LSN : News : Stat: Affordability and gymtimidation shape Middle East fitness boom

Sephora explores the intersection of beauty and music with Faces of Music docuseries

Faces of Music by Sephora in collaboration with Digitas Pictures and Imagine Documentaries, US

US – Sephora has teamed up with Digitas Pictures and Imagine Documentaries to produce Faces of Music, a new Hulu docuseries highlighting the connection between beauty and music.

Directed by filmmaker Ting Poo, the three-part series explores how artists Chappell Roan, Victoria Monét and Becky G use make-up as a form of self-expression, from bold stage looks to personal beauty rituals.

‘Music, like beauty, is universal yet deeply personal, and it’s thrilling to be a part of a project that celebrates the individuality and artistry of musicians from all backgrounds,’ commented Monet in a press release.

The project is one of the first major initiatives from Sephora’s newly established Marketing Partnerships team, which was set up to forge alliances across lifestyle verticals. Building on the retailer’s Sephora Sounds initiative, which amplifies emerging and under-represented musicians, Faces of Music extends the brand’s presence in entertainment.

Our Content Commerce report unpacks the media and retailer partnerships expanding opportunities and giving brands access to the world of entertainment.

Strategic opportunity

How can you incorporate storytelling into your next campaign? Collaborate with musicians, filmmakers and other cultural voices to create authentic content that blurs the line between content and commerce

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, we wrap up the topics, issues, ideas and viral moments everyone’s been discussing. This week, foresight analyst Seyi Oduwole delves into on-the-go wellness, big tech’s venture into the sports arena and Korean-inspired edibles.

: Korean-American drag queen Kim Chi and mochi brand Sundae Flowers are blending traditional Korean flavours with the wellness benefits of cannabis, through an exciting new product in the growing edibles market. Their recent launch features kimchi-infused cannabis products that are not only healthy but also offer an adventurous flavour profile and functional food experience. Kim Chi’s gummies offer a unique treat, perfect for your next K-drama binge.

: Big tech companies such as Apple and Meta are making big moves in the sport and fitness industry. Apple Fitness+ and Strava have teamed up, bringing digital fitness content to a new level, while Meta is reportedly releasing smart glasses for athletes, designed in collaboration with Oakley. These innovations signal a growing trend of integrating AI and augmented reality into fitness through smart glasses and wearable tech, positioning tech giants as key players in the next wave of hyper-personalised fitness.

: Wellness brands are upgrading travel retail. AG1’s new vending machines, available at US airports including San Francisco and Chicago O'Hare, are stocked with nutrient-packed powders and shaker bottles, while Therabody’s vending machine at San Francisco International Airport dispenses recovery devices such as massage guns. These convenient health hacks are perfect for travellers on the way to their next glow up getaway.

Apple Fitness+ and Strava, US

Quote of the week

‘There has been a pendulum swing not just towards sex, but towards deviance. Now everyone is horny. Everyone is attracted to everyone, be they rat boys, muscle mommies or short kings. Sexual appetite is so ravenous you can’t open a single social media app without being hit with a stream of content memeifying kinks ranging from praise to piss’

Emma Garland, writer, Dazed

Stat: Affordability and gymtimidation shape Middle East fitness boom

Surrenne at The Emory, London, UK

United Arab Emirates, Saudi Arabia – Cost remains the primary obstacle preventing people from joining a gym, according to the UAE & KSA Health & Fitness Report 2025, the region’s largest-ever fitness survey. With Dubai and Riyadh among the world’s most expensive cities for gym memberships, 53% of respondents in UAE and 51% in KSA (Saudi Arabia) identified affordability as a key barrier. Despite this, interest in health and fitness is surging: an impressive 92% of those surveyed aspire to improve their health compared to only 76% in the UK and 75% in the US.

Nearly half of respondents – particularly women – experience ‘gymtimidation’, citing unfamiliarity with equipment and self-consciousness as major hurdles.

Karl Foster, CTO and chief data alchemist at GymNation describes this as ‘a pre-take-off era’ and says that third-party research estimates that low-cost gym memberships are projected to grow at an average annual rate of 30–45% over the next five years in the region. With improved pricing and accessibility, the Middle East’s fitness revolution is only just beginning.

For further insights into wellness investment in the MENA region, explore our Saudi Arabia: Luxury Beauty & Wellness report.

Strategic opportunity

Address ‘gymtimidation’ by designing female-friendly gyms with dedicated workout zones and beginner-friendly classes led by women trainers. Offer guided equipment inductions and small-group sessions to build confidence and create a welcoming environment for first-time gym-goers