Several Dubai-based beauty brands are launching internationally, leading The Quartz to speculate that this Middle Eastern market will soon rival South Korea as a global capital of beauty.

The Quartz points to Huda Kattan, Founder of Huda Beauty, who recently attracted the attention of private equity investor TSG Consumer Partners. Funds raised through the sale of a minority stake will be piled into global expansion for the brand. Meanwhile, skin care brand Shiffa launched in the US via Nordstrom’s online store in December.

“The Middle East is possibly the best test market for beauty success – the customers are some of the most discerning and enthusiastic in the world,” writes The Quartz’ Noel Duan. According to figures published by Arab News, the average employed woman in Saudi Arabia spends up to 80 percent of her income on beauty products, with Dubai residents among the biggest spenders in the region.