Salon booking apps start new trend in Middle East

Beauty e-services apps in high demand in Saudi Arabia, Dubai and Abu Dhabi

The Middle East has seen sudden growth in the salon booking e-services market, with three consumer apps having launched within the region in the last year.

BEEM, short for ‘Beauty Emergency’, bills itself as Dubai's first home-grown salon booking app and was released in 2015 by founder Samantha Hamilton-Rushforth. A former women's magazine beauty editor, Hamilton-Rushforth's team spent nine months working on the concept, with areas of research including female digital habits and preferences for in-app icon placement, before its Dubai debut.

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