The UAE has a highly diverse population across its seven Emirates, but there's still a strong sense of pride in a shared national identity. To appeal to its well-travelled citizens, brands are proving their commitment with tailored products, events and social engagement.

Each year, Muslims worldwide observe Ramadan. It's the month when brands spend the most on marketing to Muslims, hoping to attract customers breaking their fast in the evening. Having already launched an Arabic website and stores in the Middle East, DKNY introduced a Ramadan collection in July 2014.

During Ramadan, Muslims pray five times a day, during which 'wudu' must be performed: the process of washing certain parts of the body prior to prayer. While women have to remove nail varnish for this process, the BCI group have developed a halal version in time for the holy month.

The launch of a new shampoo by Henkel aimed specifically at women who wear headscarves is symbolic of the many innovations happening in beauty. Brands like Unilever and Henkel are beginning to truly understand and meet the unique needs of untapped markets like Muslim women.