The ethical beauty company The Body Shop has announced plans to launch an ecommerce site targeting the United Arab Emirates. The site is expected to go live in 2017, although an exact date has not yet been announced. The country was chosen due to the phenomenal growth The Body Shop has seen in the region in recent years. In 2015, growth in the Middle East was three times higher than the rest of the world. It is particularly popular in the male beauty market – male shoppers make up 40% of The Body Shop’s customers in the Middle East, compared to a global average of 35%. The Body Shop has put its Middle Eastern success down to the effort it has put into becoming “experts” of Ramadan gifts.