wider global influencer marketing trend: creators as brand founders who understand audiences more deeply than traditional retailers. Influencer create brands that are at the forefront of social media and commerce innovation – eager to try out the latest advances, as their company size is still smaller and more dynamic. Social Commerce is still a new concept to many brands, especially global corporations. As Pulse MD, Mikhail Hanney, explains: “Big established brands rarely jump in first – they wait to learn from startups and celebrity-led brands. Now that social commerce is less of a cowboy rodeo, adoption rates are rising.”

Huda Beauty’s success proves the point: creator-led brands were willing to experiment in a space that traditional cosmetic brands and luxury houses hesitated to enter. By the time legacy brands began to adapt, Huda had already built a loyal global community and redefined beauty as both luxury and accessible. For global marketers, the lesson is clear: risk-takers often capture market share first, and established players must learn from their agility.

Global Best Practices from the Middle East

Luxury brands worldwide can take inspiration from how the Middle East balances exclusivity with engagement. The key lies in fusing aspiration with accessibility, offering audiences a sense of association without eroding luxury’s prestige. For global marketers, this translates into three practices:

• Use creators to narrate brand stories authentically across cultures.

• Experiment with accessibility – like social commerce, live online shopping events, and social-first activations.

• Maintain luxury’s brand image while embracing the immediacy of social shopping worldwide.

What Global Brands Can Learn

The Middle East proves that luxury isn’t static it adapts. By weaving storytelling through global creators with emerging social commerce trends, the region shows us that luxury marketing today means striking the balance between status and innovation.