How Custom Haircare Became Beauty’s Ultimate Luxury

In a world where skincare routines have become multi-step rituals of self-expression, haircare is finally having its own awakening. Gone are the days of one-size-fits-all shampoos and conditioners promising generic results. Today, beauty is becoming deeply personal, and nowhere is that more apparent than in the rise of customisable haircare. Personalised formulas are no longer a futuristic concept, but the new gold standard.

Leading this shift globally are brands like Function of Beauty, Prose, and Aura Hair Care, offering tailored products based on hair type, scalp condition, and lifestyle. Even the once-overlooked curly hair community now has its champions in CURLē, while high-tech players like The Hair Lab by Strands bring lab-grade diagnostics directly into homes. But as the movement gathers global momentum, the Middle East is entering the conversation in its own bold, beauty-forward way.

At the forefront of this regional renaissance is Lebanese entrepreneur Youmna Khoury, whose cult-favourite brand Youmi Beauty has just launched Made for Me, a fully customisable haircare ritual that invites women to take control of their routine like never before.

For Khoury, the launch is both personal and timely. “At Youmi Beauty, we’re driven by one mission: to make beauty personal, powerful, and rooted in real needs,” she says. “I launched Made for Me because I saw a clear gap. Most haircare is generic, yet no two women or men have the same scalp, lifestyle, or concerns. I wanted to create a line that allows every person to feel like the product was made just for them because it actually is.”

Developed in Italy using advanced trichology principles and enriched with nutrient-dense botanicals, the collection allows users to mix and customise their experience with five targeted serums addressing everything from frizz control to colour protection. But beyond the science, Khoury’s vision is rooted in the emotional connection Middle Eastern women have with their hair. “Hair is a powerful part of beauty and identity in this region. Women here invest in it not just financially, but emotionally. They want shine, strength, volume, and longevity all at once. With Made for Me, we’re giving them luxury solutions that match that level of expectation and emotional investment,” she says.

In salons across the UAE, the demand for personalised routines is already becoming non-negotiable. Karl Warner, Artistic Director at Pastels Salon and a go-to for some of the region’s most stylish insiders, observes a similar shift on the salon floor. “Personalised haircare is more than a trend. It’s becoming a standard expectation. Clients no longer want generic recommendations. They want a deeper understanding of their hair’s biology and how to adapt their routine as their needs change,” he says. “In the Middle East, we see this demand even more, as clients face unique challenges from the climate, water quality, and frequent colour services. Customised solutions allow us to target these factors with precision and care.”

For Natalie Kasses, Founder and Technical Educator at UNIK Hair Studio, the move toward personalisation is as much about education as it is about product. “Haircare routines are becoming the new skincare routines, and it’s incredible to see both women and men taking a deeper interest in their hair. There’s a growing awareness that healthy hair starts at the root, literally. Scalp health is key because if the follicle isn’t clear and open, you can’t expect the hair to thrive,” she explains.