Beauty and wellness fair: Lebanese market holds strong despite war and crises

The war and the crises that have upended life in Lebanon over the past seven years have done little to slow the momentum of wellness professional. That sentiment was shared by several professionals in the field — spanning activities, products and lifestyles focused on prevention, health maintenance, personal development and well-being — whom we spoke to on the sidelines of the third edition of the Beauty and Wellbeing Forum. The five-day event, which opened last Thursday at Forum de Beyrouth despite ongoing bombardments in southern Lebanon and the Bekaa, brought together more than 100 exhibitors across 8,000 square meters, along with dozens of specialists and speakers.

Clinical dietitian and lecturer-researcher at the Lebanese American University (LAU), Nivine Bachir, noted that the trend spans various generations but appears particularly strong among people in their 30s and 40s. She was attending the fair to present Qrema, a Lebanon-made coffee cream substitute.

Yahia Hammoudi, founder of Flex Studio, a chain specializing in assisted stretching and facial gymnastics, said demand has accelerated since the COVID-19 pandemic reshaped attitudes toward health and self-care. "In recent years, we have seen significant growth. The wellness and recovery industry has developed at a rapid pace as people have become more aware of the importance of prevention, physical recovery, longevity, and overall well-being," he said. "The pandemic brought about a major shift in mindsets. And today, wellness is no longer seen as a luxury, but rather as an essential investment in quality of life."

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'Ten years ago, this was the future'

Sonia Rahbani, an anti-aging specialist and founder of Beirut-based Dermapro, said, "Holistic medicine, wellness-related jobs, and wellness centers opening with saunas, spas, and relaxation spaces are gaining ground. The concept is evolving. Everything is connected inside the body, and it is no longer just cosmetic treatments that help maintain youth." She pointed to peptides — protein fragments that have become one of the most sought-after ingredients in anti-aging treatments. "Ten years ago, this was the future," she explained.

"Today, wellness includes preventive treatments and personalized approaches aimed at adapting care to each person’s body. This includes many treatments and supplements, like peptides or stem cells, used to send signals to the body. Diet, nutrition plans, and 'loving your body' are also part of this approach," Rahbani continued.

The trend extends far beyond Lebanon. In a report published at the end of 2025, the Global Wellness Institute, an international organization specializing in the sector, said the global wellness economy had doubled in just over a decade, reaching $6.8 trillion in 2024. Growth was driven largely by personal care and beauty, healthy eating and physical activity sectors. No centralized data exists to measure the industry's size in Lebanon.

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Wellness has also become an increasingly prominent focus the World Health Organization, which adopted a resolution in 2022 calling on member states to further integrate wellness into public policy, recognizing that health is not defined solely by the absence of disease.

The industry's growth, however, comes with a price tag. Consultations with dietitians and psychotherapists can cost Lebanese clients more than $100 per session. Rahbani said anti-aging treatments vary widely in cost. Some options, such as stem cell and peptide-based therapies, remain expensive, while others, including certain hormone supplements and anti-aging treatments, are more affordable. Bachir said prices across the wellness sector have remained relatively stable and have only recently risen due to global inflation. She added that professionals in Lebanon generally follow U.S. standards.

Finally, Hammoudi said the outlook for the wellness and recovery industry remains "extremely promising," driven by growing interest in Lebanon and globally in longevity, active aging, exercise, stress management and optimization of recovery.

This article was originally published in French in L'Orient-Le Jour.

Salon de la beauté et du bien-être : le marché libanais tient bon malgré la guerre et les crises